WhatsApp Business Policy Guidelines

1. Opt-In Requirements

Before sending messages to customers, you must:

• Obtain explicit opt-in consent from customers
• Clearly explain what types of messages they will receive
• Provide an easy way to opt-out at any time
• Keep records of opt-in consent

2. Message Templates

For messages sent outside the 24-hour customer service window:

• Use only Meta-approved message templates
• Templates must be submitted and approved before use
• Marketing messages require approved marketing templates
• Do not deviate from approved template content

3. Prohibited Content

You may not send messages containing:

• Illegal products or services
• Adult content or services
• Tobacco, alcohol, or weapons
• Gambling or lottery services
• Misleading or deceptive content
• Hate speech or discriminatory content
• Violence or graphic content

4. Spam Prevention

To avoid being flagged as spam:

• Do not send unsolicited messages
• Respect customer opt-out requests immediately
• Limit message frequency to reasonable levels
• Provide value in every message
• Personalize messages when possible

5. Customer Service Window

Within 24 hours of a customer message:

• You can send free-form messages without templates
• Respond promptly to customer inquiries
• Provide helpful and relevant information

After 24 hours, you must use approved message templates.

6. Quality Rating

WhatsApp monitors your message quality based on:

• Block rate (customers blocking your number)
• Report rate (customers reporting your messages)
• User feedback and engagement

Maintain a high quality rating to avoid restrictions.

7. Rate Limits

WhatsApp imposes messaging limits based on:

• Your phone number's tier (Tier 1, 2, 3, or Unlimited)
• Your quality rating
• Recent messaging patterns

Start with lower volumes and scale gradually as your tier increases.

8. Data Privacy

Respect customer privacy by:

• Storing customer data securely
• Not sharing customer information without consent
• Complying with data protection regulations (GDPR, etc.)
• Deleting data upon customer request

9. Business Verification

For better deliverability and higher limits:

• Complete Meta Business Verification
• Verify your business phone number
• Provide accurate business information
• Display your business name clearly

10. Best Practices

• Timing: Send messages during business hours in the recipient's timezone
• Frequency: Limit to 1-2 messages per week unless customer expects more
• Personalization: Use customer names and relevant information
• Value: Ensure every message provides value to the recipient
• Clarity: Be clear about who you are and why you're messaging
• Response: Respond to customer replies promptly

11. Consequences of Violations

Policy violations may result in:

• Reduced messaging limits
• Lower quality rating
• Temporary account restrictions
• Permanent account ban

12. Resources

For more information, refer to:

• WhatsApp Business Policy
• WhatsApp Commerce Policy
• WhatsApp Business API Documentation