Messaging compliance guidelines
WhatsApp marketing works best when messages are expected, relevant and valuable. Here's how we ask customers to operate campaigns responsibly.
WhatsApp Marketing Compliance Principles
Compliance with Meta WhatsApp Commerce & Business Messaging policies requires 1) Explicit user opt-in consent, 2) One-click opt-out (STOP) handling, 3) Pre-approved Meta message templates, and 4) High phone number quality ratings. WA Marketing Service manages account compliance to safeguard sender domain reputation.
Customer consent
Businesses using our platform should have appropriate permission before sending marketing communications to a recipient. We may request evidence of your consent-collection process during onboarding.
Opt-out management
Recipients must be able to stop receiving communications, and opt-out requests must be respected promptly. Our platform supports tracking opt-out status.
Approved templates
Where the underlying messaging platform requires pre-approved templates for certain message types, campaigns must use templates that have gone through that approval process.
Responsible frequency
We ask customers to avoid excessive or irrelevant messaging. Overly frequent or low-relevance campaigns tend to increase opt-outs and can affect account quality standing.
Data protection
Customer information should be handled responsibly and in accordance with applicable privacy requirements in the recipient's jurisdiction.
Platform policy changes
Messaging is subject to the policies of the underlying platform, which may change over time. Availability of certain features or message categories may be affected by such changes and by account-specific requirements.
These guidelines are informational and do not constitute legal advice or a certification of compliance. Businesses remain responsible for their own compliance with applicable law and platform policy.