WhatsApp opt-in requirements for business-initiated messages

What does Meta's opt-in policy require?

Two conditions, both of which must be true before a business contacts someone on WhatsApp. The person has given the business their mobile phone number, and the business has received opt-in permission from that person confirming they want to receive subsequent messages or calls from it.

The opt-in itself has three requirements. It must clearly state that the person is opting in to receive communication from the business. It must clearly state the name of the business. And it must comply with applicable law, which Meta leaves entirely to the business to determine.

Meta's November 2024 policy update relaxed one point: the opt-in can be general and does not need to mention WhatsApp, as long as local law is followed.

Which opt-in methods does Meta accept?

Any method that meets the three requirements. Meta states that such a method is policy compliant, leaves the choice to the business, and gives examples of supported methods. Whichever is used, Meta also advises making clear what the person gains by receiving the messages.

• SMS.
• A website form.
• By phone, through an interactive voice response flow.
• In person or on paper, with a signed physical document.
• Whatever the method, the business is responsible for the notices and permissions applicable law requires.

Does a contact in my WhatsApp Business app count as opt-in?

Not on its own. Meta's policy ties permission to the person confirming they want messages from the business, and a phone number sitting in a contact list satisfies at most the first of the two conditions.

This matters on a Coexistence number because the connection can synchronise contacts from the app, and an existing customer base is the obvious audience for a first template campaign. Having someone's number is not the same as their confirmation.

A customer who writes to the business is a different case: their message opens a customer service window, inside which the business can reply.

What happens if opt-in is weak?

Recipients push back, and the platform responds to that feedback. Meta's opt-in guidance notes that people can block or report a business, or stop its marketing messages, and that its systems will rate limit a business whose quality stays low for a sustained period.

Meta's practical advice follows from that. Set expectations by covering the categories of message the business will send, or collect opt-in per category. Give clear instructions for opting out of specific categories and honour them. Make opt-in and opt-out flows obvious, and watch the quality rating closely when a new opt-in method goes live.

The policy also requires respecting every request to block, discontinue or opt out, on or off WhatsApp, including removing that person from contact lists.

Common mistakes

• Treating synchronised app contacts as an opt-in list. The policy asks for confirmation from each person, not only their number.
• Collecting opt-in that never names the business. Meta requires the business name to be stated clearly.
• Honouring opt-outs only when they arrive on WhatsApp. The policy covers requests made through any channel.

Frequently asked questions

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