Messaging Compliance

All messaging through the WhatsApp Business Platform is governed by Meta/WhatsApp policies, including the WhatsApp Business Messaging Policy and Commerce Policy. WAB2C provides tools to help you message customers responsibly, but you remain responsible for how you use them.

You may only message customers who have given valid opt-in to receive WhatsApp messages from your business. Opt-in must be:

• Clear and informed — the customer knows they are opting in to your business on WhatsApp
• Specific about the type of messages they will receive
• Recorded with source and timestamp wherever possible

Buying, scraping, or uploading contact lists without consent is not permitted.

Business-initiated messages (sent outside an active customer-service window) must use message templates that have been approved through provider channels. Templates must accurately reflect their category and content, and must not be misleading.

WhatsApp messages fall into categories, each with its own rules and charges set by Meta/WhatsApp:

• Marketing — promotions, offers, and product updates (requires opt-in)
• Utility — order, account, or transaction updates tied to an action
• Authentication — one-time passcodes and verification
• Service — replies to customer-initiated conversations within the active window

You must honor opt-out requests promptly and stop messaging customers who ask to stop. Frequent blocks, reports, or low-quality messaging can reduce your number's quality rating and messaging limits, as determined by Meta/WhatsApp.

You must not use WAB2C or WhatsApp to send:

• Spam or unsolicited bulk messages
• Misleading, fraudulent, or deceptive content
• Content that violates the WhatsApp Commerce Policy (e.g. prohibited goods)
• Hateful, illegal, adult, or harmful content

See our Acceptable Use Policy for the full list.

As the business sending messages, you are responsible for valid opt-in, lawful message content, honoring opt-outs, and complying with Meta/WhatsApp policies and applicable law. WAB2C may suspend accounts that violate these requirements.