When you add a new phone number to your WhatsApp business account in the Facebook Business Manager, you assign it a display name. The display name is used to create a certificate, which the WhatsApp Business API client requires to work.
You assign a display name to your phone number and submit it for review by the WhatsApp team from your Business Manager. You can change the display name up to three times in the first 30 days; once you have reached that limit, you must wait 30 days before submitting a name change again.
See Set up a Phone Number for your WhatsApp Business Account for more information about setting up a phone number and display name.
All display names should have a relationship with your business and should not violate WhatsApp Commerce and Business policies. Having display names compliant with our guidelines is a requirement to send messages using the WhatsApp Business API or to qualify for WhatsApp official business accounts.
Below are five principles for display names and guidance for best practices to avoid formatting errors.
Compliance with policies
Within your company, you may have separate WhatsApp business accounts for different divisions; only those divisions that are compliant with WhatsApp’s Commerce Policy may have a WhatsApp business account.
Accurate representation of your business
A display name should represent:
A display name should not be:
An organization with a government affiliation needs the WhatsApp team's approval
Consistency with external branding
A display name must have consistent branding with external sources (e.g., a company's website or marketing). An example for a product line named "Fresh Produce Cold Pressed Juices":
Clear relationship with your business
A display name must have a clear relationship with your business (must be referred on the business's website or external media references). For example:
If the relationship between your company and the brand is not obvious, indicate the relationship using “by [company name].”
If the display name represents a business that the company is working with (i.e., if the business is an agency, distributor, or partner), then the display name business and end-client business relationship must be evident and clear in both parties’ business websites.
Correct formatting, in compliance with the rules set forth below
See Formatting Guidelines below.
Your display name will be rejected if there are formatting errors so it is important to comply with the following rules. (Note: These rules do not apply if a business or an organization already brands this way. In that case, the display name may incorporate punctuation, capitalization, etc. that matches the external branding.)
A display name may not be in all capitals, must have grammatically correct capitalization, and should match the capitalization used in your business name.
Note that this display name would be acceptable if the business already brands using all caps.
Do not change the spacing from the spacing used in your business name.
An example for a business called "Lil'Cupcakes":
Do not add any extra punctuation, emojis, or character symbols (such as trademark designations).
Do not add extra words to your company or brand name unless the words indicate:
If you add permitted words, the first letter of the word must be capitalized.
A display name must contain a minimum of 3 characters.
An example for a business, “KT Sir”:
A display name may not be in URL format.
There are two types of WhatsApp business accounts:
Official Business Account
WhatsApp has verified that an authentic, notable brand owns this account.
By default, any account using the WhatsApp Business API or WhatsApp Business App is a business account.
WhatsApp verifies authenticity of a brand for every account on the WhatsApp Business API.
Depending on your business account type, users will see different things. If a user has already saved the business number in their address book, the name from their address book will always be displayed. The phone number will still be visible in the contacts view.
If your WhatsApp account is an official business account, the display name will be visible in the chat list, chat screens, chat groups, and contacts view instead of the phone number. There will be a green checkmark beside the displayed name in the contacts view.
If your WhatsApp account is a business account, the display name will only be shown in the contacts view in smaller text; all other views will show the phone number. You can help customers learn more about your company by filling out your business info, including business website, address, and hours.
Please follow these instructions to request an official business account. For accounts managed by business solution providers, the process is initiated by the business solution provider.
The request status will be available under Direct Support in Business Manager.
Note: We do not grant official business accounts to business employees or test accounts.