Display Names
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.
Prior to completing registration, you may change the display name as many times as you wish. After registration, you must wait 30 days between any display name change requests.
Set Up Your Display Name
See Set up a Phone Number for your WhatsApp Business Account for more information about setting up a phone number and display name.
Display Name Guidelines
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 required to send messages using the WhatsApp Business API or to qualify for WhatsApp official business accounts.
Below are principles for display names and guidance for best practices to avoid formatting errors.
| Principle | Examples |
|---|---|
Compliance with policies | A display name should not violate WhatsApp Commerce and Business policies. An example for a store that sells wine glasses:
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, partner, or parent company), then the relationship between the business represented in the display name and end-client business must be evident and clear in both parties’ business websites. |
Correct formatting, in compliance with the rules set forth below | See Formatting Guidelines below. |
Formatting Guidelines
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.)
| Formatting Rule | Examples |
|---|---|
A display name may not be in all capitals, must have grammatically correct capitalization, and should match the capitalization used in your business name. | For example:
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). | For example:
|
Do not add extra words to your company or brand name unless the words indicate:
| For example:
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If you add permitted words, the first letter of the word must be capitalized. | For example:
|
A display name must contain a minimum of 3 characters. | An example for a business, “KT Sir”:
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A display name may not be in URL format. | For example:
|
Types of Business Accounts
There are two types of WhatsApp business accounts:
| Name | Description |
|---|---|
Official Business Account | WhatsApp has verified that an authentic, notable brand owns this account. |
Business 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. |
How Your Business Appears to Users
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.
Official Business Account
If your WhatsApp account is an official business account, the display name is visible in the chat list, chat screens, chat groups, and contacts view instead of the phone number. There will also be a green checkmark beside the displayed name in the contacts view.
Business Account
If your WhatsApp account is a business account, the display name is only 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.
Requesting an Official Business Account
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.
- Access Direct Support from your Business Manager.
- Click the Ask a Question button in the top right corner.
- Select WABiz: Request official business account status and fill out the required information.
- If you have not set up two-factor verification for the phone number you want verified, follow the instructions in the Two-Step Verification documentation to enable it.
- If you have not completed Facebook Business Verification, see Verify Your Business for more information.
The request status is available under Direct Support in Business Manager.
Note: We do not grant official business accounts to business employees or test accounts.