Display Name

When you add a new phone number to your WhatsApp account in the Facebook Business Manager, you assign it a display name. The display name is required to create a certificate, without which the WhatsApp Business API client will not work.

This document covers:

You will 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.

Setting 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 a requirement to send messages using the WhatsApp Business API or qualify for WhatsApp official business accounts.

Below are five principles for display names.

PrincipleExamples

Compliance with policies

A display name should not violate WhatsApp Commerce or Business policies. An example for a store that sells wine glasses:

  • Accepted: ABC Wine Glasses
  • Not accepted: ABC Wine

Accurate representation of your business

A display name should represent:

  • A business or its service, product, or department
  • A test account or a demo account and it must maintain an association to the business (e.g., Fresh Produce Ltd. test)
  • An organization with a government affiliation needs WhatsApp team's approval

A display name should not be:

  • An individual's full name
  • A generic term (e.g., Fashion)
  • A generic geographic location (e.g., New York)
  • A slogan or a long description

Consistency with external branding

A display name must have consistent branding with external sources (e.g., a company's website). An example for a product line named "Fresh Produce Cold Pressed Juices":

  • Accepted: Fresh Produce Cold Pressed Juices (how it is branded on your website)
  • Not accepted: Fresh Produce Juices (you changed branding by removing "Cold Pressed")

Clear relationship with your business

A display name must have a clear relationship for your business (must be referred on the business's website or external media references). For example:

  • Accepted: Name of a charity mentioned on a non-profit organization's website
  • Not accepted: Name of a charity not mentioned on any external websites

Correct formatting

A display name must:

  • Not have variations on capitalization, must have grammatically correct capitalization, and may not include all capitals, except for acronyms. For example:
    • Accepted: New City Computers
    • Not accepted: NEW CITY COMPUTERS
  • Not have variations with spacing. An example for a business called "Lil'Cupcakes":
    • Accepted: Lil'Cupcakes
    • Not accepted: Lil' Cupcakes (a space (' ') is added when an external business name does not contain one)
  • Not have any extra punctuation
  • Not include emojis
  • Not include character symbols such as trademark designations
  • Must contain a minimum of 3 characters. An example for a business, “KT Sir”:
    • Accepted: KT Sir
    • Not accepted: KT
  • Not be in URL format

Note: These rules do not apply if a business or an organization already brands this way.

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.
An official business account has a green checkmark badge in its profile and chat thread headers. The name of the business is visible even if the user hasn't added the business to their address book.
Very few businesses will be official business accounts.

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 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.

Official Business Account

Business Account

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.

Business Account

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 solution providers.

  1. Access Direct Support from your Business Manager.
  2. Click the Ask a Question button in the top right corner.
  3. Select WABiz: Request official business account status and fill out the required information.
  4. 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.
  5. If you have not completed Facebook Business Verification, see Verify Your Business for more information.

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.