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Understanding How to Get Opt-in for WhatsApp

Businesses are required to obtain opt-in before sending proactive notifications to customers. Businesses can obtain opt-in in a multitude of ways, both on and off WhatsApp. Ultimately, we want to help people receive useful information from businesses they want to hear from.

Opt-in methods such as via your website, interactive voice response (IVR) flows or in a WhatsApp thread are acceptable.

Requirements

Businesses must follow the below requirements when obtaining opt-in:

  • Businesses must clearly state that a person is opting in to receive messages from the business over WhatsApp
  • Businesses must clearly state the business’ name that a person is opting in to receive messages from
  • Businesses must comply with applicable law

Helpful Tips

Businesses should continue to optimize for the user experience while obtaining opt-in. For example, businesses should:

  • Explicitly call out the types of messages a person is opting into (e.g., delivery updates)
  • Avoid messaging people too frequently
  • Provide instructions for how customers can opt out and honor these requests
  • Monitor your quality rating, especially when rolling out new opt-in methods

Maintaining High Quality

Driving high quality conversations between people and businesses is still a top priority. People can block or report businesses and our systems will rate limit businesses if the business’ quality is low for a sustained period of time. We may also reactively evaluate a business’ opt-in flows, including user feedback, to flag policy violations and develop additional types of enforcement over time.

FAQ

As long as the opt-in method meets the above requirements, it will be policy compliant. For example, the policy allows for opt-in via website, interactive voice response (IVR), within a WhatsApp thread or with a click to WhatsApp ad. We strongly recommend that businesses continue to optimize for the user experience when designing opt-in flows.

People may block or report a business if they feel like they did not opt in to receive messages from them. These user feedback signals are inputs into a business’ quality score and our systems will rate limit businesses if the business’ quality is low for a sustained period of time. We may also reactively evaluate a business’ opt-in flows, including user feedback, to flag policy violations. Over time, we may introduce additional types of enforcement.

Businesses will be able to back into how many notifications were not delivered (difference between messages sent and messages delivered). However, this will only be directional for how many users have opted out as some recipients may just be offline.