Businesses are required to obtain opt-in before sending proactive business-initiated messages to customers outside the 24-hour window. Businesses can obtain opt-in in a multitude of ways, both on and off WhatsApp. Ultimately, we want to help people receive useful, expected 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.
Businesses must follow the below requirements when obtaining opt-in:
As long as the opt-in method meets the above requirements, it will be policy compliant. The following are examples of supported opt-in methods:
We strongly recommend that businesses continue to optimize for the user experience when designing opt-in flows.
Businesses should continue to optimize for the user experience while obtaining opt-in. For example, businesses should:
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.
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.