Get Opt-in for WhatsApp

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.

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

Opt-In Methods

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:

  • SMS
  • Website
  • In a WhatsApp thread
  • By phone (using an interactive voice response (IVR) flow)
  • In person or on paper (customers can sign a physical document to opt in)

We strongly recommend that businesses continue to optimize for the user experience when designing opt-in flows.

Helpful Tips

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

  • Users should expect the messages they receive. Set this expectation by:
    • Obtaining an opt-in that encompasses the different categories of messages that you will send (ex: order updates, relevant offers, product recommendations, etc.).
    • Obtaining separate opt-in by specific message category. This mitigates the risk that users will block your business because they receive unsolicited messages.
  • Provide clear instructions for how people can opt out of receiving specific categories of messages, and honor these requests.
  • Ensure your opt-in and opt-out flows are clear and intuitive for users.
  • Clearly communicate the value of receiving this information on WhatsApp.
  • 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

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.

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