Compliance and guidelines

You must ensure WhatsApp Terms of service (opens in a new tab) and Commerce policy (opens in a new tab) when using WhatsApp as a communication channel. This section outlines key rules and guidelines you must follow.

Messaging window

WhatsApp allows certain message types within and outside the messaging window. The messaging window opens when an end user responds to a message from your business, temporarily opting in to receive all message types.

• Outside the messaging window: You may send message templates only. Each template must receive a pre-approval from WhatsApp.
• Within the messaging window: When an end user responds, they initiate a 24-hour response window during which you can send free-form messages. Each response from the end user resets this 24-hour messaging window.
• Expired messaging window: If the 24-hour window lapses without a response, you must re-establish contact using an approved message template.
• Extended messaging window: If a conversation starts from a Facebook or Instagram ad that clicks to WhatsApp, or from a Facebook page CTA button, the messaging window extends from 24 to 72 hours.

Messaging limits for outbound messages

WhatsApp sets messaging limits for outbound, business-initiated conversations. These limits, based on a rolling 24-hour period, specify the maximum number of unique customer conversations each sender can initiate.

Messaging limits do not apply to end user-initiated conversations. You may respond to any number of end user-initiated conversations.

Messaging limits are classified into tiers, applicable to a rolling 24-hour period:

• Tier 0: Up to 250 business-initiated conversations (250 unique customers). Applicable to businesses not verified by Meta.
• Tier 1: Up to 1,000 business-initiated conversations (1,000 unique customers).
• Tier 2: Up to 10,000 business-initiated conversations (10,000 unique customers).
• Tier 3: Up to 100,000 business-initiated conversations (100,000 unique customers).
• Tier 4: Unlimited business-initiated conversations.

Reaching the messaging limit

When a sender reaches the messaging limit, their sender status changes to Restricted. Additional conversations can only start when one or more active conversations end.

Example: If the messaging limit is 1,000 and all are active, a new conversation can only start when one active conversation ends.

Increase the messaging limit

Initially, the sender's messaging limit starts at Tier 1. The limit can increase or decrease based on the volume and quality of messages sent.

To qualify for a higher messaging limit, the sender must meet the following criteria:

• Sender status: Connected.
• Sender quality: Medium or High.
• Engagement: Within 7 days, the sender must have messaged at least half of the current messaging limit's unique users.

Example: If the sender meets these criteria, the messaging limit can increase to a higher tier (Unlimited) within 6 days.

Day	Unique end users messaged (daily)	Total unique end users messaged	Messaging limit	Criteria met?
Day 1	500	500	1,000	Yes. The total number of unique users (500) is half the messaging limit (1,000). It is day 1, within the 7-day period.
Day 2	500	1,000	10,000	Messaging limit increases to the next tier (10,000) 24 hours after the 500th message is sent on day 1.
Day 3	3,500	5,000	10,000	Yes. The total number of unique users (5,000) is half the messaging limit (10,000). It is day 3, within the 7-day period.
Day 4	3,500	8,500	100,000	Messaging limit increases to the next tier (100,000) 24 hours after the 5,000th message is sent on day 3.
Day 5	41,500	50,000	100,000	Yes. The total number of unique users (50,000) is half the messaging limit (100,000). It is day 5, within the 7-day period.
Day 6	20,000	70,000	Unlimited	Messaging limit increases to the next tier (Unlimited) 24 hours after the 50,000th message is sent on day 5.

Template pausing

When a large number of end users report or block a template message, Meta pauses the template for 3 hours.

If your sender is registered through embedded signup, you will receive a notification from [email protected] informing you that the template has been paused.

During this three-hour pause, you can choose one of the following actions:

• Resolve the issues:

  • Senders registered through the embedded signup: Go to WhatsApp Business Manager to resolve the issues.
  • Infobip-managed senders: contact Support.

• Edit the template content: If the content may be perceived as spam or phishing, edit it to remove potentially sensitive words.

• Reshape the target audience: Adjust the audience if the content is relevant only to a specific group, such as a loyalty program, to avoid reaching unintended recipients.

  Important

  Any changes you make to the template will go live within two minutes, allowing immediate use without waiting for the three-hour period to end. Meta will continue to track the block rate for the updated template.

• Do nothing: The template will go live again after three hours. However, frequent use of low-quality templates that have been paused may impact the sender quality and ultimately reduce the messaging limit.

Sender quality

To maintain high service quality, WhatsApp calculates sender quality based on block rates. Sender quality ratings are categorized as:

• Green: High quality
• Yellow: Medium quality
• Red: Low quality

If the quality rating drops to Red, the sender status changes to Flagged.

To check your sender’s quality rating, go to Sender management (opens in a new tab) or contact your account manager.

Sender status

Sender status classifications include:

• Connected: The sender operates normally.
• Flagged: This status occurs when the sender quality rating drops to Red. While flagged, you cannot upgrade the messaging limit tier. If the quality rating improves to Medium or High within 7 days, the status returns to Connected. If the quality does not improve, the sender status reverts to Connected but with the messaging limit reduced to the next lower tier. The minimum tier for verified businesses is Tier 1.
• Restricted: This status activates when the sender reaches the messaging limit. While restricted, you cannot send outbound (notification) messages until the 24-hour window resets. You can only respond to messages initiated by end users.

Message templates

To communicate with users outside the standard messaging window, use only registered message templates that comply with WhatsApp guidelines. All templates require WhatsApp's approval before use. You can register templates through the API or in the Senders section of the web interface.

Formatting errors

Incorrect formatting automatically results in the rejection of message templates. Errors include spelling mistakes and issues with parameters. For templates containing parameters, ensure the correct number of curly brackets is present, for example, {{1}}.

Template names must be in lowercase alphanumeric form, with underscores for spaces. Special characters are not allowed, and content cannot include more than four consecutive spaces.

Variables in templates should start from {{1}} and index numbers cannot be repeated.

Sensitive content

Do not include content that could be perceived as abusive, threatening, or offensive. Avoid language that could intimidate customers with legal action or imply adding customers to additional WhatsApp groups.

Spam and scam content

If Meta detects spam or scam content in a template, it locks the WhatsApp Business Account for 3 days. During this period, you cannot create templates or send messages, although you can still receive messages.

• If Meta confirms the content as a scam, your WhatsApp Business Account is permanently disabled.
• If the scam is not verified, Meta unlocks your account.
• Repeated spam or scam violations result in Meta deactivating all existing WhatsApp Business Accounts, and you will be unable to create a new account.

Refer to the Best practices (opens in a new tab) section for further guidance on creating templates.

Template clarity

Ensure that templates clearly communicate your business’s identity and message intent. Users who are not familiar with your business may need context on why they are on a communication list; reviewers may also seek this clarity.

Use precise names for templates. Avoid template names in the form of IDs, as they slow down the approval process.

When creating a template to reopen the messaging window, relate it to the previous message thread for consistency and clarity.

Template categories

Templates fall under four categories, divided into business-initiated and user-initiated conversations:

• Business-initiated: Utility, Authentication, and Marketing conversations.
• User-initiated: Service conversations.

Sending a template message opens a 24-hour conversation window under the respective category. If you send a different type of template within this window, a new 24-hour window opens, and the conversation is charged according to the new template category.

Utility conversations

Use utility conversation templates to inform customers about ongoing transactions, post-purchase notifications, or recurring billing statements.

Examples:

• "Thank you for your reservation! See you next week."
• "Your order has shipped! It will be delivered on Friday."
• "Reminder: your payment is due on Tuesday."

Authentication conversations

Authentication templates are predefined by Meta and may include the following parts:

• Verification code: "{verification_code} is your verification code."
• Security disclaimer (optional): "For your security, do not share this code."
• Expiration warning (optional): "This code expires in {expiration_time} minutes."
• Button: Copy code or one-tap autofill button.

To implement a one-tap autofill button, check the requirements (opens in a new tab).

Authentication templates have a validity period, which is the timeframe within which the message must be delivered to the end user. You can select between 1, 2, 3, 5, or 10 minutes. If the message cannot be delivered due to end user unavailability (for example, phone turned off), delivery is dropped and no charges apply. The validity period is available only for the WhatsApp API.

Marketing conversations

Marketing templates promote offers, provide informational updates, or invite customers to respond.

Any conversation that does not qualify as a utility or authentication conversation is classified as a marketing conversation.

Examples:

• "Thank you for your order! Use code PROMO25 for 25% off your next order!"
• "Hello, welcome to our profile on WhatsApp!"
• "Here are this month's coupons - happy shopping!"
• "You missed your recent appointment, tap here to rebook."

Service conversations

Service conversations are initiated by end users to resolve inquiries or issues they may have.

Template rejection

If a template meets the guidelines outlined in the Compliance and guidelines section and the WhatsApp Commerce policy (opens in a new tab) but is still rejected by WhatsApp, you can appeal the decision. To appeal, email the following information to our Support:

• Account name
• Template name
• Placeholder values
• Sample of the media file (for templates containing media headers)

Best practices

To ensure your templates meet WhatsApp’s quality standards, follow these best practices:

• Template content:

  • Use templates to initiate conversations and encourage end users to reply.
  • Avoid open-ended welcome or introductory messages.
  • Clearly specify the purpose of each message.
  • Keep messages concise and informative.
  • Avoid abusive or threatening language.
  • Select the appropriate message type and language.
  • Replace "survey" with "feedback".
  • Upload samples for media files, placeholders, and call-to-action buttons when registering templates.

• Formatting guidelines:

  • Avoid placing adjacent placeholders (for example, {{1}} {{2}}).
  • Do not start or end the template body with a placeholder or a \n newline character.
  • Avoid emojis or \n characters in the footer, and refrain from using emojis, asterisks, formatting markup, or \n in the header.
  • Check for grammatical or spelling errors.
  • Avoid creating identical templates.
  • Only share URLs that include your brand name and avoid URLs with random characters.

• Expected usage:

  • Send notifications only to customers who have opted in.

• Relevance:

  • Avoid vague or irrelevant messages.
    • Example: Instead of "Here is {{1}} " use "Here is your invoice number {{1}}"
  • Personalize messages for specific recipients using placeholders.
    • Example: Rather than "Dear customer, here are some offers for you", use "Dear {{1}}, here are some offers on {{2}} best suited for you".
  • Create messages that feel user-triggered.
    • Example: Instead of "Here are products you can buy", use "Hope you enjoyed exploring our website. Would you like to check your cart and make changes?"
  • Include the next steps when relevant.

• Timeliness:

  • Send messages at relevant times.
  • Avoid sending multiple messages within a single day.

• Compliance:

  • Review and comply with the WhatsApp's Terms of service (opens in a new tab), Business messaging policy (opens in a new tab), and Commerce policy (opens in a new tab). Avoid keywords that could suggest a policy violation.
  • Ensure display names adhere to guidelines.
  • If templates are paused, take appropriate remediation steps.

WhatsApp brand guidelines

When using the WhatsApp logo, follow WhatsApp's brand guidelines (opens in a new tab) to ensure proper and consistent usage.

Opt-in

You can send notifications to new and existing customers only if they opt in. Customers must provide explicit consent to receive messages from your business over WhatsApp. Once customers opt in, you obtain their phone number, allowing you to send messages.

You can obtain opt-ins in the following ways:

• Third-party channels: Reach out through the channels you already use to communicate with customers. This familiarity encourages a quicker response.
• Web: Web opt-ins provide a straightforward way for customers to subscribe to receive important updates and notifications over WhatsApp.

For further details, refer to opt-in requirements (opens in a new tab).

Click-to-WhatsApp

The Click-to-WhatsApp opt-in is an easy, effective way for businesses to connect and gather customer consent. With a single click or tap, customers are taken to a WhatsApp chat with your business, complete with a customizable, pre-filled message that confirms their opt-in. This user-initiated interaction helps businesses collect essential contact details, such as the customer's phone number, while allowing customers to initiate the first message, an important step in establishing trust and engagement.

Ads that click to WhatsApp can be placed across Facebook and Instagram (News Feed, Stories, and Marketplace) to support business objectives across lead generation, sales, and marketing.

Designed for personalized, one-on-one interactions, Click-to-WhatsApp opt-ins work on both mobile and desktop devices and are compatible with the WhatsApp Business app and API. This approach is ideal for businesses looking to create smooth, two-way communication channels rather than group or broadcast messaging.

By capturing opt-ins directly through user-initiated interactions, businesses ensure customers have clearly agreed to receive messages, facilitating seamless, compliant engagement.

SMS

Offer a simple, one-click opt-in through SMS with a direct link to WhatsApp. Once opened, this action is considered immediate consent to use WhatsApp as a communication channel for future notifications. Customers are then redirected to a "Thank you for your opt-in" page, and you can start sending notifications over WhatsApp.

If you wish to provide more information about opt-ins before the customer agrees, you can include a link to your opt-in webpage.

Voice IVR

Automate opt-in collection through Voice IVR calls. Using this service, you can ask customers to press a specific key on the dial pad to give consent and then confirm it before the call ends. Customers then receive a "Thank you for opting in" message on WhatsApp.

ATMs

For the banking industry, ATMs serve as an effective channel for both communication and opt-in collection. You can prompt customers to provide consent for notifications, such as balance alerts, while they wait for their transactions. Customers can then receive their bank balance information directly over WhatsApp.

Social media and email

Use social media to inform customers that they can now receive notifications over WhatsApp, and direct them to your opt-in page. If customers have already opted in to email communications, you can mention the WhatsApp opt-in option in newsletters, including a CTA button with a direct link to your opt-in page.

Homepage

Add banners or pop-ups on your homepage to promote WhatsApp notifications. After customers opt in, direct them to a "Thank you" landing page to confirm their subscription.

Custom opt-in page

Design a dedicated opt-in landing page to give customers detailed information about the opt-in process, communication channels, terms and conditions, etc. Customers must enter their phone number on this page to give consent, after which they will be redirected to a "Thank you" page.

Ensure that your opt-in pages are responsive for accessibility on any device. Use social media and email to inform customers about your WhatsApp opt-in page, directing them to the page for easy access.

Customer-initiated (C2B) opt-in

You may respond to customer-initiated messages on WhatsApp without an opt-in, but after 24 hours, an opt-in is required unless the customer reinitiates the conversation. To continue engagement, ask customers if they would like to opt-in for future notifications when they first reach out for support.

If the customer agrees, send a follow-up message outlining the types of notifications they can expect and request confirmation (using specific and clear language).

Example: "I agree to receive (e-receipts, delivery notifications, back-in-stock alerts) on (+385 XX XXXXXX) from Go2Shop."

Inserted opt-In

Integrate opt-ins into your existing workflows to notify customers over WhatsApp. Customers are more inclined to opt in to WhatsApp communications when they are already receiving updates, such as order confirmations, boarding passes, or delivery notifications.

Retailers, airlines, and logistics companies often add a WhatsApp opt-in checkbox where customers enter their phone numbers.

Sign-up/Contact form opt-in

During sign-up or on contact forms, offer WhatsApp as a contact option to increase conversion rates, as it is a preferred channel for many customers. You can also update existing customers’ contact preferences in their account settings and inform them through email, so they can enable this option if they wish.

Boost opt-ins

Consider the following strategies to maximize your opt-in numbers:

• Communicate clearly the value of receiving notifications over WhatsApp.
• Avoid over-messaging customers to prevent opt-out.
• Simplify the opt-in process to minimize customer effort.
• Choose an opt-in model that aligns with your existing workflows.
• Leverage social media to reach customers already online (Click to WhatsApp ads can help expand your reach on Facebook and Instagram).
• Provide clear instructions for opting out and honor these requests promptly.

Meta's Local storage for data at rest

Meta's Local storage feature allows businesses to control where their message data is stored after processing, ensuring compliance with strict data protection rules in regulated industries such as finance, healthcare, and government. By using local storage, businesses can keep sensitive data within specific regions or countries, meeting legal and company requirements for data stored after processing (data at rest).

With data at rest, businesses can store text messages (the message body), media messages (such as audio, images, documents, and videos), and template messages (text or media within the message) in local data centers. This includes message payloads for both incoming and outgoing messages.

Besides the message content, a small amount of metadata is also stored locally to maintain the link between encrypted message payloads and the original messages. This metadata is tokenized, meaning sensitive data is replaced with unique symbols or tokens, and encrypted for extra security, ensuring full data protection and compliance.

Another control feature is the data-in-Use Time-to-Live (TTL), which sets how long the message content is accessible to cloud senders after it has been processed. The content is deleted from "data in use" storage (such as caches or queues) after 60 minutes, making sure no sensitive data stays in places outside the selected country.

Local storage is available in the following regions/countries:

• Australia
• Bahrain
• Brazil
• Canada
• European Union
• India
• Indonesia
• Japan
• Singapore
• South Africa
• South Korea
• Switzerland
• UAE
• United Kingdom

Once Local storage is enabled for a business phone number, Cloud API uses local storage in the selected country instead of its default storage in the United States. To learn more or activate the local storage feature, contact Support.