In order to initiate a WhatsApp message to a person, you must first receive opt-in permission confirming that they wish to receive future messages from you on WhatsApp. The opt-in must (a) clearly state that the person is opting in to receive messages from you over WhatsApp and (b) clearly state your business’ name.




Acceptable Message Types:

You may only initiate chats if you are sending a transactional notification, and only via approved Message Templates, subject to applicable pricing. Any Message Templates must comply with our terms and these policies, and only be used for their designated purpose. 

If a person initiates a chat with you, you may continue that conversation via WhatsApp for up to 24 hours after the last message sent to you by that person without charge ("24-hour Window"). Outside of the 24-hour window, you may only send messages via approved Message Templates, for which we will charge the applicable rate (see pricing details HERE).

You may use automation when responding during the 24-hour window, but must also have available prompt, clear, and direct escalation paths to human agents. These escalation paths include:

In Chat Human Agent transfer

Phone number


Web support (on the business website)

In-store visits (ex: visit retail store, bank branch)

Support form

3. Protect Data & Comply with Law

You are responsible for and must secure all necessary notices, permissions, and consents to collect, use, and share people's content and information, including maintaining a published privacy policy, and otherwise complying with applicable law.

Don't use any data obtained from us about a person you message with in WhatsApp, other than the content of message threads, for any purpose other than as reasonably necessary to support messaging with that person.

Don't share or ask people to share full length individual payment card numbers, financial account numbers, personal ID card numbers, or other sensitive identifiers.

Don’t use WhatsApp for telemedicine or to send or request any health information, if applicable regulations would limit distribution of such information to systems that do not meet heightened requirements to handle health information.

You may not forward or otherwise share information from a customer chat with any other customer.

4. Prohibited Organizations & Use

We prohibit organizations and/or individuals engaged in terrorist or organized criminal activity from using the WhatsApp Business Products.

We prohibit the use of the WhatsApp Business Products to facilitate or organize criminal activity, including exploiting or causing physical, financial, or other harm to people, businesses, or animals.

Organizations must not wrongfully discriminate or suggest a preference for or against people because of a personal characteristic, included but not limited to, race, ethnicity, color, national origin, citizenship, religion, age, sex, sexual orientation, gender identity, family status, marital status, disability, or medical or genetic condition. Organizations must comply with all applicable laws prohibiting discrimination.

Organizations that primarily publish news content must be registered as a news Page through Facebook.

If you are discussing, offering, or completing sales of goods or services, including sending messages in connection with such offers or sales, you must also comply with the Commerce Policy.

If your organization's primary business or purpose (as determined by us in our sole discretion) is to distribute, sell, offer to sell, transact in, trade in, promote, endorse, or commercially deal in any of the goods and services prohibited by the Commerce Policy, then we may prohibit your organization from using the WhatsApp Business Products.

Messages must not contain offensive content, for example sexually explicit materials or nudity, determined at our sole discretion.



We have the right to review, approve and reject any Message Template at any time