WhatsApp Business Policy

Table of Contents

WhatsApp Business Services (as defined in the WhatsApp Business Terms of Service), enable rich, conversational experiences between businesses and WhatsApp users. Creating valuable experiences for users relies on the compliance of businesses with the WhatsApp Business Messaging Policy below. By using our products, businesses agree to the WhatsApp Business Messaging Policy and the WhatsApp Business Terms of Service.

The WhatsApp Business Messaging policy below defines what is and isn’t allowed on WhatsApp Business Services. Upon reporting, if content goes against our policies, we may take action on it.

This policy governs your use of WhatsApp Business Services including those listed below.

  • The WhatsApp Business App
  • The WhatsApp Business Platform comprises the WhatsApp Business Client (“Client”) and the WhatsApp Business APIs, including the Cloud API hosted by Meta. If you are using the WhatsApp Business Platform as a service provider on behalf of your Clients, these policies apply to your use and your Clients’ use of the WhatsApp Business Platform.
  • Other WhatsApp Business offerings or features that we may provide to you in the future.

How WhatsApp Enforce Policies?

The policies in this document apply to all WhatsApp Business Products, specifically: the WhatsApp Business App and the WhatsApp Business Platform.

Create a Quality Experience

  • Follow any guidelines and instructions in technical and product documentation.
  • Maintain a WhatsApp Business profile with customer support contact information and one or more of the following: email address, website address, and/or telephone number. Keep all information accurate and up-to-date. You must not impersonate another business or otherwise mislead customers as to the nature of your business.
  • You may only contact people on WhatsApp if: (a) they have given you their mobile phone number; and (b) you have received opt-in permission from the recipient confirming that they wish to receive subsequent 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.
  • You are solely responsible for determining the method of opt-in, that you have obtained opt-in in a manner that complies with laws applicable to your communications, and that you have otherwise provided notices and obtained permissions that are required under applicable law. To help ensure a strong user experience, review the best practices suggested below.
  • You must respect all requests (either on or off WhatsApp) by a person to block, discontinue, or otherwise opt out of communications from you via WhatsApp, including removing that person from your contacts list. Do not confuse, deceive, defraud, mislead, spam, or surprise people with your communications.

WhatsApp Business Platform Specific Terms

  • The below section on “Acceptable Message Types” only applies to the WhatsApp Business Platform. Acceptable Message Types:
    • You may only initiate conversations using an approved Message Template (as defined in our documentation). This is considered a business-initiated conversation, which is subject to applicable pricing. Any Message Template must comply with our terms and policies, and only be used for its designated purpose. We have the right to review, approve, and reject any Message Template at any time.
    • You may reply to a user message without the use of a Message Template as long as it’s within 24 hours of the last user message. Conversations initiated by users open once the first business reply message is delivered. Standard pricing applies to these user-initiated conversations. Outside the 24-hour customer service window, you may only send messages via approved Message Templates, for which we will charge the business-initiated conversation rate.
    • You may use automation when responding during the 24-hour window, but must also have available prompt, clear, and direct escalation paths. These escalation paths include: In-Chat Human Agent transfer, Phone number, Email, Web support (on the business website), In-store visits (ex: visit retail store, bank branch), and support form

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 within 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 prohibit the 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.

Prohibited Organizations & Use

  • WhatsApp prohibits organizations and individuals engaged in terrorist or organized criminal activity from using WhatsApp Business Services.
  • WhatsApp prohibits the use of WhatsApp Business Services to facilitate or organize criminal activity, including exploiting or causing physical, financial, or other harm to people, businesses, or animals.
  • WhatsApp prohibits the use of WhatsApp Business Services for operating, buying, selling, promoting, or otherwise facilitating the exchange of illegal products or services.
  • WhatsApp prohibits the use of the WhatsApp Business Services for buying, selling, promoting, or otherwise facilitating the exchange of certain regulated or restricted goods and services, as determined in our sole discretion, including: Payday loans, paycheck advances, P2P lending, debt collection, and bail bonds
    •  Firearms
    •  Alcohol and tobacco
    •  Drugs, whether prescription, recreational, or otherwise
    •  Medical and healthcare products
    •  Endangered species (wildlife and plants)
    •  Live non-endangered animals excluding livestock
    •  Hazardous goods and materials
    •  Real, virtual, or fake currency, including ICOs and binary options
    •  Body parts or fluids
    •  Business models, goods, items, or services that we determine may be or are fraudulent, misleading, offensive, or deceptive, or maybe or are exploitative, inappropriate, or exert undue pressure on targeted groups
    •  Real-money gambling
    •  Adult products and services
    •  Dating services
    •  Multi-level marketing

These prohibitions apply irrespective of the global or local licenses, registrations, or other approvals your business may hold.

  • Organizations must not wrongfully discriminate or suggest a preference for or against people because of a personal characteristic, including 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.
  • Messages must not contain offensive content, for example, sexually explicit materials or nudity, determined at our sole discretion.
  • Organizations that primarily publish news content must be registered as a News Page through Facebook.
  • If you use Commerce Catalogs on the WhatsApp Business app or provide any other commerce experiences to sell or otherwise facilitate the exchange of goods or services prohibited by the Meta Commerce Policy, then we may prohibit you from using some or all of the WhatsApp Business Services.

Enforcement & Updates

  • WhatsApp may limit or remove your access to or use of the WhatsApp Business Services if you receive excessive negative feedback, cause harm to WhatsApp or our users, or violate or encourage others to violate our terms or policies, as determined by us in our sole discretion.
  • If you use or operate a service that utilizes WhatsApp in violation of our terms or policies, such as messaging people at scale in an unauthorized manner, we have the right to limit or remove your access to WhatsApp’s services.
  • WhatsApp may update this WhatsApp Business Messaging Policy (“Change”) without notice (unless such notice is required by law); by continuing to use the WhatsApp Business Services after such Change, you consent to such Change.
  • If WhatsApp terminates your account for violations of relevant WhatsApp Business terms or policies, they may prohibit you and your organization from all future use of WhatsApp products and services.