WhatsApp for Business Guidelines for Outbound Messaging (Engage Legacy)

This article is designed to inform our valued customers who utilize our Outbound WhatsApp integration in Engage about the essential WhatsApp for Business guidelines. Adhering to these guidelines ensures a positive and compliant messaging experience for your clients.

Opt-Out Mechanisms: A Must-Have

WhatsApp Business places a strong emphasis on user choice. It is mandatory that you provide your recipients with a clear and accessible way to opt out of receiving future messages from your business.

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Acceptable Opt-Out Methods:

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Reply with "STOP": The simplest and most common method is to instruct your recipients to reply with the word "STOP" to any of your WhatsApp messages.

Dedicated Opt-Out Keyword: You can also implement a dedicated opt-out keyword (e.g., "UNSUBSCRIBE" or "QUIT"). Clearly communicate this keyword to your recipients.

Opt-Out Link: Include a link in your messages that directs users to a webpage or mechanism where they can easily unsubscribe.

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Important:

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You must honor opt-out requests promptly and ensure that users who have opted out do not receive further messages from your business.

It is recommended that you include a brief message in your initial communication informing recipients of how to opt out.

Repercussions of Non-Compliance

Failure to comply with WhatsApp for Business guidelines, especially those related to opt-out mechanisms, can result in severe consequences, including:

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Warnings: Warnings will be issued if the guidelines are not followed to allow you to rectify the situation.

Blocked Numbers: If the warnings are not adhered to in time, the numbers in question will be blocked from sending further messages.

Account Suspension: WhatsApp may suspend or even ban your business account if you are found to be violating their policies.

Damage to Reputation: Non-compliance can harm your business's reputation and erode customer trust.

Legal Action: In certain jurisdictions, you may face legal action for sending unsolicited messages.

Best Practices for Outbound Messaging

Obtain Consent: Whenever possible, obtain explicit consent from users before sending them WhatsApp messages.

Relevant and Valuable Content: Ensure that your messages are relevant and provide value to your recipients.

Respect Frequency: Avoid sending messages too frequently, as this can lead to user frustration and opt-outs.

Clear Communication: Clearly identify your business and the purpose of your message.

WhatsApp Business Messaging Policy Update (November 2024): Businesses must obtain opt-in permission before messaging people on WhatsApp, which can be general and not specific to WhatsApp, as long as businesses comply with local laws. Here is a link for more information.

We're Here to Help

If you have any questions or concerns about compliance or best practices, please don't hesitate to reach out to our support team.

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By following these guidelines, you can ensure a positive and compliant messaging experience for your clients while leveraging the power of WhatsApp for your business.

References for additional information:

https://developers.facebook.com/docs/whatsapp/overview/getting-opt-in

https://business.whatsapp.com/policy