Get Opt-in for WhatsApp

Opt-in refers to a situation where a person actively gives their consent to receive marketing messages or to have their data collected.

Businesses are required to obtain opt-in from customers before sending proactive business-initiated messages outside the 24-hour window. Opt-in can be obtained through various methods, both on and off WhatsApp. We aim to facilitate people receiving relevant information from businesses they want to interact with.

Acceptable opt-in methods include your website, interactive voice response (IVR) flows, or a WhatsApp conversation.


To obtain opt-in for messaging over WhatsApp, businesses must meet the following requirements:

  • Clearly state that the person is opting in to receive messages from the business
  • Clearly state the business name that the person is opting in to receive messages from
  • Comply with applicable laws and regulations

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)
    It is important for businesses to prioritize the user experience when designing opt-in flows.

Helpful Tips

Businesses should prioritize the user experience and obtain opt-in from users in order to maintain a positive relationship. Here are some ways to achieve this:

  • Set clear expectations for the types of messages users will receive by obtaining opt-ins that encompass different categories of messages, such as order updates, relevant offers, and product recommendations. Additionally, obtain separate opt-ins for each specific message category to mitigate the risk of users blocking your business due to unsolicited messages.
  • Provide easy-to-follow instructions for users to opt out of receiving messages in specific categories and honor these requests promptly.
  • Ensure that your opt-in and opt-out processes are clear and intuitive for users to navigate.
  • Clearly communicate the benefits of receiving your business's messages on WhatsApp.
  • Continuously monitor your quality rating, especially when rolling out new opt-in methods, to ensure that users are satisfied with your messaging practices.
    By following these guidelines, businesses can prioritize the user experience while maintaining a positive relationship with their customers on WhatsApp.

Maintaining High Quality

Ensuring that conversations between people and businesses are productive and valuable remains a key focus for us. We give people the ability to block or report businesses, and our systems will limit a business's messaging capabilities if their quality is consistently low. We may also periodically review businesses' opt-in processes and user feedback to identify policy violations and explore new enforcement measures.


How will WhatsApp enforce this policy?

To ensure that businesses maintain a high quality of service for their customers, we take user feedback very seriously. If users feel like they did not opt-in to receive messages from a business, they can block or report the business. This feedback is a crucial input into the business' quality score, and if the score drops below a certain threshold for a sustained period of time, our systems will rate limit the business.
We also proactively evaluate businesses' opt-in flows, including user feedback, to prevent policy violations. Our goal is to create a safe and positive environment for our users, and we will continue to introduce new types of enforcement to ensure that businesses are meeting our standards.