WhatsApp's Business Messaging Policy expects businesses to have permission before they message someone. Good opt-in protects your quality rating and your customer relationships.
What a valid opt-in includes
- It names your business.
- It says the person agrees to receive messages on WhatsApp.
- It describes the type of messages: order updates, offers, reminders.
- It is a clear action, such as an unticked checkbox that the customer ticks.
Where to collect it
- Checkout and sign-up forms. Add a separate WhatsApp checkbox next to the phone number field.
- Click-to-WhatsApp ads and website buttons. The customer starts the chat, which also opens the service window.
- In store or by phone. Record the agreement and the date.
- QR codes that open a pre-filled WhatsApp message.
Sample opt-in wording
"Send me order updates and offers from [Business name] on WhatsApp. I can reply STOP at any time."
Keep a record
Store the phone number, time, source and wording shown. If a customer complains, you can show when and how they agreed.
Make it easy to leave
Honour STOP replies immediately and stop marketing templates to that number. Fewer blocks and reports mean a healthier quality rating.
SMS and email are different
Consent rules for SMS and email vary by country. See the GCC and MENA compliance guide and our anti-spam policy. This page is general guidance, not legal advice.
Frequently asked questions
Do I need opt-in to reply to a customer who messages me first?
Replying inside the 24-hour customer service window does not need a template, but you should still follow WhatsApp's policy and the customer's expectations.
Can I upload a purchased contact list?
No. Purchased lists do not carry valid opt-in, and messaging them risks blocks, a poor quality rating and account restrictions.
Talk to us on WhatsApp
Tell us your country, message volume and use case. We reply with a clear setup plan.
Chat on WhatsAppWhatsApp pricing