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WhatsApp Business API / 4 min read

WhatsApp Business API opt-in rules

Opt-in requirements for WhatsApp Business API and how to collect consent properly.

Opt-in rules for WhatsApp Business API require clear consent, transparency on what you’ll send, and an easy way to opt out.

Key takeaways

Obtain explicit opt-in before sending proactive messages.
Explain what users will receive and how often.
Provide simple opt-out options and honor them immediately.

What counts as valid opt-in

User knowingly provides their number and agrees to WhatsApp messages.
Opt-in language states purpose (e.g., updates, offers) and frequency.
Channel-specific consent (WhatsApp) is clearly indicated.

Where to capture opt-in

Website forms and checkouts with a WhatsApp-specific checkbox.
In-store or event forms where consent text is visible.
Click-to-WhatsApp ads that describe what the user will receive.

Managing opt-outs

Honor “stop” or similar keywords promptly.
Provide an easy way to unsubscribe in campaigns.
Keep consent logs (source, timestamp) for compliance.

FAQs

Is generic consent enough?

No. Consent must be specific to WhatsApp and describe what will be sent.

Do I need double opt-in?

Not required, but confirming via WhatsApp can improve list quality.

Can I message users who chatted with my ad?

Only within the 24-hour service window unless you have explicit opt-in to send templates later.

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