WhatsApp Business API policy rules

Key WhatsApp Business API policies you must follow across consent, content, and compliance.

WhatsApp Business API policies govern opt-in, content, and user experience. Following them protects your quality score and keeps your account in good standing.

Key takeaways

Require clear opt-in and honor opt-out immediately.
Use approved templates for business-initiated outreach, especially after 24 hours.
Avoid restricted content (illegal, adult, weapons, misinformation, etc.).

Core policy areas

Consent: obtain explicit opt-in and provide easy opt-out.
Content: avoid prohibited categories and follow template rules.
Experience: fast replies, relevant messages, and respectful frequency.

Template rules

Use the correct category (utility, marketing, authentication).
Include sample values when submitting.
Avoid spammy language, excessive capitalization, or misleading claims.

Compliance habits

Document opt-in sources and timestamps.
Monitor block rates and feedback; adjust copy quickly.
Train agents on acceptable responses and escalation paths.

FAQs

Do I need opt-in for marketing templates?

Yes. You must have user consent for all proactive outreach, especially marketing.

Can I share links or media freely?

Links and media are allowed but must comply with policy; avoid misleading destinations or unsafe files.

What happens if I violate policy?

You can face template rejections, rate limits, or number blocks. Repeated violations can lead to suspension.

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