Guide
WhatsApp Opt-In: What Meta Requires
You may only message people on WhatsApp after they have agreed to hear from you. Here is what Meta's policy asks for, which collection methods are accepted, and how to handle people who say stop.
Is opt-in required for the WhatsApp Business API?
Yes. Under Meta's WhatsApp Business Messaging Policy, a business must have opt-in permission before messaging someone on WhatsApp. You may contact a person if (a) they have given you their mobile number, and (b) they have confirmed that they want to receive messages or calls from your business. The permission can be general rather than specific to WhatsApp, as long as you comply with all local laws.
What a valid opt-in must say
- It must clearly state that the person is agreeing to receive communication from your business.
- It must name your business, so the person knows who they are agreeing to hear from.
- It must comply with applicable law. In India that includes the Digital Personal Data Protection Act, 2023. Meta leaves it to you to confirm your method meets the law that applies to you, so take legal advice if you are unsure.
A pre-ticked box or a line buried in terms does not clearly state anything. Write one plain sentence, for example: “Send me order updates and offers from Sharma Sweets on WhatsApp.”
Accepted ways to collect opt-in
Meta lets you choose the method, provided it meets the requirements above. It lists these as supported:
- Website: a checkbox on a checkout, sign-up or enquiry form.
- SMS: asking people to confirm by replying or tapping a link.
- By phone: an IVR flow that asks the caller to agree.
- In person or on paper: a signed form at a counter, clinic desk or event.
Keep a record of when and how each person agreed. If anyone disputes it, that record is your evidence.
Tips that protect your quality rating
- Set expectations. Tell people what you will send, such as order updates, offers or product recommendations.
- Consider separate opt-ins by category. Someone happy with order updates may not want offers, and unwanted offers lead to blocks.
- Make opting out obvious and honour it every time.
- Watch your quality rating whenever you roll out a new opt-in method.
People can also block or report your business, or turn off marketing messages from you inside WhatsApp. If quality stays low for long, Meta can rate-limit you, which lowers how many people you can reach. See messaging limits.
How Converzo helps
Converzo records where each contact came from and whether they are subscribed. Contacts who reply STOP, or who are marked unsubscribed, are left out of broadcasts and drip campaigns automatically. You can also collect opt-ins with a QR code that opens a WhatsApp chat with your business.
Related guides
Questions
Common Questions.
Do I need opt-in to send WhatsApp messages to customers?
Yes. Meta requires a business to have opt-in permission before messaging people on WhatsApp. The person must have given you their number and confirmed they want to hear from your business.
Can I use a phone number I got from a form or an enquiry?
Having the number is not enough on its own. The person must also have agreed to receive messages from your business, and your form must say so clearly and name your business.
Does the opt-in have to be on WhatsApp?
No. Under Meta's policy the permission can be general and need not be specific to WhatsApp, as long as you comply with all local laws. It can be collected on a website, over SMS, by phone, or in person on paper.
What happens if customers do not want my messages?
They can block or report your business, or stop marketing messages from you in WhatsApp. Sustained low quality can lead Meta to rate-limit your account, so make opting out easy and honour it every time.
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