WhatsApp opt-in rules for businesses
By the Chatensy team · Updated · 1 min read
Before a business sends WhatsApp messages it must have the customer's opt-in: a clear, active agreement to receive messages from that business on WhatsApp. The WhatsApp Business Messaging Policy requires it, data-protection laws such as India's DPDP Act 2023 and the EU GDPR expect consent to be informed and easy to withdraw, and opting out must be honoured immediately.
Key takeaways
- Opt-in must name your business and say the customer will get messages on WhatsApp.
- It must be an active choice: an unticked box, a button or the customer messaging you first, never a pre-ticked box.
- Keep proof of when, where and how each person opted in.
- Honour opt-outs at once, and only let the customer reverse them.
- Relevant, expected messages protect your quality rating; unwanted ones lead to blocks and lower limits.
What counts as valid opt-in?
Valid opt-in is specific, informed and active. The customer should see your business name, understand that messages will arrive on WhatsApp and what kind (order updates, offers or both), and take a deliberate action to agree. Consent to email or SMS does not carry over to WhatsApp.
Where can you collect opt-in?
- Website forms and checkout: an unticked checkbox next to the phone field, with a one-line notice.
- Click-to-chat links and QR codes: the customer starts the chat, then you confirm what they will receive.
- Click-to-WhatsApp ads that open a conversation.
- Missed-call numbers: a missed call triggers a confirmation message.
- In-store or on a call: record the agreement with the date and the staff member.
What does India's DPDP Act add?
The Digital Personal Data Protection Act 2023 expects consent that is free, specific, informed and unambiguous, given after a clear notice of what data is used and why, and as easy to withdraw as to give. Keep consent records and respond to requests to access or erase data. The Act's rules are being phased in, so take legal advice on your exact obligations.
How should opt-outs work?
Accept a simple "STOP" reply or a button, stop marketing straight away, and confirm the opt-out. Only the customer should be able to opt back in, by their own action. Chatensy records every opt-in and opt-out with its source in a consent ledger and blocks marketing to anyone who has opted out.
How does opt-in affect delivery?
Meta watches how customers react. Blocks and reports lower a number's quality rating, which can pause templates and hold messaging limits back, and Meta also caps how many marketing messages one person receives. Clear opt-in and relevant content keep quality high and messages flowing.
Frequently asked questions
Can I message customers who bought from me but never opted in to WhatsApp?
Not for marketing. A purchase or an email sign-up is not WhatsApp opt-in. Ask for WhatsApp consent separately, for example with a checkbox at checkout or a link that lets them start the chat.
Is a pre-ticked checkbox valid opt-in?
No. Opt-in must be an active choice, so the box must start unticked, and the notice next to it should name your business and WhatsApp.
How long should I keep proof of consent?
Keep it for as long as you message the person, and for a period afterwards in case of a complaint or audit. Store the date, source and wording they agreed to.
Sources
- WhatsApp Business Messaging Policy
- Getting opt-in for WhatsApp (Meta for Developers)
- Digital Personal Data Protection Act 2023 (MeitY)
Meta updates its rates and rules. Check the sources above for the current version.