Understanding WhatsApp Business: Products and Compliance Guidelines
Before diving into the specific usage regulations, let's first introduce the current WhatsApp Business product offerings. According to WhatsApp’s official documentation, WhatsApp Business products include:
- WhatsApp Business App
- WhatsApp Business Solutions, which comprise the WhatsApp Business Client and WhatsApp Business API. If you use WhatsApp Business Solutions as a service provider on behalf of your clients, these policies apply to both you and your clients.
- Any future WhatsApp Business products or features that WhatsApp may introduce for businesses.
Regardless of whether you are using the WhatsApp Business App or WhatsApp Business Solutions, all usage must comply with the following policies.
Creating a High-Quality Experience on WhatsApp Business
- Adhere to any guidelines and instructions outlined in technical and product documentation.
- Maintain an accurate and up-to-date WhatsApp Business profile, including customer support contact details such as email addresses, website URLs, and phone numbers. Businesses must ensure that all information is truthful and must not impersonate other companies or mislead customers regarding their business identity.
- You may only contact WhatsApp users under the following conditions: You must respect user requests to block, opt out, or otherwise discontinue communication, including removing them from your contact lists when requested.
WhatsApp Business Solutions (WhatsApp Business API) Specific Terms
The following sections on Opt-in Requirements and Acceptable Message Types apply specifically to businesses using WhatsApp Business Solutions (WhatsApp Business API).
Opt-in Requirements
Before sending messages to users on WhatsApp, you must first obtain explicit opt-in consent from them, confirming their willingness to receive messages from your business. The opt-in process must:
(a) Clearly state that the individual is agreeing to receive messages via WhatsApp.
(b) Clearly specify the name of your business.
As a business, you are solely responsible for determining the method by which users opt in.
Acceptable Message Types
- Businesses can only initiate conversations using pre-approved message templates (as defined in WhatsApp’s documentation). All templates must comply with WhatsApp’s terms and policies and may only be used for their designated purposes. WhatsApp reserves the right to review, approve, or reject any message templates at any time.
- If a user initiates a conversation with your business, you may respond freely within a 24-hour customer service window (i.e., within 24 hours of the user’s last message).
- Beyond the 24-hour window, businesses can only send messages using approved templates, which may incur fees determined by WhatsApp.
- When responding within the 24-hour window, businesses may use automation. However, businesses must also provide clear escalation paths to live agents. Acceptable escalation options include:
Data Protection and Regulatory Compliance
- Businesses must obtain all necessary notices, permissions, and consents before collecting, using, or sharing users' content and information. This includes maintaining a publicly available privacy policy and complying with all applicable laws.
- Except for the content within the message thread itself, businesses must not use WhatsApp-obtained customer data for any purpose other than reasonable customer communication needs.
- Do not request or share users’ full payment card details, financial account numbers, personal identification numbers, or any other sensitive information.
- WhatsApp must not be used for telemedicine services or for sending or requesting any health-related information. WhatsApp may limit the reach of accounts that attempt to do so.
- Businesses are strictly prohibited from forwarding or sharing customer conversations with any third party.
Prohibited Organizations and Content
- Organizations or individuals engaged in terrorist activities or organized crime are strictly prohibited from using WhatsApp Business products.
- WhatsApp Business products must not be used to facilitate, promote, or organize criminal activities, including any form of harm to people, businesses, or animals.
- Businesses may not engage in discriminatory practices or imply bias based on personal characteristics, including but not limited to race, ethnicity, color, nationality, citizenship, religion, age, gender, sexual orientation, gender identity, family status, marital status, disability, or genetic conditions. Businesses must comply with all anti-discrimination laws.
- News organizations that primarily publish news content must register as a News Page on Facebook.
- If your primary business involves goods or services prohibited by WhatsApp’s commercial policies, your organization may be banned from using WhatsApp Business products.
- Messages must not contain offensive content, including pornographic material, as determined by WhatsApp.
Policy Enforcement
- If your business receives excessive negative feedback, causes harm to WhatsApp or its users, or violates WhatsApp’s terms or policies (including encouraging others to do so), WhatsApp may restrict or terminate your access to WhatsApp Business products.
- WhatsApp reserves the right to limit or revoke access to its services if businesses violate its policies, such as sending unauthorized mass messages.
Conclusion
The above guidelines summarize the essential compliance requirements for businesses using WhatsApp Business products. If you conduct business on WhatsApp, it is critical to understand and adhere to these policies, as they play a key role in preventing account suspensions and ensuring seamless business operations.
In our next article, we will discuss how implementing an opt-out option can reduce customer complaints. If your business is facing similar challenges, stay tuned for our upcoming updates.