WhatsApp Opt-In Rules: The Complete Guide for Businesses
What Meta actually requires
Meta's WhatsApp Business policy requires that you obtain opt-in before sending messages outside the 24-hour customer service window. The opt-in must be obtained on WhatsApp or in a channel where the customer could reasonably expect to hear from you on WhatsApp, and you must be able to produce evidence of it.
- The customer agreed to receive messages on WhatsApp specifically
- The opt-in was captured before the first non-service message
- You can show when and how it happened (timestamp + channel)
- You do not use pre-checked boxes that imply consent
The four ways to collect opt-in
There is no single mandatory script — the rule is that consent must be explicit and demonstrable. These are the four methods that pass audit.
1. In-chat opt-in
Ask inside the WhatsApp chat itself: 'Would you like to receive offers and updates on WhatsApp? Reply YES.' Store the reply. This is the strongest form because the evidence is the conversation.
2. Checkout checkbox
An unchecked checkbox at checkout: 'Send order updates and offers on WhatsApp (WhatsApp number provided)'. The order record with the checkbox state is your evidence.
3. Forms and landing pages
A form that collects the number with a consent statement and a timestamp. Keep the submission record with IP and time.
4. Click to WhatsApp ads
Meta counts starting a conversation via a Click to WhatsApp ad as opt-in for that conversation's purposes — but marketing messages still need a clear in-chat opt-in.
The template to use in chat
Use a utility template for the opt-in request itself. Plain text is fine inside the 24-hour window, but a template keeps it consistent.
- "Hi {name}, would you like to receive offers, reminders and updates on WhatsApp? Reply YES to confirm."
- Store the YES reply as the opt-in record with its timestamp.
- If they reply NO, store the refusal and never add them to marketing lists.
What gets you banned or fined
Meta audits numbers that receive repeated reports. The fastest way to lose a number is sending marketing messages without opt-in, or to customers who never replied.
- Broadcasting to a purchased list
- Sending marketing to contacts who only ever received a service message
- Ignoring STOP/opt-out requests
- Re-adding opted-out customers
How Wutt helps
Wutt stores opt-in status on every contact, logs the opt-in timestamp, and prevents campaign sends to contacts without consent. Your evidence lives in the same workspace as your inbox, so an audit is a few clicks instead of a scramble.
Last updated 4 August 2026
