Responsible messaging · 4 minute read
Before sending a business message, make sure the person expects the communication and your workflow follows the current WhatsApp Business Messaging Policy and applicable local law.
Explain what type of messages a person will receive and how they can opt out. Keep a record of the source and time of consent when required. A phone number alone should not be treated as permission to send marketing messages.
Use approved templates when required by the platform’s messaging rules. Keep template content accurate, relevant to the stated purpose and consistent with the customer’s expectations.
Provide a clear way to stop messages and make sure opt-out signals are passed to the systems used for campaign targeting. Maintain suppression lists where appropriate and avoid re-importing opted-out contacts without a valid basis.
Avoid purchased or scraped lists and do not send repetitive messages to people who have not engaged. Segment audiences around relevant requests or relationships and monitor negative feedback.
Platform rules and local privacy requirements can change. Review official policy documentation regularly and ask qualified counsel about requirements for your business and market.
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