Why the policy matters
Meta's WhatsApp Business Messaging Policy is the rulebook every API user agrees to. Break it and your number can be rate-limited within hours and banned within days. The policy is updated regularly and the version on Meta's developer documentation is always the binding one, so check it before launching any campaign.
The opt-in rule
You may only message customers who have explicitly opted in to receive messages from you on WhatsApp. The opt-in must clearly state that they will receive messages on WhatsApp, identify your business by name, and be given freely. Importing a contact list from another channel without WhatsApp-specific consent is a policy violation, even if the customer once bought from you.
The 24-hour window
Once a customer messages you, you have 24 hours to reply with any kind of free-form message. After that window closes, you can only re-engage them using a pre-approved template message. This is the single most misunderstood rule in WhatsApp Business and the reason many companies wonder why their messages stop sending.
Quality and frequency
Sending too many messages, sending irrelevant messages, or sending messages users complain about will lower your quality rating. A low rating limits how many people you can message per day. Meta calls this the messaging tier system, and dropping a tier is painful to recover from.
Prohibited content
The policy bans illegal goods, weapons, drugs, adult content, hate speech, harassment, and misleading claims. It also bans certain regulated categories from advertising, including alcohol and gambling in many jurisdictions. Violating these rules typically leads to immediate account suspension rather than a warning.
Honest sender identity
You must accurately represent who you are. You cannot impersonate another business, hide your identity, or use deceptive display names. Meta verifies the registered business name against the WhatsApp display name, and mismatches cause approval delays.
Customer choice
Customers must be able to opt out at any time, in the same channel they opted in. A reply of "STOP" or any clear opt-out language must immediately remove them from your messaging list. Continuing to message someone after they opt out is one of the fastest ways to lose your account.
Stay current
Meta refines the policy several times a year. Subscribe to the WhatsApp Business Platform changelog or have your BSP forward updates so you are never caught out by a rule change.