Overview
Meta requires all businesses using the WhatsApp Business API to obtain explicit opt-in consent from customers before sending them proactive messages. This is a legal and policy requirement. Failure to comply can result in account suspension or permanent ban.
For the most current policy, always refer to Meta's official guidelines:
What is Opt-In?
Opt-in means the customer has explicitly agreed to receive WhatsApp messages from your business. This consent must be:
- Freely given (not forced)
- Specific to WhatsApp messaging (not just general marketing consent)
- Clearly stated with your business name
- Recorded with date, source, and consent text
When is Opt-In Required?
You must have opt-in consent BEFORE sending any business-initiated (proactive) message to a customer. This includes:
- Campaign messages and promotions via ChatFlow
- Order notifications and alerts
- Reminder messages
- Appointment confirmations
- Any first message to a new customer
Exception: If a customer messages YOU first, you can reply freely within the 24-hour customer service window without opt-in.
Valid Opt-In Methods
Meta allows businesses to collect opt-in through various channels:
1. Website Form: Checkbox stating "I agree to receive WhatsApp messages from [Business Name]" - must be unchecked by default
2. QR Code: Customer scans a QR code that opens a WhatsApp chat - their action of initiating contact is consent
3. WhatsApp Click-to-Chat Link: Customer clicks a link that starts a conversation
4. In-Store Sign-Up: Physical form with explicit WhatsApp consent
5. SMS Opt-In: Customer replies YES to an SMS requesting WhatsApp consent
6. Verbal Consent: Customer confirms verbally, but businesses must maintain a record
Invalid Opt-In Methods
The following are NOT valid opt-in methods:
- Pre-checked consent boxes on forms
- Importing phone numbers from existing CRM without explicit WhatsApp consent
- Having a phone number in your contacts list
- General email marketing consent
- Assuming consent because a customer purchased from you previously
Opt-In Requirements Checklist for ChatFlow Users
Before importing contacts and running campaigns in ChatFlow:
- All contacts have explicitly agreed to receive WhatsApp messages
- Opt-in records include: date collected, source/channel, exact opt-in language used
- Your business name was clearly stated at the time of opt-in
- All marketing templates include an opt-out instruction (e.g., "Reply STOP to unsubscribe")
- Opt-out requests are honoured immediately - remove opted-out contacts from campaigns
- Your privacy policy mentions WhatsApp data processing
Managing Opt-Outs in ChatFlow
1. When a customer replies STOP or asks to unsubscribe:
- Remove them from your ChatFlow contact lists immediately
- Do not message them again with promotional content
2. Use ChatFlow's Labels or Tags to mark opted-out contacts
3. Regularly clean your contact lists to remove opted-out users
Consequences of Non-Compliance
- Account quality rating drops (Yellow/Red)
- Messaging limits reduced
- Phone number status changed to Flagged or Restricted
- WhatsApp Business Account suspended
- Permanent ban from the WhatsApp Business Platform
For the complete WhatsApp Business Messaging Policy, visit: