Before you send someone a business-initiated message on WhatsApp, they need to have agreed to hear from you there. This is Meta policy, and in many countries it is also the law. Getting opt-in right protects your number and makes your messages more welcome.
This article is general guidance, not legal advice. Check the rules that apply in your countries.
What Meta asks for
Meta's policy requires that:
- The person has given you their phone number.
- They have agreed to receive messages from your business on WhatsApp.
- The opt-in makes clear which business they will hear from.
You can collect opt-in on any channel: your website, checkout, a form, a QR code, in a WhatsApp chat, in person or by phone. What matters is that it is clear and that you can show it later.
Make it specific
A buried line in your terms is not a good opt-in. Good opt-ins are:
- Active. The person ticks a box, taps a button or sends a message. No pre-ticked boxes.
- Clear about the channel. Say "WhatsApp", not just "messages".
- Clear about the content. Order updates? Offers? Both?
- Named. Show your business name.
Example wording:
Send me order updates and occasional offers from Example Store on WhatsApp. I can opt out at any time.
Separate updates from marketing
Many customers are happy to get delivery updates but do not want promotions. Consider two choices:
| Opt-in | Typical templates | Notes |
|---|---|---|
| Updates | Utility: orders, bookings, payments | Often collected at checkout or booking |
| Marketing | Offers, launches, re-engagement | Ask separately, never assume |
This gives customers control and keeps your marketing list made of people who want it.
Good places to collect opt-in
- Checkout and booking forms. A WhatsApp tick box next to the phone field.
- The website chat widget. Visitors who start a chat can confirm they want follow-ups.
- QR codes in store, on packaging or on receipts.
- Inside WhatsApp. When a customer messages you, a bot can ask if they want offers too.
- Click-to-WhatsApp ads. Use the free 72-hour window to ask whether they want to hear from you later.
Record it properly
If you are ever asked to show consent, you need more than a tag that says "opted in". Record:
- The date and time.
- The source (checkout, widget, ad, QR, chat).
- What they agreed to (updates, marketing or both).
- The wording shown at the time, if possible.
Whatsuite stores opt-in source and date on every contact, and records opt-outs the same way.
Make opting out easy
People must be able to stop messages easily. Include a short opt-out line or button in marketing templates, honour it straight away, and do not send "are you sure?" follow-ups.
An easy opt-out also helps you. People who cannot find one tend to block or report you instead, which lowers your quality rating.
Keep the promise you made
Opt-in is not a blank cheque. If someone agreed to order updates, do not send them weekly offers. If they agreed to occasional offers, keep it occasional. Watch your blocks and reports after each send, and adjust.
Clean your list
- Remove numbers that consistently fail delivery.
- Pause people who have not engaged for a long time, or ask if they still want to hear from you.
- Never buy or rent lists. Messages to people who did not opt in are the fastest way to a low quality rating.
Quick checklist
- Clear, active opt-in that names WhatsApp and your business.
- Separate choices for updates and marketing.
- Source and date recorded on each contact.
- Opt-out in every marketing message, honoured at once.
- Regular list clean-ups.