WhatsApp Business API Compliance
Stay compliant with WhatsApp and Meta policies. This guide covers message templates, consent requirements, and regional regulations.
Compliance Checklist
Message Templates
All marketing and transactional messages must use Meta-approved templates. Templates ensure compliance and improve delivery rates.
What Are Templates?
Templates are pre-approved message formats that you submit to Meta for review. Once approved, you can send them to customers without restrictions.
- Improve delivery rates (higher quality rating)
- Ensure compliance with Meta policies
- Reduce risk of account suspension
Template Rejection Reasons
- Promotional language in transactional template
- Misleading or false claims
- Requests for personal information (SSN, bank details)
- Spam or unsolicited content
- Profanity or offensive language
How to Create & Approve Templates
- 1.Go to Settings → Integrations → WhatsApp → Templates
- 2.Click "Create Template"
- 3.Choose template type: Marketing, Transactional, or OTP
- 4.Write your message (use variables like {{name}} for personalization)
- 5.Submit for approval (Meta reviews within 24 hours)
- 6.Once approved, use in campaigns
Opt-In & Consent
You must have explicit consent from customers before sending marketing messages. Transactional messages (receipts, confirmations) don't require consent.
Marketing Messages (Require Consent)
Messages promoting products, services, or offers. Examples: promotions, newsletters, product launches.
- • Checkbox on website/app ("Subscribe to WhatsApp updates")
- • Explicit opt-in via SMS or email
- • In-app notification with clear opt-in
- • Document consent with timestamp
Transactional Messages (No Consent Needed)
Messages related to a transaction or account. Examples: order confirmations, shipping updates, password resets.
- • Order confirmation: "Your order #12345 has been placed"
- • Shipping update: "Your package is on the way"
- • Invoice: "Your invoice is ready to download"
- • Password reset: "Click here to reset your password"
Quality Rating System
Meta monitors your messaging quality. A low rating can result in temporary bans or account suspension.
🟢 Green (Good)
Low complaint rate, good delivery. You can send unlimited messages.
🟡 Yellow (At Risk)
Moderate complaint rate. You can still send messages, but should improve quality.
🔴 Red (Blocked)
High complaint rate. Messaging temporarily disabled. Contact support to appeal.
How to Maintain Green Rating
- Use only approved templates
- Send relevant messages (no spam)
- Respect opt-out requests immediately
- Respond to customer messages quickly
- Don't send unsolicited messages
Check your quality rating in Settings → Integrations → WhatsApp → Quality Rating
Regional Regulations
Different countries have different regulations for messaging. Ensure you comply with local laws.
India (TRAI Regulations)
- • Sender ID: Must use registered business name
- • Consent: Explicit opt-in required for marketing
- • DND (Do Not Disturb): Respect DND list
- • Timing: No messages between 9 PM - 9 AM
- • Unsubscribe: Must provide easy opt-out option
European Union (GDPR)
- • Consent: Explicit opt-in required before any message
- • Privacy: Protect customer data per GDPR
- • Data Retention: Delete data after 30 days if unsubscribed
- • Right to Access: Provide data on request
- • DPA: Have Data Processing Agreement with Meta
United States (TCPA)
- • Consent: Prior express written consent required
- • Identification: Clearly identify your business
- • Callback Number: Provide valid callback number
- • Timing: No messages between 8 PM - 8 AM recipient's time
- • Do Not Call: Maintain and respect Do Not Call list
Prohibited Content
These types of messages violate Meta policies and can result in account suspension.
Messages sent without consent or to unrelated contacts
Fake login pages, fake payment requests, impersonation
Links to malicious websites or files
Offensive language, threats, or violent content
Drugs, weapons, counterfeit goods, etc.
Explicit sexual content or services