Meta requires businesses to get opt-in before sending messages on the WhatsApp Business API. Messaging without consent is the fastest way to get blocked, reported and rate-limited.
What opt-in should say
- That the person agrees to receive messages on WhatsApp.
- From which business.
- What kind of messages: updates, offers, reminders.
Where to collect it
- A checkbox on a web form or checkout, not pre-ticked.
- A click-to-WhatsApp ad or QR code that starts a chat.
- In-store, on a billing form, with a clear statement.
- Over a call, with a recorded statement.
Keep a record
Store the date, the channel and the wording for each contact. If someone complains, this record is your defence.
Make opting out easy
Let people reply STOP, and honour it. Marketing templates commonly include an opt-out line.
Indian law
India's Digital Personal Data Protection Act, 2023 puts consent at the centre of using personal data. This page is general information, not legal advice; check with a lawyer for your case.
Related: broadcast software, bulk messages without getting banned.
A worked example
A fashion store adds an unticked checkbox at checkout: "Send me order updates and offers on WhatsApp". The order system stores the timestamp, the page and the wording with the phone number. When the store later sends a Diwali offer, it filters the list to contacts who ticked the box and agreed to offers.
Common mistakes
- Buying or scraping phone lists.
- Treating consent to order updates as consent to promotions.
- Keeping no record of when and how consent was given.
Frequently asked questions
Is a phone number in my contact list opt-in?
No. Having a number is not consent to send WhatsApp marketing.
Do I need opt-in for order updates?
Meta still expects you to have opt-in. Collect it at checkout and say that updates will come on WhatsApp.
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