WhatsApp Opt-In Rules: How to Get Customer Consent
Quick answer: Meta requires customers to opt in before you send business-initiated messages. Keep proof of consent and respect opt-outs.
What counts as opt-in
- The customer gives their number and agrees to get WhatsApp messages from your business.
- The consent should say which business sends it and what type of messages.
- A customer who messages you first can be replied to inside the 24-hour window.
Ways to collect opt-in
- A checkbox on your website, checkout or lead form.
- A click-to-chat link, QR code or "Message us" button.
- In-store forms, missed call or an SMS invite.
- Click-to-WhatsApp ads.
Good practice
- Store the date, source and number for every consent.
- Do not buy lists or message scraped numbers. It harms quality and can get you restricted.
- Add a simple way to stop messages and apply it immediately.
Frequently asked questions
Is opt-in required for utility messages too?
Yes. Meta expects opt-in for business-initiated messages in all template categories.
Meta changes its rules and prices from time to time. Always check Meta's official documentation for the latest details.
Related guides
WWhatsApp Message TemplatesTemplates are pre-approved messages you use to start a conversation with a customer or to reach them outside…WWhatsApp Broadcast CampaignsBroadcasts send an approved template to many opted-in contacts at once.WWhatsApp Messaging Limits and Quality Rating ExplainedYour messaging limit caps how many unique customers you can start conversations with in 24 hours.WWhatsApp Message Not Delivered? 7 Common Causes and FixesMost delivery failures come from the customer's number, a template or quality problem, or a billing issue.