Key takeaways
- People must opt in before a business messages them on WhatsApp.
- A business that starts a conversation generally uses a pre-approved message template.
- When a person writes first, there is a window, currently 24 hours, in which the business can reply freely.
- Rules, categories and pricing are set by Meta and change, so check the current documentation.
Opt-in comes first
WhatsApp expects the person to have agreed to hear from your business on that channel, and the agreement should be clear about what you will send. Collect it in a form, on a page, at checkout or in an existing chat, and keep a record, as described in our article on consent.
Templates and the service window
When the business writes first, or after the window has closed, it generally has to use a template: a message with fixed text and placeholders that has been approved in advance. Templates are grouped in categories, for example for authentication codes, updates and marketing, and the category affects the rules and the price.
When the person writes to you, a customer service window opens, currently 24 hours from their last message. In that window you can answer with free-form text, images and documents.
What to prepare
- A verified business profile and a sender number
- Templates written clearly, with placeholders you can fill reliably
- A way to move a conversation to a person when a bot cannot help
- Quality: unwanted or irrelevant messages can lower your quality rating and your limits
- A fallback to SMS for recipients who are not on WhatsApp or have not opted in
Good uses
- Order and delivery updates
- Booking confirmations and changes
- Customer service conversations
- Authentication codes, where the platform offers a template for it
How ZafeConnect fits
ZafeConnect offers WhatsApp alongside SMS, RCS, email, other chat apps and a CPaaS platform, so one integration can use the right channel with SMS as a fallback. Because rules and pricing come from Meta and change, ask us for the current setup steps for your countries.