Regulation of sending Messages on WhatsApp Business Platform
Posted: Thu Dec 26, 2024 4:32 am
If you’re new to communicating on WhatsApp Business Platform, it’s a good idea to make sure you’re up to date on the rules. With that in mind, we’ve put together a quick list of things to look out for so you can get up to speed on the dos and don’ts.
User or Company Initiated Conversations & 24 Hour Customer Care Window
Before we get into the details of the 24-Hour Customer Care Window, it's important to understand the difference between user-initiated messages and business-initiated messages.
In simple terms, a user-initiated conversation is a message thread that starts when a customer sends a message to a business. On the other hand, a business-initiated conversation is a message thread that starts when a business contacts a customer using an approved message template. No prior consent is required in the former case, but in the latter, businesses must obtain the customer’s consent (opt-in) to send such messages.
The Customer Care Window is the 24-hour period that begins as soon as the customer sends a message to the company. From the moment a Customer Care Window has been opened, a company can communicate with the customer as they wish, with any type of message. However, once the 24-hour period has expired, we are back to square one and another conversation must be started with a new message from the customer.
Getting Opt-ins to Start the Conversation
Businesses must obtain consent from their customers to send them business-initiated messages outside of the 24-hour window. As we’ll see, there are several ways businesses can obtain this consent; however, it’s important to note that before doing so, the following conditions must be met:
The business must make it clear that an individual who chooses to give consent will receive messages from them through WhatsApp Business.
The name of the company from which the person chooses to receive messages must be clearly stated.
Businesses must be prepared to comply with applicable legislation wherever required.
If these conditions are met, the company may obtain the customer's consent through the following channels:
The company's website, where the customer is directed through contextual advertising or direct access.
An “opt-in” email or SMS: Ask current subscribers, through a channel they are already “opted-in”, if they would like to receive messages via WhatsApp Business.
QR codes on packaging, posters or restaurant menus that direct customers to a chat where opt-in is requested.
A WhatsApp Business chat thread, where businesses investors email lists can ask customers to opt-in during an active conversation.
In person, when the customer accepts by signingetc.
Through social media ads, which users can click on and which take them directly to WhatsApp.
WhatsApp Business Platform Message Templates
As mentioned earlier, message templates are a way to engage with customers. In fact, message templates are the only type of message that can be sent to customers who have not yet started a conversation with you or sent you a message as part of an existing conversation in the last 24 hours.
Message templates cannot be sent to customers without first being approved. This process can take up to 24 hours once a template is sent to Meta for approval. Additionally, as we’ll see, templates can be paused or disabled automatically if customer feedback is negative or if they violate WhatsApp’s commerce policies. In this case, a message template can no longer be sent to customers until its quality score has increased.
User or Company Initiated Conversations & 24 Hour Customer Care Window
Before we get into the details of the 24-Hour Customer Care Window, it's important to understand the difference between user-initiated messages and business-initiated messages.
In simple terms, a user-initiated conversation is a message thread that starts when a customer sends a message to a business. On the other hand, a business-initiated conversation is a message thread that starts when a business contacts a customer using an approved message template. No prior consent is required in the former case, but in the latter, businesses must obtain the customer’s consent (opt-in) to send such messages.
The Customer Care Window is the 24-hour period that begins as soon as the customer sends a message to the company. From the moment a Customer Care Window has been opened, a company can communicate with the customer as they wish, with any type of message. However, once the 24-hour period has expired, we are back to square one and another conversation must be started with a new message from the customer.
Getting Opt-ins to Start the Conversation
Businesses must obtain consent from their customers to send them business-initiated messages outside of the 24-hour window. As we’ll see, there are several ways businesses can obtain this consent; however, it’s important to note that before doing so, the following conditions must be met:
The business must make it clear that an individual who chooses to give consent will receive messages from them through WhatsApp Business.
The name of the company from which the person chooses to receive messages must be clearly stated.
Businesses must be prepared to comply with applicable legislation wherever required.
If these conditions are met, the company may obtain the customer's consent through the following channels:
The company's website, where the customer is directed through contextual advertising or direct access.
An “opt-in” email or SMS: Ask current subscribers, through a channel they are already “opted-in”, if they would like to receive messages via WhatsApp Business.
QR codes on packaging, posters or restaurant menus that direct customers to a chat where opt-in is requested.
A WhatsApp Business chat thread, where businesses investors email lists can ask customers to opt-in during an active conversation.
In person, when the customer accepts by signingetc.
Through social media ads, which users can click on and which take them directly to WhatsApp.
WhatsApp Business Platform Message Templates
As mentioned earlier, message templates are a way to engage with customers. In fact, message templates are the only type of message that can be sent to customers who have not yet started a conversation with you or sent you a message as part of an existing conversation in the last 24 hours.
Message templates cannot be sent to customers without first being approved. This process can take up to 24 hours once a template is sent to Meta for approval. Additionally, as we’ll see, templates can be paused or disabled automatically if customer feedback is negative or if they violate WhatsApp’s commerce policies. In this case, a message template can no longer be sent to customers until its quality score has increased.