Official Meta Rules
WhatsApp Business API Guidelines
Stay compliant and avoid account bans. Follow these official Meta rules to ensure a smooth, uninterrupted messaging experience.
The 24-Hour Session Window
When a customer sends a message to your WhatsApp number, a 24-hour customer service window opens. Inside this window:
- You can send free-form messages (text, media, files) without prior template approval.
- The 24-hour timer resets every time the customer replies.
Important: Outside this 24-hour window, you can ONLY send pre-approved "Template Messages" (like order updates or marketing broadcasts).
User Opt-In Requirements
You must receive active consent (opt-in) from users before sending them proactive outbound templates.
Allowed Opt-ins
Checkbox on website checkout, SMS opt-in, IVR selection, or customers clicking a "Chat on WhatsApp" button.
Not Allowed
Buying cold databases, scraping numbers from the internet, or assuming consent from old business cards.
Prohibited Categories
Meta strictly prohibits businesses dealing in the following categories from using the WhatsApp Business API. If your business falls into these, your account will be rejected:
Drugs & Tobacco
Gambling
Weapons & Ammunition
Adult Content
Medical/Healthcare (Restrictions apply)