Meta enforces strict rules regarding what companies can and cannot send via the WhatsApp Business API.
Following these content guidelines for WhatsApp Business messages is essential to avoid having your templates rejected or your account suspended. Here’s what you need to know.
General Rules
All your WhatsApp Business messages must comply with the following guidelines:
- Honesty: Do not make promises you cannot keep. Misleading or exaggerated claims are prohibited.
- Transparency: Users must clearly understand that they are interacting with a company.
- Consent: You may only proactively contact users who have given their explicit consent.
- Relevance: The content must match the specified template category (utility, marketing, authentication).
Prohibited Content on WhatsApp Business
Meta does not allow any messages containing:
- Sexually Explicit Content
- The promotion of illegal products or services (drugs, weapons, counterfeit goods, etc.)
- Content that is discriminatory or incites hatred
- Misinformation or unverified health-related content
- Unregulated gambling
- Credit or financial offers that do not comply with local regulations
- Any content intended to deceive or manipulate the user
GOOD TO KNOW
These restrictions apply to both templates submitted to Meta and messages sent through the 24-hour service window.
Specific Rules for Marketing Templates
Marketing category templates are subject to special scrutiny by Meta. A template will be rejected if it:
- Uses language that is too aggressive or puts excessive pressure on the customer to buy (“Offer valid for only 1 hour!“)
- Promises disproportionate gains or rewards
- Looks like phishing (fake prize, fake delivery, fake security alert)
- Is written in a language other than the one specified at the time of creation
TIP
Use an informative and friendly tone in your marketing templates. “Your exclusive promo code is waiting for you” will be better received than a pushy or alarmist message.
Rules Regarding Opt-In and User Privacy
Meta requires that:
- The opt-in must be explicit: a pre-checked box is not sufficient
- Users can easily unsubscribe at any time
- Messages should respect users’ time preferences (avoid sending messages at night)
- The frequency of mailings should be reasonable and not excessive
Consequences for Noncompliance
A violation of Meta’s rules may result in:
- Rejection of Your Template Upon Submission
- A decline in your quality score if your messages trigger reports
- Limits on Your Daily Sending Volume
- In serious cases, your WhatsApp Business number may be suspended
GOOD TO KNOW
Meta publishes and regularly updates its business policies. We recommend that you review them directly on the WhatsApp Policies page.
Summary
✅ Content that is honest, transparent, and consistent with the declared category
✅ Explicit opt-in by recipients
✅ No prohibited or misleading content
✅ Unsubscribe option available
