Meta's New Opt-In Update for WhatsApp Business API: What You Need to Know in 2025
Meta has introduced an important update to WhatsApp’s Business Messaging Policy, requiring businesses to get opt-in consent before messaging users. This change, effective from November 2024, is designed to ensure businesses follow privacy guidelines and local laws. Here is a quick breakdown of what this means for your business and how you can stay compliant.
What Is the Opt-In Requirement?
Businesses can no longer message users on WhatsApp without explicit consent. They must obtain opt-in permission before reaching out, and this consent can be general if it complies with local regulations.
To meet this requirement, businesses must ensure:
- The user has shared their phone number with the business.
- The user has confirmed they want to receive further messages or calls from the business.
How to Get Opt-In Permission
Meta gives businesses the flexibility to choose their preferred opt-in method, but there are a few key guidelines:
- Clarity: Businesses must make it clear that users are opting in to receive messages.
- Transparency: The business name should be clearly stated when requesting consent.
- Compliance: Ensure your opt-in process follows local laws.
Supported Opt-In Methods
There are several ways businesses can gather opt-ins:
- SMS: Send a text requesting consent.
- Website: Use a sign-up form on your site.
- Phone (IVR): Use an interactive voice response system.
- In-Person or Paper Forms: For physical locations, customers can sign a document to opt-in.
To learn more about how to encourage customers to opt-in and message you first, read our blog– click here
Tips for a Smooth Opt-In Process
While compliance is key, the user experience is just as important. Here are some helpful tips:
- Set Clear Expectations: Let users know what kind of messages they will receive, such as order updates or offers.
- Segment Categories: Consider separate opt-ins for different message types to reduce the risk of users marking your messages as spam.
- Easy Opt-Out: Clearly explain how users can opt-out of certain message categories and honor these requests promptly.
- Explain the Value: Show users why opting in benefits them.
- Watch Your Quality: Keep an eye on your business’s rating, especially when introducing new opt-in methods.
Keeping Your Business Quality High
Meta prioritizes high-quality conversations. If users report your messages as spam, block your business, or leave negative feedback, it can lower your quality rating. A lower rating may limit your ability to message users. Regularly check user feedback and adjust your approach to maintain a positive experience.
Final Thoughts
Meta’s new opt-in update is a substantial change for businesses using WhatsApp API, but staying compliant is essential for continued success on the platform. By following these guidelines and focusing on providing value to users, businesses can build trust and maintain effective communication on WhatsApp.
