WhatsApp opt-in: how to collect consent the right way

Before a business messages someone on WhatsApp, it needs that person's permission. Meta calls this WhatsApp opt-in. The rules are short, but getting them wrong leads to blocks, reports and lower limits. This guide sums up Meta's opt-in requirements and practical ways to collect consent.

What Meta requires for WhatsApp opt-in

Under the WhatsApp Business Messaging Policy, as updated in November 2024, a business may contact people on WhatsApp if they have given their mobile number and the business has received their opt-in permission to receive messages or calls from that particular business. The permission can be general rather than specific to WhatsApp, as long as the business complies with local law.

The three opt-in requirements

State clearly that the person is opting in to receive communication from your business.
State clearly the name of the business they will receive messages from.
Comply with the law that applies to your messages, such as privacy and marketing rules in your country and your customers' countries.

Ways to collect WhatsApp opt-in

Meta lets each business choose its method, as long as the requirements are met. Examples Meta gives:

Website
A checkbox at checkout or on a sign-up form, next to the phone field, with your business name and what you will send.
SMS
A text message asking the customer to confirm that they want updates on WhatsApp.
By phone
An interactive voice response (IVR) step during a call.
In person or on paper
A signed form in your shop, clinic or office.

Example opt-in wording

A checkbox next to the phone field could read: "Yes, I want to receive order updates and occasional offers from Atlas Home on WhatsApp. I can stop at any time by replying STOP." It names the business, says what the person will receive and explains how to opt out. Keep a record of when and where each person agreed, in case a customer or a regulator asks.

A customer writing to you first

When a customer writes to you on WhatsApp, you can answer them inside the 24-hour customer service window. If you also want to send them templates later, such as offers or reminders, make sure you have their permission for those messages too, and record it.

Best practices from Meta

Ask for opt-in that covers the kinds of messages you will send, such as order updates, offers and recommendations, or ask separately per kind.
Explain the value: what the customer gets and how often.
Tell people how to opt out of specific kinds of messages, and honour it.
Keep opt-in and opt-out flows clear and simple.
Watch your quality rating when you start a new opt-in method.

Why opt-in protects your account

WhatsApp users can block or report a business and can stop marketing messages from a business. Meta says its systems rate limit businesses whose quality stays low for a sustained period. Messages to people who expect them get fewer blocks, so a clean opt-in is the cheapest way to keep your number healthy.

Opt-in and campaigns in BelloSend

In BelloSend you can tag contacts who opted in, import them by CSV and build segments, so campaigns only go to the right people. WhatsApp campaigns are included in the Max plan. Your business stays responsible for consent, opt-outs, Meta policy and the marketing and privacy laws that apply to you.

Facts checked on 2026-10-05. https://developers.facebook.com/documentation/business-messaging/whatsapp/getting-opt-in · https://business.whatsapp.com/policy · https://developers.facebook.com/documentation/business-messaging/whatsapp/messages/send-messages

Frequently asked questions

Do I need opt-in for every WhatsApp message?

Meta requires opt-in before you message people on WhatsApp. A customer who writes to you first can be answered inside the 24-hour window.

Does the opt-in have to mention WhatsApp?

Not necessarily. Since November 2024 Meta accepts general opt-in that is not specific to WhatsApp, as long as it names your business and you follow local law.

Can I buy a list of numbers and message them?

No. Those people have not opted in to messages from your business. It breaks Meta's policy and usually leads to blocks and lower limits.

How should customers opt out?

Give clear instructions, such as a Stop button or reply keyword, and stop sending that kind of message as soon as they ask.

Does BelloSend collect consent for me?

BelloSend stores tags and contact data so you can track who opted in. Collecting valid consent remains your business's responsibility.