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

Before a business sends someone a WhatsApp message they did not ask for, it needs that person's permission. Opt-in is a policy requirement, but it is also practical: people who agreed to hear from you rarely block or report you, which keeps your quality rating and messaging limits healthy. This guide covers what good opt-in looks like and how to collect it.

What WhatsApp requires

The WhatsApp Business Messaging Policy asks businesses to get opt-in before messaging people. In practice, a valid opt-in:

• clearly states that the person agrees to receive messages on WhatsApp;
• names your business, so people know who will message them;
• is collected actively, for example by ticking a box or sending a message, not hidden in long terms;
• matches what you send afterwards: agreeing to order updates is not agreement to daily promotions.

Keep a record of when and where each contact opted in. If a question ever comes up, you can show it.

Where to collect opt-in

• Website forms: add a clearly worded, unticked checkbox, such as "Send me order updates and offers from Acme on WhatsApp".
• Checkout: a WhatsApp updates checkbox next to the phone number field works well for order notifications.
• Click-to-WhatsApp ads and buttons: when the customer messages you first, they start the conversation. Ask in the reply whether they also want future updates.
• QR codes in stores, on packaging or at events that open a chat with a pre-filled message such as "Yes, send me updates".
• A web chat widget on your site that moves the conversation to WhatsApp.
• In person or on a call: fine, as long as you record it and confirm by message.

What does not count as opt-in

• Buying or renting phone number lists.
• Scraping numbers from websites, groups or directories.
• Assuming that a customer who gave a number for delivery agreed to marketing.
• Pre-ticked boxes, or consent buried in terms and conditions.
• Consent given to a different business, such as a partner company.

Make opting out easy

People should be able to stop messages as easily as they started them. Add a line such as "Reply STOP to unsubscribe" to marketing templates, or a quick-reply button for it, and act on it straight away.

In Broadchat you can use a chatbot keyword trigger for STOP (and local-language equivalents) that tags the contact, and then exclude that tag from campaign segments. Respect opt-outs across every campaign, not just the one the person replied to.

Frequency and relevance

Consent is not a licence to message as often as you like. Blocks usually come from messages that feel too frequent or irrelevant. A few habits help:

• Segment by interest and behaviour instead of sending every campaign to everyone.
• Set a frequency you would be happy to receive yourself; for most brands that is a few marketing messages a month.
• Send at sensible local times, not late at night.
• Give every message a clear reason: an order, a reminder, an offer that fits what the customer bought.

A note for businesses in India

India's Digital Personal Data Protection Act, 2023 sets general rules for processing personal data, including clear, specific consent and the ability to withdraw it. Good WhatsApp opt-in practices, such as clear notice, a record of consent and easy withdrawal, fit well with those principles. This is general information, not legal advice; speak to a lawyer about your specific obligations.

Whatever the law in your country, our acceptable use policy requires opt-in consent for marketing messages sent through Broadchat.