WhatsApp consent meaning: what counts as an opt-in on WhatsApp?

How an opt-in works

This is the plain WhatsApp opt-in definition: before you send someone a message template, they must have agreed to hear from your business on WhatsApp. Meta's policy asks for two things. You need the person's number, and you need their opt-in, which clearly says they are opting in to messages from your named business. A generic "I agree to the terms" box with no mention of WhatsApp or your brand is weak evidence.

Opt-in is collected outside the chat as well as inside it. Common places are a checkbox on a checkout page, a line on a lead form, a QR code at a shop counter, a missed-call number, or the customer simply sending you the first message. When a customer writes to you first, a 24-hour customer service window opens and you can reply; a separate opt-in still matters if you plan to send templates later.

Worked example

Meera runs Rangoli Home, which sells cushions and bedsheets online. At checkout she adds an unticked checkbox:

When Priya ticks the box while buying a ₹2,349 bedsheet set, the shop saves three facts with her contact: the number, the date and time, and the source ("checkout, rangolihome.in"). Order updates and a Diwali offer later go to Priya. A customer who left the box empty only gets order updates if they ask for them in chat.

Why it matters

• Policy: messaging people who never opted in breaks WhatsApp's rules and can lead to restrictions on your account.
• Quality: people who did not expect your message block or report it. That lowers your quality rating and can hold back your messaging limit.
• Trust: a clear opt-in sets expectations, so your marketing messages feel welcome rather than random.

Opt-in is not a one-way door. Every opt-in needs a matching opt-out path, and automated chats must offer a way to reach a human.

Opt-ins in Broadchat

In a Broadchat panel, each contact under CRM → Contact has a subscribed or unsubscribed status, and you can record where the contact came from with tags and custom fields. Campaigns sent to all contacts from CRM → Bulk Campaign include only subscribed contacts. For wording ideas and collection points, read the WhatsApp opt-in best practices article, and see what the WhatsApp Business API is if you are new to the platform.