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WhatsApp is a very effective channel, but it requires care: misuse can lower your number quality or cause Meta to limit it. These are recommendations for using it well.

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Ask for permission (opt-in)

Only write to people who agreed to receive your messages. Consent is the foundation of good WhatsApp use and reduces the chance of being reported as spam.

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Protect your number quality

Meta assigns each number a quality rating based on how your recipients react. To keep it high:

Be relevant

Send what the person expects and finds useful.

Don't overdo it

Avoid excessive or repetitive messages.

Make it easy to opt out

Respect those who ask not to receive more.

Respond on time

Real interaction improves your reputation.

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About templates

When you initiate the conversation, you need an approved template. Meta may reject templates that:
  • make misleading promises,
  • have errors or incomplete content, or
  • don’t match the chosen category (marketing, utility, authentication).
Write clearly and honestly so they get approved without trouble.

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The 24-hour window

Within 24 hours of the customer’s last message you reply freely; after that time, to write first you need a template. See Connect WhatsApp.
These are general good-use recommendations. The official policies are defined by Meta and may change; check them for the current details.