> ## Documentation Index
> Fetch the complete documentation index at: https://docs.apyconnect.io/llms.txt
> Use this file to discover all available pages before exploring further.

# WhatsApp best practices

> Protect your number quality and avoid blocks by following these recommendations.

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.

## 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.

## Protect your number quality

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

<CardGroup cols={2}>
  <Card title="Be relevant" icon="bullseye">
    Send what the person expects and finds useful.
  </Card>

  <Card title="Don't overdo it" icon="ban">
    Avoid excessive or repetitive messages.
  </Card>

  <Card title="Make it easy to opt out" icon="door-open">
    Respect those who ask not to receive more.
  </Card>

  <Card title="Respond on time" icon="clock">
    Real interaction improves your reputation.
  </Card>
</CardGroup>

## About templates

When **you initiate** the conversation, you need an approved [template](/en/guias/plantillas-whatsapp). 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.

## 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](/en/canales/whatsapp).

<Warning>
  These are general good-use recommendations. The official policies are defined by Meta and may change; check them for the current details.
</Warning>