Meta WhatsApp Business API Guidelines

Last updated: January 22, 2026
Important: These guidelines are based on Meta's official WhatsApp Business API policies. Always refer to Meta's official documentation for the most current policies.

Getting Started with Meta

Step 1: Create Meta Business Account
  1. Visit business.facebook.com
  2. Create or link your Facebook Business Account
  3. Verify your business information
  4. Complete the business verification process
Step 2: Set Up WhatsApp Business Account
  1. Go to developers.facebook.com
  2. Create a new app or use an existing one
  3. Add WhatsApp product to your app
  4. Complete the Business Verification process (required for production)
  5. Get your System User Access Token
Step 3: Get Required Credentials
  • Phone Number ID: Found in WhatsApp > API Setup
  • Business Account ID: Your Meta Business Account ID
  • Access Token: System User Access Token (permanent token)
  • App ID & App Secret: From your Meta App settings

Message Categories

UTILITY

Transactional messages like order confirmations, shipping updates, account notifications.

  • No promotional content
  • No media headers (text only)
  • No buttons
MARKETING

Promotional messages, offers, newsletters, and marketing campaigns.

  • Can include media headers
  • Can include buttons
  • Requires explicit opt-in
AUTHENTICATION

OTP codes, verification codes, and authentication messages.

  • Exactly 1 OTP variable required
  • No header variables
  • One OTP button required

Template Requirements

Template Approval Process

All message templates must be submitted to Meta for approval before use. Approval typically takes 24-48 hours.

Template Content Rules
  • Header: Max 60 characters (no variables for MARKETING)
  • Body: Max 1024 characters
  • Footer: Max 60 characters
  • Variables: Limited per category (MARKETING: 10, UTILITY: 10, AUTHENTICATION: 1)
  • Buttons: Only MARKETING templates can have buttons (max 3)

Prohibited Content

Never Send
  • Spam or unsolicited messages
  • Misleading or fraudulent content
  • Adult content or illegal services
  • Messages to purchased/rented phone lists
  • Content violating WhatsApp Commerce Policy
  • Promotional content in UTILITY category

Opt-in Requirements

Consent Requirements
  • Explicit Opt-in: Users must explicitly agree to receive messages
  • Clear Purpose: Users must know what type of messages they'll receive
  • Easy Opt-out: Users can reply "STOP" to unsubscribe
  • Documentation: Keep records of opt-in consent
Our platform automatically tracks opt-ins and opt-outs to ensure compliance.

Quality Rating & Limits

Quality Metrics

Meta monitors your account quality based on:

  • User Reports: Users marking messages as spam
  • Block Rate: Users blocking your number
  • Opt-out Rate: Users replying "STOP"
  • Template Approval Rate: Percentage of approved templates
Low Quality Rating: Can result in sending limits, template rejections, or account restrictions.

Best Practices

Do's
  • Send relevant, timely messages
  • Use clear, concise language
  • Respect user preferences
  • Monitor delivery rates
  • Respond to user inquiries promptly
  • Test templates before submission
Don'ts
  • Don't send too frequently
  • Don't use misleading subject lines
  • Don't ignore opt-out requests
  • Don't send during off-hours
  • Don't use purchased lists
  • Don't violate category rules

Resources & Support

Official Meta Resources
Need Help?

Our team is here to help you navigate Meta's requirements and ensure compliance.

Contact Us: support@indsoft24.com | +91 7520744870

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