Opt-In
Explicit consent given by a customer to receive WhatsApp messages from a business, required by Meta's policy before sending any outbound messages.
How it works
Opt-in is the permission a customer grants for a business to contact them on WhatsApp. Meta requires that businesses obtain clear, documented opt-in before sending template messages. The opt-in must be active (not pre-checked boxes), specific to WhatsApp (not bundled with other consents), and should clearly state the types of messages the customer will receive. Valid opt-in methods include website forms, SMS confirmation, in-app prompts, click-to-WhatsApp ads (which create implicit opt-in), and physical sign-up forms. Sending messages without proper opt-in violates Meta's policies and leads to high block rates, quality rating drops, and potential account suspension. Maintaining clean opt-in records is both a compliance requirement and a strategic advantage for campaign performance.
Related terms
Opt-Out
The process by which a customer withdraws consent to receive WhatsApp messages from a business, which must be honored immediately.
Broadcast
A feature that sends the same template message to a large list of contacts simultaneously, used for promotions, announcements, and re-engagement campaigns.
Commerce Policy
Meta's rules governing what products and services can be sold or promoted through WhatsApp Business, including restricted industries and content types.
Quality Rating
A score Meta assigns to your WhatsApp phone number based on how recipients respond to your messages, directly affecting your messaging limits.
Learn more in our docs
Explore guides, tutorials, and API references for building on the WhatsApp Business platform with SuperWaba.