WhatsApp automation done properly: opt-in, templates and opt-out

WhatsApp is where many Indian customers prefer to talk to businesses, which is why automation there is useful and why Meta restricts it. The points below follow the WhatsApp Business Policy; read the current version before you build anything.

Get opt-in first

You may message people on WhatsApp only if they gave you their phone number and agreed to receive your messages. The policy asks for separate opt-in for each category of message, for example order or appointment updates versus promotions. Explain what they will receive and how often.

Practical ways to collect opt-in: a clear tick box on a form that is not pre-ticked, a message the customer starts themselves, or a recorded agreement at the time of booking.

Respect the 24-hour window

When a customer messages you, you can reply freely for a limited period. Under WhatsApp’s rules, a business that wants to start a conversation outside that window must use a message template approved by WhatsApp. Plan your templates early and keep them specific and useful.

Make opt-out easy and honour it

Tell people how to stop messages, for example by replying STOP. When someone blocks, opts out or asks you to stop, stop for that category, on or off WhatsApp, and record the request so your system never messages them again by accident.

Do not collect what you should not

The policy says not to ask for or share full payment card numbers, financial account numbers or personal ID numbers. Use a proper payment page for payments and never forward one customer’s chat to another.

Offer a human

If you use automatic replies, give people a clear way to reach a person by phone, email or a support form. Automation should shorten the wait for answers, not trap people in a loop.

Keep records

Log when and how each person opted in, what you sent and any opt-out. If a customer or regulator asks, you can answer quickly. Under India’s DPDP Act 2023 you should also be able to explain what data you hold and why.