Compliance

Templates and Consent

Understand WhatsApp approved templates, the 24-hour service window, opt-in requirements, opt-out handling, and abuse controls.

Updated May 25, 2026

Template messages and opt-in are different rules.

Templates allow a business to start or reopen a WhatsApp conversation outside the 24-hour service window. Opt-in is the recipient's permission to receive messages from the business.

Templates do not bypass consent.

Message Types #

Inside the 24-hour customer service window:

  • support replies may use normal WhatsApp messages
  • user-initiated conversations can be handled normally

Outside the 24-hour window:

  • business-initiated messages must use approved Meta templates
  • recipients should have valid opt-in

Valid Opt-In Examples #

Valid opt-in may come from:

  • checkout checkbox
  • lead form checkbox
  • account signup consent
  • booking or appointment form consent
  • a user messaging first and then confirming ongoing updates
  • imported CRM data where the business already has documented WhatsApp consent

Store useful proof:

{
  "opt_in_status": true,
  "opt_in_source": "checkout_form",
  "opt_in_at": "2026-05-19T10:30:00Z",
  "opt_in_text": "I agree to receive order updates on WhatsApp."
}

CSV Imports #

When a WApp Chat user imports a CSV, they must confirm that the business already collected WhatsApp consent elsewhere.

This does not make fake consent acceptable. The business remains responsible for accurate opt-in records, and WApp Chat may pause campaigns, request proof, or suspend accounts for abuse.

CSV imports store a consent attestation so campaign sends can distinguish contacts with documented permission from CRM-only contacts.

Why Sending May Be Blocked #

WApp Chat blocks risky sends before they reach Meta when:

  • the 24-hour customer service window is closed and the message is not an approved template
  • the selected template is not synced with APPROVED status
  • a campaign contact is opted out or missing documented WhatsApp opt-in
  • the WhatsApp compliance profile is not completed in Cloud API settings
  • a campaign references restricted policy terms that need manual review

Complete the compliance profile in https://wapp.chat/whatsapp/settings, then import only contacts with valid consent and use approved templates for campaigns.

Opt-Out Handling #

If a recipient replies with words like:

STOP
UNSUBSCRIBE
CANCEL
OPT OUT

the contact should be marked opted out and excluded from future campaigns.

Abuse Controls #

Production systems should monitor:

  • high failed-send rates
  • repeated invalid numbers
  • recipient complaints
  • blocks and quality rating changes
  • unusual campaign volume
  • repeated duplicate sends

WApp Chat's Terms, Privacy Policy, and Acceptable Use Policy require valid consent and allow enforcement against spam or fake opt-ins.

For campaign setup, see Contacts and Campaigns.