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, the system assumes the business already collected 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.
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.