Before sending a later WhatsApp message, keep a record that the recipient gave you their number and agreed to hear from your named business.
What must the opt-in say?
Meta's WhatsApp Business policy requires the recipient's number and permission to receive subsequent messages or calls from your business. Meta's opt-in requirements also require the opt-in to identify your business. State the expected message categories clearly so the recipient knows what they agreed to receive.
Make the expected message categories clear. Meta's best practices describe order updates, relevant offers and product recommendations as examples. They recommend separate consent for separate categories.
How should I collect and record permission?
Choose a collection method that gives the recipient a clear action and a record you can retrieve. Keep:
| Evidence | Why it matters |
|---|---|
| Recipient identifier | Shows which WhatsApp number gave permission |
| Business name shown | Matches the business named in the opt-in |
| Message categories | Shows what the recipient expected to receive |
| Wording and source | Reconstructs the form, checkout or conversation |
| Timestamp and version | Shows when the permission was collected |
Your provider can store metadata. Your business remains responsible for proving permission. It must also apply that permission to the correct message category.
Is opt-in the same as the 24-hour service window?
No. A customer message opens the 24-hour service window, which lets you reply with free-form content during that period.
Opt-in is permission for later outreach. Outside the open window, you also need an approved template. A template approval does not create opt-in permission.
What should the opt-out flow do?
Meta says businesses must honor requests to block, stop or opt out of WhatsApp communication. Make the instruction easy to find. Apply it to the category the recipient named.
Removing an opt-out to make a send succeed ignores the recipient's preference. It also creates a compliance risk. Keep the suppression decision in the system that schedules the send, not only in an agent's inbox.
How does opt-in affect a send?
Before sending, check the recipient's permission, category, template status and service-window state. If any check fails, stop or choose the recovery path rather than sending first and investigating later.
Use Meta's policy, the template guide and Bird's failed and rejected outcomes when you design that check.
In short
Name your business and purpose.
Meta requires the opt-in to identify your business. State the message purpose so the recipient knows what to expect.
Keep evidence with the contact.
Store the source, wording, timestamp and recipient identifier so you can explain how permission was collected.
Separate consent from the window.
A customer reply opens a 24-hour service window. It does not replace permission for later outreach.
Honor the opt-out.
Remove recipients who ask to stop a message category or all WhatsApp communication from your business.