WhatsApp opt-in and opt-out, done properly
Opt-in is the rule everything else depends on. Get it wrong and no amount of good copy, timing or segmentation will save the number.
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What counts as opt-in
A clear, informed agreement to receive messages from your business on WhatsApp, given by the person who owns the number. It must be specific about the channel and about what kind of messages.
A number collected for a delivery notification is not opt-in for marketing. This is the distinction that catches most businesses out.
- A ticked box that names WhatsApp and marketing explicitly
- A customer messaging you first, for service replies
- A keyword opt-in, such as replying JOIN
- A signed form at a counter, retained as a record
What does not count
A purchased list. A number from a public directory. A number given for one purpose used for another. Pre-ticked consent boxes.
All of these produce blocks quickly, and blocks are what damages the account.
Opt-out is a feature, not a loss
Make it obvious and honour it immediately. Every marketing template should carry a stop instruction, and STOP should work without a human involved.
Someone who opts out costs you one contact. Someone who blocks you costs you rating, which costs you reach to everyone else on the list.
Keep a record of when and how each opt-in was obtained. If a complaint escalates, that record is the only thing that resolves it.
Frequently asked questions
Does a customer messaging me first count as opt-in?
For service replies within the 24-hour window, yes. It is not consent for marketing, which needs a separate explicit opt-in.
How do I handle STOP requests?
Automatically and immediately, with no confirmation loop. Suppress the number from all marketing while keeping the ability to send transactional updates they are still entitled to.
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