An active opt-in is explicit permission given by the user before you can send proactive messages via WhatsApp Business API.
It must be triggered by a direct user action, such as entering their phone number or checking a checkbox, and clearly state what they are consenting to receive.
Why it’s important:
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WhatsApp policy requires explicit opt-in before initiating conversations outside the 24-hour reply window.
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You must include the business name in the opt-in and comply with applicable privacy laws such as GDPR.
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Sending messages without opt-in risks spam reports, quality rating penalties, or account suspension.
How to collect active opt-ins:
Valid methods include:
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Website forms, pop-ups, or landing pages where users enter their number and give consent.
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Ads or emails with clear opt-in messaging and links to WhatsApp or opt-in forms.
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Offline methods such as in-store sign-ups, printed materials, or QR codes with consent options.
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During an existing WhatsApp conversation—after the customer messages you first, ask for consent before sending templates.
Key guidelines for a compliant opt-in:
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Clearly state the type of messages (e.g., shipping updates, promotions) and that they will be sent via WhatsApp.
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Include the format: “receive [type of information] via WhatsApp from [Business Name] on [number]”, and display the WhatsApp name/logo if possible.
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Provide an easy way to opt out at any time and respect all opt-out requests.