WhatsApp’s Messaging Policy: New Accepted Industry verticals

Julia Updated by Julia

Intro

WhatsApp recently updated its messaging policy to include new industry verticals, allowing businesses in certain regions of India, APAC, and LATAM to use its platform for customer communication. Companies in industries like Alcoholic Beverages, Over-the-Counter (OTC) Medications & Supplements, and Real Money Gambling & Gaming can now join the WhatsApp Business Platform, as long as they are lawful and licensed.

These changes let businesses use WhatsApp's Business API to promote their services, offer customer support, send transactional updates, and answer questions. However, messaging about buying, selling, or payments for these products is still restricted, and businesses should check WhatsApp’s Business Messaging Policy for details on where these rules apply.

New industry verticals now accepted by WhatsApp:

  1. Alcohol:
    Alcohol businesses can now build loyalty using WhatsApp to promote their products and events—while following the local laws, guidelines, and age restrictions of the country.
    If you’d like to promote alcohol and drug addiction treatment centers in the U.S., you'll need to get certified by LegitScript first to protect against scams. Learn more about that here.
    Check the allowed regions here.
  2. Real Money Gambling (RMG):
    Regulated RMG companies can now use WhatsApp to share information, communicate updates, and engaging content, but they cannot directly promote or process any direct transactions for RMG services.
    For online gambling and gaming, businesses must:
    • Request approval from Meta Platforms, Inc. using this application form. Messaging is only allowed in certain countries.
    • Provide proof that their services are legally licensed or lawful in the countries they want to operate in, as listed in Section 5 of the WhatsApp Business Messaging Policy.
    Check the allowed regions here.
  3. Over-the-counter drugs, Medications and Supplements (OTC):
    Businesses can now promote OTC medications and supplements through WhatsApp, as long as they follow the required laws, guidelines, and age restrictions of the regions they operate in.
    Check the allowed regions here.

Important considerations:

  • Accepted regions per vertical. Be sure to check the WhatsApp Business Messaging Policy to see which regions permit these verticals.
  • Accepted activities. While businesses in these verticals can use WhatsApp for marketing, messages about buying, selling, or making payments for these products/services remain restricted.
  • Compliance with Local Laws: Each business must follow local laws, guidelines, and age restrictions when using WhatsApp for communication.
  • Prohibited Content: Even in accepted verticals, WhatsApp still prohibits inappropriate, illegal, or offensive content..
  • Message Templates: Businesses must ensure that their message templates meet WhatsApp's quality standards. This includes transparency in messaging, offering clear opt-out mechanisms, and focusing on customer support rather than unsolicited marketing.
  • Only for WhatsApp Business API: These verticals are allowed on the WhatsApp Business API but not on the WhatsApp Business App

WhatsApp’s updated policy is a significant shift, making it easier for new industries to connect with their customers. If your business is in one of these verticals, now is the time to explore how WhatsApp can fit into your customer communication strategy while staying compliant with the platform’s policies.

REMEMBER: For more information and most recent updates, visit the official WhatsApp Business Policy page.

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