WhatsApp Message Template Guidelines

All business-initiated outgoing message content has to be based on a message template pre-approved by Facebook.  Promotional and newsletter-like content is unlikely to be approved 

Some allowed messaging use cases are:

  • Notifications (e.g. system alerts)
  • Customer care  (e.g. account balance, helpdesk)
  • 2FA, OTP or user verification

Some forbidden messaging use cases are:

  • Adult content
  • Alcohol, tobacco, drugs, or related products
  • Animal health and sales
  • Gambling
  • Defense, weapons, ammunition, explosives, or related products.
  • Fake News

For more details, see the WhatsApp Business Policy and Commerce Policy.


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