WhatsApp opt-in: what Meta requires and how to collect it

The short answer

Before you message someone on WhatsApp, they must have given you their number and agreed to hear from your business. Meta says the opt-in must make three things clear (Meta, Get opt-in for WhatsApp, updated 3 November 2025):

• The person is opting in to receive messages from your business.
• The name of your business.
• It complies with applicable law.

You choose where to collect it, such as your website, SMS, phone or a paper form. You must honor every opt-out request, whether it reaches you on WhatsApp or anywhere else.

What does Meta’s policy require?

The WhatsApp Business Messaging Policy says you may only contact people if two things are true (WhatsApp Business Messaging Policy, updated 23 September 2026):

• They gave you their mobile phone number or username.
• You received opt-in permission confirming they want subsequent messages or calls from you.

Meta adds that the opt-in “can be general and not specifically for WhatsApp”, as long as you follow applicable law (Meta, Get opt-in). Naming WhatsApp still sets clearer expectations.

Opt-in sits alongside the template rules. You may only start conversations with an approved template. When a customer messages you, you can reply without a template for 24 hours. That window resets with each customer message (Messaging Policy). Since 1 October 2026, Meta charges these replies after the first 1,000 a month per business phone number (Meta, Pricing).

What does good opt-in wording look like?

Good wording names your business, says it is WhatsApp, says what you will send, and explains how to stop. The examples below were written by Unecast. Replace [Your business] with your registered business name.

Source: Meta, Get opt-in, Meta, Template categorization, checked 6 November 2026.

Avoid vague lines such as “We may contact you”. They do not name your business or say what you will send, which Meta requires.

Meta also recommends that you explain the value of your messages. Cover each message category in the opt-in, or collect a separate opt-in for each one. Meta says this reduces the risk that people block you (Messaging Policy).

To format and preview your opt-in message, use the WhatsApp text formatter.

Where can you collect opt-in?

Meta lets you choose the method, as long as it meets the requirements. Its examples are SMS, a website, a phone call with an interactive voice response (IVR) flow, and in person or on paper (Meta, Get opt-in).

Common places to add it:

• Checkout, booking and account sign-up forms.
• Your existing SMS or email messages to customers.
• Your phone menu or call center script.
• In-store, clinic or front-desk forms.

After someone opts in elsewhere, you can confirm it on WhatsApp. Meta lists “opt-in management” as a utility use case (Meta, Template categorization). Our template categories guide explains the difference.

To let people start a chat from a website button, email or QR code, create a click-to-chat link with the WhatsApp link generator.

How should you handle opt-outs?

Meta’s policy says you must respect all requests to block, discontinue or opt out, on or off WhatsApp. That includes removing the person from your contacts list (Messaging Policy).

• Give clear instructions. Tell people how to opt out of specific message categories, and honor it.
• Expect WhatsApp’s own controls. People can stop marketing messages from your business inside WhatsApp. After that, Meta accepts your marketing template but does not deliver it. The webhook reports error 131050 (Meta, Marketing templates).
• Add a button. A “Stop offers” quick reply on marketing templates makes stopping easy.
• Act everywhere. Apply the opt-out to every campaign, team and system that sends from your number.

Ignored opt-outs can lead to blocks and reports. Meta says it will rate-limit businesses whose quality stays low for a sustained period (Meta, Get opt-in). Our messaging limits guide explains how quality affects sending.

What records should you keep?

Meta’s opt-in guide does not set a record format. Its policy makes you responsible for making sure your opt-in method complies with applicable law. Good records help you show that. We suggest keeping:

Keep a copy of every version of your opt-in wording. How long to keep records depends on the law where your customers live.

Do local laws change the rules?

Yes. Meta’s rules apply everywhere, and you must also follow the law where your customers live. Our WhatsApp Business API by country page lists the main consent rules for common markets. They include UK GDPR and PECR in the UK, the TCPA in the United States, and LGPD consent in Brazil.

Meta’s docs also note that US phone numbers do not receive marketing templates (Meta, Per-user marketing limits, updated 17 June 2026). This is general information, not legal advice.

Unecast lets you send approved templates to opted-in customer groups. See WhatsApp marketing for campaigns, or the WhatsApp Business API guide for setup.

Frequently asked questions

Keep reading

• WhatsApp Business API by country
• WhatsApp marketing on Unecast
• WhatsApp Business API guide
• All Insights