WhatsApp Opt-In and Consent for Indian Businesses
Short answer: WhatsApp's business policy expects you to get permission before you message someone, and to make clear what they are signing up for. Collect the opt-in in a way you can prove later, tell people what they will receive, and give a simple way to stop. Messages sent without consent risk user blocks and reports, which can lower your quality rating and sending limits.
This page lists practical ways to collect opt-in and wording you can adapt. It is general guidance, not legal advice. Check Meta's WhatsApp Business Messaging Policy and India's data-protection requirements with your legal adviser.
Last updated: 2 November 2026.
Ways to collect opt-in
| Method | How it works | Keep a record of |
|---|---|---|
| Checkbox on a web form | An unticked box next to a clear sentence | The wording shown, timestamp and number |
| Checkout or order page | Opt-in for order updates on WhatsApp | Order ID, timestamp and the wording |
| Click-to-chat button | The customer starts the chat themselves | The incoming message and time |
| QR code in store | Scan to start a chat or subscribe | The first message and the QR campaign |
| Missed call or SMS keyword | Reply with a keyword to subscribe | The reply and time |
| In-app prompt | A toggle in notification settings | The setting change and time |
Wording that works
Say what they will receive, how often and how to stop. Example:
"Send me order updates and offers from [Brand] on WhatsApp. Reply STOP any time to unsubscribe."
Keep order updates and marketing as separate choices when you can, so people can accept one without the other.
Good habits after opt-in
- Honour STOP immediately and keep a suppression list.
- Send only the topics people agreed to, at a sensible frequency.
- Use approved templates for business-started messages. See message templates.
- Watch block rates and your quality signals so you can adjust early.
- For SMS, DND and DLT rules are separate. See DND compliance in India.
WhatsApp opt-in questions
Do I need opt-in to send WhatsApp messages?
Yes. Meta's business policy expects you to have permission from people before you message them, and to tell them what they will receive.
Is a phone number from a purchased list enough?
No. Having a number is not the same as having consent. Messaging a purchased list risks blocks and reports.
Does the customer starting a chat count?
A customer who messages you opens a service window in which you can reply. For later business-started messages, collect clear opt-in as well.
How long should I keep opt-in records?
Keep them for as long as you message the person, and follow your legal adviser's guidance on retention.
Is this legal advice?
No. It is general guidance. Confirm requirements with your legal adviser.
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