Per Meta Regulation – Businesses are required to obtain opt-in before initiating marketing, utility, and authentication conversations with customers outside the 24-hour window. This opt-in can be achieved through various methods, both on and off WhatsApp.

Requirements

• Clear Messaging: Clearly state that a person is opting in to receive WhatsApp messages.
• Business Identification: Clearly include your business's name so recipients know who they’re opting in for.
• Compliance: Ensure all practices comply with applicable laws.

Exception: Implicit consent is assumed for 24 hours when a customer starts a Customer-Initiated Conversation. If an opted-out customer initiates contact, you may still communicate with them within that 24-hour window.

Learn more about Meta’s consent requirements by visiting their policy page here.

Two-Way Opt-Out

Optimove supports Two-Way Opt-Out for the OptiText WhatsApp Channel. Recipients can opt out at any time by sending a keyword—such as STOP—in the WhatsApp conversation. Your opt-out keywords can be customized and localized to provide a seamless customer experience.

Once an opt-out message is received, our system scans the message for the opt-out keyword and marks the recipient as opted out of future marketing communications.

For more information on setting up Keyword Auto Responses, please see this article.