Ask for permission in a way that clearly says the person is opting in to receive messages and names your business. A website form checkbox, an SMS, an IVR phone flow or a signed paper form all work, as long as you follow local law. Meta recommends separate opt-in for offers and for updates, and you must honour every opt-out.
WhatsApp opt-in is a customer's permission to receive messages from your business on WhatsApp. The WhatsApp Business Messaging Policy, last updated on 23 September 2026, lets businesses contact people only after they have shared their number and given opt-in. It is also the single biggest thing that keeps your number healthy, because people who asked for your messages rarely block or report them.
What Meta requires
Meta's opt-in guide sets two clear rules, plus local law:
- State clearly that the person is opting in to receive messages from your business.
- State clearly the name of the business they are opting in to.
- Follow the laws that apply where you and your customers are.
You decide the method and you are responsible for it. A purchased list, a scraped list or a list shared by a partner company is not opt-in to your business.
Where to collect opt-in
| Place | How |
|---|---|
| Website or landing page form | An unticked checkbox next to the phone field, naming your business |
| Ad lead forms | A consent question or custom disclaimer in the form |
| Walk-in, admission or booking form | A line the customer ticks or signs |
| Phone calls | An IVR option, or a recorded verbal yes noted in your CRM |
| SMS | A reply keyword such as YES to confirm |
| Inside a WhatsApp chat | Ask during a conversation the customer started, and record the answer |
Good practice Meta recommends
- Say what they will get. Name the types of messages, such as appointment updates, order alerts or offers.
- Separate the categories. Ask for updates and offers separately. People who agreed only to updates are the ones most likely to block a promotion.
- Explain the value. "Get your report and reminders on WhatsApp" gives a reason to say yes.
- Make opting out easy. Tell people how to stop specific categories, and honour it.
- Watch quality. Check your quality rating when you start a new opt-in method. Meta says businesses whose quality stays low for a long time will be rate limited.
Example wording
On a form: "Yes, send me appointment updates from Bright Smile Dental on WhatsApp." A second box: "Also send me offers and health tips from Bright Smile Dental on WhatsApp." Both unticked. Keep a record of the date, the source and the wording the person saw.
How salestrack helps
In salestrack every lead keeps its source, so you can see where each contact came from. Broadcasts go only to the lists and segments you choose, and contacts who opted out of marketing are removed automatically before you send. Use segments such as "opted in to offers" to keep updates and promotions apart. See lists and segments and WhatsApp broadcasts.
Related questions
What does WhatsApp opt-in mean?
It means a person has given you their phone number and agreed to receive messages from your business. WhatsApp's Business Messaging Policy allows businesses to contact people only after getting this permission.
Does opt-in have to be collected on WhatsApp itself?
No. Meta lists website forms, SMS, IVR phone flows and in-person or paper sign-up as accepted methods. You choose the method, but it must state that the person is opting in and name your business.
What is a good WhatsApp opt-in message example?
For a form checkbox: "Send me appointment updates and offers from Bright Smile Dental on WhatsApp." Leave it unticked so the person chooses it. For separate consent, use one box for updates and another for offers.
Is a customer messaging me first an opt-in?
When a customer writes to you, you can reply inside the 24-hour customer service window. For marketing later, it is safer to ask clearly, in the chat, whether they want offers from your business, and record the answer.
How should customers opt out?
Give clear instructions, such as a "Stop offers" button or "Reply STOP" line in marketing templates. The policy says you must respect every request to block, stop or opt out, on or off WhatsApp.
Sources
Checked on 1 November 2026. WhatsApp and Meta change their rules and prices often, so check the source before you rely on a detail.