previous icon Back to blog
Jan 12, 2021
3 minutes read

WhatsApp Business Policy update - new opportunities

WhatsApp Business will be of value for your business if it’s treated as a valuable communication channel. Therefore, you will need to follow the WhatsApp Business Policy, so we ensure that all communication that runs through WhatsApp, is of relevance for the receiver: your customers. Discover what the new policy means for you.

Quality experience 

To guarantee and maintain a quality experience via WhatsApp Business, the following elements apply when using WhatsApp Business (API) for your customer communication: 

  • You can only reply to WhatsApp messages or send messages to those who have agreed to be contacted by you. 
  • You may not send advertising, marketing, or promotions. In other words, don’t use WhatsApp to send irrelevant information. Don’t spam. 
  • Respect all requests to opt-out for WhatsApp communication. This also includes that you’re obliged to delete the contact details out of your database. 
  • Don’t ask people to share full-length individual payment card numbers or financial numbers, personal ID card numbers, or other sensitive identifiers. 

Not surprising, since we all strive for relevant communication that brings value for your customers and for you. If you want to know more, have a detailed look at the WhatsApp Business Policy

Update WhatsApp Business Policy 

The policy is revised and on January 15th, 2021 the Vertical and Policy Guide will be updated. We would like to zoom into the following major changes: 

  • Pharmaceutical, medical device, and body enhancement clinics will be allowed to access the WhatsApp Business API. They are not allowed to sell items (drugs, medical devices), but are allowed to sell services (doctor visits, procedures, appointments). 
  • Government clients will be allowed to access the WhatsApp Business API under the government API program. 

• Government vertical will no longer be restricted to Covid19-related use-cases. 

• The following government verticals will be allowed access:

○ Public Health 

○ Economy recovery 

○ Social welfare 

○ City, state, and local government. 

Want to know more about the possibilities for municipalities? Download our mini paper and discover how to improve interaction with WhatsApp.

New WhatsApp Business opportunities 

This opens a world of opportunities that we will fully support with our WhatsApp Business API and additional software like the Mobile Service Cloud or the Mobile Marketing Cloud.

Are you curious how this WhatsApp Business policy affects your business and if there are (new) possibilities to start with WhatsApp Business? Contact sales via the button below. 

Start the conversation

Was this article interesting?
Share it!
connects tens of thousands of companies with millions of consumers via their mobile phone each day. Behind the scenes, from our innovative platform, makes sure companies can use these millions of messages, phone calls and payments to become part of people’s lives.

Latest articles

WhatsApp Pay
Feb 26, 2024 • WhatsApp

Rich, flexible, and functional interactions with WhatsApp Flows

The WhatsApp Business Platform is adding another new and exciting feature to its repertoire: WhatsApp Flows. What is it and what can your business do with it? Let's take a look!

WhatsApp vs Facebook Messenger
Feb 12, 2024 • Instant Messaging

WhatsApp vs Facebook Messenger: Which messaging channel is best for what?

WhatsApp and Facebook Messenger are both established messaging channels for customer engagement, but what are the differences? Lets look at what the advantages are of each channel and which situations call for which channel. Let's dive in.

Feb 05, 2024 • WhatsApp

Drive engagement and convert your conversations with WhatsApp Carousel

Are you talking to your customers on WhatsApp? You really should! WhatsApp Business Platform, the business communication platform of one of the most popular messaging channels in the world today, has a wide selection of powerful engagement tools to enhance customer communication and boost sales. And they've added another innovative feature under their belt: WhatsApp Carousel.

Ads That Click to WhatsApp
Feb 05, 2024 • Marketing

Ads that click to WhatsApp: What are they and what are the benefits?

Successful marketing means creating personal and conversational experiences for your customers. And what better place to meaningfully connect to your customers than on their favourite social media channels such as Facebook, Instagram and WhatsApp? With ads that click to WhatsApp, aka click-to-chat WhatsApp ads, you can offer your customers the direct and personal engagement that they crave.

WhatsApp vs SMS: A Comparison For Businesses
Jan 19, 2024 • SMS

WhatsApp vs SMS: A comparison for businesses

WhatsApp and SMS are both immensely popular messaging channels. Both have their own unique traits, use cases, and added business value. We can all acknowledge this, but what exactly are the differences between them? What are the similarities? And more importantly, which one will add the most value to your business? In this blog we'll dive into the world of WhatsApp vs SMS and the benefits of both.

Telco infographic blog calling lady customer journey
Jan 15, 2024 • Mobile Service Cloud

Why offering customer support by phone is essential

Contrary to what you may believe about the preferences of the younger generations, recent data indicates that the telephone remains the favoured method of customer support for 69% of consumers across various age groups, including Gen Z and millennials. Additionally, there has been a consistent upward trend in Google searches for "phone number customer service" in the US over the past five years. This demonstrates a sustained and growing reliance on phone-based customer service solutions, highlighting its enduring significance in the contemporary consumer landscape.

Jan 15, 2024 • Mobile Service Cloud

What are the most effective customer service channels?

Today's diverse array of communication channels encourages customers to naturally gravitate towards their preferred social platforms and anticipate brands to be readily accessible across these channels. Rarely will customers go out of their way to switch between channels just to reach you; instead, they are likely to opt for a brand that not only provides the desired product but also ensures excellent customer service (on the channel they like most). How easily can your customers reach you via their preferred channel?

Jan 12, 2024 • Mobile Service Cloud

WhatsApp Business: Making customer service enquiries simple

WhatsApp has experienced over 60% growth year-on-year as a customer service channel. It’s growing fast, but what are the benefits of using WhatsApp Business for customer service? How can customer service agents manage the increasing inbound enquiries via WhatsApp? In this blog, we'll discuss why WhatsApp Business benefits customer service and how to efficiently handle incoming messages with's Mobile Service Cloud.

The Software Debate: CPaaS vs Saas
Oct 31, 2023 • Messaging

Boost Black Friday Sales with WhatsApp, Instagram and Facebook Business Messaging

Black Friday remains a highly anticipated shopping event, having witnessed a 3.5% global increase in online sales, reaching an impressive $65.3 billion in 2022. In light of this, businesses, both large and small, are in fierce competition for maximum visibility. Nevertheless, this task is anything but simple. Retailers find themselves grappling with the need to stand out, contend with steep advertising costs, and meet the ever-rising expectations of consumers.

Is this region a better fit for you?
close icon