WhatsApp & OperationsOpt-in
What is Opt-in? Consent to Message Customers and How to Record It
Also known as: opt in, consent, permission
Short answer
Opt-in is the permission someone gives you to message them. It must be given clearly and knowingly, never inferred from the fact that you happen to have their number.
Asking properly
- Say who you are and what messages you will send.
- Say how often they will arrive.
- Ask for a clear action, such as ticking a box or replying with one word.
- Offer a way to stop on the first message and on every message after.
What to record for each consent
| Recorded | Why |
|---|---|
| Who | So you know whose consent it is |
| When | So you can prove the sequence |
| Through what route | A form, a chat, or a checkout tickbox |
| For which message types | Transactional only, or promotional too |
| When withdrawn | So sending stops at once |
Frequently asked questions
- Why does opt-in matter for WhatsApp?
- Because messages recipients report lower your number quality, and low quality limits how much you can send. Opt-in is the cheapest way to keep your number healthy.
- Does having a customer number mean I have consent?
- No. A number obtained through a transaction only permits messages about that transaction. Promotional messages need separate, explicit consent.
- How do I record opt-in properly?
- Record who consented, when, through what route, and for which kinds of message. Keep that record for as long as you still message that person, and honour stop requests immediately.
Related terms
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