Opt-in
A customer’s recorded permission to receive business-initiated WhatsApp messages from you. Required by Meta before you send.
Opt-in can be collected through any channel — a checkout checkbox, an enquiry form, in person at a counter, a click-to-WhatsApp ad. It must make clear that the person is agreeing to messages from your business specifically, on WhatsApp specifically, and roughly what kind.
Things that do not count: a number in your CRM because they bought once, a bought or scraped list, consent given for SMS or email reused for WhatsApp, and a pre-ticked box. The bought-list case is the fastest reliable way to destroy a new number.
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Related terms
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Opt-out
A customer’s request to stop receiving messages. Must be honoured immediately and permanently.
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Quality rating
Meta’s read on how your recipients feel about hearing from you — High, Medium or Low, calculated per number.
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Messaging limit
How many unique customers you can start conversations with per rolling 24 hours. Starts at 250 and rises to unlimited.