By QuickMessage Team · Last updated November 3, 2026
Quick answer
Before you message a customer on the WhatsApp Business API, you need their opt-in: their phone number and their permission to receive messages from your business. Meta requires that the opt-in clearly says the person is agreeing to hear from your business, names your business, and follows applicable law. You can collect it on your website, by SMS, on a phone call (IVR), in your app or on paper, and it does not have to mention WhatsApp by name.
Good opt-in is not just a rule. Customers who asked to hear from you read your messages, and they rarely block or report you, which keeps your number's quality rating and messaging limit healthy.
What Meta requires
- The customer's mobile number and permission to receive messages from your business.
- A clear statement that the person is opting in to receive messages from your business.
- Your business name, clearly stated, so they know who will message them.
- Compliance with the law that applies to you. In India, that includes the Digital Personal Data Protection Act.
Opt-in belongs to the business that collected it. A list bought from someone else, or numbers that agreed to hear from another company, are not opted in to your business. Source: Meta's opt-in guidance.
7 ways to collect WhatsApp opt-in
1. Checkout page
A checkbox such as "Send me order updates from [Your Brand] on WhatsApp". Leave it unticked so the customer chooses.
2. Website forms
Add the same line to enquiry, sign-up and callback forms.
3. Customer messages you first
A click-to-chat link or QR code lets customers start the chat. Ask in that chat whether they want future updates. See WhatsApp link and QR code.
4. SMS
Ask existing SMS customers to reply YES to get updates on WhatsApp.
5. Phone call or IVR
Ask on the call and record the answer, or offer a keypress option.
6. In store or on paper
A line on the bill, admission form or membership form, signed by the customer.
7. Your app
A toggle in settings or during sign-up.
Opt-in text you can use
☐ Yes, send me order updates and offers from [Your Brand] on WhatsApp. I can stop these at any time.
Meta recommends asking for each type of message you plan to send, for example order updates and offers separately, so customers get only what they want and are less likely to block you.
Handling opt-outs
- Explain how to stop, for example "Reply STOP" or a "Stop offers" quick reply button.
- Honour the request quickly and remove the customer from that type of message.
- Customers can also stop marketing messages from a business inside WhatsApp. Messages to them then fail with error 131050, so remove them from marketing lists.
Common opt-in mistakes
- Messaging bought or scraped lists.
- A pre-ticked checkbox hidden in the terms.
- Not naming your business in the opt-in text.
- Sending offers to people who only agreed to order updates.
- Not keeping a record of when and how the customer agreed.
How QuickMessage helps
On QuickMessage you can import opted-in contact lists, segment them and send approved templates through campaign management. Use a quick reply button for opt-outs, and your team can see replies in the shared team inbox. Ask our team to review your opt-in wording during onboarding.
Frequently asked questions
Is opt-in required for the WhatsApp Business API?
Yes. Meta requires the customer's phone number and their permission to receive messages from your business before you message them.
Does the opt-in have to mention WhatsApp?
No. Meta says opt-in can be general and does not have to mention WhatsApp, but it must clearly state that the person is agreeing to receive messages from your business and name your business.
Can I message a customer who bought from me but never opted in?
Not with template messages. Ask for opt-in first, for example at your next order or in a chat the customer starts with you.
How do customers opt out?
Give them a clear way, such as replying STOP or tapping a stop button, and honour it. Customers can also stop marketing messages from your business inside WhatsApp.
Start WhatsApp marketing the right way
Our team helps you set up opt-in, templates and your first campaign on the official API.
Book a free demo