Good Practices

In order to maintain a high quality and be able to upgrade your tier, we recommend some good practices:

• Always check if your messages follow the WhatsApp Business Policy.

• Only send messages to users who have accepted to receive messages from your company. Carefully check your base:

• Quality base: Your base needs to be recent and have a WhatsApp opt-in. (Users who have interacted with the brand in less than 4 months, preferably having specifically opted in to this channel. The amount of phone numbers required depends on which tier you wish to reach.)

• Create highly personalized messages that are useful for users.

• Avoid sending overly vague introductory or welcome messages.

• Take frequency into account: avoid sending too many messages per day to customers. Be careful when preparing informative messages, being mindful of content optimization and conciseness.

It Is Important to Always Observe Channel Restrictions;

• Sending spam, fraud, or unsolicited publicity (consent) is forbidden;

• Do not create games involving competition or luck;

• Tobacco items and related paraphernalia;

• Alcohol;

• Unsafe ingestible supplements;

• Animals: businesses may not transact in the sale of any animals;

• Adult products or services;

• Weapons, ammunition, or explosives;

• Illegal products or services;

• Drugs, whether prescription, recreational, or otherwise;

• Medical and healthcare products;

• Body parts and fluids;

• Items or products with overtly sexualized positioning;

• Real money gambling services;

• Dating services;

• Products or items that facilitate and/or encourage unauthorized access to digital media;

• Digital and subscription services, including links to or processing of any subscription sales, renewals, or upgrades;

• Real, virtual, or fake currency;

• Third-party infringement.

For more information: https://www.whatsapp.com/policies/commerce-policy/​

Be Mindful of Your End Customer’s Needs:

• Having your customer’s confirmation (opt-in) is the first step to preventing an increase in your block rate;

• Draft, publish and make available your Privacy Policy.

• The customer is the center of the entire operation and must see value in every interaction on WhatsApp;

• Paying attention to the communication guideline is essential (message frequency and quality of each message’s content);

• Human referral: the assistance transfer done by your company’s bot or team should be easy and transparent so that the end customer will always have the solution they seek in the channel.

• Opt-out: Always let your customer know that they can always enter EXIT to stop receiving messages, in all templates you actively send them. (this prevents blocks and values your customer’s freedom.)

• Keep your bot in line with the WA guidelines;

• Make sure your messages follow the WhatsApp Business Policy.

• Periodically check the quality of your solution;

• Do not send content that goes against the WA Commerce Policy.

Creating Templates

Words that should be avoided when creating templates:

Always watch out for:

• Abusive content;

• Formatting errors;

• Grammar mistakes;

• Allow your customer to let you know that they are not the customer you think, e.g.: "I am not Caroline"

• Conduct A/B message tests to better explore your best-performing messages.

Human Assistance

• It is mandatory that the path for your customer to obtain human assistance is clear, within WhatsApp.

• Ways to escalate to human assistance accepted within WhatsApp’s policy:

• Human Referral within the channel (we suggest this one, as it makes your customer’s life easier.)

• A message clarifying the ways your customer can contact a Human: Directing them to a phone number, email or web form to open a ticket or directing them to a Physical store.

E.g.: Hello, to speak to one of our agents please call: XXXXXX

E.g.: Hello, to speak to one of our agents please email: XXXXXX

For more information: https://www.whatsapp.com/policies/business-policy/

NOTE: Failure to comply with this policy will impact the quality of your channel and, if not resolved, it can impact your tier (causing it to be downgraded).