WhatsApp opt-in
WhatsApp opt-in is the prior, explicit consent a person gives a business to receive proactive messages on WhatsApp. Meta's policies require it before any business-initiated send, and the consent must clearly state the WhatsApp channel and the brand name. For European businesses, the opt-in is in practice the same legal basis the GDPR requires for marketing.
Opt-in can be collected at any touchpoint: website forms, checkout, in-store tills, SMS, or directly in chat when the customer writes first. Meta doesn't impose a single format but requires consent to be clear, specific to WhatsApp and documentable. Best practice is to record the date, source and text of the notice shown, and to send a first message reminding people how to unsubscribe.
Messaging lists without consent is the leading cause of blocks and reports: any user can block or report the number with two taps, and accumulated reports lower the quality rating until the account is restricted or suspended. Meta's policies also require opt-out requests to be honored immediately. A list built on genuine opt-in converts better and costs less than a purchased list.
SendApp lets you track consent on contacts with tags and custom fields and handles automatic opt-out via keywords, keeping your campaign lists clean.
Frequently asked questions
From theory to practice
Everything you read in this glossary can be done with SendApp: try it free, no credit card required.