Skip to content

WhatsApp Business Platform Usage Policy

Last updated: August 23, 2026

1. Purpose and scope

This policy establishes the conditions applicable to OBMessage customers using functionality integrated with WhatsApp Business Platform.

OBMessage is a platform developed and operated by OFIMATIC SRL that enables integration with WhatsApp Business Platform through APIs and mechanisms authorized by Meta.

Use of WhatsApp through OBMessage is subject to current Meta and WhatsApp policies, terms, and documentation.

The Customer is responsible for complying at all times with:

  • WhatsApp Business Messaging Policy.
  • WhatsApp Messaging Guidelines.
  • WhatsApp Business Terms of Service.
  • Technical documentation applicable to WhatsApp Business Platform.
  • Laws applicable to its communications.

If this policy conflicts with a mandatory current WhatsApp or Meta requirement, Meta's requirements governing use of its services will prevail.

2. Quality experience

The Customer must:

  • Maintain a WhatsApp Business profile with accurate and current information.
  • Provide valid customer support contact information.
  • Clearly identify the business sending the communication.
  • Not impersonate another business, organization, or person.
  • Not misrepresent its identity, affiliation, products, or services.
  • Avoid deceptive, fraudulent, abusive, or unexpected communications.

The Customer may only contact a person through WhatsApp where:

  • The person has provided their telephone number; and
  • Valid opt-in permission exists for the applicable messages or calls.

The Customer is responsible for determining how consent is collected and ensuring compliance with applicable law.

The user should be able to clearly understand:

  • Which business will communicate with them.
  • That communications will occur through WhatsApp.
  • Which categories of messages may be received.
  • Where applicable, that calls through WhatsApp are authorized.

Where appropriate, separate consent is recommended for different message categories and calls.

Opt-out

The Customer must honor requests made on or off WhatsApp to:

  • Stop receiving messages.
  • Stop receiving calls.
  • Block communications.
  • Withdraw consent.
  • Modify authorized message categories.

Requests must be applied promptly to future communications.

4. Initiating conversations and Message Templates

Business-initiated conversations may only be initiated using Message Templates approved by WhatsApp in accordance with current policies.

Templates:

  • Must comply with WhatsApp policies.
  • Must be used for their applicable purpose.
  • May be reviewed, approved, rejected, or paused by Meta.

OFIMATIC does not control or guarantee approval of a Message Template by Meta.

5. 24-hour customer service window

The Customer may respond to a user's message without using a Message Template during the customer service window defined by WhatsApp.

Currently, this window allows responses for 24 hours following the user's last message, subject to current WhatsApp policies.

Outside this window, business-initiated communications must use the applicable approved Message Templates.

6. Automation and Aless

OBMessage and Aless allow certain interactions to be automated using flows, integrations, bots, and artificial intelligence functionality.

Automation does not exempt the Customer from compliance with WhatsApp policies.

Automations must:

  • Respect opt-in and opt-out.
  • Comply with Message Template and customer service window requirements.
  • Not deceive or confuse users.
  • Use information only for legitimate purposes.
  • Provide an appropriate escalation mechanism where required.

7. Escalation to human support

Where bots, artificial intelligence, or automated responses are used, the Customer must provide a clear, direct, and accessible way for users to obtain additional assistance.

Mechanisms may include:

  • Transfer to a human agent within the chat.
  • Telephone number.
  • Email.
  • Web support portal or website.
  • Support form.
  • In-person service.

The Customer is responsible for configuring and maintaining the applicable escalation mechanism.

8. Data protection

The Customer is responsible for providing required notices and obtaining permissions and consent necessary to collect, use, or share information through WhatsApp.

The Customer must maintain an appropriate privacy policy and comply with applicable law.

The following must not be requested or shared through WhatsApp where prohibited by WhatsApp policies:

  • Full payment card numbers.
  • Full financial account numbers.
  • Full personal identification numbers.
  • Passwords or credentials.
  • Other highly sensitive identifiers.

Information from one customer's conversation must not be shared with another customer without a valid lawful basis and applicable authorization.

9. Health information

WhatsApp must not be used for telemedicine or to send or request health-related information where applicable law prohibits distributing such information through systems that do not meet applicable heightened requirements.

The Customer is responsible for determining whether its use case is subject to special privacy, confidentiality, or industry requirements.

10. Prohibited organizations, products, and activities

The Customer may not use WhatsApp through OBMessage for activities prohibited by Meta.

Current WhatsApp policies include restrictions concerning, among other things:

  • Illegal or criminal activity.
  • Terrorism or organized crime.
  • Firearms.
  • Alcohol and tobacco.
  • Drugs.
  • Certain medical and healthcare products.
  • Hazardous materials.
  • Certain financial products.
  • Real, virtual, or fake currency.
  • Adult products or services.
  • Dating services.
  • Multi-level marketing.
  • Real-money gambling.
  • Payday loans and certain financial services.
  • Debt collection.
  • Fraudulent, deceptive, abusive, or exploitative business models.

This list is informational only and does not replace the current official WhatsApp policy.

11. Regulated verticals

Meta may permit certain use cases involving regulated products or services only in specific countries and subject to specific requirements.

Where the use case is considered a regulated vertical, the Customer must:

  • Confirm that the activity is permitted.
  • Comply with geographic restrictions.
  • Apply age controls where applicable.
  • Maintain required licenses and authorization.
  • Comply with applicable law and industry codes.
  • Implement appropriate technical and organizational measures.
  • Stop communications if applicable requirements are no longer met.

Technical availability of functionality within OBMessage does not mean that the use case is authorized by Meta.

12. Commerce

When the Customer uses commerce features, catalogs, or other functionality to facilitate the sale of products or services through WhatsApp, the Customer must also comply with current Meta commerce policies.

The Customer is responsible for:

  • Products and services offered.
  • Terms of sale.
  • Warranties.
  • Tax obligations.
  • Consumer protection.
  • Legality of transactions.

13. Government and political use

Government and political use of WhatsApp Business Platform is subject to specific Meta restrictions.

Under the current policy, Meta permits certain government use under specific conditions and requires authorized Meta access mechanisms.

WhatsApp prohibits use of WhatsApp Business Platform by certain categories, including:

  • Political parties.
  • Politicians.
  • Political candidates.
  • Political campaigns.
  • Law enforcement agencies.
  • Military services.
  • Certain national security or intelligence agencies.
  • Certain entities dedicated exclusively to political or electoral services.

The Customer must confirm eligibility before implementing these use cases.

14. Emergency services

WhatsApp Business Services are not a replacement for traditional emergency services.

The Customer must not represent WhatsApp or OBMessage as the sole method for contacting police, fire, medical emergency, or other public emergency services.

15. Quality and reports

Users may block or report businesses.

Meta may limit messages, calls, templates, numbers, or accounts where there are:

  • Insufficient quality indicators.
  • Significant levels of reports or blocks.
  • Policy violations.
  • Risks to users.

The Customer must monitor communication quality and maintain appropriate consent practices.

16. Suspension and enforcement

Meta may limit, suspend, or remove access to WhatsApp Business Services for violation of its terms or policies.

Likewise, OFIMATIC may limit or suspend the WhatsApp integration where:

  • There is reasonable evidence of policy violations.
  • Illegal, fraudulent, or abusive activities occur.
  • Meta has suspended or restricted Customer assets.
  • There is a risk to the platform or third parties.
  • Action is required to comply with legal or regulatory obligations.

OFIMATIC does not control enforcement decisions made directly by Meta and does not guarantee their reversal.

17. Updates

Meta may modify its terms, policies, functionality, and restrictions.

The Customer is responsible for reviewing current versions.

OFIMATIC may modify this policy as necessary to reflect legal, technological, or Meta-related changes.

18. Official references

Always consult official sources:

Important

Meta and WhatsApp policies may change. Current versions published by Meta and WhatsApp prevail regarding use of their services.

19. Contact

For questions related to WhatsApp Business Platform through OBMessage:

soporte@ofimatic.com

OBMessage is a platform developed and operated by OFIMATIC SRL.