Meta API Guidelines
Introduction
Evenza Send operates as a WhatsApp Business Solution Provider (BSP) on Meta's WhatsApp Business Platform. When you use WhatsApp features on our platform, you are also bound by Meta's own policies. This page explains the key guidelines you must follow.
⚠️ Important: Violations of Meta's policies can result in your WhatsApp number being restricted or permanently banned — which would affect your ability to send messages through Evenza Send.
1. WhatsApp Business Policy Compliance
All users of Evenza Send's WhatsApp features must comply with:
2. Permitted & Prohibited Content
✅ Permitted
- Order confirmations and shipping updates
- Appointment reminders and booking confirmations
- Payment receipts and transaction alerts
- Customer support responses (within 24-hour window)
- Promotional messages to opted-in contacts (via approved Marketing templates)
- OTP and authentication codes (via approved Authentication templates)
❌ Strictly Prohibited
The following content is not allowed on WhatsApp Business and will result in template rejection or account ban:
| Category | Examples |
|---|---|
| Adult content | Explicit material, escort services |
| Alcohol | Promotion to general audiences |
| Tobacco & vaping | Any tobacco/nicotine product promotion |
| Gambling | Online casinos, betting, lotteries |
| Drugs | Illegal substances, drug paraphernalia |
| Weapons | Firearms, ammunition, explosives |
| Hate speech | Content targeting protected groups |
| Misinformation | False health claims, fake news |
3. Contact Opt-In Requirements
📢 This is the most important rule. You must have explicit consent from every contact before sending them WhatsApp messages.
What "Opt-In" Means
- The customer has actively agreed to receive WhatsApp messages from your business
- They understood what type of messages they would receive
- Consent was given freely — not buried in terms and conditions
Acceptable Opt-In Methods
- Checkbox on your website/app (unchecked by default)
- WhatsApp opt-in via keyword reply ("Reply YES to receive updates")
- Physical sign-up form at your business
- Verbal consent recorded properly
What is NOT Acceptable
- Purchasing contact lists
- Scraping phone numbers
- Assuming consent because someone gave you their number for another purpose
- Pre-checked consent checkboxes
Opt-Out Handling
- You must honor opt-out requests immediately
- Include opt-out instructions in marketing messages (e.g., "Reply STOP to unsubscribe")
- Evenza Send tracks opt-out status per contact — do not re-add opted-out contacts
4. Message Templates
Why Templates Are Required
For business-initiated conversations (messages you send first), Meta requires pre-approved message templates. This prevents spam and ensures message quality.
Template Categories
| Category | Use Case | Examples |
|---|---|---|
| Marketing | Promotions, offers, announcements | Flash sale, new product launch |
| Utility | Transactional, operational | Order confirmation, appointment reminder |
| Authentication | OTP, verification codes | Login OTP, password reset |
Template Best Practices for Faster Approval
- Use clear, professional language
- Do not include spelling errors or excessive capitalization
- Do not use misleading or bait-and-switch content
- Variables (
{{1}},{{2}}) should have clear, appropriate sample values - Marketing templates must include an opt-out option
Why Templates Get Rejected
- Prohibited content (see Section 2)
- Misleading claims ("100% guaranteed", "limited time" without specific date)
- Excessive emojis or informal language
- Missing opt-out for marketing templates
- Incorrect variable usage
5. Quality Rating & Messaging Limits
Meta assigns a Quality Rating to your WhatsApp number based on user feedback:
| Rating | Color | Meaning |
|---|---|---|
| High | Green | Good standing, full access |
| Medium | Yellow | Some users blocking/reporting |
| Low | Red | Risk of messaging limit reduction |
Messaging Tiers (Monthly Unique Users)
Meta automatically increases your messaging tier as you maintain good quality:
- Tier 1: 1,000 unique users/day
- Tier 2: 10,000 unique users/day
- Tier 3: 100,000 unique users/day
- Tier 4: Unlimited
How to Maintain Good Quality
- Only message opted-in contacts
- Send relevant, valuable content
- Respond promptly to customer replies
- Make it easy to opt out
- Avoid sending too many messages to the same contact
6. The 24-Hour Customer Service Window
When a customer sends you a message, a 24-hour window opens during which you can reply with any type of message (including free text, images, documents) — not just approved templates.
Key Rules
- After 24 hours, you can only send pre-approved templates
- The window resets each time the customer sends a message
- From October 1, 2026: Meta will charge for replies within this window at Utility/Authentication rates (previously free)
💡 Best Practice: Respond to customer inquiries as quickly as possible within the 24-hour window. Use the Evenza Send Inbox feature for real-time conversation management.
7. Business Verification
Meta requires Business Verification for certain features:
- Creating Authentication category templates
- Higher messaging tiers
- Official Business Account (blue tick) status
Documents Typically Required
- Business registration certificate
- Tax registration number
- Business address proof
8. Consequences of Policy Violations
| Violation Severity | Consequence |
|---|---|
| Minor (first offense) | Warning, template rejection |
| Moderate | Messaging limit reduction |
| Severe | Number temporarily restricted |
| Repeated/Serious | Permanent number ban |
⚠️ Important: If your number is banned due to policy violations, Evenza Send cannot restore it. A new number would need to be registered and approved by Meta.
9. Support & Resources
If Your Templates Are Rejected
- Review Meta's rejection reason carefully
- Modify the template according to guidelines
- Resubmit via Evenza Send's Template Library
- For persistent issues, contact Meta Business Support
Evenza Send Support
For platform-specific issues: support@evenza.net
Or visit our Help Desk
10. Updates to These Guidelines
Meta regularly updates its policies. We will update this page and notify you of significant changes. It is your responsibility to stay current with Meta's policies.
Always check the latest version at: Meta WhatsApp Business Policy