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Key rules for WhatsApp, Messenger, and Instagram messaging to avoid bans or restrictions.

EU Compliance

1. General Compliance Requirements

✅ Explicit Consent

  • Users must opt-in to receive messages (e.g., checkbox, keyword).
  • Must provide a clear privacy policy and opt-out option (“STOP”).

✅ Message Categories

  • Utility (Transactional): Order updates, alerts, OTPs (lowest restrictions).
  • Authentication: Account login confirmations (must be non-promotional).
  • Marketing/Sales: Promotions, discounts (strictest rules; requires opt-in).

✅ Prohibited Content

  • Spam, illegal products, misinformation, adult content, or harassment.
  • No deceptive/fraudulent messaging (e.g., fake offers, phishing).

2. WhatsApp-Specific Rules

  • 24-Hour Window: Free replies within 24h of user message; after that, paid “business-initiated” rate applies.
  • Template Approvals: Marketing templates must be pre-approved by Meta.
  • High-Risk Industries (e.g., crypto, healthcare) face extra scrutiny.

3. Facebook Messenger & Instagram Compliance

  • Messenger Greetings: Must disclose if automated (e.g., “This is an automated message”).
  • Instagram DMs: No bulk/spam messaging; follow Meta’s Commerce Policies.

4. Penalties for Violations

  • Warnings for minor breaches.
  • Temporary bans (e.g., 30-day messaging block).
  • Permanent bans for repeat violations.

5. How to Stay Compliant

✔ Use Meta’s Official APIs (WhatsApp Business API, Messenger Platform).
✔ Log opt-ins and honor opt-outs immediately.
✔ Monitor reply times (under 24h for WhatsApp).
✔ Avoid banned content (check Meta’s Commerce Policies).