WhatsApp Requirements & Limitations You Should Know (24H Rule, Template Messaging)

Running a successful WhatsApp broadcast campaign with WhatzBot requires understanding and complying with WhatsApp's platform policies. WhatsApp has specific requirements, limitations, and rules that businesses must follow to ensure smooth message delivery, avoid disruptions, and maintain a good sender reputation.

In this guide, we'll cover the essential WhatsApp requirements, explain key limitations, dive deep into the 24-hour messaging rule, and walk you through template messaging best practices. Whether you're just getting started or want to optimize your campaigns, this article will help you stay compliant and maximize your WhatsApp marketing results.

WhatsApp Requirements Before Starting a Broadcast Campaign

Before you initiate a broadcast campaign using WhatzBot, make sure you meet the following WhatsApp requirements:

• WhatsApp Business Account (WABA): You must have a verified WhatsApp Business Account connected to Facebook Business Manager.
• Phone Number Approval: Your sending phone number must be approved and registered with the WhatsApp Business API.
• Meta Business Verification: Completing Facebook Business Verification is mandatory to use WhatsApp Cloud API for broadcasting.
• Display Name Compliance: The WhatsApp display name must match your business identity and must be approved by Meta.
• Enabled Two-Factor Authentication: Your phone number must have two-factor authentication (2FA) enabled for additional security.
• High-Quality Phone Number Status: WhatsApp monitors the quality rating of your number. Maintain a good sender reputation to avoid message delivery issues.
• Message Template Approval: If you plan to message users outside the 24-hour window, you must use pre-approved message templates.
• Opt-In Requirement: You must obtain user consent (opt-in) before sending promotional or non-transactional messages.

Tip: WhatzBot simplifies much of this process for you by helping manage message templates, broadcasts, and account connections from one dashboard.

WhatsApp Limitations You Should Be Aware Of

While WhatsApp is a powerful marketing tool, it comes with some important limitations:

• 24-Hour Customer Service Window: You can freely send any type of message within 24 hours after a user messages you. After that, template messages are required.
• Strict Template Review: WhatsApp manually reviews all message templates. Templates with spammy, misleading, or poor-quality content can be rejected.
• No Cold Messaging: WhatsApp prohibits sending unsolicited messages to users who have not opted in to receive communications.
• Sensitive Content Restrictions: Messages must comply with WhatsApp's Commerce and Business Policies, prohibiting topics like gambling, adult content, tobacco, alcohol, and certain financial services.
• Phone Number Quality Monitoring: Poor response rates, high block rates, or frequent complaints can lower your number's quality rating and restrict messaging capabilities.

Important: Ignoring these limitations may result in your number being flagged, limited, or even banned by WhatsApp.

Understanding the WhatsApp 24-Hour Rule 

The 24-hour rule is one of the most critical aspects of WhatsApp marketing.

• What is it?
• WhatsApp allows businesses to send free-form (non-templated) messages to a user only within 24 hours of the user's last message to the business.
• How is the 24-Hour Timer Reset?
• Every time a user sends a message, the 24-hour window restarts.
• What Happens After 24 Hours?
• After 24 hours, you can only send messages using approved message templates.
• Why This Rule Exists:
• To prevent businesses from spamming users and ensure a better user experience on WhatsApp.

WhatzBot automatically tracks the 24-hour window for each user, helping you stay compliant effortlessly.

What Are WhatsApp Template Messages?

When the 24-hour window closes, template messages come into play.

• What is a Template Message?
• A pre-approved message format designed for sending notifications, alerts, and promotional updates to users outside the 24-hour window.
• Types of Template Messages:
• Transactional Messages: Order confirmations, appointment reminders, payment updates.
• Promotional Messages: Special offers, discounts, product launches.
• Account Updates: Password resets, account alerts.
• Template Message Best Practices:
• Keep templates clear, professional, and personalized.
• Avoid spammy language or pushy sales tactics.
• Always use variables (like usernames or order numbers) where appropriate.
• Templates must go through a review process and be approved by WhatsApp before use.
• Costs Involved:
• Template messages are typically charged per conversation according to WhatsApp's business pricing model.

WhatzBot makes it easy to create, submit, and manage your templates directly from your dashboard so you can stay focused on engaging your audience.

📌 Frequently Asked Questions (FAQs)

What are the essential WhatsApp requirements I need to meet before running a broadcast campaign with WhatzBot?

Before initiating a WhatsApp broadcast campaign using WhatzBot, you must fulfill several key requirements set by WhatsApp. These include having a verified WhatsApp Business Account (WABA) connected to Facebook Business Manager, an approved and registered phone number with the WhatsApp Business API, and completing Meta Business Verification. Additionally, your WhatsApp display name must be approved by Meta and match your business identity. You also need to have two-factor authentication (2FA) enabled on your phone number and maintain a high-quality phone number status. Finally, if you plan to send messages outside the 24-hour customer service window, you must have approved message templates, and you must always obtain explicit user consent (opt-in) before sending promotional or non-transactional messages.

What are some important limitations I should be aware of when using WhatsApp for business messaging, especially with WhatzBot?

While WhatsApp is a powerful tool, it has important limitations. You are bound by a 24-hour customer service window, allowing free-form messaging only within this timeframe after a user's last interaction. After 24 hours, you must use pre-approved template messages. WhatsApp has a strict template review process, rejecting templates with spammy or low-quality content. Cold messaging (sending unsolicited messages to non-opted-in users) is strictly prohibited. Your messages must also comply with WhatsApp's content policies, with restrictions on sensitive content like gambling and adult material. Finally, WhatsApp monitors your phone number quality, and poor engagement metrics can lead to messaging restrictions.

Can you explain the WhatsApp 24-hour rule and how it affects my ability to send messages through WhatzBot?

The WhatsApp 24-hour rule dictates that you can only send free-form (non-templated) messages to a user within a 24-hour window following their last message to your business. This timer resets every time the user sends a new message. After this 24-hour window expires, you are restricted to sending only approved message templates. This rule is in place to prevent spam and enhance user experience. WhatzBot helps you manage this by automatically tracking the 24-hour window for each user, ensuring you remain compliant with WhatsApp's policies.

What are WhatsApp template messages, and when should I use them in my broadcast campaigns managed with WhatzBot?

WhatsApp template messages are pre-approved message formats used to send notifications, alerts, and promotional updates to users outside the 24-hour customer service window. These templates are necessary after the initial 24-hour interaction period. There are different types, including transactional messages (e.g., order confirmations), promotional messages (e.g., discounts), and account updates (e.g., password resets). It's crucial to keep templates clear, professional, and personalized, avoiding spam language. All templates must undergo a review and approval process by WhatsApp before you can use them. WhatzBot simplifies the process of creating, submitting, and managing these templates.

Are there any costs associated with using WhatsApp template messages for broadcast campaigns with WhatzBot?

Yes, there are typically costs involved when using WhatsApp template messages. WhatsApp charges for these messages on a per-conversation basis according to their business pricing model. The specific pricing can vary depending on factors like the user's location. WhatzBot helps you manage and utilize these templates efficiently, but the underlying WhatsApp charges for template message conversations still apply.