1. Obtain the User's Explicit Consent (Opt-In) BEFORE Sending Messages

The Golden Rule: You can't send proactive (company-initiated) messages to a user unless they've explicitly opted in to receive communications from your company via WhatsApp. This is perhaps the most critical point.

Best Practices for Opt-In:

• The opt-in must be active (the user must take an action, such as checking a box or sending a message with a keyword). Pre-checked boxes are not valid.
• It must be obtained outside of WhatsApp (e.g. on your website, during a checkout process, in a physical store, via SMS).
• It must clearly indicate that the user is agreeing to receive messages from your company via WhatsApp.
• You must specify the type of messages you will receive (e.g. order updates, offers, reminders).
• You must provide an easy way for the user to revoke their consent (opt-out) at any time (e.g. by sending “STOP”).

Consequence of Non-Compliance: Sending messages without opting in is the fastest way to be reported as spam and face blocking.

2. Use Template Messages for Company-Initiated Communications

The Standard: Any message your business initiates with a user (after obtaining an opt-in) must be a "Template Message" pre-approved by WhatsApp. These messages cannot be purely promotional in their initial design, although policies have been relaxed to allow for more marketing use cases.

Features of Template Messages:

• They must be approved by WhatsApp before use (a process managed through your BSP).
• They can contain variables (placeholders) for personalization (e.g. customer name, order number).
• They are used for transactional notifications (order confirmations, shipping alerts), reminders, account updates, or to resume a conversation after 24 hours.
• Recently, WhatsApp has expanded the use of templates for marketing purposes, provided the appropriate opt-in has been obtained and the content is valuable.

Important: If a user contacts you first, you can respond with free-form messages (no template required) within a 24-hour customer service window. After 24 hours have passed since the user's last message, you'll need a template message to contact them again.

3. Maintain High Message Quality and Avoid Spam

The Principle: WhatsApp monitors the quality of business phone numbers based on user feedback (spam reports, blocking). A low quality rating can lead to restrictions.

Best Practices for Quality:

• Send Relevant and Valuable Messages: Make sure your communications are useful and expected by the user.
• Don't Send Excessive Messages: Respect the frequency and don't overwhelm your customers.
• Personalize your Messages: Use the information you have (with consent) to make messages more relevant.
• Segment your Audience: Don't send the same message to your entire database if it's not relevant to everyone.
• Facilitates Opt-Out: Include clear instructions on how to stop receiving messages (e.g., “Text STOP to cancel”).
• Monitor your Quality Rating: Your BSP (such as Aurora Inbox) can provide you with information about the quality status of your number.

4. Respect the Trade Policy

The Guideline: Make sure the products or services you promote and sell through your WhatsApp chatbot are not on the list of prohibited items under the WhatsApp Business Policy.

Action: Please review the WhatsApp Business Policy periodically, as it may be updated. If you have any questions about whether your product or service is permitted, please consult your BSP.

5. Provide Clear Information about Your Company

Transparency: Your WhatsApp Business profile should have clear and accurate information about your business, including your name, address (if applicable), email, and website. This builds trust.

6. Do not use the API in unauthorized or deceptive ways

Proper Use: Do not attempt to circumvent policies, use the API to send mass spam, impersonate, or deceive users. Any activity that violates WhatsApp's Terms of Service may result in a ban.

Aurora Inbox Commitment to Compliance: At Aurora Inbox, the sustainability of our clients' WhatsApp operations is a priority. Our platform is designed to encourage best practices, and our support team is trained to advise you on how to navigate WhatsApp policies and maintain healthy and effective communication with your clients in Latin America.

In Conclusion: Compliance as a Pillar for Sustainable Success on WhatsApp in Latin America

Using chatbots on WhatsApp offers immense potential for SMEs in Latin America, but with this power comes the responsibility of complying with the platform's policies. Respecting user consent, sending valuable messages, using templates appropriately, and maintaining transparency are essential to avoiding blockages and building a positive reputation. By working hand in hand with an expert BSP like Aurora Inbox and internalizing these best practices, companies can ensure not only regulatory compliance, but also more effective communication and stronger relationships with their customers. Remember that WhatsApp policies are designed to protect the user experience, and by aligning with that goal, your business will also benefit in the long run.