TL;DR — Executive Summary
Learn Meta’s strict opt-in guidelines and LGPD data compliance rules for collecting customer consent before sending outbound WhatsApp broadcasts.
WhatsApp is Brazil's leading promotional channel. However, before broadcasting outbound notifications or commercial marketing templates, registering customer opt-in consent is mandatory.
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What is Meta's Messaging Policy?
Meta requires businesses to secure active consent stating that the customer agrees to receive alerts on WhatsApp. Sending messages without prior consent triggers spam reports and leads to permanent line suspensions.
Valid Opt-in Methods
- Clear Signup Checkboxes: On checkout or contact forms, include an option: *"I agree to receive transactional alerts and marketing on WhatsApp."* This checkbox must be unchecked by default.
- Conversational Opt-in (Chatbots): When a user initiates support, program the bot to ask if they want to subscribe to updates. Store the timestamped consent in your CRM.
- Transactional Request Consent: For verification codes (such as SMS/WhatsApp OTP), the user’s request serves as implicit consent.
Opt-out Best Practices
Just as opt-in is required, providing a frictionless opt-out is critical for LGPD compliance. Always include a quick-reply button such as *"Opt-out"* or *"Stop"* in promotional broadcasts.
Explore broadcast compliance on WhatsApp Bulk Messaging and API details on WhatsApp Business API.
Rafael Costa
CEO, Bulk SMS
Senior specialist in mobile telecommunications infrastructure, high-performance enterprise messaging, and LGPD compliance for smart communication platforms and APIs in Brazil.