A Guide to WhatsApp Commerce Policy

To ensure a safe and trustworthy environment for users, Meta enforces a strict Commerce Policy for all businesses using the WhatsApp Business Platform. Violating this policy can lead to template rejections, messaging restrictions, or even suspension of your account.

It is crucial to understand what you can and cannot sell or promote on WhatsApp. This guide provides a summary, but you should always refer to the official Meta Commerce Policy for the most up-to-date and detailed information.

Prohibited Industries and Services

The following categories of products and services are strictly prohibited on the WhatsApp Business Platform:

• Weapons, Ammunition, and Explosives: Including firearms, firearm parts, and related items.
• Tobacco Products and Related Paraphernalia: Cigarettes, e-cigarettes, vaporizers, etc.
• Drugs: Both prescription, recreational, and illicit drugs are prohibited.
• Unsafe Ingestible Supplements: Meta has a specific list of supplements they consider unsafe, such as anabolic steroids, chitosan, etc.
• Live Animals: Sale of any live animals is not allowed.
• Adult Products and Services: Content that is sexually suggestive, and the sale of adult toys or services.
• Alcohol: While some exceptions exist for things like event ticketing, direct sale and promotion of alcohol are generally prohibited.
• Healthcare Products: Including medical devices and smoking cessation products.
• Real Money Gambling Services: Online casinos, lotteries, and sports betting.
• Dating Services.
• Digital and Subscription Services: Sale of digital media and subscriptions must follow specific rules and often requires pre-authorization.
• Cryptocurrency: Businesses involved in the sale or trading of cryptocurrency are typically prohibited.

[SCREENSHOT: A visual graphic showing icons for some of the prohibited categories (e.g., a gun, a cigarette, a pill bottle with a cross through them).]

Restricted Content

Some content is not outright banned but is heavily restricted and may require special permissions or careful wording in your message templates. This often includes:

• Body parts and fluids.
• Third-Party Infringements: You cannot sell counterfeit goods or products that infringe on someone else's intellectual property.

Best Practices for Compliance

• Review the Policy: Before launching a campaign for a new product, review the official Meta Commerce Policy.
• Be Honest and Transparent: Do not try to disguise the nature of your products. Meta's review process, which includes both automated systems and human reviewers, is very sophisticated.
• Focus on Permitted Goods: If your business sells a mix of products, focus your WhatsApp marketing efforts on those that are clearly permitted.
• Check Your Website: Ensure that any website you link to in your messages is also compliant with the Commerce Policy.

FAQs

Q: My business is a pharmacy. Can I use WhatsApp? A: Pharmacies are in a difficult category. You can use WhatsApp for utility messages like "Your prescription is ready for pickup," but you cannot promote or sell prescription drugs via the platform.

Q: Can I send messages about a wine tasting event? A: This falls into a gray area. While the direct sale of alcohol is prohibited, messages related to events where alcohol is served may be permitted if they focus on the event itself (e.g., tickets, location, time) rather than the promotion of alcohol consumption. It's best to be cautious and seek clarification if unsure.

Q: What happens if my account is flagged for a violation? A: You will typically receive a warning and information about the violation in your Meta Business Manager. Repeated violations can lead to a reduction in your messaging limits or a suspension of your account. You will have the option to appeal the decision.