What Meta requires from your business to send WhatsApp messages through Vaaniq — verification, opt-in, templates, and the rules that govern your account's standing. These are Meta's rules, not Vaaniq's — we can't override an enforcement decision Meta makes on your WABA.
4 min read
Account Requirements
Meta Business Manager & Business Verification
A Meta Business Manager account is required to connect a WhatsApp Business Account (WABA) to Vaaniq. Business Verification — submitting your legal business documents to Meta — unlocks higher messaging limits and eligibility for the verified badge.
Key features
Business Manager account must be created and owned by your organisation, not a personal profile
Business Verification requires legal business documents (registration certificate, tax ID, etc.)
Unverified businesses stay capped at the lowest messaging tier regardless of quality rating
Business Manager must be in good standing — prior policy strikes can block WABA connection
TipStart Business Verification in Meta Business Manager before connecting your WABA — it can take a few days to process and blocks tier upgrades until approved.
Phone Number Eligibility
The number you connect to a WABA has rules of its own — it can't simply be any active number.
Key features
Must not currently be active on the regular WhatsApp or WhatsApp Business consumer app — release or migrate it first
Must be reachable for an OTP via SMS or voice call during WABA setup
Landline and toll-free numbers work only through the voice-call verification path
One number belongs to exactly one WABA at a time
Display Name Policy
The name customers see on your WhatsApp profile is reviewed and can be rejected independently of the WABA connection itself.
Key features
Must match your business's actual legal or commonly-known trading name
No generic terms, no ALL CAPS unless that's the real brand, no phone numbers, URLs, or emojis in the name
No claims that can't be verified (e.g. 'Official', 'Certified') unless backed by Business Verification
Reviewed by Meta on submission — rejection means falling back to the raw phone number until resubmitted
Two-Step Verification & Account Control
A WhatsApp Business Platform PIN protects the number at the Meta level, separate from your Vaaniq login.
Key features
Set a six-digit two-step verification PIN on the number during WABA setup
Meta can suspend or ban a WABA directly for policy violations — this happens at the Meta layer and isn't something Vaaniq can appeal on your behalf
Losing control of the underlying phone number (e.g. it gets disconnected by your telecom provider) puts the WABA connection at risk
Messaging Rules
Opt-In Requirements
This is the rule Meta enforces hardest, and the one most likely to get an account restricted if ignored.
Key features
Every contact must give clear, verifiable opt-in that names your business and states they'll receive WhatsApp messages specifically
No purchased, scraped, or harvested contact lists — Meta can detect and penalise this at the account level, not just per-message
Opt-out requests (STOP / UNSUBSCRIBE) must be honoured immediately — Vaaniq automates this
Use Settings → Opt-in Links to generate a shareable consent link or embeddable website button
TipResponsibility for lawful opt-in sits with your business, not Vaaniq — see Terms of Service Section 4 (WhatsApp Business Policy Compliance).
Message Template Guidelines
Any business-initiated message outside a live 24-hour conversation must use a template Meta has pre-approved.
Key features
Three categories — Marketing, Utility, Authentication — each priced and rate-limited differently
Templates can't request sensitive data: financial details, health information, or government IDs
Vague or promotional-sounding content submitted under 'Utility' is a common rejection reason
Variables like {{1}} need example values at submission time so Meta's reviewers can evaluate real usage
Review typically takes minutes to a few hours, but can be rejected and require resubmission
The 24-Hour Customer Service Window
The single most common support question new teams hit — free-form replies aren't always available.
Key features
Free-form (session) messages are only allowed within 24 hours of the customer's last inbound message
Outside that window, only an approved template can re-open the conversation
The window resets every time the customer sends a new inbound message
Quality Rating & Messaging Limits
Meta assigns every phone number a quality rating that directly controls how many people you can message.
Key features
Quality rating (green / yellow / red) is driven by block rate and negative feedback from recipients
Messaging tiers start at 250 business-initiated conversations per 24h and scale to 1K → 10K → 100K → unlimited based on sustained quality and volume
A sustained red rating can throttle the tier back down, pause templates, or lead to Meta restricting the number outright
Tier and quality rating are calculated by Meta, not Vaaniq — they reflect how recipients respond to your messages
Content & Data
WhatsApp Commerce Policy
Standard prohibited and restricted categories apply to anything sold or promoted over WhatsApp, and vary slightly by region.