With WhatsApp being used extensively by businesses, Meta can be seen monitoring all activity and implementing new policies. These policies aim to balance the platform for both businesses and end-users.
WhatsApp Business Messaging Policy for New Industry
WhatsApp Business has become extremely popular and is now being used across industries for various communication purposes. As more industries start with WhatsApp Business, Meta is identifying these industries and is updating their policies and restrictions.
In this post, we will look at some of the key WhatsApp Business messaging policies for new industries.
Meta’s latest WhatsApp Business Messaging policy for new industry brings a lot of changes that allow onboarding of gaming and gambling businesses, and over-the-counter medication and alcohol companies, acknowledging the increased demand in these industries. Businesses in these industries can now use WhatsApp’s conversational messaging capabilities to engage their audiences effectively.
Exceptions to regulated verticals in WhatsApp Business new messaging policy
Meta’s latest WhatsApp Business Messaging policy for new industry brings a lot of changes that allow onboarding of gaming and gambling businesses, and over-the-counter medication and alcohol companies, acknowledging the increased demand in these industries. Businesses in these industries can now use WhatsApp’s conversational messaging capabilities to engage their audiences effectively.
1. WhatsApp's UPDATED Policy For Online gambling and gaming
The rules governing the online gaming and gambling sector are quite rigid but the potential is huge. Businesses in areas where gambling is legal may advertise real money gambling or gaming only with the prior written consent of WhatsApp. With authorization, even physical gambling establishments like casinos, betting shops, and state lotteries, can engage and communicate with customers through offers and notifications.
Businesses must complete a contact form and meet legal and WhatsApp-specific requirements to access gambling-related features, as compliance is crucial due to the sensitive nature of real money gambling.
Meta defines online gambling or gaming as any service or product that involves monetary value, such as cash or digital currencies like Bitcoin, as part of the entry process and prize offerings.
Use Cases Allowed For Gambling & Gaming
Below are the listed use cases which is allowed in WhatsApp’s recent updated policy for new industries:
1. Online gambling: Promoting activities like lotteries, betting, casino games etc. with Meta’s authorization.
2. Physical gambling establishments: Casinos, betting shops or other establishments engaging customers with event updates, offers etc.
3. State or government lotteries: Lotteries run by the state or government where they are directly responsible can be promoted on WhatsApp.
Use Cases NOT Allowed For Gambling & Gaming
1. Online gambling or gaming business that is not approved by Meta.
2. Operating in a region where gambling and gaming are prohibited.
Allowed regions For Gambling & Gaming
• India (State-specific restrictions will be applicable)
• Colombia
• Mexico
• Peru
• Japan
• Australia
2. WhatsApp's UPDATED Policy For Over-the-counter drugs
Over-the-counter drugs that include medicinal products like allergy medications, antiseptics, fever medications, anti-inflammatories etc. can also be advertised on WhatsApp to reach a wider audience. However, using commerce features for the products should be avoided by businesses.
Use Cases Allowed For Over-The-Counter Drugs
1. Pharmacy promotions: Sharing sales-related information or promotions such as exclusive offers, discounts etc. for OTC medications and related convenience items can be done on the platform.
2. Drugstore networks: Large drugstore networks can use WhatsApp to promote non-medical products, while strictly complying with WhatsApp guidelines for OTC medications.
Use Cases NOT Allowed For Over-The-Counter Drugs
1. Drug stores or pharmacies that only sell prescription drugs.
2. Drug stores or pharmacies that use WhatsApp commerce tools for OTC or prescription drugs.
Allowed regions For Over-The-Counter-Drugs
Promoting OTC medication through WhatsApp business messaging requires businesses to comply with the industry codes, guidelines, local laws, licenses age and country requirements and all other applicable laws. To know where WhatsApp for OTC medication promotion is allowed, check WhatsApp’s business message policy for new industry.
3. WhatsApp's UPDATED Policy For Alcohol
Businesses and brands in the alcohol industry can now promote their products and events through WhatsApp, to reach their customers in a more personal and direct way. Businesses such as retailers, hospitality and event venues, breweries, winemakers and eCommerce brands that sell alcohol can stand to gain a lot from these doors that just opened for them. Here are a few examples to better understand the potential being unlocked by WhatsApp for alcohol industry:
Use Cases Allowed For Alcohol
1. Promoting alcoholic products: Brands can promote their latest products, new launches, season-specific products, special editions and more to customers. As advertising alcohol is tricky, a personalized marketing message is much more effective and impactful.
2. Grocery business: Small grocery stores and supermarkets can use WhatsApp messaging to notify customers of their latest arrivals or special offers on alcoholic beverages.
3. Event venues: Events or venues where alcoholic product is a feature can be promoted through WhatsApp. These can be anything from wine-tasting events, beer festivals, cocktail parties etc. Businesses can even share tickets or updates with attendees through the platform.
Use Cases NOT Allowed For Alcohol
1. Using WhatsApp to directly carry out transaction in the sale of alcohol products
2. Grocery business that directly buys or sells alcohol products
Allowed Regions For Alcohol
WhatsApp business messaging where alcohol is promoted should follow all the local laws, guidelines, codes and licenses required in the country and must comply with the age and country requirements. To see which countries are allowed to promote alcohol products through WhatsApp here is a link to their policy.
Conclusion
As Meta recognizes these new industries and updates its policies, it is important that businesses in these industries need to harness the potential of WhatsApp messaging.
However, if your business is from the alcohol, OTC medication, gaming and real money gambling industries, there are several factors and aspects that you need to take into consideration before you can fully leverage the potential of the platform. And this is where you need effective solutions.
