This is our reading of the rules as of 8 November 2026, written to help sales teams. It isn't legal advice. Check the sources below, and ask a lawyer before you rely on it.
what WhatsApp's policy says
WhatsApp's Business Messaging Policy sets the rules for every business using the platform. The parts that matter for outreach, quoted:
- You may contact people only if "they have given you their mobile phone number" and you have received "opt-in permission from the recipient confirming that they wish to receive subsequent messages".
- You "must respect all requests (either on or off WhatsApp) by a person to block, discontinue, or otherwise opt out" of your messages.
- Don't "spam, or surprise people with your communications".
- Outside the customer service window, "you may only send messages via approved Message Templates".
The policy leaves the method of opt-in to you. Its best-practice advice is to get a separate opt-in for each category of message, and a separate one for calls.
what counts as opt-in, in practice
| situation | opted in? |
|---|---|
| They messaged you first, like from a click-to-WhatsApp ad or a link on your site | Yes, for that conversation. |
| They ticked a box on your form that names WhatsApp and your business | Yes. |
| They replied to your email and said "send it on WhatsApp" | Yes, and keep the email. |
| Their number is on their website or LinkedIn profile | No. A public number isn't permission. |
| You bought a list with mobile numbers | No. |
templates and the 24-hour window
When someone messages you, a 24-hour customer service window opens, and you can reply freely. Outside it, you need a template Meta has approved. Templates come in categories: marketing, utility (like order or account updates) and authentication (like one-time passwords). The category decides the price, and Meta checks that what you send matches the category you chose.
Since 1 July 2025, Meta charges per delivered template message, and the rate depends on the category and the recipient's country. Marketing is the most expensive category. Your provider adds its own fees, plus GST. Check Meta's current rate card for India rather than relying on numbers in blog posts, which go out of date.
why cold WhatsApp backfires
WhatsApp lets people block and report a business in one tap, and it can limit how many messages a business sends based on that feedback. A cold campaign that gets reported can cut your daily limit or get the number banned. That takes out the channel for the customers who did want to hear from you.
WhatsApp is also personal in India in a way email isn't. An unknown business in someone's WhatsApp feels like a stranger in their living room, even when the offer is relevant.
how B2B teams use it well
- Make it the second step. Start on email or LinkedIn, and offer WhatsApp once someone replies: "want me to send the details on WhatsApp?"
- Use click-to-WhatsApp ads or a WhatsApp link on your site, so people start the conversation themselves.
- Follow up after events and demos, when people have agreed to it.
- Use utility templates for real updates, like a meeting confirmation, and don't dress up marketing as utility.
- Put opt-out instructions in your messages and act on them straight away, on or off WhatsApp.
From May 2027, the DPDP Act's consent duties also apply to the personal data you use for WhatsApp outreach. See is cold email legal in India? for the timeline.