In this guide, you will learn about best practices for WhatsApp marketing in the European Union (EU) to ensure compliance with local regulations.
Keep in mind that this information is intended solely for educational and informational purposes and should not be considered legal advice.
WhatsApp Availability in Europe
WhatsApp Business is currently available in all European countries. As your business grows and expands into new markets, it's crucial to stay compliant with local regulations.
Regulations for WhatsApp Marketing in the EU
The following regulations apply to WhatsApp marketing in the EU:
EU General Data Protection Regulation (GDPR)
EU ePrivacy Regulations
WhatsApp Business Messaging Policy
Please note that certain EU countries may have country-specific laws and regulations that apply to WhatsApp marketing and are not included in this guidance.
WhatsApp Compliance Dos and Donâts in the EU
There are a number of compliance dos and donâts for WhatsApp marketing in the EU.
Do:
Obtain explicit consent from recipients before messaging them.
Allow recipients to easily opt out.
Respect quiet hours.
Clearly identify your brand in your WhatsApp Profile.
Don't:
Send messages to recipients on do-not-call or do-not-disturb registries
Include prohibited content in your messages.
Obtain explicit consent
When collecting WhatsApp Marketing consent in Europe, you must provide a detailed explanation of how you plan to use the subscriberâs information. Under GDPR, consent needs to be âfreely given, specific, informed, and unambiguous.â
We strongly recommend to use double opt-in.
Best Practices for Opt-In
To create a high-quality opt-in experience and maintain a positive reputation, follow these best practices:
Set user expectations: Obtain an opt-in that encompasses the different categories of messages that you will send (e.g., order updates, relevant offers, product recommendations, etc.). This approach helps mitigate the risk that users will block your business because they receive unsolicited messages.
Provide clear opt-out instructions: Offer clear instructions for how people can opt out of receiving specific categories of messages, and honor these requests promptly.
Design clear and intuitive flows: Ensure your opt-in and opt-out flows are clear and intuitive for users.
Communicate the value of WhatsApp messages: Clearly communicate the value of receiving this information on WhatsApp.
Respect Quiet Hours
In most countries in the EU, WhatsApp messages should not be sent too late or too early in the day. Do not send during the following hours (known as âquiet hoursâ) in the recipientâs local time:
Before 8 a.m.
After 8 p.m.
Identify Your Brand/Organization
As a best practice, each WhatsApp message you send to recipients in the EU should identify you as the sender. Many companies do this by:
Customizing their WhatsApp business profile with a clear and accurate name and logo.
Requesting a WhatsApp Official Business Account.
Do Not Include Prohibited Content
WhatsApp may refuse to deliver messages that reference or otherwise contain content relating to certain topics, including:
Illegal substances
SHAFT (Sex, Hate, Alcohol, Firearms, Tobacco)
Gambling
Debt collection/forgiveness
High-risk financial services (e.g., cryptocurrency)
Multi-level marketing
Do Not Contact Users on Do-Not-Call or Do-Not-Disturb Registries
As a guideline, donât contact anyone on do-not-call or do-not-disturb registries. Many EU countries have their own registries.