Most businesses qualify to use WhatsApp, but Meta sets the rules that decide which businesses are eligible and how they use the channel. WhatsApp Business API (WABA) runs on Meta's policies, and Meta reviews your entire online presence, not just the messages you send. This page explains who can use WhatsApp, the rules that apply and what respond.io can and cannot do.
Note: Meta sets and enforces all WhatsApp eligibility rules. This page is a general overview, not a determination of your eligibility. Always confirm against Meta's official WhatsApp Business Policy, Commerce Policy and Advertising Standards, which can change at any time.
How Meta decides which businesses can use WhatsApp
Meta reviews your entire online presence before and after you connect WhatsApp. Any of the following can trigger a restriction:
Business website — restricted products or services on display
Business verification info — a website that isn't accessible to the public, or incomplete business information (name, address, contact details)
Meta advertising and Page policies — ad campaigns promoting restricted products or services, or violations of Meta's Advertising Standards, Commerce, Page, Event or Brand Content policies on your Facebook/Instagram presence
Product catalog — restricted items listed for sale
Message templates — content that promotes or facilitates restricted products or services
Examples of restricted products or services include prescription drugs, weapons, gambling services, financial trading platforms and adult content — see Meta's examples of restricted business content for the full list.
Meta can restrict a business before it sends a single message. A business that is legal in its country can still be restricted, because eligibility depends on how the business promotes on Meta's platforms.
The three eligibility tiers
Meta groups businesses into three tiers based on their products, services and how they promote them.
Tier | What it means | Examples |
|---|---|---|
Allowed | Can use WhatsApp for marketing, support and follow-ups with opted-in Contacts. | Retail, ecommerce, hospitality, education, professional services |
Allowed with conditions | Can use WhatsApp for support and follow-ups, but cannot promote restricted products or services through Meta ads, catalogs or templates. | Beauty and aesthetic clinics, medical and healthcare, subscriptions, insurance, event tickets, alcohol and over-the-counter drugs (country-dependent), online gambling (limited countries, Meta approval required) |
Prohibited | Not eligible to use WhatsApp Business API under any circumstances. | Loans, lending and debt collection; investment and trading; cryptocurrency; multi-level marketing; drugs; businesses with prior Meta policy violations |
Meta's rules vary by country and change often. For the current list of restricted categories and eligible countries, check Meta's WhatsApp Business Policy and Commerce Policy.
Using WhatsApp safely if you're in a restricted category
Businesses in the "Allowed with conditions" tier can keep WhatsApp as a channel, but only for non-promotional messaging. All promotion must move off Meta's platforms. The rule of thumb: use WhatsApp for follow-up, not for advertising or selling restricted products.
✅ Allowed in templates | ❌ Not allowed in templates |
|---|---|
Appointment reminders and confirmations | Promotional messages for restricted products or services |
Appointment follow-ups | Templates that mention injectable treatments, prescription drugs or other restricted content |
General customer support (non-promotional) | Templates that sell or facilitate transactions for restricted items |
Example:
✅ "Hi Sarah, this is a reminder for your appointment tomorrow at 3pm. Reply YES to confirm."
❌ "Hi Sarah, get 20% off your next Botox session this week only — book now!"
What respond.io can and can't do
Respond.io is a Business Solution Provider (BSP) that connects your business to WhatsApp. Meta owns every decision about eligibility, approval and appeals.
✅ respond.io can | ❌ respond.io cannot |
|---|---|
Help you understand your risk level | Guarantee WhatsApp account approval or reinstatement |
Support you in submitting an appeal to Meta | Override Meta's decisions |
Suggest alternative channels if WhatsApp is not an option | Advise website changes as a guaranteed fix |
FAQ and troubleshooting
Why was my WhatsApp Business account restricted or disabled?
Meta restricts or disables accounts that breach its Commerce Policy or WhatsApp Business Policy — usually triggered by a website, ad, catalog or template that promotes restricted products. Meta can act before you send a single message.
Can my beauty or aesthetic clinic use WhatsApp?
Yes, for appointment reminders, follow-ups and customer support. Meta restricts promoting injectable treatments such as Botox and dermal fillers through ads, catalogs or templates.
Can consultants or professional services guarantee results in their messaging?
No. Meta restricts any business — including consultants and professional services — from making guaranteed-outcome or manipulative claims (for example, "guaranteed approval" or "guaranteed results") in ads, catalogs or templates, even when the underlying service itself is allowed.
My business is legal locally but restricted by Meta — can I still use WhatsApp?
It depends on your category and how you promote. Meta applies its policies worldwide regardless of local law, so a licensed business can still be restricted for promoting restricted products.
My account was restricted — can respond.io get it reinstated?
Respond.io can help you submit an appeal, but Meta makes the final decision and cannot guarantee reinstatement. Do not create a new account while an appeal is open — Meta tracks violation history across accounts.
If one of my ad accounts or WhatsApp accounts is restricted, will it affect my other accounts?
Yes. If any asset under the same Meta Business Manager — an ad account or an existing WABA — is restricted, Meta can immediately restrict new WABAs created under that same Business Manager. Creating a new account does not clear a restriction that's tied to the Business Manager.
Is online gambling allowed on WhatsApp?
Meta permits online gambling only in specific countries, and only with written approval. Businesses outside those countries cannot use WhatsApp for gambling, even where it's legal locally.
