WhatsApp Messaging Policy for New Business Verticals

Over the last few years, messaging apps have significantly grown in popularity. In fact, WhatsApp has become a leader in personal communication, allowing its users to exchange information effectively. 

Seeing this immense rise of WhatsApp and after the introduction of the WhatsApp Business Platform, businesses have started using it to engage their audience and boost interactions to drive revenue. 

So, to ensure that businesses don’t spam their users and strictly follow the messaging guidelines laid out, Meta has been carefully keeping track of businesses and updating its policies from time to time. And recently, Meta has revised its policies for businesses operating in various niches to allow them to use WhatsApp to engage their customers and promote their offerings. 

Having said that, in this article, I’ll explore these new changes and describe to you which businesses can now utilize WhatsApp to expand their reach. If you operate in these industries, now is your time to start using WhatsApp for scaling your outreach efforts. 

Which verticals can now use WhatsApp?

In its recent policy update, Meta has enabled gambling, over-the-counter drugs alcohol, and online gaming companies to use its services for growing their brands. These verticals were previously not allowed on WhatsApp, but after seeing the boost in customer interest, Meta has taken this initiative. 

However, you have to keep in mind that regulations surrounding these industries are much stricter than others (more on this below) and you need to adhere to local or national laws in addition to WhatsApp’s Messaging regulations. 

Having said that, let’s understand the updates from the perspective of each vertical in detail. 

WhatsApp's new policy for online gambling & gaming businesses

Till now, these businesses are not allowed on WhatsApp, making them look for other alternatives to connect with their audience. But after the updates, brands operating in gambling and online gaming can make use of WhatsApp for effective communication. 

However, you have to get Meta’s consent and verify your business before you can stand promoting it via WhatsApp. Even if you are running physical betting shops, such as casinos or government-approved lottery stands, you can use WhatsApp to market your business with the correct authorization.

As these businesses involve real money, you need to get a complete verification and fulfill the legal requirements of WhatsApp. Now you might ask, which business is considered a part of the online gambling or gaming niche?

In Meta’s eyes, any activity that revolves around real money like cash transactions or exchanging digital assets such as cryptocurrencies for rewards is a component of online gambling or gaming.

Ways to use WhatsApp for gaming and gambling businesses

Here are some of the ways for you to utilize WhatsApp for your business:

• Marketing your business’s offerings such as casino games, betting, or lottery tickets online with WhatsApp’s permission.
• If you run a physical casino or a betting shop, you can interact with customers by sending event details or exclusive offers using WhatsApp to drive foot traffic.

On top of Meta’s messaging guidelines and terms of service, you need to ensure that the country you are sending the WhatsApp messages to allows such online activities legally.

For example, some of the countries that allow online gambling and games including real money are: 

• Mexico
• Colombia
• Japan
• Australia
• India (regulations vary state-by-state)

So, ensure that you have a solid knowledge of the rules you need to follow while reaching out to audiences residing within these nations. Talking to your WhatsApp API provider or WhatsApp’s customer service agent can be a good starting point. 

WhatsApp's policy changes for OTC medications

Over-the-counter (OTC) medications that consist of drugs like antiseptics, antipyretics, allergy medications, and anti-inflammatories can be marketed over WhatsApp to expand your customer base.

This is a great way for OTC pharmaceuticals to promote their products to everyday customers. However, you cannot actually sell these medicines using WhatsApp, like you can do for e-commerce products. 

How to use WhatsApp for promoting OTC products?

You can send promotional offers or special discounts on your stocks to convince customers to check them out on your website. Once again, you cannot complete transactions for these products using WhatsApp.

Furthermore, if you are a wholesome supplier or if you own a network of stores, you can also utilize WhatsApp to market supplementary products that are not actual medications. However, in doing so, you need to strongly adhere to WhatsApp’s regulations. 

Similar to the gambling and gaming industry, marketing OTC drugs via WhatsApp requires you to comply with other health regulations, laws, and licensing procedures. To learn more about WhatsApp’s Messaging guidelines take a look at the updated policy here. 

WhatsApp's new stand for alcohol companies

The final vertical to benefit from WhatsApp’s new policy is brands selling alcoholic products. So, if you are one of those, you can showcase your offerings over WhatsApp and interact with customers in a tailored manner, resulting in increased sales.

Not just that. If you are an organization that has an alcohol license. For example, restaurants, event organizers, or family-run breweries fall into this category.

Some ideas for using WhatsApp for promoting alcoholic product

As with the case with OTC brands, you can promote your alcoholic beverages across WhatsApp. These promotions can include product launches, seasonal drinks, or exclusive offers to encourage customers to take action. 

Plus, having the ability to tailor your WhatsApp marketing strategies can further increase your chances of getting successful conversions. 

On top of that, if you are an event organizer where alcoholic drinks are available and you have a license to sell them, you can promote it with WhatsApp. Also, when promoting the said event, you can send entry passes or schedules to inform the participants and ensure their arrival on time.

A crucial thing to keep in mind when promoting alcoholic beverages is the legal drinking age and the country laws surrounding it. So, manage your opt-ins and receive explicit consent before sending these kinds of promotional messages.

Leverage these policy updates to jumpstart your initiatives over WhatsApp

As WhatsApp has taken into account the growing recognition and interest in these new industries, it is crucial for you to grab hold of this opportunity to make the most of WhatsApp. 

Although the rules are a little more strict for these new verticals compared to other businesses, that doesn’t mean you can’t leverage the amazing marketing capabilities of WhatsApp as a communication channel. And in order to do that you will need a robust outreach platform. 

Zixflow is one of these solutions, offering a complete suite of marketing channels and dynamic automation functionalities to streamline your business communication. 

Using Zixflow, you run outreach initiatives with a simple campaign builder that doesn’t require you to have any kind of technical expertise. On top of that, the process is so easy that you can start engaging your customers within a matter of minutes.

Furthermore, the unified inbox designed to let you manage your chats, allows you to reply to the messages sent by your customers from a single place. Also, this inbox is not limited to just WhatsApp messages. You can use it to respond to incoming messages across all the channels, whether it is RCS, SMS, or emails.

These features are just a preview of what Zixflow has to offer. So why not check out the other features yourself? Sign up for a free account right now and enjoy the advanced features of Zixflow for free for 7 days.