WhatsApp Business Messaging Policy
Prebit Engage connects to WhatsApp as a Meta Tech Provider — your WhatsApp Business number is connected directly to Meta through Embedded Signup, and you, not Prebit Engage, are the party responsible to Meta for compliance with WhatsApp's Business Messaging Policy. This page explains what that means in practice.
1. Opt-in is required before any marketing message
You must obtain clear, affirmative opt-in from a customer before sending them a marketing-category WhatsApp message — collected by you (on your site, at checkout, via another channel), not assumed from a past purchase. Prebit Engage enforces consent checks technically before every marketing send based on the consent records synced or recorded on the platform, but the legal sufficiency of that consent is your responsibility, per the Acceptable Use Policy.
2. Message categories
WhatsApp classifies messages into categories, each billed and governed differently:
- Marketing — promotional content; requires opt-in, subject to Meta's marketing message limits and quality rating
- Utility — transactional updates related to an existing order/transaction (e.g. shipping status)
- Authentication — OTPs and identity verification
Sending content in the wrong category (e.g. promotional content tagged as Utility) risks template rejection or account restriction by Meta and is a violation of the Acceptable Use Policy.
3. Template approval
Marketing and utility messages sent outside the 24-hour customer service window must use a Meta-approved message template. Prebit Engage's platform submits templates for approval on your behalf; approval and rejection decisions are made by Meta, not Prebit Engage, and can take variable time.
4. The 24-hour session window
Once a customer messages you (or you send within an active session), you may send free-form messages for 24 hours. Outside that window, only approved templates may be used — this is a Meta platform rule, not a Prebit Engage limitation.
5. Quality rating and number health
Meta assigns your WhatsApp number a quality rating based on recipient feedback (blocks, reports) and message performance. A low rating can reduce your sending limits or restrict your number entirely, independent of anything Prebit Engage controls. Sending only to consented, engaged customers is the best protection against this.
6. Prebit Engage's role and limits
Because Prebit Engage is a Tech Provider (not a Solution Partner with a credit line), Meta bills conversation costs directly to your connected payment method — Prebit Engage cannot intervene in that billing relationship or in Meta's own enforcement decisions (template rejection, number restriction, policy violations). Prebit Engage's responsibility is limited to the platform layer: consent-gated sending, template submission tooling, and delivery/read tracking.
7. Enforcement
Violations of WhatsApp's own commerce/messaging policies, or of this page, may result in actions under the Acceptable Use Policy in addition to any action Meta takes directly against your number.