What use cases and businesses are allowed to use WhatsApp on Twilio?

WhatsApp has rules and restrictions about the types of use cases and business verticals that are allowed to use WhatsApp for business messaging. WhatsApp also does not allow businesses in certain countries to utilize WhatsApp. This guide is intended to serve as an overview of what types of businesses and use cases are allowed by WhatsApp.

Notice: For full details, see WhatsApp's Commerce Policy (whatsapp.com).

Allowed messaging use cases:

  • Notifications
  • Customer care
  • 2FA or user verification

Forbidden messaging use cases:

  • Marketing/promotional messaging
  • Newsletter or subscription-type messaging

Allowed business verticals:

  • Automotive
  • Consumer
  • Education
  • Energy
  • Entertainment
  • Finance
  • Food
  • Healthcare Technology
  • Insurance
  • Legal
  • Media
  • Manufacturing
  • Real estate
  • Religion
  • Retail
  • Jewelry
  • Technology
  • Telecommunications
  • Transportation and Travel
  • Not-for-profit

Forbidden business verticals:

  • Adult-content
  • Alcohol/Tobacco
  • Animal Health and Sale
  • Defense
  • Drugs or Related Products
  • Gambling
  • Healthcare Products and Supplements
  • Weapons/Ammunition/Explosives

Forbidden business countries:

  • Crimea
  • Cuba
  • Iran
  • Iraq
  • North Korea
  • Pakistan
  • Syria
  • Venezuela
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