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
  • Family Planning/Contraceptives
  • Finance
  • Food
  • Grooming/Boarding services for animals
  • Healthcare Technology
  • Insurance
  • Legal
  • Lifestyle & Fitness
  • Manufacturing
  • Not-for-profit
  • Products for Animals (toys, collars, etc)
  • Real estate
  • Religion
  • Retail
  • Jewelry
  • Technology
  • Telecommunications
  • Transportation and Travel
  • Veterinary services
  • Weapons Licenses, safety training

Forbidden business verticals:

  • Adult content
  • Alcohol
  • Animal Sales, including live animals, livestock, or any parts of animals
  • Currency
  • Dating
  • Defense
  • Digital Subscription and Digital Content
  • Drugs or Related Products
  • Gambling
  • Healthcare Products and Supplements
  • Tobacco
  • Weapons, Ammunition, Explosives

Forbidden business countries:

  • Crimea
  • Cuba
  • Iran
  • North Korea
  • Syria

A note about governments, political organizations or state-owned entities:

Currently, WhatsApp generally prohibits governments, political organizations and related entities from using the WhatsApp API. Businesses that fit into this category and do not fall under one of the forbidden categories above may submit an onboarding request, however WhatsApp is in an exploratory phase with these entity types and cannot commit to any specific timeline for review.

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