In how much Meta’s official Business Solution Provider, Esendex releases useful advice for companies to adopt the correct opt-in and opt-out strategy in WhatsApp business.
With WhatsApp Business it is possible to establish a profitable flow of two-way communications, but in order to use this channel correctly it is necessary to obtain from customers their explicit consent. Strengthened by its expertise as Meta’s official business solutions provider, Esendex explains how to ensure a transparent and intuitive experience and thus be able to exploit the countless advantages offered by WhatsApp in the business sector.
In light of an ever-increasing diffusion also in the business sector, Meta, with the aim of ensuring that WhatsApp remains as free as possible from spam and messages perceived as unwanted, requires companies that want to use this tool to obtain express consent from recipients in advance to receive messages (opt-in), as well as clearly communicating the methods with which to proceed with the revocation of the consent itself (opt-out). In fact, only if the user starts the conversation via WhatsApp, the company can respond within 24 hours without explicit consent; in all other cases, where the conversation starts from the company, the explicit consent of the users is required.
The Esendex guidelines
The first indication is to use the method deemed most appropriate to obtain consent from users, choosing between SMS, a form to fill out on your website, via telephone, through paper forms, etc.
Il second tip is to ensure that users expect to be contacted via WhatsApp and thus be certain that the messages are not considered unwanted in any way.
Il third tip it concerns, instead, the importance of clearly communicating the value of the information that will be sent via WhatsApp, as well as the possibility that they will have to respond quickly and immediately.
Il fourth and fifth suggestions they are, however, related to the opt-out policy for the revocation of consent to receive messages, which must first of all be clear and transparent and which, in the event of blocking or request to no longer receive communications, provides for the immediate cancellation of the name among those who have given consent to receive communications via WhatsApp.
Alessandro Pogliani, Marketing Campaign Manager of Esendex
Without the explicit consent of the recipients it is useless and indeed harmful to send marketing communications: this applies to all channels, but especially to WhastsApp.
If a correct opt-in and opt-out strategy is not adopted, companies risk seeing their Meta Quality Score decrease, with the inevitable consequence of having restrictions applied to their use of the channel.
The potential of WhatsApp Business is extraordinary, but you need to know the rules of use to avoid own goals and actually win the game.
With the consultancy and operational support of an official partner like Esendex, companies can be guided to make the most of WhatsApp Business Platform, to become Customer Experience Champions.