WhatsApp Campaign Compliance Checklist

Before sending any WhatsApp campaign through Axis, ensure your messaging follows WhatsApp policies and best practices.

1. Confirm Customer Opt-In

Ensure recipients have explicitly agreed to receive WhatsApp communication from your business.

• Consent should align with the type of messages being sent, especially promotional campaigns.
• Avoid using purchased, scraped, or unrelated contact databases.

2. Observe the 24-Hour Messaging Window

• If a customer has messaged your business within the last 24 hours, businesses may continue the conversation using service messages.
• Outside the 24-hour window, only approved WhatsApp templates can be used.

3. Use Approved Templates

For campaigns, reminders, notifications, and promotional outreach outside the customer service window:

• Use Meta-approved WhatsApp templates.
• Ensure messaging is clear, relevant, and policy-compliant.

4. Review Message Content

Avoid content that may violate WhatsApp policies, including:

• Misleading or deceptive claims
• Prohibited products or services
• Spam-like or overly aggressive sales language
• Irrelevant offers users did not opt into

5. Keep Campaigns Relevant

Target audiences based on customer interest, behaviour, or signup intent.

• Use segmentation where possible.
• Avoid sending the same message to all users if it is not contextually relevant.

6. Manage Sending Frequency

Avoid over-communication.

• Space campaigns appropriately.
• Limit repetitive reminders or promotions that may lead to opt-outs or blocks.

7. Include an Opt-Out Option

For non-transactional campaigns, provide users with a simple unsubscribe method. Example: "Reply STOP to unsubscribe." This helps maintain compliance and improves message quality scores.

8. Personalize Messages

Where possible, include relevant customer context such as:

• Customer name
• Order or account details
• Relevant recommendations or updates

Personalized messages generally perform better than generic mass communication.

9. Test Before Sending

Before launching a full campaign:

• Send to an internal test group
• Verify formatting, links, personalization fields, CTAs, and tone

10. Monitor Campaign Performance

After sending, monitor key metrics including:

• Delivery rate
• Read rate
• Replies and engagement
• Blocks and complaints
• Overall campaign quality

If engagement declines or complaints increase, reduce send volume and improve targeting and relevance before the next campaign.

Simple Go / No-Go Rule

Only send a campaign if:

• The customer has opted in
• The message is relevant
• The template is approved
• The timing complies with WhatsApp policies
• Users can easily opt out