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WhatsApp Business Compliance Policy

Last updated: March 15, 2026

This WhatsApp Business Compliance Policy ("Policy") governs the use of WhatsApp Business API messaging features within the Skode Flow platform ("Services") provided by Skode Technologies Private Limited ("Skode," "we," "us," or "our"), a private limited company incorporated in India with registered office at Thirumangalath, Chelavur, Kozhikode  – 673571, Kerala, India. All users who send WhatsApp messages through Skode must comply with this Policy and with Meta’s governing policies:

1. Overview and sender responsibility

Skode Flow integrates with the WhatsApp Business Platform (provided by Meta Platforms, Inc.) to let customers communicate with their own audiences via WhatsApp. Customers integrate their own WhatsApp Business Account (WABA) with Skode Flow. Skode does not send WhatsApp messages directly on your behalf — you send messages through your WABA using Skode’s platform. You are the sender under Meta’s policies and under applicable law.

This Policy is in addition to our Terms of Service, Privacy Policy, Opt-In and Consent Policy, and Acceptable Use Policy.

This Policy is in addition to our Terms of Service, Privacy Policy, and Opt-In and Consent Policy.

2. WhatsApp Commerce Policy Compliance

All messaging through Skode Flow must comply with the WhatsApp Commerce Policy. This includes restrictions on the types of products and services that can be promoted or sold via WhatsApp. Prohibited categories include but are not limited to:

  • Illegal, illicit, or counterfeit products or services.
  • Tobacco, alcohol, or controlled substances.
  • Weapons, ammunition, or explosives.
  • Adult products, services, or content; dating services and matchmaking platforms.
  • Real-money gambling and real-money games of chance (where locally illegal).
  • Products or services that infringe intellectual-property rights.
  • Discriminatory practices or hate speech.
  • Surveillance equipment or services.
  • Political or electioneering content, including advocacy for political candidates, parties, or election-related messaging.
  • Certain dietary supplements and medical products (restrictions vary by region — see the Commerce Policy link above for the current list).

3. Opt-In Requirements

Before sending WhatsApp messages to any recipient, you must obtain valid opt-in consent that meets the following requirements. For UK recipients, consent must also comply with the Privacy and Electronic Communications Regulations 2003 (PECR) and the UK GDPR. For EU/EEA recipients, consent must comply with the ePrivacy Directive (2002/58/EC) as implemented in the relevant member state and the GDPR.

  • Active Consent: Opt-in must be obtained through an active, affirmative action by the user (e.g., clicking a button, checking an unchecked box, sending a keyword). Pre-checked opt-in boxes are strictly prohibited.
  • Separate Consent Per Category: You must obtain separate consent for each message category (marketing, utility, and authentication). A single blanket consent for all message types is not sufficient.
  • Clear Disclosure: The opt-in flow must clearly state (a) the name of your business, (b) that the user is opting in to receive WhatsApp messages, (c) the types of messages they will receive, and (d) how to opt out.
  • No Third-Party Opt-In: You may not send WhatsApp messages to contacts obtained from third-party lists, purchased databases, or scraped sources.
  • Record Retention: You must maintain timestamped records of all opt-in consents for a minimum of 5 years, including the method of consent, date and time, the specific language presented, and the phone number.

4. Opt-Out Mechanism

You must provide a clear and functional opt-out mechanism for all WhatsApp messaging:

  • Recipients must be able to reply with STOP to opt out of future messages.
  • You must honor opt-out requests promptly and cease all messaging (except legally required transactional messages) within 24 hours.
  • Opt-out instructions should be included in marketing messages and communicated during the initial opt-in flow.
  • You must not send any messages after an opt-out request, including "we're sorry to see you go" follow-up messages.

5. Message Categories and Pricing

WhatsApp Business messages are classified into four categories, each with specific rules and (since June 2023) per-conversation pricing. A conversation opens when you send the first business-initiated message and lasts 24 hours; within that window, additional messages in the same category are covered by the same conversation charge.

  • Marketing messages: Promotional content, offers, product announcements, re-engagement campaigns. Require explicit marketing opt-in and pre-approved templates. Marketing conversations are paid. In the UK, marketing via WhatsApp constitutes “electronic mail” under PECR regulation 22 and requires prior consent unless the soft-opt-in exemption applies (existing customer relationship + similar products/services + easy opt-out).
  • Utility messages: Order confirmations, shipping updates, appointment reminders, payment receipts, and other messages that facilitate an existing transaction or relationship. Require pre-approved templates. Utility conversations are paid.
  • Authentication messages: One-time passwords, verification codes, and account-recovery messages. Must use Meta’s authentication-category template format. Authentication conversations are paid, at a lower rate than Marketing/Utility.
  • Service messages: Free-form replies sent by your business within the 24-hour customer-service window (i.e. within 24 hours of the most recent message from the end-user). Service messages do not require template pre-approval and no conversation fee is charged for them.

24-hour customer-service window. After a user sends you a message, you may reply with free-form content (Service category) without using an approved template for 24 hours. Outside that window, business-initiated messages must use an approved Marketing, Utility, or Authentication template.

Quality rating and suspension. Meta assigns every WABA phone number a quality rating (Green / Yellow / Red) based on message-block rates and user feedback. Sustained Red ratings, policy violations, or high user-blocking can result in messaging limits being reduced or the phone number being suspended. Skode may in turn suspend or terminate your access to WhatsApp features if your usage materially impacts the health of our platform relationship with Meta.

India (DPDPA 2023, IT Act, TRAI). For recipients in India, your opt-in and messaging must additionally comply with the Digital Personal Data Protection Act 2023, the Information Technology Act 2000 and Rules 2011, and TRAI Telemarketing Regulations as applicable. WhatsApp opt-in is a separate channel consent under GDPR and DPDPA and cannot be bundled with general email or SMS marketing consent.

6. Template Review Process

All WhatsApp message templates must be submitted for review and approval by Meta before they can be used. The review process includes:

  • Templates are submitted through the Skode Flow platform and forwarded to Meta for review.
  • Review typically takes 24 to 48 hours. Some templates may take longer.
  • Templates must comply with WhatsApp's content guidelines and must not contain prohibited content.
  • Rejected templates will include a reason for rejection. You may edit and resubmit rejected templates.
  • Previously approved templates may be revoked by Meta if they are later found to violate policies.

7. Prohibited Content

In addition to the WhatsApp Commerce Policy restrictions, the following content is prohibited in WhatsApp messages sent through Skode:

  • Spam or bulk unsolicited messages.
  • Phishing attempts or fraudulent links.
  • Malware, viruses, or malicious software distribution.
  • Content that threatens, harasses, or bullies recipients.
  • Misleading or deceptive content.
  • Content that impersonates another person or organization.
  • Content that violates applicable data protection laws.

8. Data Handling

WhatsApp messages and associated metadata are handled in accordance with our Privacy Policy. Specifically:

  • WhatsApp messages are end-to-end encrypted between the user's device and the WhatsApp Business API endpoint. Once received by the API, messages are decrypted for processing and storage within your Skode account.
  • Message content, metadata (timestamps, delivery status, read receipts), and contact information are stored in Skode's infrastructure for the duration of your subscription.
  • Data is processed for the purpose of enabling the messaging features and analytics you have configured.
  • You are the data controller for customer data processed through WhatsApp. Skode acts as a data processor on your behalf.

9. 24-Hour Messaging Window

WhatsApp enforces a 24-hour customer service window:

  • When a customer sends a message to your business, a 24-hour window opens during which you may send free-form (non-template) messages.
  • After the 24-hour window closes, you may only send pre-approved template messages.
  • Each new message from the customer reopens the 24-hour window.
  • Attempting to send non-template messages outside the 24-hour window will result in delivery failure.

10. Human Agent Tag Usage

The Human Agent tag extends the 24-hour messaging window to 72 hours and is intended for scenarios where a human agent needs additional time to resolve a customer inquiry. Usage of the Human Agent tag must comply with Meta's guidelines:

  • The tag may only be used when a human agent is actively handling the conversation.
  • It must not be used for automated marketing or promotional messages.
  • Misuse of the Human Agent tag may result in account restrictions by Meta.

11. Business Profile Requirements

Your WhatsApp Business profile must include accurate and up-to-date information:

  • Your business display name (must match your verified legal or trading name).
  • A profile picture (your business logo or representative image).
  • A business description.
  • Your business category.
  • Your business website URL.
  • Your business email address and physical address.

12. Number Quality Rating

Meta assigns a quality rating to your WhatsApp Business phone number based on how recipients perceive your messages:

  • Green (High Quality): Messages are well-received. Full messaging limits apply.
  • Yellow (Medium Quality): Some recipients have reported or blocked your messages. Review your messaging practices.
  • Red (Low Quality): A significant number of recipients have reported or blocked your messages. Messaging limits are reduced, and your number is at risk of being flagged or restricted.

Skode monitors your quality rating and will notify you if it drops to Yellow or Red. You are responsible for taking corrective action to improve your quality rating.

13. Account Restrictions

Meta may restrict or ban your WhatsApp Business account for policy violations. Skode may also impose restrictions on your use of WhatsApp features if you violate this Policy. Restrictions may include reduced messaging limits, template submission restrictions, temporary suspension of WhatsApp messaging, or permanent removal of WhatsApp access from your Skode account.

14. Meta Business Verification

To access full WhatsApp Business API features, including higher messaging limits and the green verified badge, you must complete Meta Business Verification. This process requires:

  • A Meta Business Manager account.
  • Submission of official business documents (business registration, tax ID, utility bill).
  • Domain verification via DNS record or HTML tag.
  • Verification typically takes 2 to 10 business days.

Skode provides guidance and support for the Meta Business Verification process. Contact support@skode.ai for assistance.

15. Contact Information

If you have questions about this Policy or need assistance with WhatsApp compliance, please contact us: