ASH Compliance Guide
WhatsApp messaging and template guidelines
A practical checklist for tenants using WhatsApp Business Platform through ASH. Meta’s policies and review decisions always take precedence.
1. Consent and expected messages
Only message people who contacted your business or otherwise agreed to receive the relevant communication. Record how consent was obtained. A service conversation does not permit unrelated or unlimited marketing.
2. Opt-out handling
Every ASH sample includes “Reply STOP to opt out”. ASH also recognises the configured opt-out phrases. Once withdrawn, automated marketing and nurture messages are blocked; a later inbound message does not silently restore withdrawn marketing consent.
3. 24-hour customer-service window
Free-form replies are intended for the active customer-service window after a person messages you. Business-initiated messages outside that window must use an appropriate Meta-approved template.
4. Choose the correct category
UTILITY supports a specific request or transaction, MARKETING promotes or re-engages, and AUTHENTICATION is for supported one-time-passcode flows. Mixed promotional and transactional wording should be treated as Marketing.
5. Template approval
Use lowercase names, accurate wording, correctly numbered variables, and enough surrounding text for Meta to understand each placeholder. A sample is only a starting point: review it for your business and industry before submission. Meta can approve, recategorise, pause, disable, or reject a template.
6. Content and privacy
Do not mislead, impersonate, discriminate, or promote prohibited goods or services. Do not request passwords, OTPs, full payment-card data, or unnecessary sensitive information in chat. Prices, availability, deadlines, and offers must be accurate.
7. Quality and frequency
Send only relevant messages at a reasonable frequency. Monitor blocks, reports, reads, replies, template quality, and delivery errors. Stop or reduce campaigns when quality declines; approval is not permission to spam.
8. ASH automation safeguards
Automated follow-ups require an approved template and active consent. Opted-out contacts are suppressed. Lead-linked tasks and status changes are recorded in Activity, and appointments, callbacks, site visits, and follow-ups are visible in their corresponding task views.
Official references
Need help? Contact ASH support before launching a campaign.