WhatsApp opt-in: what it is and how to manage it
Learn what WhatsApp opt-in is, the approved ways to collect it, and how to check whether a customer has opted in on DoubleTick.
WhatsApp requires businesses to have a customer's permission before messaging them. This guide explains what opt-in means, the approved ways to collect it, and how to check opt-in status inside DoubleTick.
What's covered
What is WhatsApp opt-in?
A WhatsApp opt-in is a permission request from your business to a customer, asking for their consent to receive messages — promotional or otherwise — on WhatsApp. Businesses can't initiate contact with a customer unless that customer has explicitly agreed to receive messages. As per WhatsApp's policy, you must secure this consent before sending any marketing, utility, or authentication conversation outside the Understanding the 24-hour messaging window. Customers must always be the ones to start a conversation with a brand first.
Opt-ins can be collected both directly on WhatsApp and through external channels, such as websites, signup checkboxes, and social media ads.
Opt-in methods
WhatsApp accepts several policy-compliant ways to collect opt-in:
Your website : ask for opt-in during checkout, for example, whether customers want order notifications on WhatsApp.
Custom landing page : a page built specifically to collect WhatsApp opt-ins.
In-app pop-up : a pop-up inside your app highlighting the benefits of opting in.
Click to WhatsApp ad : ads targeting existing customers that start the opt-in process directly.
Email : invite your email subscribers to opt in and start receiving updates on WhatsApp.
Phone and IVR : offer opt-in while customers are on hold.
SMS : invite your SMS audience to move to WhatsApp.
Offline methods : promote your WhatsApp channel through receipts, gift cards, ads, QR codes, and signage.
Within a WhatsApp conversation : ask customers directly during an active conversation if they'd like to opt in for future messages.
Rules and restrictions
WhatsApp's policies set specific requirements for collecting opt-ins:
Active opt-in: the customer must actively consent, either by entering their phone number or selecting a checkbox.
User control : customers should control which phone number is used, through explicit actions like entering or editing it.
Clear messaging : the opt-in message must state exactly what the customer will receive on WhatsApp, such as shipping updates, transaction notifications, OTPs, promotions, or product news.
Mandatory format : the consent message must include language like "receive [type-of-information] on WhatsApp at [number]," along with the WhatsApp logo and name.
Opt-in sources : secure opt-in either directly on WhatsApp or through another channel before sending the first promotional message.
Approved templates : the first message in a fresh conversation must use an approved template; you can continue the conversation freely for up to 24 hours after the customer's last message, but only approved templates work beyond that.
Opt-in during conversation : if a customer starts a conversation, you can collect opt-in during that first interaction.
Automated messages : you can set up automated replies within the 24-hour window, provided there's a clear escalation path to a human agent.
Easy opt-out : make it just as easy for customers to opt out as it was to opt in.
Messaging a customer without valid opt-in is a policy violation and can affect Account quality guide.
Check opt-in status in DoubleTick
If a customer has opted in, you can view this in the Chat section. Select the conversation, then look in the Details panel on the right for the Opt-in option. If it shows a check mark, the customer has opted in for chat communication.
Who can change a customer's opt-in status
Anyone on your team can see a customer's opt-in status, but only team members with the Configure Chat Opt-In permission can change it.
Everyone can view a customer's opt-in or opt-out status.
Only users with the Configure Chat Opt-In permission can manually change the status.
By default, this permission is available only to Owners.
If a user doesn't have this permission, the opt-in checkbox appears greyed out — they can still see the customer's current status, but they can't change it. See How to set permissions for custom organization role to grant this to a custom role.
Good to know: this permission only controls manual changes to a customer's opt-in status. Automatic updates still work as before — a customer is marked opted in the moment they message you, and opted out the moment they reply STOP.
Key takeaways
You need a customer's explicit consent before messaging them on WhatsApp.
Opt-in can be collected on WhatsApp itself or through external channels like your website, email, or ads.
The opt-in message must clearly state what the customer will receive and include the WhatsApp name and logo.
Make opting out just as easy as opting in.
Check a customer's opt-in status anytime from the Details panel in the Chat section.
Only team members with the Configure Chat Opt-In permission can manually change a customer's opt-in status — everyone can view it.
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