Display Name Approval
When setting up a WhatsApp Business Account (WABA), one of the key steps is choosing an appropriate display name. This name appears to customers in your chat headers, and business profile. However, WhatsApp (Meta) enforces strict guidelines to ensure display names are authentic, trustworthy, and aligned with your business identity.
Using a display name that mismatches with your legal, trade, or digital presence can result in delays, rejection, or even restrictions on your business account. Below, we explore the reasons for this, along with real-world examples.
What Is a Display Name Mismatch?
A display name mismatch occurs when the name you choose does not clearly align with:
Your legal business name
Your registered brand/trademark
Your website domain
The name reflected in your Facebook Business Manager
Why Mismatches Are Problematic
Impersonation Risk Display names resembling globally recognized brands or sensitive keywords may be flagged for impersonation or misleading identity.
✅ Allowed:
“Nike India Pvt. Ltd.” using "Nike India" ❌ Not Allowed:
“Nikee Software” – This resembles Nike, a globally recognized brand, and could be flagged for impersonation.
Use of Restricted or Sensitive Terms WhatsApp restricts the use of certain terms (e.g., "Bank", "Government", "COVID", or potentially harmful words) without proper licensing or approvals.
❌ Not Allowed:
“Bomb Fashionwear” – The word "Bomb" is considered a sensitive keyword and may be automatically restricted. ✅ Allowed (only if licensed):
“XYZ Bank Ltd.” – Must submit proper banking license documents to get approval.
No Clear Connection to Legal or Online Presence If your display name does not match any of your legal/trade name, website, or public-facing brand identity, it will likely be rejected.
❌ Not Allowed:
Legal entity: “ABC Enterprises”
Website: www.abc.com
Display name applied for: “XYZ Fashion” → No linkage found, hence rejected.
✅ Allowed:
Legal name: “ABC Enterprises”
Website: www.abc.com
Display name: “ABC”, “ABC Enterprises”, or “ABC Fashion” (if “Fashion” is clearly shown on the site)
Best Practices for Display Name Approval
Match your legal/trade name wherever possible.
If using a brand name, make sure it appears prominently on your website or in submitted documents.
Avoid names resembling well-known companies or restricted keywords.
Ensure your Facebook Business Manager is updated with correct business information.
If necessary, submit additional documentation (trademark certificates, licenses, website screenshots). Using a clear, compliant display name helps establish authenticity, builds trust, and ensures your WhatsApp Business Account is approved quickly. Always follow Meta’s naming guidelines and consult their Display Name Policy for the latest updates.
If you’re unsure about a name, it’s best to validate it with your solution provider or Meta support before submitting it.
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