About WhatsApp double opt-in
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Learn about WhatsApp double opt-in, which helps you collect explicit consent from subscribers to receive WhatsApp messages from your business.
This two-step process helps you stay compliant with WhatsApp’s messaging policies and improves message deliverability.
This feature requires a paid Mobile Messaging plan.
Before you begin
Before setting up a double opt-in process, confirm that you have an approved WhatsApp sender and message template.
How the double opt-in process worksHow the double opt-in process works
The double opt-in process includes two confirmation messages sent to a subscriber when they provide their phone number.
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Double opt-in confirmation message
Sent when a subscriber submits their number.
Example:
“By replying YES to this message, you agree to receive marketing messages from [Company].”
This message must be a Meta pre-approved template since it’s initiated by your brand.
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Subscription confirmation message
Sent after the subscriber replies with the appropriate keyword (for example, YES, JA, or OUI).
Example:
“You have successfully subscribed to WhatsApp updates.”
This is a free text/service message — no Meta approval is required.
Once the subscription confirmation message is sent, the subscriber is fully opted into your WhatsApp program.
Understanding WhatsApp templates
WhatsApp messages fall into two categories based on how they’re triggered and whether Meta approval is required.
| Message type | Triggered by | Requires Meta approval? | Example |
| Double opt-in confirmation | Brand | ✅ Yes (template) | “By replying YES to this message, you agree to receive marketing and/or informational messages from [your company name].” |
| Subscription confirmation | Subscriber | ❌ No | “You have successfully subscribed to WhatsApp updates.” |
Meta requires pre-approval for brand-initiated messages (templates). Messages triggered by a subscriber reply do not need pre-approval.
Recommended template language
Klaviyo creates a transactional message template on your behalf for the double opt-in confirmation message.
Recommended wording:
“By replying YES to this message, you agree to receive marketing and/or informational messages from [your company name].”
You can customize this message, and we recommend following Meta’s opt-in requirements and best practices to ensure compliance.
If you want to align more closely with WhatsApp’s best practices, consider expanding your template:
“By replying YES to this message, you agree to receive marketing and/or informational messages from [your company name], including [categories of messages]. Reply STOP to opt out.”
Use a transactional template to avoid per-user marketing message limits imposed by Meta. Learn more in Meta’s documentation.
Compliance and WhatsApp requirements
To comply with WhatsApp’s Business Policy, you must ensure that all subscribers have opted in and provided valid consent.
A business can only contact people who:
- Have provided their mobile phone number.
- Have opted in to receive messages.
Your opt-in process must:
- Clearly state that the subscriber is enrolling in a WhatsApp messaging program.
- Identify your business name.
WhatsApp best practices
Follow these best practices to maintain compliance and build trust with subscribers.
- Be transparent about the types of messages subscribers will receive.
- Provide clear instructions for how a subscriber can opt-out (for example, “Reply STOP to opt out”).
- Ensure that your opt-in and opt-out flows are clear and intuitive for users.
Set clear expectations around message frequency and purpose.
Supported languages and keywords
Each subscriber’s opt-in confirmation must match a supported keyword.
When a subscriber replies to the opt-in confirmation, their response must match a mapped keyword (for example, “YES,” “JA,” or “OUI”).
You can view and manage supported opt-in keywords and translations in Settings > WhatsApp > Keyword Settings > Compliance Keywords.
If you create a new double opt-in flow, ensure that your keyword is mapped to the subscription keyword.
You can only send Double opt-in confirmation message in one language.