About WhatsApp double opt-in
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.
Requires a paid Mobile Messaging plan.
Double opt-in templates are free to create and use, but you need an active plan to access this feature.
Before you begin
Before collecting subscribers with double opt-in, confirm that you have an approved WhatsApp sender and message template. Check that the list or subscribe keyword you use is configured for double opt-in.
How the double opt-in process works
The double opt-in process includes 2 messages: a confirmation request after someone signs up and a subscription confirmation after they reply with a supported keyword.
1. Double opt-in confirmation message
Sent when someone signs up using double opt-in.
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.
Klaviyo uses the primary language configured for the subscriber’s country to look for a double opt-in template. If no template is mapped to that language, Klaviyo sends your default template in its own language. Learn more about primary language.
2. 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.
The subscriber's reply must contain only a supported confirmation keyword. Matching is not case-sensitive, and leading or trailing spaces are ignored. For example, YES, yes, and Y are accepted in English, but replies like "Yes please," "yeah," or "YES!" do not confirm the subscription.
An unrecognized reply does not complete double opt-in or trigger the subscription confirmation message. Ask the person to reply with only the keyword shown in your confirmation message.
Klaviyo recognizes English confirmation keywords as well as supported local-language keywords for the subscriber's country. For example, a subscriber in Germany can confirm with JA or YES. Use a supported keyword in your double opt-in confirmation message.
Klaviyo records WhatsApp marketing consent when it processes the subscriber’s recognized confirmation keyword, then sends the subscription confirmation message.
Approval requirements for confirmation messages
The 2 messages in the double opt-in process have different Meta approval requirements.
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.” |
The double opt-in confirmation request uses a Meta-approved template. The subscription confirmation is a free-text reply to the subscriber’s confirmation keyword and does not require template approval.
Recommended template language
Klaviyo creates an English 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 about WhatsApp per-user marketing limits.
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.
Learn more about language support
If you manage audiences in multiple regions, learn about supported WhatsApp keywords and response languages.