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What is allowed and what is not allowed in WhatsApp Business API (WABA) mailings#

September 29, 2025

WABA

WhatsApp Business API (WABA) is a powerful tool for businesses that allows them to automate communication with customers, send notifications, provide support, and much more. However, like any tool, WABA has its limitations, which are important to know in order to use it effectively and avoid blocking.

In this article, we will take a detailed look at what can and cannot be sent via WABA, what rules must be followed, what types of content are strictly prohibited, and what alternative solutions exist in cases where the official API is not suitable.

Contents#

WABA Limitations#

WABA is an official WhatsApp solution that requires compliance with certain rules aimed at protecting users from spam and unwanted advertising. The main restrictions concern the content of mailings and the purposes of their use.

  • Commercial content is partially prohibited. WhatsApp takes a strict approach to commercial content in mailings. Any attempt to sell goods or services, a direct offer to buy something, or even a free giveaway for the purpose of promoting a product may be considered a violation of the rules.

  • Example: you cannot send mailings with information about discounts, promotions, sales, new arrivals, special offers, etc., if they are directly aimed at encouraging a purchase.

  • What is allowed: mailings with transactional notifications (e.g. order confirmation, delivery information), order status updates, reminders about meetings or bill payments.

  • Adherence to the WhatsApp Commercial Features Policy. All communications through WABA must comply with this policy.

  • No C2C Sales for Businesses on Facebook Marketplace. Facebook Marketplace is a consumer-to-consumer (C2C) platform. If a business or entrepreneur attempts to sell products or services on Marketplace, they may be subject to restrictions, including blocking access to Marketplace and/or removing listings.

  • Frequent Violators. WhatsApp may take action against an account for repeatedly posting commercial content that violates the rules, including temporary or permanent suspension of access to some or all WABA services.

  • Compliance with Laws and Regulations. Buyers, sellers, and those exchanging goods are responsible for complying with all applicable laws and regulations.

What You Can Do in WABA#

Despite the limitations, WABA provides a lot of opportunities for businesses, provided that they follow the rules.

  • Transactional notifications. Send transaction-related notifications, such as order confirmations, shipping information, order status updates, payment reminders.

  • Customer support. Provide answers to customer questions, solve problems, provide information about products and services (without direct solicitation).

  • Personalized newsletters (with caution). Send useful information relevant to the customer, such as tips on how to use the product, information about upcoming events (without direct advertising).

  • Feedback requests. Collect feedback from customers about products, services, or their experience with the company.

Prohibited Content in WABA#

Commercial content promoted via WhatsApp must not violate the Facebook Community Standards and Commerce Rules. The following are examples of content that is strictly prohibited for distribution via WABA:

  • Dangerous Goods and Materials. Do not promote the purchase, sale, or exchange of dangerous materials or substances.

  • Sexual Exploitation and Services. Do not promote human trafficking, prostitution, escorting, or sexual services in any form.

  • Jobs. Do not promote job openings.

  • Farming, Livestock, and Animal Products. Do not promote the purchase, sale, or exchange of animals or their body parts, or land in ecological reserves.

  • Medical and Health Products. Do not promote the purchase, sale, or exchange of medical or health products or services, including medical devices or dietary supplements.

  • Misleading, Offensive, or Hostile Content. Do not use products or offers that are misleading, offensive, or hostile.

  • No Offer to Sell a Product. Do not promote news, humor, or other content that does not offer any products for sale.

  • Prescription Drugs, Drugs, or Drug Paraphernalia. Do not promote the purchase, sale, or exchange of prescription drugs, drugs, or drug paraphernalia.

  • Recalled Items. Do not promote the purchase, sale, or trade of recalled or prohibited items.

  • Stolen Items. Do not promote the purchase, sale, or trade of items that were stolen or otherwise acquired illegally or unauthorized.

  • Subscriptions and Digital Items. Do not promote the purchase, sale, or trade of downloadable digital content, digital subscriptions, or digital accounts.

  • Infringing Third Party Rights. Do not infringe on any third party's intellectual property rights, including copyrights or trademarks. This includes promoting or selling unauthorized copies of software, music, movies, books, or counterfeit goods.

Recommendations#

What to do if your listing is not approved#

If your commercial content is rejected or removed for violating the Commerce Rules, you can request a review. Instructions can be found in Facebook Help for Marketplace and for products in the catalog. If rejected, carefully read the reason for rejection and make sure your content complies with all rules.

What to do if WABA restrictions are hindering your business#

If your business is subject to WABA restrictions and you cannot effectively use the official API to achieve your goals, there is an alternative solution: the unofficial WhatsApp channel from GREEN-API.

Unofficial WhatsApp channel from GREEN-API#

GREEN-API provides access to the WhatsApp API through an unofficial channel, which allows you to use the platform more flexibly to solve business problems. With GREEN-API, you can:

  • Send newsletters with commercial content. GREEN-API provides more freedom in sending newsletters with commercial content.

  • Automate communication with customers. GREEN-API offers a wide range of tools for automating communication with customers.

  • Integrate WhatsApp with other systems. GREEN-API easily integrates with CRM, ERP and other systems, which allows you to automate business processes and improve customer service.

  • Use a wide range of features. GREEN-API provides access to a wide range of WhatsApp features, including sending text messages, images, videos, audio, geolocations, contacts, documents, stories, etc.

  • Important! Using an unofficial WhatsApp channel is associated with certain risks, including possible account blocking. Please follow our mailing recommendations.

Conclusion#

WhatsApp Business API (WABA) is a great tool for businesses, but it has certain limitations, especially in terms of commercial content and the types of products/services you promote. If you or your business falls under these limitations and you need more flexibility in using WhatsApp, you may want to consider using the unofficial WhatsApp channel from GREEN-API. This will allow you to more effectively achieve your goals while avoiding account suspension if you follow our recommendations.