Starting August 27, 2024, businesses operating in India, the APAC region, and LATAM (Latin America) are allowed to leverage the WhatsApp Business Platform for customer engagement in alcohol, Over-The-Counter (OTC) medication, and online gaming and gambling verticals. The policy change unlocks exciting new avenues for businesses to maximize WhatsApp's conversational messaging capabilities, although they must comply with local laws and WhatsApp’s guidelines.
Alcohol Vertical
Businesses in the alcohol sector, such as breweries, retailers, hospitality and event venues, and eCommerce platforms, can promote their products and events, and use the power of WhatsApp to reach customers in a direct and personalized way.
Note: WhatsApp business messages promoting alcohol remain prohibited in India.
Examples include:
- Product promotions: Brands can share new product launches, special editions, and exclusive offers with customers.
- Grocery stores: Supermarkets can notify customers about discounts and new arrivals of alcoholic beverages.
- Event venues: Venues or event organizers hosting events where alcohol is a feature, such as wine festivals, beer tastings, or cocktail parties, can use WhatsApp to communicate directly with attendees or ticket holders.
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Examples of businesses and use cases that are not allowed:
- Businesses using WhatsApp to directly sell alcohol products or brands.
- Grocery businesses using WhatsApp to facilitate direct purchases and sales of alcohol products.
Over-The-Counter Medication
Pharmacies and drugstores can use WhatsApp for communicating with customers about OTC drugs, but must avoid using commerce features for these products.
Allowed use cases include:
- Pharmacy promotions: Sharing information on sales and offers for OTC medications and related convenience items.
- Drugstore networks: Larger chains can use WhatsApp to promote non-medical products while adhering to the guidelines for OTC drugs.
Examples of businesses and use cases that are not allowed:
- Pharmacies that only sell prescription drugs.
- Pharmacies or drug stores using WhatsApp commerce tools for prescription or OTC drugs.
Online Gaming & Gambling
This sector sees a more cautious expansion. Businesses involved in online gaming and gambling must obtain prior written permission from WhatsApp to promote such activities.
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Approved use cases include:
- Online gambling: Businesses can promote activities like betting, lotteries, and casino games, if they have authorization from Meta.
- Physical gambling establishments: Casinos and betting shops can engage customers with updates on events and exclusive offers.
Note: State-specific restrictions will be applicable to Indian businesses in this vertical.
Examples of businesses and use cases that are not allowed:
- Online gambling and gaming businesses not approved by Meta.
- In regions where real money gambling and gaming are prohibited, businesses must ensure that their messaging does not involve these restricted activities.
For all three verticals, WhatsApp adds that businesses “may send and receive messages on WhatsApp, but are prohibited from using Commerce Catalogs, Payments, or providing any other commerce experiences to sell or otherwise facilitate the exchange of goods or services. Businesses must follow all applicable laws, including sending their messages in accordance with legal requirements.”
In addition, businesses must adhere to local laws, industry codes, and WhatsApp’s business messaging policy. Specific country restrictions might apply, and businesses are encouraged to refer to the WhatsApp business policy for detailed guidance on permitted activities in their respective regions.
Looking Ahead
As the WhatsApp Business Platform broadens its scope to include new industries, there is immense potential for businesses to enhance customer engagement. The inclusion of alcohol, OTC medication, and online gaming and gambling verticals marks a significant expansion, offering new and innovative ways to engage with their target audiences. The WhatsApp Business API plays a crucial role by providing businesses with the tools to deliver personalized, real-time communication at scale. This allows brands to not only reach their audiences more effectively but also to create meaningful, ongoing interactions that drive loyalty and growth.
Haptik has the track record of successfully partnering with gaming platforms like Junglee Games, Dream11, Winzo, and more to offer seamless and engaging customer experiences on WhatsApp. By integrating conversational AI, Haptik has enabled these platforms to deliver targeted marketing campaigns, provide instant customer support, and enhance user engagement, all within the familiar and widely-used WhatsApp interface.
It positions Haptik as a leader in helping businesses navigate the expanded WhatsApp Business Platform offerings. As more industries, including online gaming and gambling, begin to explore the potential of WhatsApp, Haptik's expertise in driving impactful conversations will be invaluable.
