THE WhatsApp has announced a significant update to its messaging policy for businesses, allowing companies in industries such as gambling, alcohol and pharmaceuticals to market on its platform.
Starting next Tuesday (27), brands in these categories will be able to use WhatsApp's business messaging platform for promotional campaigns in the Latin America and Asia-Pacific regions, including Brazil and India.
However, conducting financial transactions related to these products remains prohibited in accordance with Meta's Commerce policies.
New WhatsApp Messaging Policy
According to the new WhatsApp Business Messaging Policy, announced by the company, sectors such as gambling, alcohol and over-the-counter (OTC) medicines will be able to use the platform for marketing campaigns and promotions.
Meta, the parent company of WhatsApp, highlights that these companies will be able to send commercial and utilitarian messages, but without involving direct financial transactions or product sales through the platform.
In an official statement, WhatsApp clarified that, although promotional messages are allowed, the purchase, sale and payments related to products such as alcoholic beverages, OTC medicines and real-money gambling remain prohibited on all surfaces of the application.
The company emphasized that these restrictions remain valid in accordance with Meta's Commerce Policy.
Regions and Scope of novelty and restrictions; understand
Brazil, the second largest WhatsApp market in the world after India, is one of the regions included in this new policy. The policy update reflects the growing importance of these regions to the Goal, especially in sectors where digital marketing has a major impact.
The company stresses that despite permission for marketing, businesses must strictly follow all applicable local laws, especially with regard to message targeting and legal compliance.
Meta has clearly outlined the types of messages and activities that are permitted and prohibited for companies in these sectors. In the case of alcoholic beverages, for example, companies will be able to use WhatsApp to promote products or brands, supermarkets will be able to include alcoholic beverages in their promotions and events will be able to be publicized, as long as alcohol is a key component of the business.
However, any attempt to conduct direct alcohol sales transactions through the platform remains prohibited.
In the sector of OTC medicines, which includes over-the-counter medications such as anti-inflammatories, allergy medications and antiseptics, pharmacies and drugstores will be able to send promotional messages about these products.
However, the use of WhatsApp's commerce tools for the direct sale of these medications remains prohibited. It is important to note that prescription medications and recreational drugs cannot be promoted or sold through the platform.
In relation to the gambling, WhatsApp will allow messages that promote gambling and online gaming, but only after obtaining written permission from the platform. Businesses that want to send messages about these topics must fill out a specific form and receive approval from WhatsApp.
Messages will only be allowed if they are in full compliance with legal requirements and company policies. WhatsApp defines gambling and online gaming as any product or service where something of monetary value is at stake, including money or cryptocurrencies such as Bitcoin.
Examples of Cases Prohibited on WhatsApp
The policy also clearly details examples of activities that are not permitted on the platform. Companies attempting to conduct direct transactions for the sale of alcohol, pharmacies seeking to sell prescription drugs, and gambling businesses that do not have WhatsApp’s approval are among those prohibited.
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These restrictions aim to maintain the security and compliance of activities on the platform, protecting users from potential risks associated with the sale of sensitive or regulated products.
Meta reiterates that all businesses wishing to use WhatsApp Business must strictly comply with applicable laws and regulations in their regions of operation.
Market Implications
This update to WhatsApp Business messaging policy opens up new possibilities for businesses in these sectors, which can now explore WhatsApp as a powerful marketing tool, especially in regions with high penetration of the application, such as Brazil and India.
However, the restrictions imposed continue to ensure that the platform is not used for direct commercial transactions involving potentially regulated products.
With the increasing digitalization and the increased use of messaging platforms for businesses, this change represents an important step for WhatsApp in its strategy of expanding into the digital marketing market, but with the caveat that legal compliance remains a priority.
Meta reaffirms its commitment to the security and integrity of its platforms, ensuring that the new guidelines are implemented in a way that protects both companies and users.
