Find out now if your company can send messages to customers. The LGPD is very clear about this!
Nowadays, establishing and maintaining a business always demands carefully planned communication strategies with customers. One of the tools that has shown high potential for return in this area is WhatsApp Business, which is the corporate version of the messaging app that is very popular all over the world.
With the “business profile” functionality, WhatsApp Business offers several features, including detailed statistics on engagement and message reading, as well as the ability to automate conversations with pre-defined responses and the use of labels to categorize groups and business relationships.
Despite the many advantages, it is important that companies are always careful not to fall into traps that can be harmful and result in fines, which can reach up to R$1,450 million.
Learn more about this subject and protect your company from problems and huge fines.
WhatsApp Business
It is very clear that the WhatsApp Business It is ideal for companies, thanks to its different features, which can speed up the service process and help the business better understand how its engagement has been. However, many may not know about the pitfalls within the app, which can result in fines and problems for business owners.
The General Data Protection Law (LGPD) aims to safeguard individuals' sensitive information and establish strict limits for corporate communications, with the aim of preventing abuse, data leaks and improper sharing.
In the current scenario, around 5 million small and medium-sized companies have adopted WhatsApp Business, according to information provided by the platform's director in Brazil, Guilherme Horn.
Since the LGPD came into effect in Brazil in September 2020, companies can only communicate with their customers after obtaining consent and providing personal information. In cases where consent is not granted, messages cannot be sent, regardless of their purpose.
The LGPD also establishes the obligation that all message exchanges are encrypted by WhatsApp Business, a security measure that prevents reading by third parties or even by the app itself.
In addition to the financial consequences, failure to comply with regulations can lead to the loss of strategic partnerships and even the deletion of essential data. Therefore, it is ideal for companies to take advantage of the from WhatsApp, but also operate in accordance with the LGPD, ensuring transparent and secure communication.
Law
The LGPD provides citizens with several guarantees, such as the ability to request that their personal data be deleted; revoke consent; transfer data to another service provider, among other actions. Data processing must be done taking into account certain requirements, such as purpose and need, and must be agreed upon in advance and communicated to the data subject.
To monitor and apply penalties for non-compliance with the LGPD, the country has the National Data Protection Authority (ANPD). The institution is responsible for regulating and providing guidance on how to apply the law.
Security breaches can result in fines of up to R$21,300,000 of an organization's annual revenue in the country, capped at R$1,400,000 per breach. The authority has penalty levels according to the severity of the breach and sends out alerts and guidance before applying sanctions to organizations.
