The company has added integrity measures to ensure more secure messaging via the app.
In order to always offer the best communication experience, Meta has updated the WhatsApp Business Messaging Policy by adding integrity measures to ensure more secure messaging via the app between users and businesses.
The main changes take place in the processes of integration, creation, application, and sending of messages, including via template, and are aimed at increasing enforcement against spam and scams in WhatsApp business accounts and business manager, i.e.: Meta will be ruthless against spamming in its apps.
Any unsolicited communications, chain letters, pyramid schemes, or illegal content that goes against Meta's policies or terms of business services will be rejected, even if initially approved. Message templates with high levels of negative feedback will also be paused, automatically, in the business manager.
Because of this it is very important to produce quality content that is of interest to your audience, according to their preferences, in order to maintain the stability of your WhatsApp channel, whether it is Care or Communication, and your Facebook ad account, since they are interconnected functions.
All this intensifies issues that have been worked on for some time: outbound messages need to be planned and executed following the best marketing practices, ensuring clarity and transparency in communication.
Messages via template for WhatsApp can be created directly on the TalkAll Attendance platform, and in order for these to be released by Meta and not be rejected by users, they must follow the good practices guided in the group's policies and the LGPD guidelines.
Guidelines for Creating Messages
To help, here are some tips for creating strategic content that is unlikely to be rejected by users or not approved by Meta.
- Avoid sending open welcome or introductory messages;
- Before sending, review and check that you are complying with the WhatsApp Terms of Service;
- Do not share URLs of links with too many random characters and no mention of the trademark: this can be interpreted as phishing, which is the name given to the crime of tricking people into sharing confidential information such as passwords and credit card numbers, for example;
- Always clearly mention your company name to reinforce the relationship of the content with your business;
- Create content that is personalized and really useful to the audience;
- Make sure you send informative messages, optimizing the format, avoiding text with too many characters, images, or excessive links;
- Be aware of the frequency of your messages: don't send too many messages on the same day;
- Make sure that the correction steps have been carried out: Spelling mistakes are not tolerated.
It is extremely important to note that the tips cited are based on the feedback sent by users of the app WhatsApp. It is up to them to decide whether or not to receive messages sent by your company, mark them as spam and even block your business account. These guidelines also apply to other ways of sending messages via the app, such as those that happen via TalkAll Communication.
Last but not least
Once again the message is reinforced by Meta: Send messages only to people who have opted in to receive them. Make sure your customer is aware that they have opted-in to receive your messages.
If the submission of a template message is rejected, you can open a ticket and ask for a revision, through the Business Manager. However, to avoid situations like this, pay attention to the quality of the content created and sent for approval. If an approved template is disabled, it can be edited and resent.
If a user feels aggrieved by inappropriately received content, he or she can also dispute this by contacting your company or by opening a ticket directly with Meta. However, this type of situation can be avoided when a company follows the good communication practices recommended by Meta.
If possible scams are detected, or if an account receives a high number of negative feedbacks or reports due to high levels of spam, Meta may block an account for up to 3 days for investigation. If nothing is detected, the channel will be unblocked normally, but if there is any indication of scamming or account misuse, the account may be deactivated and blocked permanently. Repeat offenders will have all existing accounts disabled and will be prevented from creating new channels.
Thus, reinforcing the need to follow Meta's guidelines is the best way to ensure the quality of your company's communication and the integrity of your company, both in front of WhatsApp and your customers. The app really came to facilitate communication between companies and customers, and because of this, some rules must be followed in order not to adopt an invasive and excessive posture, leading your company to be badly seen in the market.
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