WhatsApp Business API Onboarding & Meta Verification Guide

Onboarding checklist

The WhatsApp Business API is owned and governed by Meta. SpringEdge connects your business to it, but Meta approves your business, phone number, display name and every message template. Here is the full path from sign-up to your first message:

1. Create or use a Meta Business Portfolio (formerly Facebook Business Manager) for your company. How to set it up
2. Verify your business with Meta using your registration documents. Documents and steps
3. Choose a phone number and display name for your WhatsApp profile. Requirements
4. Check that your business follows WhatsApp's policies. Some industries are not allowed. Policy summary
5. Connect your account through SpringEdge. We guide you through Meta's sign-up flow, which links your portfolio, WhatsApp Business Account and number.
6. Submit your message templates for approval. Template guidelines
7. Start messaging customers who have opted in, using the WhatsApp API or the SpringEdge panel.

Meta Business Portfolio

Your WhatsApp Business Account lives inside a Meta Business Portfolio. If your company already runs Facebook or Instagram ads, you probably have one. Use the existing portfolio rather than creating a new one.

1. Go to business.facebook.com and log in with your personal Facebook account.
2. Create a business portfolio with your legal business name, exactly as it appears on your registration documents.
3. In Business settings → Business info, fill in your business address, phone number and website.
4. Add at least one more trusted colleague as an admin, so you don't lose access if one account is locked.
5. Turn on two-factor authentication for all admins.

Business verification

Business verification confirms to Meta that your business is real and that you represent it. Without verification, you can only message a small number of customers per day. Verification unlocks higher messaging limits and is required for the verified badge.

Before you start

• A live website on your own domain, showing your business name and what you do. The legal name on your documents should appear on the site, for example in the footer, About page or Terms.
• Consistent details. Your business name, address and phone number must match exactly across your portfolio, documents and website.
• A business email or domain you can verify, such as name@yourcompany.com. Free email addresses (Gmail, Yahoo) make verification harder.

Documents accepted for Indian businesses

Upload one official document that shows your legal business name, and one that shows your address or phone number if the first doesn't. Commonly accepted documents include:

How to submit

1. In Meta Business Suite, open Settings → Business info (or Security Centre) and click Start verification.
2. Confirm your legal business name, address, phone number and website.
3. Upload your documents. They should be clear, complete, in colour and not expired.
4. Choose how Meta should confirm you're connected to the business: a code by email to your domain address, by phone or SMS, or domain verification.
5. Submit and track the status in the same screen. Meta may ask for more documents.

Phone number & display name

Phone number requirements

• You must own the number, and it must be able to receive an SMS or voice call for the one-time verification code. Mobile numbers and landlines both work. Landlines can use the voice call option.
• The number should not be active on the WhatsApp or WhatsApp Business app. If it is, back up your chats and delete the WhatsApp account on that number first, or ask us about moving an existing number.
• Short codes and numbers shared with other services are not accepted.
• Use a number your customers recognise, such as your support number, because it appears as the sender of every message.

Display name guidelines

The display name is shown to customers in your WhatsApp profile. Meta reviews it and rejects names that don't follow these rules:

• It must relate to your business. Use your company or brand name, and make sure it matches your website and branding.
• No generic names alone, such as "Shoes" or "Travel Deals". Add your brand, e.g. "Acme Shoes".
• Use normal capitalisation. Avoid ALL CAPS unless your brand is an acronym, and avoid extra punctuation or emojis.
• Don't impersonate another brand or include a person's name unless it is a well-known brand.
• Keep it at least 3 characters, and don't add descriptions like "Official" or "Support".

WhatsApp policies

Every business on WhatsApp must follow Meta's WhatsApp Business Messaging Policy and Commerce Policy. Businesses that sell or promote the following are generally not allowed:

• Alcohol, tobacco and e-cigarettes
• Drugs, prescription medicines and supplements considered unsafe
• Weapons, ammunition and explosives
• Real-money gambling and betting
• Adult products or services
• Live animals, and animal or wildlife products
• Dating services
• Counterfeit goods, and fraudulent or misleading offers

Some categories, such as certain financial and healthcare services, are allowed only with restrictions. If you're unsure about your industry, check with us before you apply.

Customer opt-in

You may only send business-initiated messages to customers who have agreed to receive WhatsApp messages from you. A valid opt-in:

• Clearly states that the customer will receive messages from your business on WhatsApp.
• Names your business and the kind of messages they'll receive, e.g. order updates or offers.
• Is collected actively, for example with a checkbox on your website, a form in your app, a message the customer sends you, or a click-to-WhatsApp ad. It should not be a pre-ticked box.

Record when and how each customer opted in, and honour opt-out requests such as "STOP" immediately. Messaging customers who haven't opted in leads to blocks and reports, which lowers your quality rating.

The 24-hour customer service window

When a customer messages you, a 24-hour window opens. Within it you can reply with any message type: free-form text, images, documents, interactive lists and so on. Each new customer message restarts the window.

Outside the window, including when you message a customer first, you can only send approved template messages. If the customer replies, a new window opens.

Template approval

Templates are pre-written messages that Meta reviews before you can use them. Most are reviewed within minutes, although some can take up to 24 hours. Each template belongs to one category:

Tips to get templates approved

• Choose the right category. A "utility" template that includes a promotion is recategorised as marketing or rejected.
• Use variables correctly. Number them in order ({{1}}, {{2}}, …), don't start or end the message with a variable, don't put two variables next to each other, and give realistic sample values.
• Keep enough fixed text. A template that is mostly variables looks like it could send anything, and is rejected.
• Be clear and specific. Avoid vague, threatening or misleading wording, spelling mistakes and excessive formatting or emojis.
• Use full, working URLs on your own domain. Avoid URL shorteners.
• Don't ask for sensitive information such as full card numbers, passwords or government ID numbers.
• Name templates descriptively, using lowercase and underscores, e.g. order_shipped_v2.

If a template is rejected, fix the issue and edit or resubmit it. See creating templates with the API.

Messaging limits

Meta limits how many unique customers you can start conversations with in a rolling 24-hour period. There is no limit on replying to customers who message you first.

• Unverified businesses start with a low limit of 250 customers per 24 hours.
• After business verification, the limit increases through higher tiers, up to unlimited.
• Upgrades are automatic when you regularly use a good share of your current limit and keep a medium or high quality rating.

You can see your current limit in WhatsApp Manager, or ask SpringEdge support. Plan large campaigns around your tier, and grow volume gradually.

Quality rating

Meta rates each phone number High (green), Medium (yellow) or Low (red), based on how customers have responded to your messages recently. Blocks, reports and low read rates lower your rating. A low rating can stop your messaging limit from growing, lower it, or restrict the number.

How to keep quality high

• Message only customers who have opted in, and make opting out easy.
• Send relevant, personalised and expected messages, not generic blasts.
• Don't send too many marketing messages to the same customer.
• Review template performance and pause templates that get blocked or reported.

Verified badge (Official Business Account)

Well-known brands can apply for a verified badge next to their name. Meta grants it at its discretion to businesses that:

• Have completed business verification and have two-factor authentication enabled on the number.
• Are notable, meaning they are featured in multiple independent news articles, not paid or promotional content.
• Follow WhatsApp's policies and have an approved display name.

The badge is not required to use the WhatsApp Business API. SpringEdge can submit the request for you when your business qualifies.

Next steps

Once your business is verified and your templates are approved, you're ready to integrate. Follow the WhatsApp API documentation to send your first message, or read about SpringEdge WhatsApp Business API features and pricing.