WhatsApp Requirements & Limitations You Should Know (24H Rule, Template Messaging)
Running a successful WhatsApp broadcast campaign with Acele requires understanding and complying with WhatsApp’s platform policies. WhatsApp has specific requirements, limitations, and rules that businesses must follow to ensure smooth message delivery, avoid disruptions, and maintain a good sender reputation.
This guide explains the essential WhatsApp requirements, key limitations, the 24-hour messaging rule, and template messaging best practices — so you can stay compliant and make the most of your WhatsApp marketing.
✅ WhatsApp Requirements Before You Broadcast with Acele
Before launching your first campaign via Acele, make sure you meet the following WhatsApp platform requirements:
- WhatsApp Business Account (WABA): Must be verified and connected to your Meta Business Manager.
- Phone Number Approval: Your number must be approved and connected to WhatsApp Business API.
- Meta Business Verification: Mandatory for using WhatsApp Cloud API features.
- Display Name Approval: Your WhatsApp display name must align with your business identity and be approved.
- 2FA Enabled: Two-Factor Authentication must be active for your registered number.
- High-Quality Number Rating: Maintain low blocks and high engagement to keep your quality score healthy.
- Approved Message Templates: Required for messages sent outside the 24-hour window.
- User Opt-In: You must obtain explicit user consent before sending promotional messages.
🛠️ Acele streamlines these steps through a unified dashboard, helping you manage templates, contacts, and broadcast flows with ease.
🚫 WhatsApp Limitations to Be Aware Of
Though WhatsApp is a high-engagement platform, it enforces some strict limitations:
- 24-Hour Customer Window: You may send any message within 24 hours of a user’s last message. After that, only approved templates are allowed.
- Template Review Process: Templates must be clear, relevant, and professional to pass WhatsApp’s review.
- No Cold Messaging: You may not message users who haven’t opted in.
- Content Restrictions: Prohibited content includes gambling, adult products, tobacco, alcohol, and some financial services.
- Number Quality Monitoring: High block/report rates can reduce your sending limits or suspend your account.
🚨 Failure to comply can result in restrictions, warnings, or account bans.
🕐 Understanding WhatsApp’s 24-Hour Messaging Rule
One of WhatsApp’s most important rules:
- What is it?
You may send free-form messages to users within 24 hours of their last message. - How is it reset?
Each new message from a user resets the 24-hour timer. - What happens after 24 hours?
You can only send pre-approved message templates outside the 24-hour window. - Why it exists?
To prevent spam and protect the user experience.
🔁 Acele automatically tracks each user’s 24-hour window and ensures compliant message delivery.
💬 What Are WhatsApp Template Messages?
Used when the 24-hour window has expired, template messages help you continue communication.
- Definition:
Pre-approved message formats for notifications, reminders, and promotions. - Common Types:
- Transactional: Order updates, appointment reminders.
- Promotional: Sales, discount offers, product launches.
- Account Alerts: Login alerts, password resets.
- Best Practices:
- Use clear and personalized language.
- Avoid spammy or aggressive language.
- Include dynamic variables (e.g., name, order ID).
- Ensure your message adds value.
- Approval:
All templates must be reviewed and approved by WhatsApp. - Cost:
WhatsApp charges per conversation when templates are used.
💡 With Acele, creating, submitting, and managing templates is streamlined inside the dashboard.
📌 FAQs
Q: What do I need before starting a WhatsApp broadcast with Acele?
You’ll need:
- A verified WhatsApp Business Account
- An approved sender number
- Completed Meta Business Verification
- Enabled 2FA
- A good phone number reputation
- Pre-approved templates for messages outside 24 hours
- User opt-ins for promotional content
Q: What limitations does WhatsApp impose on broadcasting?
- No cold outreach
- Must use templates after 24 hours
- Content must comply with policies (no adult, gambling, tobacco, etc.)
- Poor engagement may reduce your number rating and limits
Q: How does the 24-hour rule affect my campaigns?
You can send non-templated messages within 24 hours of the user’s last message. After that, only template messages are allowed. Acele helps you manage this by tracking the timer automatically.
Q: What are template messages and when should I use them?
Templates are structured messages used outside the 24-hour window. Use them for transactional or promotional alerts. They must be approved and follow WhatsApp’s policies. Acele provides easy tools to manage this.
Q: Are there costs for using templates with Acele?
Yes. WhatsApp charges on a per-conversation basis. The cost depends on recipient region and volume. Acele facilitates template use, but the charges are applied by WhatsApp directly.
