Why collecting explicit consent is important
For proactive WhatsApp marketing and utility messages, you need explicit WhatsApp opt-in. Consent collected for another channel, such as SMS, does not automatically transfer to WhatsApp. To ensure WhatsApp remains a high-quality, trusted space for users, Meta enforces strict rules around consent. Let’s see what can happen when brands follow (or ignore) the rules.
Scenario 1: Beantown Coffee takes the right approach. They already have phone numbers from their text messaging program, but they ask for WhatsApp consent separately. Customers who opt in to WhatsApp know exactly what to expect, so they trust the messages and engage with them. This approach helps set clear expectations and may reduce the likelihood of blocks, complaints, and template-quality issues.
Scenario 2: SWAK Cosmetics takes a shortcut. They send WhatsApp messages to their SMS subscribers without asking first. Almost immediately, customers start reporting the messages and blocking the number. To Meta, those red flags look like spam, and before long SWAK’s WhatsApp account is banned.
The takeaway is simple: only send WhatsApp messages to people who have given explicit consent for WhatsApp. It’s the best way to protect your reputation, build trust, and keep WhatsApp open as a channel your customers actually want to hear from.
Understand the 3 types of WhatsApp consent
There are 3 types of WhatsApp consent, each allowing you to send different kinds of messages. Klaviyo makes it easy to track each subscriber’s status and match the right consent type to the right message. Click on the dropdowns below to learn more about each consent type.
Marketing consent
This is the global WhatsApp consent. When a profile has marketing consent, you can send them any templated message, both marketing and transactional.
For example, since Mia has marketing consent, Beantown Coffee can send her a WhatsApp message promoting their new coffee collection, as well as order updates once she makes a purchase.
Note: WhatsApp double opt-in is available and must be enabled for the relevant opt-in process. This means your customers must verify their contact details and confirm their interest in subscribing before you can send them marketing messages. Double opt-in is a general best practice because it helps verify the phone number and confirm that the subscriber intended to opt in; requirements may vary by region. Visit our help center to learn more about WhatsApp double opt-in.
Transactional (or utility) consent
You can also collect transactional consent on its own. This is useful if you want to give customers the option to only receive essential, non-promotional updates such as order confirmations, shipping notifications, appointment reminders, or payment receipts.
If a profile has transactional consent but not marketing consent, you can only send them transactional templates as part of a flow.
Conversational consent
Conversational consent is granted when a customer sends an inbound WhatsApp message, including a reply to your message. It is separate from marketing and transactional consent and opens a 24-hour service window.
This opens a 24-hour window during which you can respond freely, without templates or message costs, and the window refreshes every time the customer replies.
Klaviyo automatically tracks conversational consent, so you don’t need to worry about it.
To summarize:
- Brands can only start a WhatsApp conversation using a marketing or transactional template.
- Marketing consent allows marketing messages and, in Klaviyo’s consent model, utility or transactional messages. Transactional-only consent allows only utility or transactional messages.
- Once a customer replies, conversational consent takes over. Conversational consent allows brands to chat freely in real time or through automations during the 24-hour window (which resets each time the customer responds).
Grow your WhatsApp list with proven strategies
Because WhatsApp is a premium channel that’s likely to deliver a high return on investment, it’s worth offering a clear incentive to opt in, like a discount or gift with purchase. Framing sign-up as an exchange makes the value obvious and encourages more subscribers to join. The carousel below highlights 3 proven strategies to start collecting WhatsApp consent.
Klaviyo sign-up form
Use a Klaviyo sign-up form to collect WhatsApp consent from your website visitors.
How it works: Add a WhatsApp opt-in step to your existing sign-up form, or create a dedicated WhatsApp form. Klaviyo supports both traditional opt-in and tap-to-WhatsApp.
Note: You can collect consent for both WhatsApp and text messaging using the same phone number field. Just make sure your form language clearly states that customers are opting in to both channels.
Subscribe keywords
Make it easy for customers to subscribe to your WhatsApp list by sending a keyword to your business number.
How it works: Define a keyword like “JOIN” or “VIP” and share it on your website, in email, or on social media. When customers send a configured keyword to your WhatsApp number, Klaviyo starts the applicable opt-in process. With double opt-in, they must confirm using the exact configured keyword before being subscribed.
Convert email subscribers
Invite your existing email subscribers to join your WhatsApp list.
How it works: Send a dedicated campaign or add a banner in your existing emails that promotes the benefits of joining your WhatsApp list. Include an incentive, such as a welcome discount or exclusive content, to encourage sign-ups.