New business verticals from WhatsApp: what you need to know

The popular WhatsApp messenger is actively used in business and marketing. For these purposes, companies can install a particular business version and carry out commercial activities, send notifications to their customers, offer online technical support, and much more.

At the same time, WhatsApp Business provides many restrictions. This also applies to products advertised and promoted using this platform. But as of August 27, 2024, Meta has introduced new business verticals. They apply to three main categories of products and services: gambling for money, alcoholic beverages, and over-the-counter drugs.

‍

Geography of new verticals

To begin with, it is essential to clarify that the new verticals do not apply worldwide. Today, these innovations only apply to companies operating in Latin America, India, and Asia-Pacific.

Depending on the category of goods or services, WhatsApp Business extends its innovations to certain countries. For example, companies from the following countries can use WhatsApp for gambling, including online casinos:

• Peru;
• Mexico;
• Japan;
• Australia;
• Colombia;
• India.

It is essential to add that specific restrictions may apply in India depending on the state.

WhatsApp also offers a specific list of countries where their platform is allowed to be used for over-the-counter drugs and alcoholic beverages.

Since the end of August 2024, local companies have had a new opportunity to exchange messages. However, to do this, they must rely on Meta rules and the laws of their region.

To date, WhatsApp Business has a strict messaging policy that applies to all countries that use this platform. However, additional restrictions are introduced that are specific to certain countries and regions.

Companies that exchange messages and notifications within these verticals can use WhatsApp Business for marketing. However, it is important to understand that any messages involving sales, payment, or purchases related to these verticals remain prohibited.

‍

What is prohibited and allowed

Companies that are part of these verticals and are getting new opportunities related to specific categories of goods and services (alcohol, gambling, over-the-counter drugs) should clearly understand what is allowed and what is not allowed.

Some of the allowed actions include:

• click to start a chat;
• registration;
• ads;
• updates;
• repeated interactions with users;
• loyalty programs;
• gamification;
• referral programs;
• transactional updates;
• coupons;
• cross-selling;
• discounts;
• products or services of the day;
• product replenishment, etc.

It can also send PDF files, images, B2C messages, and media files.

As for prohibited actions, WhatsApp Business focuses on two key points.

1. Structured commerce. This applies to specific functions, including catalogs or direct payment to the seller;
2. Unstructured commerce. You cannot offer customers the option to buy now, pay here, click to buy, etc.

Also, in WhatsApp Business, certain categories of keywords and queries related to the call to buy, pay, get a limited-time offer, links to catalogs, etc., are prohibited.

‍

‍

Important restrictions and rules

Companies are not allowed to use the WhatsApp platform for commercial purposes to send messages to users outside the list of allowed countries. Let's consider this situation using more specific examples.

For example, a business organization sells alcoholic beverages in Mexico. The official phone number is in Mexico. This business account sends messages to users from this country, adhering to the laws of Mexico and considering the age of clients. In this situation, the company does not violate any laws.

Another example: The company sells alcoholic beverages in Mexico, but it sends its marketing messages to clients in India or the United States. Such actions already violate the current rules of the WhatsApp vertical.

Each company that uses the capabilities of new verticals is obliged to ensure appropriate measures to comply with the essential requirements:

• Age restrictions for clients;
• Geographical requirements;
• Regulatory requirements of countries.

This is achieved through organizational and technical measures. Companies are required to strictly adhere to WhatsApp's rules, local laws, industry codes, etc.

As for companies that provide gambling services for real money, WhatsApp also applies several important rules and restrictions to them:

• In the first stage, you need to request permission from Meta Platforms. To do this, you should fill out an application form;
• The application is submitted for permission to send messages only to potential clients from certain countries;
• The company must provide evidence of licensing and the legality of its activities in countries part of the new WhatsApp vertical.

Next, it is worth separately considering the features of using WhatsApp Business for marketing purposes depending on the category of goods and services permitted under the new verticals.

‍

Alcoholic products

Since the end of August 2024, companies producing and brands of alcoholic products have been able to use the WhatsApp platform to attract new customers.

It is essential to add that WhatsApp Business can be used for various types of communications, except those directly related to trade. In other words, you cannot sell through WhatsApp. You can only advertise, stimulate new subscriptions, etc.

‍

‍

You should study several illustrative examples of using WhatsApp for alcoholic products:

• welcome messages;
• calls to action;
• contests and gamification;
• non-targeted offers;
• messages about price reductions and promotions;
• product recommendations;
• reminders;
• recommendations;
• additional and cross-selling;
• registration;
• introductory offers;
• personalized recommendations;
• discount coupons;
• bestsellers.

Companies can also use the business platform's capabilities to confirm orders, send order notifications, track them, and update them.

‍

Category of over-the-counter drugs

Companies that deal with online pharmaceuticals now have a great opportunity to use WhatsApp's capabilities to interact with new and regular customers. As in the case of alcoholic beverages, any type of communication that is not directly related to trade via messenger is allowed.

There are several main options for using WhatsApp Business in marketing:

• welcome notifications and gratitude for purchases;
• calls to action (visiting the site, registering for an event outside of WhatsApp, etc.);
• exchange of data about the product, including PDF files;
• non-targeted offers;
• notifications about price reductions, promotions, and sales;
• follow-up reminders;
• offers for participation in the loyalty program;
• personalized offers;
• cross-selling and upselling;
• incentives for repeat purchases;
• offers for health checks, etc.

‍

There are quite a few options. At the same time, even without direct sales through WhatsApp, potential customers will be more actively considering commercial offers. This encourages more purchases of non-prescription drugs from companies.

‍

Gambling

Another important component of WhatsApp's new vertical is the promotion of gambling games where real money is used. These rules also allow marketing related to online gambling services.

Thanks to the innovations, companies have additional opportunities for marketing the business platform:

• Registration. Using offers for adaptation, registration instructions, and reviews of benefits, you can attract and encourage new customers to create accounts;
• Welcome customers. Companies can send welcome notifications, encourage further action, visit the official website;
• Reminders. Through the messenger, you can send registered and potential new customers messages about upcoming games, new tournaments, etc.;
• Re-engagement. The platform allows you to contact users who were not active during the first contact and did not respond to messages. They can be attracted with the help of new features and discounts for repeated engagement;
• Loyalty programs. WhatsApp can be used to notify users about the loyalty program and encourage them to register due to the benefits of creating an account;
• VIP programs. The messenger effectively tells about the benefits and opportunities of VIP programs and Premium accounts. This allows you to increase user engagement;
• Increase traffic. Companies can send messages about updates, involve them in discussions in chats, encourage them to make predictions, analyze matches, etc.;
• Rewards and reviews. Various tools make it possible to increase overall customer engagement, encourage repeat purchases, make new deposits to the game balance, etc.;
• Transactional notifications. If a client has made a transaction, a corresponding notification can be sent via WhatsApp. This proactive approach improves the overall user experience by giving the client the opportunity to instantly learn about the money spent.

‍

‍

All this opens up completely new business opportunities.

Today, some companies are becoming pioneers and actively developing new business verticals and their unique offerings. This opens up incredible opportunities for personalized communication with customers.

Now, it is extremely important for many brands to try to understand the new rules as quickly as possible, take into account all the restrictions, implement the corresponding opportunities for their business, convey the necessary information to customers, and not violate the established requirements from Meta.

‍