Responsible commercial WhatsApp use policy
An operational template for defining when the team can use WhatsApp for sales contacts, follow-up and qualification while retaining control.
In this guide · 4 sections
This template helps sales teams define an internal policy for using WhatsApp in prospecting, customer service, follow-up and qualification.
The aim is not to authorise cold campaigns on WhatsApp. It is to create a simple rule so that the team knows when it can use the channel, when to avoid it, how to record context and when to hand over to a person.
What the template includes
- entry criteria for using the channel;
- prohibited or high-risk situations;
- an opt-in and recipient-expectations checklist;
- minimum fields for CRM records;
- frequency and stopping rules;
- criteria for handing over to a person;
- a note on legal and operational validation.
How to use it
- Download the file.
- Adapt the criteria to your sector and your company’s sales process.
- Validate the text with the team responsible for privacy, legal matters or the DPO, where applicable.
- Integrate the policy into the CRM, sales playbook and Agente WhatsApp configuration.
Apply the rules to customer service
Also read when to use WhatsApp in B2B prospecting and when to avoid it to assess the context before making contact.
If you already receive enquiries through the channel, explore WhatsApp chatbot use cases for businesses and self-service access to Makers WhatsApp Agent.
Compliance note
This resource is an operational template and does not replace legal advice. Before activating real campaigns, validate compliance with the GDPR, Portugal’s Law 41/2004, ePrivacy, WhatsApp/Meta policies, retention requirements, evidence of consent and mechanisms for objecting.
Responsible commercial WhatsApp use policy
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