WhatsApp’s New Business Messaging Policy: How It Affects the RMG Sector & More

Big news for businesses in the Real Money Gambling (RMG) sector! WhatsApp has just announced a significant update to its Business Messaging Policy, effective August 27, 2024. This change opens up new opportunities for RMG businesses that were previously restricted. Let’s explore what these updates mean and how you can take advantage of them. 

Overview of the Update

Meta’s latest update to WhatsApp’s Business Messaging Policy marks a significant shift, now allowing Real Money Gambling (RMG) and Gaming businesses to be onboarded. This change acknowledges the growing importance and demand within the RMG sector, which has a substantial user base on WhatsApp. 

By enabling these businesses to use the platform, Meta is aligning with industry trends and responding to the needs of a large segment of its global audience. This strategic move aims to facilitate better communication and engagement for businesses operating in this high-demand vertical, reflecting WhatsApp’s commitment to expanding its service offerings and supporting diverse business sectors.

What Counts as Online Gambling and Gaming

• Online Gambling: This includes betting, lotteries, raffles, casino games, fantasy sports, bingo, poker, skill game tournaments, and sweepstakes.

• Monetary Value in Games: Games where you pay to enter or where the prize has economic value. It also covers games with in-game purchases that offer a chance to win money.

• Promotions: Any promotional content for online gambling or games, even if no direct gambling or gaming is happening in the WhatsApp chat.

What’s Permitted Under the New Policy

Here’s a closer look at what’s now permissible. 

Marketing Opportunities

For the first time, you can market RMG services through WhatsApp. This is a huge win for businesses that have been waiting for this opportunity. However, direct promotions and transactions of RMG services are still off-limits. 

Instead, you’ll need to employ compliant methods to engage with your customers. It could include providing information, updates, and engaging content that doesn’t directly promote RMG services.

Examples of Eligible Businesses:

• Online Gambling or Gaming: If you run an online gambling or gaming business, you’ll need WhatsApp’s written permission to operate. This approval process helps ensure that only compliant businesses can use WhatsApp for communication.

• Physical Gambling Establishments: Businesses involved in real-money gambling activities at physical locations are also included in this update.

• State or Government Lotteries: Government-run lotteries and similar state-sanctioned activities are eligible under the new policy.

Compliance Requirements

To get started, your online gambling or gaming business must obtain explicit permission from WhatsApp. It involves submitting an application form and securing written approval. This step ensures that WhatsApp maintains control over the types of RMG businesses that can use the platform, aligning with their policy and regulatory requirements.

Meta’s New Business Policy: What’s Still Prohibited

Despite the new allowances, there are still restrictions to be aware of:

• Direct Transactions & Promotions: Even though marketing RMG services is now allowed, you cannot conduct direct transactions or promotions related to these services through WhatsApp. This means you must find alternative, compliant methods to interact with your customers.

• Unapproved Online Gambling or Gaming Businesses: If your business hasn’t received WhatsApp’s approval, you won’t be able to use the platform for any gambling or gaming activities. It ensures that only vetted and compliant businesses are permitted.

Also Read: 12 Definitive Advantages of a WhatsApp Business Account

Meta’s New Business Policy: Why the Change?

By now, we’re sure you’re wondering: “But why the change?” Here’s why. 

Meta views WhatsApp as a powerful platform for businesses to communicate with their customers at scale throughout their journey. Businesses can effectively retain existing customers and attract new customers by leveraging WhatsApp for business messaging, including customer support, transactional messages, and marketing notifications. It aligns with WhatsApp’s goal to provide an effective communication channel for various business needs.

Related Read: WhatsApp vs WhatsApp Business vs Business API 

Implications for Businesses

The policy update presents a valuable opportunity for RMG businesses to expand their reach and enhance customer engagement. Here’s what it means for you. 

• Enhanced Customer Engagement: By marketing RMG services (within compliance), you can engage with your audience in new and innovative ways, particularly in regions where RMG is experiencing growth.

• Compliance is Key: Adhering to the new guidelines is crucial while the update opens doors. Complying with WhatsApp’s rules will help you avoid potential penalties and maintain a positive relationship with the platform.

Online Gambling and Gaming: Where You Can Use WhatsApp

• Australia
• India (State-specific restrictions apply)
• Japan
• Colombia
• Mexico
• Peru

Note: To keep things compliant and engaging, just make sure your messages adhere to age restrictions (no one under 18) and all local regulations!

Meta’s Policy for WhatsApp: Next Steps for Businesses

To take full advantage of the policy update, follow these steps:

• Apply for Permission: If your business falls into the RMG category, start by applying for permission from WhatsApp. It involves completing an application form and waiting for approval.

• Prepare for the Update: Familiarize yourself with the new policy details and prepare your business operations accordingly. Being proactive will help you smoothly transition to the updated guidelines and capitalize on the latest opportunities.

• Get started with WhatsApp Business: If you still haven’t started with WhatsApp Business, there isn’t a better time to do so. Create a WhatsApp Business account to get started. But if you want to make the most of the platform for your business, WhatsApp Business API is the way to go. 

How WhatsApp Helps RMG Businesses

With WhatsApp’s new Business Messaging Policy, Real Money Gambling businesses can tap into a powerful communication tool that was previously off-limits. Here’s how you can use WhatsApp, specifically the WhatsApp Business API, to your advantage.

1. Direct Customer Communication

WhatsApp Business allows RMG businesses to engage with customers in real-time, providing personalized responses, updates, and support. Whether it’s addressing queries or sending transactional updates, this direct communication helps build trust and fosters customer loyalty.

2. Targeted Marketing

While direct promotions are still restricted, you can use WhatsApp to share relevant content, updates, and information that keeps your audience engaged. For example, sending reminders for upcoming events or notifications about new features can drive user engagement without violating WhatsApp’s compliance rules.

3. Automated Responses

Through the WhatsApp Business API, you can set up automated messages that respond instantly to customer inquiries. It helps ensure that your users receive timely information, even outside business hours. This automation enhances customer service and ensures compliance with regulatory requirements by providing accurate and consistent responses.

4. Seamless User Onboarding

Use WhatsApp as a channel to guide new users through your onboarding process. From account setup to navigating your platform, the WhatsApp Business API can facilitate a smooth experience, ensuring that users feel supported from the start.

Final Words 

WhatsApp’s updated Business Messaging Policy is a game-changer for the Real Money Gaming sector. By understanding and following the new guidelines, you can leverage this opportunity to enhance your customer interactions in a compliant way. 

As a leading WhatsApp Business API provider, Wati offers the tools and support you need to seamlessly integrate WhatsApp into your business operations. Whether you’re looking to streamline customer communication, handle transactional updates, or engage in compliant marketing, Wati has you covered. 

Schedule a free demo today to learn more about how we can help you navigate these changes and optimize your WhatsApp strategy.