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Technology

WhatsApp Users in India to Receive Ads from Regulated Sectors

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Meta-owned WhatsApp has updated its Business messaging policy, allowing companies from regulated sectors, such as real-money gaming and over-the-counter drugs, to send promotional messages to users in India.

This change is part of Meta’s strategy to boost monetization from WhatsApp, which is its most expensive acquisition.

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With over 2 billion daily active users globally and India being the largest market with over 500 million users, WhatsApp is aiming to leverage its reach.

Restrictions and Eligibility

While the updated policy allows some restricted sectors, like alcohol, to send ads in select countries, India has specific rules. Promotional content related to alcohol remains banned in the country.

The WhatsApp Business app is intended for small businesses, while the WhatsApp Business platform caters to medium and large enterprises.

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Businesses must ensure that their messages comply with legal age restrictions, geographic requirements, and regulatory standards. Messages cannot be sent to individuals under 18.

Compliance and Pricing Updates

In addition to the new policy, WhatsApp has introduced updated conversation categories—Utility, Authentication, Marketing, and Service—and revised its pricing model.

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Businesses will be charged based on these categories. Companies must ensure that their messages adhere to local laws, especially in regions where gambling and related activities are prohibited.

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