# Good Practices

In order to maintain a high quality and be able to upgrade your tier, we recommend some good practices:

* Always check if your messages follow the [WhatsApp Business Policy](https://www.whatsapp.com/legal/business-policy/?fbclid=IwAR1ec4FMqKNTvk3K6ZQ7jzrKhrZjqVl9JF8nheX_gnjSt5io8Jrj2hbBJXE).
* Only send messages to users who have accepted to receive messages from your company. Carefully check your base:
* Quality base: Your base needs to be recent and have a WhatsApp opt-in. (Users who have interacted with the brand in less than 4 months, preferably having specifically opted in to this channel. The amount of phone numbers required depends on which tier you wish to reach.)
* Create highly personalized messages that are useful for users.
* Avoid sending overly vague introductory or welcome messages.
* Take frequency into account: avoid sending too many messages per day to customers. Be careful when preparing informative messages, being mindful of content optimization and conciseness.

## **It Is Important to Always Observe Channel Restrictions;**

* Sending spam, fraud, or unsolicited publicity (consent) is forbidden;
* Do not create games involving competition or luck;
* Tobacco items and related paraphernalia;
* Alcohol;
* Unsafe ingestible supplements;
* Animals: businesses may not transact in the sale of any animals;
* Adult products or services;
* Weapons, ammunition, or explosives;
* Illegal products or services;
* Drugs, whether prescription, recreational, or otherwise;
* Medical and healthcare products;
* Body parts and fluids;
* Items or products with overtly sexualized positioning;
* Real money gambling services;
* Dating services;
* Products or items that facilitate and/or encourage unauthorized access to digital media;
* Digital and subscription services, including links to or processing of any subscription sales, renewals, or upgrades;
* Real, virtual, or fake currency;
* Third-party infringement.

**For more information:** [**https://www.whatsapp.com/policies/commerce-policy/**](https://www.whatsapp.com/policies/commerce-policy/)​

## **Be Mindful of Your End Customer’s Needs:**

* Having your customer’s confirmation (opt-in) is the first step to preventing an increase in your block rate;
* Draft, publish and make available your Privacy Policy.
* The customer is the center of the entire operation and must see value in every interaction on WhatsApp;
* Paying attention to the communication guideline is essential (message frequency and quality of each message’s content);
* Human referral: the assistance transfer done by your company’s bot or team should be easy and transparent so that the end customer will always have the solution they seek in the channel.
* Opt-out: Always let your customer know that they can always enter EXIT to stop receiving messages, in all templates you actively send them. (this prevents blocks and values your customer’s freedom.)
* Keep your bot in line with the WA guidelines;
* Make sure your messages follow the [WhatsApp Business Policy](https://www.whatsapp.com/legal/business-policy/).
* Periodically check the quality of your solution;
* Do not send content that goes against the [WA Commerce Policy](https://www.whatsapp.com/policies/commerce-policy/).

## **Creating Templates**

Words that should be avoided when creating templates:

**Always watch out for:**

* Abusive content;
* Formatting errors;
* Grammar mistakes;
* Allow your customer to let you know that they are not the customer you think, e.g.: "I am not Caroline"
* Conduct A/B message tests to better explore your best-performing messages.

## **Human Assistance**

* It is mandatory that the path for your customer to obtain human assistance is clear, within WhatsApp.
* Ways to escalate to human assistance accepted within WhatsApp’s policy:
* Human Referral within the channel (we suggest this one, as it makes your customer’s life easier.)
* A message clarifying the ways your customer can contact a Human: Directing them to a phone number, email or web form to open a ticket or directing them to a Physical store.

**E.g.**: Hello, to speak to one of our agents please call: XXXXXX

**E.g.**: Hello, to speak to one of our agents please email: XXXXXX

**For more information:** [**https://www.whatsapp.com/policies/business-policy/**](https://www.whatsapp.com/policies/business-policy/)

**NOTE:** Failure to comply with this policy will impact the quality of your channel and, if not resolved, it can impact your tier (causing it to be downgraded).