> For the complete documentation index, see [llms.txt](https://help.1msg.io/platform-1msg/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.1msg.io/platform-1msg/use-guide/send-message/customer-consent-opt-in.md).

# Customer consent (opt-in)

Before you message a customer on WhatsApp first, you need their consent. This is a Meta requirement: marketing templates may only be sent to people who have **explicitly agreed** to receive messages.

Consent is not “turned on” anywhere in the product — the platform does not store or verify it. Collecting it, keeping a record, and being able to prove it is the business’s responsibility.

### Who is responsible

Responsibility for obtaining valid consent rests with the platform customer. This is stated in our terms: the user is responsible for complying with WhatsApp Business Terms, Meta policies, anti-spam laws, and marketing communication rules.

1MSG does not influence Meta’s decisions — not account approval, not sending limits, not quality rating, and not blocks.

### What you must not do

Using the service prohibits:

* sending unsolicited or unlawful messages;
* working with purchased or unauthorized contact lists;
* violating applicable anti-spam laws;
* circumventing opt-in requirements;
* engaging in misleading communications.

### What happens without consent

Messages to people who did not expect them lead to spam complaints. Consequences come from Meta’s side:

* the number’s quality rating drops;
* sending limits are reduced;
* the number may be restricted or blocked.

Explicit consent lowers the risk of complaints and helps avoid a number block.

### How this relates to the 24-hour window

Until the customer messages you first, the window is closed — the first message is sent as a template. When the customer replies, the window opens, and you can continue with free-form text.

### What’s next

* 24-hour conversation window — when you can send free-form text
* Privacy Policy
* User Agreement
* Creating and sending templates
* [Meta’s opt-in rules](https://developers.facebook.com/docs/whatsapp/overview/getting-opt-in) — the primary source; details change on Meta’s side