Display name guidelines for the WhatsApp Business Platform
Your WhatsApp Business display name is the name customers see when they have conversations with your business and on your WhatsApp Business profile.
This article is intended for businesses that use WhatsApp Business Platform. Understand the differences between the WhatsApp Business Platform and WhatsApp Business app.
Your WhatsApp Business display name is the name customers see when they have conversations with your business and on your WhatsApp Business profile. You can assign a display name to a phone number that you add to your WhatsApp Business account. Your business must qualify for a display name to be eligible for a display name review. Learn how to become eligible for a display name.
The display name will undergo a review, and you must follow specific guidelines for approval. See the guidelines below.
Display name guidelines
This table outlines the guidelines for display names.
| Principle | Examples |
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Compliance with policies
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A display name should not violate WhatsApp Business Messaging Policy. An example for a store that sells a variety of sporting goods: Accepted: Sarah's Sporting Goods Shop Not accepted: Sarah's Sporting Goods Shop - Guns Department Within your company, you may have separate WhatsApp Business accounts for different divisions; only those divisions that are compliant with WhatsApp's Commerce policy may have a WhatsApp Business account. |
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✓
Accurate and clear representation of your business
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A display name should accurately represent:
Note: If the display name uses a personal name, it should clearly indicate the nature of the business on external sources (example: Tom Ford Chiropractor). A display name should not be:
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Clear relationship with your business's legal name and consistency with external branding
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A display name must have a clear relationship with your business's legal name. For example: Accepted: Legal name of a charity mentioned on a non-profit organization's website Not accepted: Legal name of a charity not mentioned on any external websites If the relationship between your company and the brand is not obvious, indicate the relationship using "by [company name]." Accepted: Fruit Snacks by Fresh Produce (Note that in this example Fresh Produce is the parent company of the Fruit Snacks brand and their association is clearly mentioned on their external websites) Not accepted: Fruit Snacks (Fresh Produce owns the Fruit Snacks brand but their association is not mentioned on any external websites) If the display name represents a business that the company is working with (if the business is an agency, distributor, partner, or parent company), then the relationship between the business represented in the display name and end-client business must be evident and clear in your business website. For example, if Global Voyager signs up for WhatsApp and wants to use the display name Commercial Air, they must submit a link to a website page stating that Commercial Air is a subsidiary of Global Voyager. A display name must also have consistent branding with external sources, such as a company's website or marketing, or with the company's verified legal name. Examples of what is and isn't acceptable are below: Accepted: Fresh Produce Cold Pressed Juices (how it is branded on your website). Accepted: Fresh Produce Cold Pressed Juices Mexico. Accepted: Fresh Produce Juices - Jessica Accepted: Fresh Produce Juices Accepted: FP Cold Pressed Juices (you added an abbreviation to the company name) Accepted: FPCP Juices Accepted: XY Fresh Cold Pressed Juices Service New York Not accepted: Digital Cloud Solutions(this can't be found anywhere on external sources like on your website) Not accepted: Juice (this is a generic term) |