Meta updated its WhatsApp Business policy on Friday, allowing companies in the real-money gaming segment to send promotional messages to users in India through the platform.
This update is expected to help online real-money gaming companies, particularly MSMEs, by expanding their reach and engagement with users who have consented to receive communications via WhatsApp.
Previously, Meta’s policy broadly allowed companies in certain countries to send promotional messages related to alcohol and online gambling on WhatsApp Business. However, following backlash in India, a Meta spokesperson clarified that the company adheres to local laws when setting business policies, and some types of business messaging would not be permitted in certain countries, including India.
In the latest policy update, Meta excluded India from the list of countries where alcohol-related promotions are allowed on WhatsApp Business. However, the update permits online gambling and gaming promotions in India, provided they comply with state-specific regulations.
WhatsApp launched its Business app and Business Platform about five years ago, offering small and medium businesses, especially those without a website or sufficient capital to build an app, tools and features to grow their businesses.
Under the updated policy, online gambling and gaming organisations must request permission from Meta Platforms before messaging users for promotional purposes. “(They have to) provide evidence that the online gambling and gaming activities are appropriately licensed by a regulator, or otherwise established as lawful in the countries listed,” Meta said.
Meta defines online gambling and gaming as any product or service where monetary value is included as part of the entry or prize.
The All India Gaming Federation (AIGF), representing online gaming companies, welcomed Meta’s decision. Roland Landers, CEO of AIGF, said, “By enabling direct communication with a broader audience, Meta is paving the way for growth and innovation within the sector. Further, the policy disallows illegal gambling platforms from using the services, which is an essential step in promoting user safety, which the AIGF has been rigorously advocating over the last decade.”
The new policy also mandates that businesses ensure their messages comply with legal age restrictions, geographic requirements, and regulatory standards through technical and organisational measures. Companies are prohibited from sending messages to individuals under 18 years of age.
Meta emphasised that it may limit or remove a company’s access to WhatsApp Business services if there is significant negative feedback, reported harm to WhatsApp or its users, or if the company violates Meta’s terms or policies. The measures are intended to maintain a high-quality user experience on WhatsApp.
