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WhatsApp users in India: The Meta-owned platform has updated its WhatsApp Business messaging policy, which will allow companies in regulated sectors such as real-money gaming and over-the-counter drugs to use the WhatsApp Business platform to send promotional messages to users in India.

WhatsApp's change in business messaging strategy comes as Facebook parent Meta looks to accelerate monetisation from WhatsApp, which is its most expensive acquisition till date. Notably, the instant messaging app is currently the world's most popular messaging app with over 2 billion daily active users worldwide and India is its largest market with over 500 million users.

This new policy marks a notable change by allowing the platform to include certain restricted content such as alcohol in select countries. However, in India, promotional content to alcohol remains banned.

It is important to note that the WhatsApp Business app is aimed at small businesses. Meanwhile, the WhatsApp Business platform is designed for medium to large businesses. Notably, the new policy also mandates that businesses ensure compliance with legal age restrictions, geographic requirements, and regulatory standards through technical and organizational measures. They also cannot send messages to people under the age of 18.

In India, as well as other countries or regions where gambling, games of chance or activities are prohibited, businesses should also ensure that their messages only include activities that are lawful, the new policy said.

Earlier, WhatsApp introduced new conversation categories — utility, authentication, marketing, and service — and reportedly revised its pricing model to charge businesses based on these categories.

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