🏷 GUIDELINES FOR DISPLAY NAME APPROVAL

WhatsApp Business API (WABA) Accounts

The Display Name is the name shown to users in WhatsApp Business and is subject to Meta's approval. Approval depends on compliance with platform policies and consistency of the company's identity across public sources.

✅ 1. POLICY COMPLIANCE

The Display Name must comply with WhatsApp Business Messaging Policy and Commercial Policy.

It is not permitted to use names that promote activities, products, or services prohibited by Meta's policies.

✔ Accepted

• Sarah's Sports Store

❌ Not Accepted

• Sarah's Sports Store – Weapons Department

⚠ Note: You are allowed to have multiple separate WhatsApp Business accounts by department, as long as each division complies with Meta's Commercial Policies.

🏢 2. ACCURATE AND CLEAR COMPANY REPRESENTATION

The Display Name must correctly represent:

• The company;

• A service of the company;

• A product of the company;

• A department of the company;

• A test or demo account linked to the company.

✔ Accepted

• Hortifruti Fresh Produce São Paulo

• Customer Service – Fresh Produce São Paulo

• Fresh Produce from Global Grocers Ltda.

❌ Not Accepted

• João Silva Nike

⚠ Will only be accepted when there is public and verifiable proof of the relationship between the brands.

👤 Use of Person's Name

When the Display Name uses a person's name, the commercial activity must be clearly demonstrated in public sources.

✔ Accepted

• João Silva Physiotherapy

🚫 3. CONTENT RESTRICTIONS

The Display Name cannot contain content that may mislead the user or violate Meta's policies.

📌 3.1 Generic Terms

❌ Not Accepted

• Fashion

🌎 3.2 Isolated Geographic Location

❌ Not Accepted

• São Paulo

✔ 3.3 Indication of Officiality

The words "Official" and "Verified" cannot be used.

❌ Not Accepted

• Official Natural Products Account

• Minnie's Sweets – Verified

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📱 3.4 References to Meta or its Applications

The Display Name cannot contain references to Meta or its platforms.

❌ Not Accepted

• Minnie's Sweets – Meta

• Minnie's Sweets – WhatsApp

• Minnie's Sweets on Facebook

📣 3.5 Promotional Language

Slogans, promotional calls, or advertising are not permitted.

❌ Not Accepted

• Sarah's Sports Store – up to 20% off

• The best sports store in Brazil

🌐 3.6 Website or Email Format

The Display Name cannot have a URL or email address format.

❌ Not Accepted

• https://docesdaminni.com.br

• lojaesportivadasarah.com.br

• [email protected]

🏛 4. RELATIONSHIP WITH THE COMPANY NAME

The Display Name must have a clear, public and verifiable relationship with the company's legal name or its institutional presence.

✔ Accepted

• Name used on the company's institutional website

❌ Not Accepted

• Name with no mention in public sources

When the relationship is not evident

Use the structure:

[Brand Name] by [Company Name]

✔ Accepted

• Fruit Snacks by Fresh Produce

❌ Not Accepted

• Fruit Snacks

⚠ When the company that owns the brand cannot be identified from public sources.

🤝 5. BRANDS, PARTNERS AND SUBSIDIARIES

When the Display Name represents:

• Agency;

• Distributor;

• Partner;

• Parent company;

• Subsidiary.

The business relationship must be clearly documented and available in official company sources.

Example

If the company Global Voyager Ltda. wishes to use the Display Name Commercial Airline Company, it will be necessary to prove on its official website that this brand belongs to the business group or has a formal link with the company.

🌐 6. BRAND CONSISTENCY

The Display Name must be consistent with the company's public identity.

Meta may compare the information with:

• Official website;

• Marketing materials;

• Social media;

• Company name;

• Other public sources.

✔ Accepted Examples

• Fresh Produce Juices Made Fresh

• Fresh Produce Juices Made Fresh – Mexico

• Fresh Produce Juices – Jéssica Service

• FP Juices Made Fresh

• FPCP Juices

❌ Non-Accepted Examples

Digital Cloud Solutions

→ Name not found in any public source related to the company.

Juice

→ Generic term without company identification.

📌 BEST PRACTICES

Before requesting Display Name approval, confirm that:

• ✅ The name clearly identifies the company or brand.

• ✅ There is a match with the official website or other public sources.

• ✅ There are no promotional terms.

• ✅ There are no words like "Official" or "Verified".

• ✅ There are no URLs or emails.

• ✅ The name fully complies with Meta's Policies.

📚 OFFICIAL REFERENCE

The guidelines presented in this document are based on Meta's official documentation for approving Display Names on WhatsApp Business.

Official source:
https://www.facebook.com/business/help/757569725593362