Skip to main content

Guidelines to Choose your Display Name

Updated over 2 weeks ago

Summary

This help article provides clear guidelines for choosing and formatting a display name for your WhatsApp Business account. It explains the importance of a display name in setting up your WhatsApp Business API, ensuring compliance with WhatsApp's policies, and representing your business accurately. The article also highlights the key principles for creating a compliant display name, including consistency with branding, policy adherence, and correct formatting. By following these guidelines, you can avoid errors and make sure your business can successfully send messages using the WhatsApp Business API.

WhatsApp Business Display Name Guidelines

When you add a new phone number to your WhatsApp account through the Facebook Business Manager, you'll need to assign it a display name. This name is essential for creating a certificate, which is required for your WhatsApp Business API client to function properly.

Once your business has completed the verification process and all phone numbers have approved display names, your business can enjoy increased messaging and phone number limits. Additionally, Meta may display your business's name instead of the phone number when you send or receive messages through your WATI account. Please note that Meta handles this process, and we have no control over it.

If you initiate a review for your display name, any future changes will also need to be reviewed and approved before they can be used.

Your display name should reflect your business and adhere to WhatsApp's policies. The following principles ensure that your display name complies with the WhatsApp Business API requirements.

1. Compliance with WhatsApp Policies

Your display name must comply with WhatsApp's Commerce and Business policies. For example:

  • Accepted: ABC Wine Glasses

  • Not Accepted: ABC Wine Only business divisions that are in line with WhatsApp's Commerce Policy can have a WhatsApp Business account.

2. Accurate Representation of Your Business

Your display name should represent:

  • Your business, product, service, or department (e.g., Fresh Produce Test).

  • It should not be an individual's full name, a generic term, a generic location (e.g., "New York"), or a long slogan. If you represent a government-affiliated organization, approval from WhatsApp is required.

3. Consistency with Your External Branding

Your display name must match the branding shown on your website and marketing materials. For instance:

  • Accepted: Fresh Produce Cold Pressed Juices (matches your website branding)

  • Not Accepted: FP Cold Pressed Juices (abbreviation inconsistent with external branding)

4. Clear Relationship with Your Business

Ensure that your display name clearly relates to your business. For example:

  • Accepted: Name of a charity mentioned on a nonprofit organization's website.

  • Not Accepted: Name of a charity not referenced anywhere externally. If your business owns a brand but that relationship isn't obvious, use the format "by [Company Name]":

  • Accepted: Fruit Snacks by Fresh Produce

  • Not Accepted: Alpha Agency for Fresh Produce

Formatting Rules

There are specific rules regarding the format of your display name. If violated, your display name may be rejected. Here are some of the key rules:

1. Capitalization

Your display name should follow proper capitalization and should match your external branding. For example:

  • Accepted: New City Computers

  • Not Accepted: NEW CITY COMPUTERS (all caps)

2. Spacing

Keep the spacing as it appears in your business name. For example:

  • Accepted: Lil'Cupcakes

  • Not Accepted: Lil' Cupcakes (incorrect spacing)

3. No Extra Punctuation or Emojis

Avoid using extra punctuation marks, emojis, or symbols like trademarks. For example:

  • Not Accepted: New City Computers™

4. Adding Extra Words

Don't add unnecessary words to your display name unless they indicate:

  • A country, region, department, or function.

  • A "Test" or "Demo" account. For example:

  • Accepted: Fresh Produce Mexico

  • Accepted: Fresh Produce Test

  • Not Accepted: Fresh Produce Official Account

5. Permitted Words

If you add permitted words like "Test" or "Demo," the first letter of the word must be capitalized:

  • Accepted: Fresh Produce Test

  • Not Accepted: Fresh Produce demo

6. Minimum Length

Your display name must have at least three characters. For example:

  • Accepted: KT Sir

  • Not Accepted: KT

7. No URL Format

Your display name cannot resemble a URL.

  • Not Accepted: FreshProduce.com

Frequently Asked Questions (FAQs)

General Information

  1. Why do I need to assign a display name to my WhatsApp Business number? A display name is required to create a certificate for your WhatsApp Business API client. Without it, your account won't function properly. Additionally, Meta may show your display name in place of your phone number when you send or receive messages.

  2. Can I change my display name after it has been approved? Yes, you can change your display name, but any new name will need to go through a review and approval process before it can be used. Make sure the new name complies with WhatsApp’s guidelines to avoid delays.

Compliance and Policies

  1. What happens if my display name does not comply with the guidelines? If your display name doesn't meet WhatsApp’s policies and formatting rules, it may be rejected during the review process. Be sure to follow the guidelines to ensure approval.

  2. Can I use my personal name as the display name? No, your display name must represent your business, product, service, or department, not an individual’s personal name. This helps ensure a professional and business-focused presence.

Formatting and Best Practices

  1. Can I use special characters or emojis in my display name? No, your display name should not include special characters, emojis, or trademark symbols. It should be formatted consistently with your business name.

  2. Can I add a location or department to my display name? Yes, you can add words like a country, region, department, or function (e.g., "Fresh Produce Mexico"). However, the first letter of these words must be capitalized correctly (e.g., "Fresh Produce Test," not "Fresh Produce demo").

Approval Process

  1. How long does it take for a display name to be reviewed and approved? The review process can take several days, depending on Meta’s workload. Ensure your display name complies with the guidelines to avoid delays in approval.

  2. What should I do if my display name is rejected? If your display name is rejected, review the guidelines to identify what went wrong. Correct any issues with formatting or compliance, and resubmit for approval.

Did this answer your question?