When operating a WhatsApp Business Account (WABA), "Compliance" is the sole cornerstone for maintaining account health. If you send messages without explicit user consent (Opt-in), or fail to provide an easy unsubscription method (Opt-out), the account will face the risk of being downgraded or even suspended.
This article will guide you through how the MAAC system helps you establish the most professional and compliant operational processes.
# What are WhatsApp Opt-in and Opt-out?
WhatsApp's operation logic is built on "permission". In the MAAC system, a contact's status determines their "Reachability":
-
Opt-in (Subscribe): The user has explicitly expressed willingness to receive messages. In MAAC, the status is marked as
OPTED_IN. -
Opt-out (Unsubscribe): The user has explicitly refused to receive messages. In MAAC, the status is marked as
OPTED_OUT. - Not Subscribed: Contacts who have not yet expressed consent or established compliant authorization.
| Status Group | Included Status | Description |
|---|---|---|
| Reachable | OPTED_IN |
Only this group of users can safely receive marketing broadcasts. |
| Not reachable |
NOT_SUBSCRIBED, OPTED_OUT
|
Includes unsubscribed or opted-out users; sending messages carries high risk. |
# Contact Import: The threshold for ensuring "Data Validity"
When you import existing customer data into MAAC, it must comply with the following Meta technical specifications and system mandatory rules, otherwise the data will not be successfully imported:
-
Status field (Status) is absolutely mandatory: When importing CSV contacts into MAAC, the
statusfield cannot be left empty.-
Allowed values:
opted_in,not_subscribed,opted_out. - System behavior: If this field is empty, the system will directly "skip" that data entry and perform no updates.
-
Allowed values:
- Risk warning mechanism: If your sending list includes "Not reachable" contacts, MAAC will force a Risk Consent Form pop-up. You must manually check the box to acknowledge the risk before the system allows sending.
# How to acquire subscriptions (Opt-in)? Suggested automation flow
To smoothly guide user interaction and obtain compliant subscription authorization, it is recommended to use the "WhatsApp Link Generator" to convert WhatsApp links into subscription links with keywords, and follow these three steps to configure:
Step 1: Use "WhatsApp Link Generator" to gain active consent
Use the WhatsApp Link Generator to convert original links into subscription links with keywords.
- Mechanism: Brands can select a language (Chinese, English, Japanese, Thai), and the system automatically generates a unique link containing the subscription keyword for that language (e.g., Start Subscription / START).
- One-click authorization experience: When a user clicks the link to enter the chat, the system will automatically pre-fill the text. The user only needs to click send to complete compliant subscription authorization (Opt-in).
- [ Click here to go to Link Generator Tool ]
Instructions:
Input Information: In the "Settings" section, enter your WhatsApp account (Phone number) or existing wa.me link.
Select Language: Select the language of the customer's country (e.g., Traditional Chinese), and the system will automatically include the corresponding automated keyword (e.g., "開始訂閱" or "START").
Generate and Copy: Click "Generate unique link", and copy the link from the generation result box below.
Step 2: Guide users to click and complete subscription (Opt-in)
When a user clicks the link you placed in an ad, QR Code, or official website, they will enter the following process:
Auto-fill keyword: After the user clicks the link, WhatsApp will automatically open, and the message input box will be pre-filled with the subscription text (e.g., 開始訂閱, START).
User confirms sending: The user clicks the "Send message" button.
Authorization complete: After the message is sent, it means the user has actively initiated interaction and completed compliant subscription authorization.
Step 3: Combine with "Auto-tagging" to accumulate data
When a user clicks a link with a subscription keyword, the MAAC system will automatically apply a tag to that user (e.g., WA_Opt_In), helping the brand accurately filter authorized contacts and supporting future high-value segment marketing.
💡 Tip: Placing the generated link on website CTAs, EDMs, Social Bio links, or physical QR Codes is the fastest and most intuitive way to guide users!
# Multi-language Compliance Keyword Mechanism
MAAC has a built-in auto-detection system that accurately matches (case-insensitive) the following keywords and automatically updates user status. Please note, to ensure compliance with Meta's official technical specifications and automated handling logic, these compliance keywords (including Opt-in and Opt-out) are system defaults; brands cannot modify, delete, or add custom terms.
| Language | Opt-in Keyword | Opt-out Keyword |
|---|---|---|
| Chinese (ZH) | 開始訂閱 | 取消訂閱 |
| English (EN) | START | STOP |
| Japanese (JP) | スタート | ストップ |
| Thai (TH) | สมัคร | ยกเลิก |
Keyword Priority Mechanism (Priority) WhatsApp's system built-in standard unsubscribe commands (input STOP / 取消訂閱) have the highest priority. Even if this term appears in a custom auto-reply, the system will still prioritize the "unsubscribe" process to ensure brand operations comply with regulations and reduce the risk of the account being reported.
# Opt-out Processing and Customer Service Interference Protection
- Hidden processing from agents: When a user sends the aforementioned compliance keywords, the system will directly process the status and reply with a confirmation message (e.g., You have successfully unsubscribed). These messages will not enter the CAAC inbox, avoiding interference with agent operational efficiency.
- Template Footer Hint (Best Practice): It is strongly recommended to add: "Reply 'STOP' to unsubscribe" in the footer of all marketing template messages. This guides users to use official channels rather than directly clicking WhatsApp's built-in "Block" or "Report".
# FAQ: Common Questions about WhatsApp Subscription
Q1: A user is chatting 1:1 with an agent in CAAC, does this count as auto-subscription (Opt-in)? No. According to Meta regulations, even if a user has a chat history with the brand in CAAC, the contact still needs to send specific subscription keywords (such as "開始訂閱" or "START") for the system to switch their status to OPTED_IN. Mere customer service interaction does not equate to legal marketing authorization.
Q2: Can I customize the "Opt-in" or "Opt-out" trigger keywords? No. To ensure system handling stability and compliance with international communication regulations, MAAC's built-in compliance keywords (such as START / STOP) are fixed, and brands cannot manually add or modify them. It is recommended to use the "Link Generator" for default text or "Interactive Buttons" to guide users to send these fixed terms.
Q3: Can I send messages to "Not reachable" contacts? Technically yes, but highly discouraged. Although the API allows sending, this significantly increases the risk of being reported and blocked. When creating a broadcast in MAAC, if you select an audience containing not reachable contacts, the system will force you to check a risk acknowledgment window, otherwise sending is not permitted.
Q4: When a user inputs an opt-out keyword (like STOP), will the message enter CAAC for the agent to see? No. To optimize agent operational efficiency, when the system detects that a user has sent a compliance keyword, the system will directly process the status in the background and automatically reply; these conversations will not enter the CAAC inbox. Furthermore, this compliance logic has higher priority than all custom keywords.
Q5: If a user accidentally clicked "Unsubscribe", how to restore subscription status? The user only needs to send the corresponding subscription keyword for that language again (e.g., reply: "開始訂閱" or "START"), and the system will automatically switch the status from OPTED_OUT back to OPTED_IN upon detection, restoring their reachability.
# FAQ: Link Generator Common Questions
Q1: Can I directly put a WhatsApp link on the website or QR Code for users to automatically complete subscription? Yes, but you need to use a link with subscription keywords. Using the link generated by WhatsApp Link Generator, clicking it will automatically include the "Start Subscription" text, which ensures the brand obtains formal Opt-in authorization compliant with Meta regulations.
Q2: Does Link Generator support multi-language? Yes. Currently, it supports four languages: Chinese, English, Japanese, and Thai. The generated link will automatically include pre-filled text in the corresponding language, and the system will also reply with a confirmation message in the corresponding language upon detection, without requiring manual coding by the brand.
Q3: Can I generate subscription and unsubscribe links at the same time? Yes, but they need to be generated separately. Each link corresponds to one action (Opt-in / Opt-out). It is recommended to place them separately, for example: set the website button as a subscription link, while hinting users to input unsubscribe text in the template message footer.
Q4: What scenarios can the subscription link generated by Link Generator be used in? Applicable to diverse scenarios:
- Website CTA call-to-action buttons
- EDM / Email marketing content
- Social media bio sections (Instagram / FB / LINE)
- QR Codes in physical stores or on packaging for traffic redirection
Q5: If a user wants to unsubscribe, how do they proceed? Simply input the unsubscribe keyword.
Users only need to input the keyword for the corresponding language (e.g., STOP, 取消訂閱), and the system will immediately execute the unsubscribe process and mark them as OPTED_OUT.