All display names should have a relationship with your business and should not violate WhatsApp Commerce and Business policies. Having display names compliant with the WhatsApp guidelines is required to send messages using the WhatsApp Business API or to qualify for WhatsApp official business accounts.
Below are our principles for display names.
Compliance with policies
Within your company, you may have separate WhatsApp business accounts for different divisions; only those divisions that are compliant with WhatsApp’s Commerce Policy may have a WhatsApp business account.
Accurate representation of your business
A display name should represent:
A display name should not be:
An organization with a government affiliation needs the WhatsApp team's approval. A display name must contain a minimum of 3 characters.
Consistency with external branding
A display name must have consistent branding with external sources (e.g., a company's website or marketing). An example for a product line named "Fresh Produce Cold Pressed Juices":
Clear relationship with your business
A display name must have a clear relationship with your business (must be referred on the business's website or external media references). For example:
If the relationship between your company and the brand is not obvious, indicate the relationship using “by [company name].”
If the display name represents a business that the company is working with (i.e., if the business is an agency, distributor, partner, or parent company), then the relationship between the business represented in the display name and end-client business must be evident and clear in both parties’ business websites. For example, if Global Voyager signs up for WhatsApp and wants to use the display name Commercial Air, they must submit links to both websites stating that Commercial Air is a subsidiary of Global Voyager.
Legal entity in footer
If the official name (legal entity) of the company in the documents that were used for Business Verification and naming on the website is different, we recommend to add a mention of a legal entity to the website, for example in the footer: "Business ABC powered by business CDE"
A display name cannot be approved without a working website. The website must be verified in your Facebook Business Manager. If your company's website has been changed, the new website must be submitted for verification.
If you have difficulties getting a display name approved, please create a ticket with our customer support team.