With over 3 billion monthly users, WhatsApp has cemented itself as a leading platform for businesses to engage with customers.
Its end-to-end encryption and real-time messaging create an unparalleled space for direct, secure communication. However, stringent restrictions on certain industries—such as online gambling, over-the-counter (OTC) drugs, and alcohol—left many brands unable to leverage this tool.
That’s all changing.
With WhatsApp’s recent policy update, businesses in these regulated sectors now have opportunities to expand their customer reach, while adhering to local laws and WhatsApp’s guidelines. If you operate in these industries, the platform’s massive base of active users worldwide presents an enormous opportunity for personalised, real-time customer engagement.
But, as always, compliance is key.
WhatsApp’s new horizons for regulated verticals
These policy updates are carefully structured and region-specific. Here’s how the changes are shaping new opportunities:
Online gambling allowed countries
WhatsApp now permits online gambling businesses to message users in specific markets, provided they comply with local laws, industry codes, and age restrictions. Messaging is limited to individuals over 18 years of age.
Key countries where this is allowed include:
- Australia
- India (with state-specific restrictions)
- Japan
- Colombia
- Mexico
- Peru
Over-the-counter drugs allowed countries
WhatsApp’s new policy allows for messaging about OTC drugs in various global regions, with similar compliance and age restrictions in place. Messaging about OTC drugs is now allowed in many regions across Latin America, Asia, and the Pacific, excluding the EU and US.
Key countries include:
- Argentina
- Australia
- Bangladesh
- Brazil
- China
- Mexico
- South Korea
- New Zealand
Alcohol sales allowed countries
Alcohol brands in many regions can now use WhatsApp for direct communication with customers, provided they implement robust age verification and follow regional regulations.
Some key markets include:
- Argentina
- Australia
- Brazil
- Mexico
- South Korea
- Vietnam
These updates don’t grant businesses free rein to send messages to their entire contact lists without discretion. Careful compliance with WhatsApp’s policies and local laws is critical to maintaining platform access and consumer trust.
Why this matters for regulated verticals
Policy shifts like these can feel like a double-edged sword. On one hand, WhatsApp has opened a powerful new channel to engage directly with customers. On the other, these new permissions come with a significant compliance burden, especially for industries with strict age restrictions or local laws.
Why should your business care?
WhatsApp is one of the most popular messaging platforms globally, with 53% of users saying they feel more connected to a brand if they can message them directly. Furthermore, 82% of customers expect immediate response to their inquiries. For those managing customer communications in regulated industries, this presents a massive opportunity to deliver personalised, real-time customer experiences that competitors may miss.
We’re not just talking about another communication channel for Gen Z and millennials—over 50% of WhatsApp users are over the age of 35. Simply put, WhatsApp is where your customers like to chat.
Use cases for WhatsApp in regulated industries
For industries like gambling, pharmaceuticals, and alcohol sales, WhatsApp can improve customer interaction and boost engagement. Here are a few real-world applications:
1. Online gambling: engaging the modern bettor
Imagine an online betting platform in Mexico. Every weekend, customers place bets on football matches, eager for real-time updates. WhatsApp could be used for everything from odds shifts to personalised tips and support during gameplay.
Use case: A customer places a bet, and WhatsApp sends live game updates, win/loss notifications, and a personalised offer on new bets based on their history.
2. Over-the-counter drugs: empowering consumers with information
For pharmaceutical brands, WhatsApp offers real-time access to health information. Customers can ask about medication, dosage, or product availability and get instant responses from automated systems or live agents.
Use case: A pharmacy chain sends customers refill reminders and offers product recommendations based on purchase history, while customers can inquire about dosage or side effects through real-time support.
3. Alcohol sales: reaching responsible consumers
Alcohol brands can now use WhatsApp to build loyalty and promote responsible drinking. Think exclusive promotions, virtual tastings, and special event invitations—all gated by age verification protocols.
Use case: A craft brewery in Australia invites customers to virtual tasting events, sending out promo codes for favourite brews. Age-verified customers receive updates about limited-edition releases and can place orders directly.
Compliance and the fine print
Before jumping in, businesses must adhere to stringent guidelines to remain compliant with WhatsApp’s policies. Here are the key compliance areas for each vertical:
- Gambling: Businesses must apply for permission, provide evidence of proper licensing, and ensure age restrictions are enforced.
- OTC Drugs: Secure customer data and ensure that pharmaceutical marketing complies with regulations.
- Alcohol: Businesses must verify the customer’s age and adhere to local and international laws when sending promotional messages.
In addition to regulatory compliance, WhatsApp offers end-to-end encryption, making it a more secure communication channel compared to email. Sensitive customer information, such as order details or personal inquiries, is protected throughout the messaging process, reducing the risk of interception or data breaches—a key advantage for businesses dealing with regulated or high-risk sectors
Failure to comply could result in suspension from the platform or, worse, a loss of customer trust—something no brand can afford.
A new era of WhatsApp customer communication
WhatsApp’s policy update is a game-changer for businesses in regulated sectors like online gambling, OTC drugs, and alcohol. However, navigating this new frontier requires careful attention to both WhatsApp’s guidelines and local laws.
By embracing WhatsApp, businesses in these verticals can create richer, more interactive experiences, engaging customers in ways that were previously off-limits.
Is access to WhatsApp now open for your industry?
Discover how your business can thrive on WhatsApp and reach customers where they prefer to chat. Learn more about these exciting updates, or connect with our team of messaging experts today for personalised guidance!
