WhatsApp's new terms of service: what you need to know and how it affects WhatsApp Business users [April 2024]

WhatsApp, the messaging app that connects over 2.78 billion users worldwide, has announced an update to its terms of service and privacy policies for European users.

This change, effective from April 11, 2024, is primarily aimed at complying with the EU's Digital Services Act and the Digital Markets Act.

If you're a WhatsApp user in Europe, here's what these changes mean for you and how it could affect your account.

What are WhatsApp's new terms?

The update is not just a routine policy refresh.

It's a significant move towards greater transparency and user control, influenced by the EU's stringent digital regulations.

WhatsApp's new terms of service will include more detailed information on content moderation, channel recommendations, and the handling of messages.

See WhatsApp's Q&A on the new terms: We’re updating our Terms of Service and Privacy Policies for users in the European Region, effective 11 April 2024.

One of the most notable changes is the option for users to receive messages from third-party apps, a development that has sparked discussions about data privacy and security.

Meta says: “The end-to-end encrypted promise Meta provides to users requires us to control both the sending and receiving clients. While we have built a secure solution for interoperability that uses the Signal Protocol encryption to protect messages in transit, without ownership of both clients (endpoints) we cannot guarantee what a third-party provider does with sent or received messages, and we therefore cannot make the same promise.”

See Meta's full statement here: Making messaging interoperability with third parties safe for users in Europe.

For the younger audience, the minimum age requirement for WhatsApp usage in Europe and the UK will be lowered from 16 to 13 years. This adjustment aligns WhatsApp with other social platforms and WhatsApp's own service in other countries like the U.S. For more on teen safety in WhatsApp, WhatsApp has put together this guide.

See more in this article from The Independent in the UK: WhatsApp update makes major changes to its terms and conditions.

What happens if you don't accept?

If European-based users do not accept these new terms by the specified deadline, WhatsApp has indicated that accounts could be blocked or deleted.

This is a standard practice for most online platforms undergoing policy revisions, but it emphasizes the importance of reviewing and understanding the new terms to continue using the app.

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What it means for WhatsApp Business API users

For businesses using the WhatsApp Business API through a platform like charles, these changes could signal an evolution in how you connect with your audience.

The adjustment in terms and services, particularly the integration with third-party apps, offers a new realm of possibilities for personalized customer interactions and service offerings.

We'll keep you posted as to how the new terms develop.

This is how you'll see and accept WhatsApp's new terms in the app (Source: WABetaInfo)

charles: your partner in WhatsApp marketing

As WhatsApp continues to evolve, businesses need a partner who can navigate these changes and leverage the platform's vast potential.

charles, a leading WhatsApp Business Solution Provider and Meta Partner, is designed to help European consumer brands make the most of WhatsApp as a marketing channel.

With our revenue-first software, rich automation, analytics, and unparalleled support, we're here to ensure that your transition into the new WhatsApp era is not just smooth but also profitable.

WhatsApp marketing is not just about sending messages. It's about creating meaningful conversations that drive customer loyalty and revenue.

With charles, you can easily integrate WhatsApp into your marketing mix, ensuring that your business stays ahead of the curve in customer communication and engagement.

Ready to add WhatsApp to your marketing and CRM strategies?

If you're looking to make WhatsApp a key player in your marketing strategy or have questions about navigating the new terms of service, we're here to help.

Whether you're new to WhatsApp marketing or looking to enhance your existing strategy, our team of experts is ready to drive your success.

Don't let the opportunity to connect with customers on their preferred platform pass you by.

Get your demo now to begin your journey to more engaging, profitable customer interactions through WhatsApp.