WhatsApp Business has updated its policy to accept real money gaming advertisements in India

Meta revised its WhatsApp Business policy, enabling real-money gaming operators to send promotional messages to customers in India using the pltform.

This change is intended to benefit online real-money gaming firms, particularly MSMEs, by broadening their reach and engaging with consumers who have agreed to receive communications via WhatsApp.

Previously, Meta's policy enabled corporations in some countries to send promotional messages about alcohol and online gambling using WhatsApp Business. However, following outrage in India, a Meta spokeswoman stated that the firm follows local regulations when developing business rules, and that some sorts of corporate messages are not permissible in certain countries, including India.

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In the most recent policy change, Meta removed India from the list of countries where alcohol-related advertisements are permitted on WhatsApp Business. However, the modification allows online gambling and gaming promotions in India, as long as they follow state-specific restrictions. WhatsApp released its Business app and Business Platform roughly five years ago, providing tools and capabilities to small and medium-sized businesses, particularly those without a website or the resources to create an app, to help them expand.

The amended policy requires online gambling and gaming businesses to obtain authorization from Meta Platforms before texting customers for promotional purposes. "(They have to) provide evidence that the online gambling and gaming activities are appropriately licensed by a regulator, or otherwise established as lawful in the countries listed," Meta  said.

Meta defines online gambling and gaming as any product or service that includes monetary compensation as part of the entry or reward.

The All India gambling Federation (AIGF), which represents online gambling enterprises, applauded Meta's decision. According to Roland Landers, CEO of AIGF, "By enabling direct communication with a broader audience, Meta is paving the way for growth and innovation in the sector." "By allowing for direct engagement with a larger audience, Meta is setting the path for industry development and innovation. Furthermore, the policy prohibits illicit gambling platforms from accessing the services, which is an important step toward enhancing user safety, as the AIGF has vigorously advocated over the previous decade."

The new policy also requires firms to guarantee that their communications adhere to legal age limitations, regional criteria, and regulatory standards through technological and organizational methods. Companies are forbidden from sending mails to anyone under the age of 18.

Meta stated that it may restrict or terminate a firm's access to WhatsApp Business services if there is considerable negative feedback, alleged harm to WhatsApp or its users, or if the company breaches Meta's terms or conditions. The changes are meant to ensure that WhatsApp provides a high-quality user experience.