Version note. This policy takes effect on 27 October 2026. Before this date, the acceptable use rules in our Terms of Service covered WhatsApp messaging sent through Margifi.
The short version
- Only message people who opted in to hear from your brand on WhatsApp, and keep a record of it.
- When someone says STOP, Engage stops all business-initiated messages to them within 1 minute. Replies to a new message they send you are still allowed. Do not add them back without a fresh opt-in.
- Outside the 24-hour customer service window, use only Meta-approved templates.
- Never use bought, rented or scraped phone numbers.
- Marketing messages go out only between 09:00 and 21:00 IST, and by default no more than 1 per contact per 24 hours.
- Meta decides template approval, quality rating, messaging limits and number bans. We may pause sending to protect your account.
1. Who this policy applies to
This policy applies to every brand (the "Client" in our Terms) that uses Margifi Engage or Margifi Inbox, and to everyone who sends messages on the brand's behalf, including team members, Inbox agents and agencies. The brand is responsible for its agents following this policy.
Each brand connects its own WhatsApp Business account and phone number through Meta's Embedded Signup. The brand owns that account and number and must accept and follow the WhatsApp Business Terms, the WhatsApp Business Messaging Policy and the WhatsApp Commerce Policy. This policy adds to Meta's rules. It does not replace them. Where the two differ, follow the stricter rule.
2. Opt-in and consent records
You may send WhatsApp messages only to people who have given you their number and agreed to receive WhatsApp messages from your brand.
A valid opt-in:
- is an active choice by the customer, such as an unticked box they tick, a form they submit, or a WhatsApp message they send to you first;
- names your brand and says that messages will come on WhatsApp;
- says what kind of messages they will get (for example order updates, offers, or both).
For every contact, keep a record of the phone number, the date and time of opt-in, where it was collected, and the wording the customer saw. Engage stores the consent and opt-out records it receives for the length of your subscription plus 3 years, so you can prove consent. You must show proof of opt-in when Margifi or Meta asks for it.
3. Opt-out (STOP)
- Every customer can stop messages at any time by replying STOP or a similar word (such as UNSUBSCRIBE).
- Engage suppresses that contact within 1 minute of receiving the opt-out. No further business-initiated messages (marketing or utility) go to them. You may still reply if they message you again.
- You must not re-add, re-import or re-upload an opted-out contact unless they give a fresh opt-in.
- You must honour opt-outs received any other way (for example by email or phone) by marking the contact as opted out in Engage.
4. Templates and the 24-hour window
When a customer messages you, a 24-hour customer service window opens. Inside it, you and your agents may reply freely in Inbox. Outside it, you may only start a conversation with a template that Meta has approved.
- Utility templates are about a specific order, account or transaction the customer started, such as an order confirmation, delivery update or payment reminder. They must not contain offers, discounts or other promotional wording.
- Marketing templates are everything else: offers, launches, cart reminders with discounts, re-engagement and similar messages. They may only go to contacts who opted in to marketing.
- Do not disguise a marketing message as a utility message. Meta may re-categorise or reject templates that do this.
5. No bought, rented or scraped lists
You must not upload or message phone numbers that you bought, rented, borrowed, scraped from websites or groups, or received from another business. Numbers must come from your own customers who opted in to hear from your brand.
6. Prohibited content and industries
You must not use Engage or Inbox to send or sell anything that the WhatsApp Business Messaging Policy or the WhatsApp Commerce Policy prohibits or restricts, as Meta updates them from time to time. You must also not send content that is illegal in India, misleading, hateful, sexually explicit, threatening, or that infringes someone else's rights.
7. No impersonation
Messages must clearly come from your brand. Do not pretend to be another business, a government body, a bank, a courier, Meta, WhatsApp or Margifi, and do not use another brand's name or logo without permission.
8. Quiet hours and frequency caps
- Quiet hours. Engage sends marketing messages only between 09:00 and 21:00 IST. No marketing messages go out between 21:00 and 09:00 IST. Utility messages and replies inside the 24-hour window are not affected.
- Frequency cap. By default, Engage sends no more than 1 marketing message per contact per 24 hours. You can set a lower or higher cap, within Meta's limits.
9. Meta's decisions are outside our control
Meta alone decides template approval, your number's quality rating, your messaging limits, and any restriction or ban on your number or account. Low quality, customer blocks and reports can lead Meta to limit or ban your number. These risks sit with you as the account owner. Margifi cannot reverse Meta's decisions, but we will help you understand them where we can.
Meta bills WhatsApp message charges directly to the payment method in your WhatsApp Manager. Margifi adds no markup and never collects message charges. If you have no valid payment method with Meta, Meta will not deliver your messages.
10. How Margifi enforces this policy
To protect your WhatsApp account, your customers and our standing as a Meta Tech Provider, we may:
- Pause a broadcast, flow or all sending from your account, for example when quality drops or we see a likely breach;
- Suspend your access to Engage or Inbox until the issue is fixed;
- Terminate your Engage or Inbox subscription for serious or repeated breaches, as set out in our Terms.
Where we can, we will tell you first and give you a chance to fix the problem. Where Meta's terms or the law require it, we may share information about a breach with Meta or the authorities.
11. Reporting abuse
If you receive unwanted or abusive WhatsApp messages from a brand that uses Margifi, or you believe a brand is breaking this policy, email admin@margifi.com with the sender's number, the date and a screenshot if you have one. You can also reply STOP to the brand, or block and report the number in WhatsApp.
Version history
- v1.0, 27 October 2026: First published. Effective 27 October 2026. Before this, messaging rules were part of the acceptable use section of our Terms of Service.