How to follow WhatsApp rules when sending campaigns in Colombia

WhatsApp Business policy requires that the person has shared their number and explicitly agreed to receive messages from that business on WhatsApp. Keep evidence of the source, date, and approved message categories; a purchased list alone does not demonstrate that consent.

Review current WhatsApp policies and use the templates that apply. The current policy includes debt collection in the list of services businesses may not facilitate but does not detail every edge case, so verify the specific model. Separately, Law 2300 of 2023 regulates authorized collection channels and contact: Monday to Friday, 7 a.m.–7 p.m.; Saturdays, 8 a.m.–3 p.m.; no Sundays or public holidays. After direct contact, Article 3 prohibits contact through multiple channels within the same week or more than once on the same day; Article 4 prohibits contacting personal or other references, while guarantors, co-debtors, and joint debtors may be contacted under the same conditions in the law. The different-hours exception requires the consumer's express request in an instrument separate from and subsequent to the contract. Article 5 extends the framework to commercial advertising by SMS, apps/web, email, and calls, and requires an efficient opt-out. Confirm applicability with legal counsel: compliance with the law does not override Meta restrictions.

Do not measure only messages sent. Connect delivery with replies, opportunities, and outcomes to understand whether outreach was useful and when to adjust the flow.