Display Name Guidelines

Your WhatsApp Business display name is the name customers see when they have conversations with your business and on your WhatsApp Business profile. You can assign a display name to a phone number that you add to your WhatsApp Business account. You’ll need to complete the business verification process or demonstrate a record of sending high-quality messages with a minimum of 1,000 conversations over 30 consecutive days before you can change your business’s display name. Then, the display name will also undergo a review, and there are certain guidelines you must follow for approval.

Guidelines for display names

Compliance with policiesA display name should not violate WhatsApp Commerce and Business policies. An example for a store that sells a variety of sporting goods:

- Accepted: Sarah's Sporting Goods Shop
- Not accepted: Sarah's Sporting Goods Shop - Guns Department within your company, you may have separate WhatsApp Business accounts for different divisions; only those divisions that are compliant with WhatsApp’s Commerce policy may have a WhatsApp Business account.
Accurate representationA display name should represent:

- A business or its service, product or department.

- A test account or a demo account and it must maintain an association to the business.
For example: Fresh Produce Tes A display name should not be:

- A generic term
For example: Fashion

- A generic geographic location
For example: New York

- Appearing to have verification
For example: Official or Verified shouldn't be in the name

- Contain the name of a Meta product
For example: WhatsApp, Facebook, Messenger An organization with a government affiliation needs the WhatsApp team's approval.
Consistency with external brandingA display name must have consistent branding with external sources, such as a company's website or marketing. What would be accepted and not accepted for a business named Fresh Produce Cold Pressed Juices is below:

- Accepted: Fresh Produce Cold Pressed Juices (how it is branded on your website).
- Accepted: Fresh Produce Cold Pressed Juices Mexico.
- Accepted: Fresh Produce Juices - Jessica
- Accepted: Fresh Produce Juices
- Accepted: FP Cold Pressed Juices (you added an abbreviation to the company name)
- Accepted: FPCP Juices
- Accepted: XY Fresh Cold Pressed Juices Service New York
- Not accepted: Digital Cloud Solutions(this can't be found anywhere on external sources like on your website)
- Not accepted: Juice (this is a generic term)
Clear relationship with your businessA display name must have a clear relationship with your business's legal name. For example:

- Accepted: Legal name of a charity mentioned on a non-profit organization's website

- Not accepted: Legal name of a charity not mentioned on any external websites
If the relationship between your company and the brand is not obvious, indicate the relationship using “by [company name].”

- Accepted: Fruit Snacks by Fresh Produce

- Not accepted: Fruit Snacks (Fresh Produce owns the Fruit Snacks brand but their association is not mentioned on any external websites).

- If the display name represents a business that the company is working with (if the business is an agency, distributor, partner, or parent company), then the relationship between the business represented in the display name and end-client business must be evident and clear in both parties’ business websites.

- For example, if Global Voyager signs up for WhatsApp and wants to use the display name Commercial Air, they must submit links to both websites stating that Commercial Air is a subsidiary of Global Voyager.


Learn more about the display name guidelines from Meta Business Help Center guide.