Display name guidelines for the WhatsApp Business platform

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. Your business must qualify for a display name to be eligible for a display name review. Learn how to become eligible for a display name.

The display name will undergo a review, and you must follow specific guidelines for approval. See the guidelines below.

Display name guidelines

This table outlines the guidelines for display names.

Principle	Examples
Compliance with policies	A display name should not violate WhatsApp Business Messaging Policy. 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 and clear representation of your business | A display name should accurately 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. Examples of what is and isn't acceptable are below:
  • Accepted: Fresh Produce Boston
  • Accepted: Fresh Produce Customer Service Department
  • Accepted: Fresh Produce by Global Grocers Inc.
  • Not accepted: Tom Ford Nike (unless the brand name is officially linked on external sources such as websites or social media pages)
    • Note: If the display name uses a personal name, it should clearly indicate the nature of the business on external sources (e.g. Tom Ford Chiropractor). A display name should not be:* A generic term
  • Not accepted: Fashion
• A generic geographic location
  • Not accepted: New York
• Appearing to have verification, which can mislead customers to think your business has an endorsed status. Official or Verified shouldn't be in the name.
  • Not accepted: Fresh Produce official account
  • Not accepted: Verified Minni's Muffins A display name should not reference Meta or any of its family of apps. Examples of what is and isn't acceptable are below:* Not accepted: Minni's Muffins - Meta
• Not accepted: Minni's Muffins WhatsApp
• Not accepted: Minni's Muffins pop-up on Facebook A display name should reflect the business's name only. It shouldn't have any advertising or promotional language.* Not accepted: Sarah's Sporting Goods – 20% off sale
• Not accepted: Sarah's Sporting Goods: Best rated sporting goods store in Texas, US A display name shouldn't be formatted as a website or email. This helps to prevent phishing and maintain professionalism on our platforms. Examples of what isn't acceptable are below:* Not accepted: https://minnismuffins.net
• Not accepted: sarahssportinggoods.com
• Not accepted: [email protected] | | Clear relationship with your business's legal name and consistency with external branding | A display name must have a clear relationship with your business's legal name. For example:* Accepted: Legal name of a charity mentioned on a charity organisation'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 (Note that in this example, Fresh Produce is the parent company of the Fruit Snacks brand and their association is clearly mentioned on their external websites)
• 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 your business website.For example, if Global Voyager signs up for WhatsApp and wants to use the display name Commercial Air, they must submit a link to a website page stating that Commercial Air is a subsidiary of Global Voyager.A display name must also have consistent branding with external sources, such as a company's website or marketing, or with the company's verified legal name. Examples of what is and isn't acceptable are 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 such as on your website)
• Not accepted: Juice (this is a generic term) |

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Display Name Statuses on the Pabbly Chatflow Dashboard

To help you track the progress of your WhatsApp Business display name, our platform provides real-time status updates directly on the dashboard. Below is a breakdown of each status and what it means:

• APPROVED → Approved
  The display name has been successfully reviewed and accepted by Meta. You can now use this number for messaging via the WhatsApp Business API.

• PENDING_REVIEW → Pending Review
  The display name has been submitted and is currently under review by Meta. No action is needed at this stage unless further updates are requested.

• NON_EXISTS → Does Not Exist
  No display name has been set for this phone number yet. You must submit a valid display name to proceed with the approval process.

• DECLINED → Declined
  The submitted display name was rejected by Meta. You’ll need to revise the name to comply with Meta’s guidelines and resubmit it for review.

• AVAILABLE_WITHOUT_REVIEW → Available Without Review
  The name is temporarily accepted and can be used, but may still undergo review by Meta later

• default → Status is unknown or not available.