Getting an approved display name on WhatsApp Business is essential for creating a trusted brand identity. This is the name customers see in chat headers and contact lists, and it must adhere to WhatsApp’s guidelines to be approved. Here’s how to choose an effective display name and ensure it meets WhatsApp’s standards.
What is a WhatsApp Display Name?
A WhatsApp display name is the business identifier visible in conversations and lists. For businesses, this name represents their brand identity to users who might not have saved their contact. A clear, compliant display name reinforces brand recognition, making interactions more trustworthy and streamlined.
WhatsApp Display Name Guidelines
To get approved, the display name must align with WhatsApp’s Commerce and Messaging Policies. Here’s a closer look at these criteria:
- Policy Compliance: The display name should fully align with WhatsApp’s Business Messaging Policy. For brands with separate departments, each department’s name must comply with the Commerce Policy (e.g., avoid adding product categories that may violate WhatsApp policies).
- Accurate Business Representation: Your display name should accurately reflect the business’s name or purpose. WhatsApp avoids generic or geographic terms, ensuring the name shows a clear association with the business. Avoid terms that could mislead customers, like “Official” or “Verified,” as well as any reference to “Meta” or affiliated apps.
- Consistency with Brand and Legal Name: The display name should relate to the legal name or recognized branding. WhatsApp recommends adding “by [Business Name]” for sub-brands or divisions to establish clarity. The name should be consistent across other channels, like the website, and not formatted as a URL or email.
- Clear Association: For brands working with partners or agencies, the name should indicate this connection. If a sub-brand represents a parent company, this relationship should be reflected in the display name.
Steps to Change Your Display Name
For those already on WhatsApp Business, changing the display name involves:
- Opening WhatsApp Business Manager and selecting your business.
- Navigating to WhatsApp Manager and choosing the relevant account.
- Going to “Phone Numbers,” selecting the current name, and editing the new display name.
After submission, the name is reviewed to ensure it meets WhatsApp’s guidelines. Changes in display names up to 10 times are allowed every 30 days, giving businesses room for updates as needed.
Tips for Getting Your Display Name Approved
- Be Specific: Avoid generic words like “Software” or “New York”; a distinctive name is more likely to be approved.
- Avoid Common Mistakes: Use names that are professional, avoid full capitals, and don’t use symbols unless they’re part of your branding.
- Clarify the Business Connection: Display names should clearly represent the business, especially for demo or test accounts.
- Follow Formatting Rules: Avoid URL formats or excessive symbols, and keep the name clear and concise.
- Plan for Future Growth: Names should be adaptable to business expansion, avoiding overly specific names that could limit scope.
- Understand the Review Process: Expect reviews with each major change and prepare documentation to clarify your brand if needed.
Conclusion
Your WhatsApp display name is crucial for branding and customer trust. By following WhatsApp’s guidelines and aligning the name with your brand identity, you can build credibility and foster stronger customer engagement across channels. An approved display name signals professionalism, helping your business stand out in customers’ chats and driving long-term brand loyalty.
