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What are the guidelines for choosing a display name?
What are the guidelines for choosing a display name?
Updated over a week ago

When you add a new phone number to your WhatsApp account in the Facebook Business Manager, you assign it a display name. The display name is required to activate your WhatsApp number.

Display name guidelines

All display names should have a relationship with your business and should not violate WhatsApp Commerce and Business policies. Having display names compliant with our guidelines is a requirement to send messages using the WhatsApp Business API or qualify for WhatsApp official business accounts.

Below are five principles for display names and guidance for best practices to avoid formatting errors.



Compliance with policies

A display name should not violate WhatsApp Commerce and Business policies. An example for a store that sells wine glasses:

  • Accepted: ABC Wine Glasses

  • Not accepted: ABC Wine

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 representation of your business

A display name should represent:

  • A business or its service, product, or department

  • A test account or a demo account and must maintain an association to the business (e.g., Fresh Produce Test)

A display name should not be:

  • An individual's full name

  • A generic term (e.g., Fashion)

  • A generic geographic location (e.g., New York)

  • A slogan or a long description

An organization with a government affiliation needs the WhatsApp team's approval.

Consistency with external branding

A display name must have consistent branding with external sources (e.g., a company's website or marketing). An example for a product line named "Fresh Produce Cold Pressed Juices":

  • Accepted: Fresh Produce Cold Pressed Juices (how it is branded on your website)

  • Not accepted: Fresh Produce Juices (you changed branding by removing "Cold Pressed")

  • Not accepted: FP Cold Pressed Juices (you added an abbreviation to the company name inconsistent with external branding)

Clear relationship with your business

A display name must have a clear relationship with your business (must be referred to the business's website or external media references). For example:

  • Accepted: Name of a charity mentioned on a non-profit organization's website

  • Not accepted: 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]."

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

  • Accepted: Fruit Snacks by Fresh Produce

Do not use the name of a management agency or another third party in your company's display name.

  • Not accepted: Alpha Agency for Fresh Produce

Correct formatting, in compliance with the rules set forth below

Check this article if you want to change your display name.

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