Responsible business messaging

1. Our role

Big Funnel provides software for authorised WhatsApp campaigns, customer conversations, automation, shared inboxes and CRM workflows. Each customer controls its own business account, recipients, message content and lawful purpose. The customer is responsible for the communications it sends and for the products or services it offers.

Meta and WhatsApp are third-party service providers with their own terms, policies and technical controls. References to Meta or WhatsApp describe interoperability only and do not transfer ownership of their names, marks or services to Arthatech.

2. Consent and expected messages

Before contacting a person through WhatsApp, a customer must:

• obtain the person’s mobile number lawfully;
• obtain clear opt-in consent identifying the business and the types of WhatsApp messages expected;
• keep appropriate evidence of that consent; and
• provide a clear way to opt out and promptly honour every stop, block or unsubscribe request.

Purchased, scraped or unlawfully shared contact lists must not be uploaded or used. Customers must not send spam, deceptive messages or communications that recipients would not reasonably expect.

3. Templates, replies and automation

Business-initiated conversations must use message templates approved by WhatsApp. A customer may send non-template replies only within the customer-service window permitted by WhatsApp. Template approval, messaging limits, quality ratings, pricing and delivery remain controlled by Meta and WhatsApp.

Automated conversations must provide a clear and timely escalation path to human support, such as an agent handoff, support email, telephone number or web support channel. Automation must not mislead a person into believing they are speaking to a human.

4. Prohibited use

Customers must not use Big Funnel or connected Meta services to:

• send unlawful, fraudulent, threatening, discriminatory or misleading content;
• impersonate another business or misrepresent an affiliation;
• promote goods, services or activities prohibited by applicable Meta, WhatsApp or commerce policies;
• request or transmit full payment-card numbers, bank-account credentials, passwords or unnecessary sensitive identifiers in chat;
• share one customer’s conversation or personal information with another customer; or
• circumvent template review, messaging limits, user controls or platform safeguards.

5. Data and account permissions

Big Funnel accesses WhatsApp Business assets only after an authorised business administrator grants the requested permissions. We use authorised account, phone-number, template, message and webhook information only to provide configured platform features, support the customer and protect the service.

Customers must publish appropriate privacy notices and obtain all notices, permissions and lawful bases required for their data. They must restrict access to authorised team members and promptly remove access when it is no longer required. Revoking an integration stops future authorised access but does not by itself delete records already held by Big Funnel. See our Privacy Policy and Data Deletion Instructions.

6. Monitoring, suspension and reporting

Customers must monitor message quality, complaints and opt-outs. Arthatech may restrict or suspend access where reasonably necessary to investigate security risks, policy violations, unlawful use or harm to users or platform integrity. Meta or WhatsApp may independently reject templates, restrict messaging or suspend assets under their policies.

Suspected misuse, legal notices and compliance concerns may be reported to the contact below. Privacy and data-rights requests should instead be sent to privacy@bigfunnel.io.

7. Policies incorporated by reference

Customers using Meta or WhatsApp features must comply with the versions then in effect of:

• WhatsApp Business Messaging Policy ↗
• WhatsApp Business Terms of Service ↗
• Meta Technology Provider Terms ↗
• Meta Community Standards ↗

If a referenced policy changes, the current provider policy applies to the connected service. This page supplements, and does not replace, our Terms of Service.