WhatsApp Business Display Name Rules: Approval and Rejections

Your display name is the business name customers see on WhatsApp messages from your API number. Meta’s rule in one line: the name must clearly relate to your business and match how you present yourself elsewhere, such as your website. Generic words (“Fashion”), places (“Mumbai”), “Official” or “Verified”, offers (“20% off”), and any mention of WhatsApp or Meta are rejected.

You can start sending messages before the name is reviewed; Meta reviews it automatically when your number moves up to a higher messaging limit. This guide covers the rules, the review, how to fix a rejection and how to change your name.

What Meta allows

• Your brand or legal name, or a clear variation of it: “Example Foods”, “Example Foods Customer Care”.
• A product, service or department of your business, if the link to your business is clear: “Example Bank Credit Cards”.
• Abbreviations that customers recognise.
• A brand owned by a parent company, written as “Brand by Company” when the relationship isn’t obvious.
• A personal name, only if the business behind it is clear from public sources, for example a doctor’s practice with a website.
• Agencies, distributors and partners using a client’s brand, only when the relationship is shown on a public website.

What gets a display name rejected

Meta also checks that the name matches your branding on external sources. If your website says “Example Traders Pvt Ltd” and your display name is “Shine Electronics”, explain the link on your website or use “Shine Electronics by Example Traders”.

How display name review works

1. You choose the display name when you connect the number (in Embedded Signup or WhatsApp Manager).
2. You can send messages straight away; no review is needed to start.
3. When your number qualifies for a higher messaging limit, Meta reviews the name automatically.
4. The result shows in WhatsApp Manager as Approved or Declined, and providers receive it by webhook.
5. If declined, edit the name to meet the rules and resubmit, or appeal.

An approved display name is also needed for the higher template allowance (6,000 templates for verified businesses) and for the blue Official Business Account badge, together with Meta business verification.

How to change your WhatsApp Business display name

1. Open WhatsApp Manager → Phone numbers, select the number and edit the display name (or ask your provider; developers can submit new_display_name through the API).
2. The new name goes into review (pending review).
3. After approval, re-register the number within 14 days, or the name has to be submitted again.

• You can change the display name up to 10 times in 30 days.
• If your number has the Official Business Account badge, you have to contact Meta support to change the name.

Display name examples for Indian businesses

Example names only. The final decision is Meta’s.

Your display name in Automate AI

You set the display name when you connect your number to Automate AI through Meta’s signup. Settings → WhatsApp then shows the connected display name with your phone number, messaging limit and quality rating, and our team can help with naming and verification during onboarding. Profile details such as your description and website are edited separately; see WhatsApp Business profile.