Good practice and Meta's rules

WhatsApp is where many parents read first, which is why Meta, the company behind WhatsApp, sets firm rules for businesses that use it. Breaking them can get messages refused, limit how many people your number can reach, or get the number restricted. This page sums up the rules that matter most for a school. Meta's own words are in the WhatsApp Business Messaging Policy (opens in a new tab); where this page and Meta's policy differ, Meta's policy applies.

Permission first#

• Message only parents and staff who have agreed to receive WhatsApp messages from the school, for example on the admission form or in a consent note. Having someone's number in the ERP is not the same as having their permission.
• Tell parents what you will send (fee reminders, receipts, notices, results) and stick to it.
• If a parent asks you to stop, stop. Note it in their record so that nobody adds them to the next batch.

The 24-hour window#

• After a parent writes to the school, you can reply freely for 24 hours.
• Outside that window, you may send only a message template approved by Meta. See Message templates and Meta approval.
• The WhatsApp desk shows whether each chat's window is open. See The WhatsApp desk.

Use the right kind of template#

• Utility templates are for things the parent already has with the school: fees, attendance, results, notices.
• Marketing templates are for admissions campaigns, events and offers. Meta applies stricter rules and different charges to them.
• Do not hide promotion inside a utility template. Meta may re-categorise or refuse it.

Protect your number's standing#

• Meta watches how often people block or report a business number. Many blocks or reports can limit how many people the number may message, or restrict it.
• Send fewer, useful messages rather than many. Avoid sending the same notice twice.
• Use a clear display name and business profile so parents recognise the school.
• Do not use unofficial tools that send automatically from an ordinary WhatsApp account. The School ERP offers only the Business API and WhatsApp's own click-to-chat.

Look after families' information#

• Do not send Aadhaar numbers, full dates of birth, medical details or other sensitive information on WhatsApp.
• For fee receipts, you can leave the amount out of the message: untick State the amount in the fee message in General Settings › WhatsApp Configuration. The receipt behind the link still shows it.
• For conversations between teachers and parents, JPRAXC ConnectX in the Parent and Staff apps keeps them inside the school's own system, without exchanging personal numbers.

Timing#

• Send at sensible hours. Fee reminders from Dues & Reminders respect the quiet hours set in Reminder settings.
• Plan urgent messages carefully. WhatsApp delivery depends on the parent's phone and connection and is not guaranteed; for emergencies, use the school's urgent-contact procedure as well.

Charges#

• Meta charges for WhatsApp Business messaging according to its current pricing, which depends on the kind of message. The ERP notes that these usage charges are billed by Meta to the school.
• The one-time WhatsApp API integration charge is shown on the checkout when you buy it from the ERP.
• Check your quotation with JPRAXC for what applies to your school.

Good to know#

• Rules and prices are Meta's and change from time to time. When Meta's screens or e-mails ask for something new, follow them, or ask JPRAXC support at support@jpraxc.com.
• Parents who do not use WhatsApp can be reached by SMS or through ConnectX. See JPRAXC SMS.