{"id":267,"date":"2026-10-25T13:04:35","date_gmt":"2026-10-25T13:04:35","guid":{"rendered":"https:\/\/vectalk.com.br\/blog\/whatsapp-display-name-api\/"},"modified":"2026-10-25T13:04:39","modified_gmt":"2026-10-25T13:04:39","slug":"whatsapp-display-name-api","status":"publish","type":"post","link":"https:\/\/vectalk.com.br\/blog\/en\/whatsapp-display-name-api\/","title":{"rendered":"WhatsApp Business API display name: rules, approval and rejection"},"content":{"rendered":"\n<p><em>Updated on October 25, 2026<\/em><\/p>\n\n\n\n<p>The WhatsApp display name is the business name shown on the number&#8217;s profile in the WhatsApp Business API and, once Meta approves it, also at the top of chats and in the chat list. It&#8217;s required to register the number and must follow Meta&#8217;s guidelines: represent the business clearly, have an obvious link to the legal name or brand, and contain no generic terms, &#8220;Official&#8221;, &#8220;Verified&#8221;, Meta product names, promotions or website addresses. Rejected names can be edited and resubmitted, or appealed through support.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Where the display name appears<\/h2>\n\n\n\n<p>According to <a href=\"https:\/\/developers.facebook.com\/documentation\/business-messaging\/whatsapp\/display-names\" target=\"_blank\" rel=\"noreferrer noopener\">Meta&#8217;s display name documentation<\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>the name is provided when you register the number and appears on the number&#8217;s <strong>WhatsApp profile<\/strong>;<\/li>\n\n\n<li>it can also appear <strong>at the top of chats and in the chat list<\/strong>, but only after it&#8217;s approved through display name verification;<\/li>\n\n\n<li>if the user saved or edited the business&#8217;s name in their own WhatsApp, the name they set is shown instead.<\/li>\n\n<\/ul>\n\n\n\n<p>A display name is not a green badge. The Official Business Account badge is a separate process with its own criteria.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">When Meta reviews the name<\/h2>\n\n\n\n<p>Display name verification starts automatically when the portfolio moves up to a higher messaging limit, according to the developer documentation. Meta&#8217;s Business Help Center also states that once business verification is complete, the display name review starts for every number on the account. So the name is usually reviewed alongside other project steps, such as business verification and messaging limit increases.<\/p>\n\n\n\n<p>When the review ends, Meta sends a Meta Business Suite notification and the <code>phone_number_name_update<\/code> webhook. The documentation doesn&#8217;t give a review timeframe.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Meta&#8217;s display name guidelines<\/h2>\n\n\n\n<p>The <a href=\"https:\/\/www.facebook.com\/business\/help\/757569725593362\" target=\"_blank\" rel=\"noreferrer noopener\">display name guidelines<\/a> in Meta&#8217;s Business Help Center boil down to four principles.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Comply with policies<\/h3>\n\n\n\n<p>The name can&#8217;t violate the <a href=\"https:\/\/business.whatsapp.com\/policy\" target=\"_blank\" rel=\"noreferrer noopener\">WhatsApp Business Messaging Policy<\/a>. A sporting goods store can use &#8220;Sarah&#8217;s Sporting Goods Shop&#8221;, but not a name that highlights a department selling products the commerce policy prohibits.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Represent the business clearly<\/h3>\n\n\n\n<p>The name must represent a business, or one of its services, products or departments. Test and demo accounts are accepted as long as they stay linked to the business.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th>Accepted<\/th><th>Not accepted<\/th><th>Why<\/th><\/tr><\/thead><tbody><tr><td>Golden Crust Bakery<\/td><td>Bakery<\/td><td>Generic term<\/td><\/tr><tr><td>Golden Crust Customer Service<\/td><td>New York<\/td><td>Generic geographic location<\/td><\/tr><tr><td>Golden Crust Brooklyn<\/td><td>Golden Crust Official<\/td><td>&#8220;Official&#8221; and &#8220;Verified&#8221; suggest an endorsed status<\/td><\/tr><tr><td>Golden Crust<\/td><td>Golden Crust WhatsApp<\/td><td>Can&#8217;t reference Meta or its apps (WhatsApp, Facebook, Instagram)<\/td><\/tr><tr><td>Golden Crust<\/td><td>Golden Crust &#8211; 20% off<\/td><td>No promotional language<\/td><\/tr><tr><td>Golden Crust<\/td><td>goldencrust.com<\/td><td>Not formatted as a website or email<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>If the name is a person&#8217;s name, the nature of the business must be clear on external sources such as the website. &#8220;Dr. Ana Lima Dentistry&#8221; tends to work when the website and social profiles show the practice under that name.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Have a clear relationship with the legal name<\/h3>\n\n\n\n<p>The name must have an obvious relationship with the business&#8217;s legal name. When the brand link isn&#8217;t obvious, Meta suggests &#8220;by [company name]&#8221;, such as &#8220;Bean Caf\u00e9 by Golden Crust&#8221;, as long as that link appears on external sources like the company website.<\/p>\n\n\n\n<p>Agencies, distributors and partners using a client&#8217;s name need the relationship between the two businesses to be clear on the website. This is a common cause of rejection in projects set up by agencies.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Keep branding consistent<\/h3>\n\n\n\n<p>The name must match the branding used on the website, in marketing or in the verified legal name. Abbreviations of the brand are accepted (&#8220;GC Artisan Breads&#8221;), as is adding a city or a department. A name that appears on no external source, or a generic word, won&#8217;t pass.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Rejection reasons<\/h2>\n\n\n\n<p>The <code>phone_number_name_update<\/code> webhook includes the decision and, when rejected, the reason:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code class=\"language-json\">{\n  \"object\": \"whatsapp_business_account\",\n  \"entry\": [{\n    \"id\": \"WABA_ID\",\n    \"time\": 1761400000,\n    \"changes\": [{\n      \"field\": \"phone_number_name_update\",\n      \"value\": {\n        \"display_phone_number\": \"15551234567\",\n        \"decision\": \"REJECTED\",\n        \"requested_verified_name\": \"Golden Crust Official\",\n        \"rejection_reason\": \"NAME_FORMAT_UNACCEPTABLE\"\n      }\n    }]\n  }]\n}<\/code><\/pre>\n\n\n\n<p>Possible values, according to the <a href=\"https:\/\/developers.facebook.com\/documentation\/business-messaging\/whatsapp\/webhooks\/reference\/phone_number_name_update\" target=\"_blank\" rel=\"noreferrer noopener\">webhook reference<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><th><code>rejection_reason<\/code><\/th><th>What it means<\/th><th>How to fix it<\/th><\/tr><\/thead><tbody><tr><td><code>NAME_FORMAT_UNACCEPTABLE<\/code><\/td><td>Unacceptable format<\/td><td>Remove generic terms, &#8220;Official&#8221;, promotions, website or email<\/td><\/tr><tr><td><code>NAME_NOT_CONSISTENT<\/code><\/td><td>Doesn&#8217;t match the business&#8217;s branding<\/td><td>Use the name shown on your website and social profiles, or update the website<\/td><\/tr><tr><td><code>NAME_ENDCLIENT_NOTRELATED<\/code><\/td><td>Includes an unrelated business&#8217;s name<\/td><td>Show the relationship between the businesses on the website, or use your own name<\/td><\/tr><tr><td><code>NAME_INDIVIDUAL_ISSUE<\/code> \/ <code>NAME_EMPLOYEE_ISSUE<\/code><\/td><td>Includes a person&#8217;s name or an employee identifier<\/td><td>Use the business name; if it&#8217;s a personal name, make the business clear<\/td><\/tr><tr><td><code>UNKNOWN<\/code><\/td><td>No reason given<\/td><td>Contact support<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>The <code>decision<\/code> field can be <code>APPROVED<\/code>, <code>REJECTED<\/code>, <code>PENDING<\/code> or <code>DEFERRED<\/code> (decision postponed). A simple handler to record the result:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code class=\"language-js\">export function handleDisplayName(change, db) {\n  if (change.field !== 'phone_number_name_update') return;\n  const { display_phone_number, decision, requested_verified_name, rejection_reason } = change.value;\n  db.saveNameStatus(display_phone_number, { name: requested_verified_name, decision, reason: rejection_reason });\n  if (decision === 'REJECTED') {\n    db.createAlert(`Name \"${requested_verified_name}\" rejected: ${rejection_reason ?? 'no reason'}`);\n  }\n}<\/code><\/pre>\n\n\n\n<p>If the name is rejected, Meta recommends reviewing the guidelines and editing the name, or filing an appeal through developer support.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to check the status via API<\/h2>\n\n\n\n<p>In the Graph API, the current name and the review status are the number&#8217;s <code>verified_name<\/code> and <code>name_status<\/code> fields:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code class=\"language-bash\">curl \"https:\/\/graph.facebook.com\/v26.0\/PHONE_NUMBER_ID?fields=verified_name,name_status\" \\\n  -H \"Authorization: Bearer TOKEN\"<\/code><\/pre>\n\n\n\n<pre class=\"wp-block-code\"><code class=\"language-json\">{ \"verified_name\": \"Golden Crust\", \"name_status\": \"APPROVED\", \"id\": \"PHONE_NUMBER_ID\" }<\/code><\/pre>\n\n\n\n<p><code>verified_name<\/code> is just the submitted text; it doesn&#8217;t mean approval. Approval is shown by <code>name_status<\/code> (a beta field that may not be available to every account), with the values <code>APPROVED<\/code>, <code>AVAILABLE_WITHOUT_REVIEW<\/code>, <code>DECLINED<\/code>, <code>PENDING_REVIEW<\/code>, <code>EXPIRED<\/code> or <code>NONE<\/code>, according to the <a href=\"https:\/\/developers.facebook.com\/docs\/whatsapp\/cloud-api\/phone-numbers\" target=\"_blank\" rel=\"noreferrer noopener\">phone numbers documentation<\/a>. To generate a production token, see <a href=\"https:\/\/vectalk.com.br\/blog\/en\/whatsapp-api-permanent-access-token\/\">permanent token with a system user<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to change the display name<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">In WhatsApp Manager<\/h3>\n\n\n\n<p>Go to <strong>WhatsApp Manager &gt; Account tools &gt; Phone numbers<\/strong>, pick the number, open the <strong>Profile<\/strong> tab and click <strong>Edit<\/strong> next to the display name.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Via API<\/h3>\n\n\n\n<p>Send the new name in the <code>new_display_name<\/code> field:<\/p>\n\n\n\n<pre class=\"wp-block-code\"><code class=\"language-bash\">curl -X POST \"https:\/\/graph.facebook.com\/v26.0\/PHONE_NUMBER_ID?new_display_name=Golden%20Crust%20Brooklyn\" \\\n  -H \"Authorization: Bearer TOKEN\"<\/code><\/pre>\n\n\n\n<p>Then track the review with the <code>new_display_name<\/code> and <code>new_name_status<\/code> fields; the status stays <code>PENDING_REVIEW<\/code> while Meta evaluates it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Rules for changes<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Limit:<\/strong> up to 10 changes every 30 days.<\/li>\n\n\n<li><strong>Re-register:<\/strong> after the new name is approved, you must register the number again to apply it on WhatsApp&#8217;s servers, with <code>POST \/{PHONE_NUMBER_ID}\/register<\/code> sending <code>messaging_product<\/code> and the two-step verification PIN. Re-registering before approval has no effect.<\/li>\n\n\n<li><strong>Deadline:<\/strong> you have 14 days after approval to re-register. After that, the name must go through review again.<\/li>\n\n\n<li><strong>Official Business Account:<\/strong> accounts with the official badge must ask support to change the name.<\/li>\n\n\n<li><strong>No new onboarding:<\/strong> you don&#8217;t need to repeat Embedded Signup.<\/li>\n\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Checklist before submitting the name<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The name matches (or is a clear abbreviation of) the name on your website and social profiles.<\/li>\n\n\n<li>No standalone generic words, no standalone city, no &#8220;Official&#8221; or &#8220;Verified&#8221;.<\/li>\n\n\n<li>No mention of WhatsApp, Facebook, Instagram or Meta.<\/li>\n\n\n<li>No promotion, slogan, website or email.<\/li>\n\n\n<li>If it&#8217;s another company&#8217;s brand (agency, distributor), the relationship is on the website.<\/li>\n\n\n<li>If it&#8217;s a person&#8217;s name, the business is clear on external sources.<\/li>\n\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Display name with Vectalk<\/h2>\n\n\n\n<p>With Vectalk, the display name is set while connecting the number through Meta&#8217;s Embedded Signup and reviewed by Meta itself. Through Vectalk&#8217;s API you can check the current name with <code>GET \/api\/phone-numbers?fields=verified_name<\/code> and re-register the number after an approved change with <code>POST \/api\/phone-numbers\/register<\/code>, sending the <code>pin<\/code>. Both use an instance token, which already identifies the number. Details in the <a href=\"https:\/\/docs.vectalk.com.br\/api-reference\/phone-numbers\/register\">phone numbers documentation<\/a> (in Portuguese).<\/p>\n\n\n\n<p>If you&#8217;re just starting, see <a href=\"https:\/\/vectalk.com.br\/blog\/en\/how-to-get-whatsapp-api-access\/\">how to get access to the WhatsApp API<\/a> and the overview of the <a href=\"https:\/\/vectalk.com.br\/blog\/en\/whatsapp-cloud-api-en\/\">WhatsApp Cloud API<\/a>. Account questions can go to the <a href=\"https:\/\/vectalk.com.br\/ajuda.html\">Help Center<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Frequently asked questions<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Can I use the number while the display name is under review?<\/h3>\n\n\n\n<p>The number shows the name on its profile, but the name only appears at the top of chats and in the chat list after approval. When you&#8217;re changing the name, the old one stays in effect until the new one is approved and the number is re-registered.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How many times can I change the display name?<\/h3>\n\n\n\n<p>Up to 10 times every 30 days, according to Meta&#8217;s documentation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why was my name with &#8220;Official&#8221; rejected?<\/h3>\n\n\n\n<p>The guidelines prohibit terms like &#8220;Official&#8221; and &#8220;Verified&#8221; because they suggest a verification status the business may not have.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is an approved display name the same as the green badge?<\/h3>\n\n\n\n<p>No. Approval makes the name appear in chats. The Official Business Account badge is a separate process with its own criteria.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Can an agency use its client&#8217;s name?<\/h3>\n\n\n\n<p>Yes, as long as the relationship between the agency and the client is clear on the website. Without it, the most common rejection is <code>NAME_ENDCLIENT_NOTRELATED<\/code>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p><strong>Official sources checked on October 25, 2026:<\/strong> <a href=\"https:\/\/developers.facebook.com\/documentation\/business-messaging\/whatsapp\/display-names\" target=\"_blank\" rel=\"noreferrer noopener\">Display names<\/a>, <a href=\"https:\/\/www.facebook.com\/business\/help\/757569725593362\" target=\"_blank\" rel=\"noreferrer noopener\">Display name guidelines for the WhatsApp Business Platform<\/a>, <a href=\"https:\/\/www.facebook.com\/business\/help\/338047025165344\" target=\"_blank\" rel=\"noreferrer noopener\">About WhatsApp Business display name<\/a>, <a href=\"https:\/\/developers.facebook.com\/documentation\/business-messaging\/whatsapp\/webhooks\/reference\/phone_number_name_update\" target=\"_blank\" rel=\"noreferrer noopener\">phone_number_name_update webhook<\/a>, <a href=\"https:\/\/developers.facebook.com\/docs\/whatsapp\/cloud-api\/phone-numbers\" target=\"_blank\" rel=\"noreferrer noopener\">Phone numbers<\/a>, <a href=\"https:\/\/business.whatsapp.com\/policy\" target=\"_blank\" rel=\"noreferrer noopener\">WhatsApp Business Messaging Policy<\/a>, <a href=\"https:\/\/docs.vectalk.com.br\">Vectalk documentation<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The display name is the business name shown on WhatsApp. Learn Meta&#8217;s guidelines, why names get rejected and how to change yours without losing the number.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":["post-267","post","type-post","status-publish","format-standard","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>WhatsApp display name: rules and approval | Vectalk<\/title>\n<meta name=\"description\" content=\"WhatsApp display name on the Business API: Meta&#039;s guidelines, rejection reasons, how to track the review and how to change the name via API or dashboard.\" 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