WhatsApp Display Name approval

The Display Name is what recipients see at the top of their WhatsApp chat with you, for example "Horizon Holidays" instead of just your phone number. You don't need an approved name to start sending messages. Meta reviews the name once your business qualifies for a higher messaging limit, and it doesn't publish how long that review takes. Meta's rules here are as of October 2026.

Until the name is approved, it shows on your WhatsApp profile, but chats show your phone number at the top.

Three of the things Meta's guidelines check:

1. It represents your business. The name must match your brand or legal name and how you present yourself elsewhere. Meta accepts examples like "Fresh Produce Juices" and "FP Cold Pressed Juices", and rejects "Digital Cloud Solutions" when that name can't be found anywhere outside, such as on the business's website.
2. It's not generic. On their own, names like "Customer Service" or "Sales" don't identify a business. Meta's own examples of generic names it rejects are "Fashion" and "Juice".
3. It's not impersonating another brand. It doesn't borrow another brand. Meta doesn't accept "Tom Ford Nike" unless the link to the brand is shown on external sources such as websites or social media pages.

• Send messages. The number works — recipients just see the phone number as the sender. Replies inside the 24-hour window work normally.
• Prepare your templates. Meta can take up to 24 hours to approve a template. Create them early, so they're ready when you need them.
• Send to people who know you. Until the name is approved, chats show your number at the top, so start with customers who will recognize it. Meta's limit on how many different customers you can message first in any 24 hours starts at 250 and rises as you go (see messaging limits).

Meta marks the name as declined. Zymbler shows the name on the number's row in Channels, but it has no change or appeal button, so the fixes below happen with Meta, not in Zymbler. Review Meta's display name guidelines, then edit the name, or file an appeal through Meta's Developer Support.

The guidelines Meta publishes say a name:

• must not use a generic term ("Fashion") or a generic place ("New York") on its own;
• must not say Official or Verified, mention Meta or its apps, or look like a website or email address;
• must be your business name only, with no advertising or promotional language;
• must clearly relate to your legal name and match your website or other public branding. If the link between your company and the brand isn't obvious, show it with "by [company name]", as in Meta's example "Fruit Snacks by Fresh Produce".

A department can be fine when the business name comes with it: Meta accepts "Fresh Produce Customer Service Department". Only the bare generic term is rejected.

1. In Meta's WhatsApp Manager, go to Account tools → Phone numbers.
2. Open the number, then the Profile tab.
3. In the Display name section, click Edit, enter the new name and follow Meta's prompts.

You can change it up to 10 times in 30 days. Meta has to review and approve each change before the new name is used. If your approved name doesn't show on your chats, contact us. If your number is an Official Business Account, contact Meta's direct support instead.