This Acceptable Use Policy ("AUP") sets out the rules governing your use of the LTV Labs platform, specifically in relation to WhatsApp messaging. It forms part of our Terms of Service. Violation of this AUP may result in immediate suspension or termination of your account without refund.
1. WhatsApp messaging rules
LTV Labs enables messaging via the WhatsApp Business API, which is governed by Meta's WhatsApp Business Policy. You must comply with that policy at all times. Key requirements:
1.1 Opt-in consent (mandatory)
Required:You must obtain clear, affirmative opt-in consent from every contact before sending them marketing or promotional WhatsApp messages. Opt-in must be specific to WhatsApp messaging (a general "terms and conditions" checkbox is not sufficient).
Acceptable opt-in methods include:
- A checkbox on a web form or landing page specifically stating opt-in to WhatsApp messages
- Verbal consent recorded in your CRM with a timestamp
- A WhatsApp message from the contact initiating the conversation (inbound first-touch)
- Sign-up forms at in-person events or trade shows with explicit WhatsApp consent language
1.2 Opt-out compliance (mandatory)
Critical: You must honour opt-out requests immediately and permanently. Sending messages to a contact after they have replied STOP or otherwise requested removal constitutes a serious violation that may result in your WhatsApp Business Account being permanently banned by Meta.
- LTV Labs automatically flags contacts who reply with STOP, UNSUBSCRIBE, or OPT OUT as opted-out
- Opted-out contacts are blocked from receiving outbound messages at the platform level
- You must not attempt to re-add or re-message opted-out contacts without their fresh, explicit opt-in
- If you become aware of an opt-out that was not captured by the platform, you must notify us at info@ltvlabs.co.za immediately
1.3 Message frequency and relevance
- Send only relevant, expected messages. Contacts who opted in for a specific purpose should not receive unrelated promotional content.
- Do not send more than one marketing broadcast per week to the same contact without strong justification.
- High opt-out rates (above 2%) or quality complaints may trigger automatic campaign pausing.
- LTV Labs applies hourly sending caps to protect your WhatsApp quality score. Do not attempt to circumvent these limits.
2. Prohibited content
You must not send, or attempt to send, any of the following through LTV Labs:
2.1 Illegal content
- Content that violates any South African law, including the Electronic Communications and Transactions Act, Consumer Protection Act, or National Credit Act
- Content relating to illegal financial products, unlicensed lending, or pyramid schemes
- Content that constitutes hate speech, discrimination, or incitement to violence
- Child sexual abuse material or any content that sexualises minors
2.2 Deceptive or misleading content
- False or misleading product, service, price, or availability claims
- Phishing messages designed to harvest credentials or personal information
- Impersonation of other businesses, individuals, or brands
- Messages that misrepresent the sender's identity
2.3 Spam and bulk unsolicited messaging
- Sending bulk messages to contacts who have not opted in
- Importing contact lists purchased from third parties without verified opt-in consent
- Using automation to send messages at a rate that circumvents Meta's rate limits
- Using LTV Labsto relay messages on behalf of third parties ("reselling" sending capacity) without prior written approval
2.4 Sensitive categories (restricted)
The following require prior written approval from LTV Labsand must comply with Meta's additional policies:
- Financial services promotions (bonds, insurance, investments)
- Health and medical services
- Alcohol or tobacco promotions
- Gambling or betting services
- Political campaigning
3. Template and message approval
Outbound message templates must be submitted to Meta for approval before use. LTV Labsfacilitates template submission via the platform, but final approval authority rests with Meta. You are responsible for ensuring your template content complies with Meta's template guidelines.
- Do not submit templates that misrepresent the nature of the message
- Approved templates must be used only for the purpose stated in the submission
- Rejected templates may be revised and resubmitted; LTV Labs will notify you of rejections with the reason given by Meta
4. Data handling obligations
You are the Responsible Party under POPIA. LTV Labs is your Operator and processes contact data only on your documented instructions. You bear sole legal accountability to data subjects, the Information Regulator, and any other authority for compliance with POPIA in relation to the contacts you process through LTV Labs, and for the consequences of any breach of POPIA arising from your use of the platform.
- You must ensure that all contact data imported into LTV Labs was collected lawfully and with appropriate consent under POPIA
- You must not import special categories of personal information (health data, financial records, political opinions) without a lawful basis
- You are responsible for maintaining the accuracy of contact records in LTV Labs
- You must have a documented data retention policy and must delete contacts from LTV Labs when you no longer have a lawful basis to process their data
5. Account security
- You are responsible for all activity that occurs under your account credentials
- User passwords must be kept confidential and not shared between users
- Notify us immediately at info@ltvlabs.co.za if you suspect unauthorised access
- Attempting to access another Customer's data or circumvent platform security controls is prohibited and may result in criminal liability
6. Enforcement
LTV Labs monitors usage for AUP violations, including automated detection of high opt-out rates, complaint volumes, and sending patterns indicative of spam. We reserve the right to:
- Suspend campaign sending immediately upon detecting a violation
- Terminate your account for serious or repeated violations without refund
- Report serious violations to Meta, which may result in the suspension of your WhatsApp Business Account
- Report illegal activity to the relevant South African authorities
If you believe a suspension was issued in error, contact info@ltvlabs.co.za to appeal.
7. Reporting abuse
If you receive a WhatsApp message from a business using LTV Labs that you believe violates this AUP or your POPIA rights, please report it to info@ltvlabs.co.za. We investigate all reports and act on substantiated complaints.
LTV Labs SA (Pty) Ltd
Registration: 2026/383498/07
394 Walter Sisulu Lane, Miederpark, Potchefstroom, North West, 2531, South Africa
Information Officer: Willem Reynders — info@ltvlabs.co.za
Jurisdiction: North West High Court, Mahikeng, South Africa | Last updated: 27 May 2026