LTV Labs

Acceptable Use Policy

Version draft-2026-10 · effective 11 October 2026

Draft — under review This document is a draft that is still being reviewed and may change. When a reviewed version is published, we will ask you to accept it.

This Acceptable Use Policy ("AUP") sets out the rules for using the LTV Labs platform. It forms part of our Terms of Service and applies to every customer and every user of a customer's account, including messages sent by automations, flows, broadcasts, AI replies and through our API or MCP server.

In short: only message people who have clearly agreed to hear from you, make it easy for them to stop, follow Meta's rules, and never use the platform for spam, deception or anything unlawful. Breaking these rules can get your number banned by Meta and your account suspended by us.

1. Follow the channel rules

1.1 When you use WhatsApp, Facebook Messenger or Instagram through LTV Labs, you are using Meta's platforms and you must comply with Meta's policies at all times, including:

1.2 Meta's policies change from time to time. It is your responsibility to stay up to date. If this AUP and a Meta policy differ, you must follow the stricter rule.

1.3 The same principle applies to email, the website chat widget and any other channel: comply with the rules of the provider and the law of every country in which you message people.

2. Consent (opt-in) is required

2.1 You may only send a WhatsApp or other marketing message to a person who has opted in to receive messages from your business on that channel. The opt-in must:

  • be obtained before you message the person;
  • be clear and specific: the person must know they are agreeing to receive messages from your business, on that channel, and what kind of messages to expect;
  • be freely given and active (no pre-ticked boxes, and not buried in unrelated terms); and
  • be documented so that you can prove when and how it was obtained, and produce that proof to us or to Meta on request.

2.2 Importing a contact list into LTV Labs does not by itself give you consent to message those people. You warrant that every contact you import or create has opted in, or that you have another lawful basis for each message you send.

2.3 Customer-initiated conversations: when a person messages you first, you may reply within the window Meta allows. Outside that window, you may only send approved templates, and only in line with this AUP.

2.4 You must not purchase, rent, scrape or otherwise acquire contact lists, or message people whose numbers you obtained from third parties without their consent.

3. Opt-outs must be honoured promptly

3.1 Every person must be able to stop receiving messages easily. Marketing messages should tell recipients how to opt out, for example "Reply STOP to unsubscribe".

3.2 When a person replies STOP (or a similar instruction such as "unsubscribe" or "opt out") or otherwise asks you to stop, you must stop sending them marketing messages promptly and in any event within 24 hours, and must not ask them to justify the request. Use the platform's opt-out and do-not-contact tools so that future broadcasts exclude them.

3.3 You must not re-subscribe a person who has opted out unless they actively opt in again.

3.4 You must respect quiet hours and reasonable sending frequency. Sending too many messages, or at unsocial hours, is a common cause of users blocking and reporting a number.

4. Direct marketing under South African law

4.1 POPIA section 69. Direct marketing by electronic communication (including WhatsApp, SMS and email) to a natural person is prohibited unless that person has consented, or is an existing customer whose details you obtained in the context of a sale of a product or service, the marketing is for your own similar products or services, and the person was given a reasonable opportunity to object when the details were collected and on every subsequent message. You may approach a person for consent only once, and only if they have not previously withheld it. Every direct marketing message must contain your business's identity and an address or other contact details to which an opt-out request can be sent.

4.2 CPA section 11. Consumers have the right to refuse, require you to stop, and pre-emptively block direct marketing. You must respect these instructions and any registry established under the Consumer Protection Act, 2008 (CPA) for this purpose, and must not charge a person for opting out.

4.3 ECTA section 45. Unsolicited commercial communications must include an option to cancel the subscription and, on request, identify the source of the person's personal information.

4.4 You are the responsible party for your direct marketing. LTV Labs provides tools to help you comply, but cannot do it for you.

5. No spam or abusive messaging

You must not use the platform to:

  • send unsolicited bulk messages, chain messages or messages that recipients would reasonably regard as spam;
  • send messages with misleading sender information, subject lines or content, or impersonate any person or business;
  • send repeated messages to people who have not replied or who have blocked or reported you;
  • artificially rotate phone numbers, accounts or templates to avoid quality ratings, limits or bans;
  • message people in a way that harasses, threatens, bullies or intimidates them; or
  • send messages for or on behalf of a third-party business that has not itself accepted our terms (unless you are an approved partner acting under a written agreement with us).

6. Template rules

6.1 Messages sent outside the customer service window must use templates approved by Meta, in the correct category (marketing, utility or authentication).

6.2 You must not misclassify a template (for example labelling marketing content as utility), add content to an approved template that changes its meaning, or use variables to insert content that would not have been approved.

6.3 Templates must be accurate, identify your business, and must not contain prohibited content.

7. Prohibited content and industries

You must not use the platform to send, store, promote or facilitate:

  • anything illegal, or the sale of illegal goods or services;
  • products or services prohibited by the Meta Commerce Policy, including illegal or prescription drugs, tobacco and vaping products, weapons, ammunition and explosives, adult products and services, live animals, and other restricted categories as Meta defines them from time to time;
  • alcohol, gambling, dating, financial services, health products or other regulated goods and services, unless you hold all required licences, comply with all applicable laws (including age restrictions) and comply with Meta's restrictions for that category;
  • sexually explicit material, or any content that exploits or endangers children;
  • hate speech, or content that promotes violence or discrimination on the basis of race, gender, religion, sexual orientation, disability or any other protected ground under the Constitution of South Africa or the Promotion of Equality and Prevention of Unfair Discrimination Act, 2000;
  • fraudulent, deceptive or misleading content, including phishing, pyramid or Ponzi schemes, fake giveaways and "get rich quick" offers;
  • requests for sensitive information (such as full card numbers, banking passwords or identity document numbers) over messaging channels, except through secure methods allowed by Meta;
  • content that infringes another person's intellectual property, privacy or other rights; or
  • malware, viruses or links to malicious websites.

8. Personal information

8.1 You must process personal information of your contacts lawfully under POPIA and the Data Processing Agreement, including telling them how you use their information.

8.2 You must not use the platform to process special personal information (such as health, religious or biometric information) or personal information of children unless you have a lawful basis under POPIA and have configured your account to protect it appropriately.

8.3 You must not use AI features to make decisions with legal or similarly significant effects on people without human review.

9. API, MCP and platform integrity

You must not:

  • access the platform other than through our app, our published API and MCP server, and the integrations we provide;
  • share API keys outside your business, embed them in public code, or use another customer's credentials;
  • exceed or try to circumvent rate limits, usage limits, sending limits or package entitlements;
  • scrape, crawl or harvest data from the platform or from other users;
  • probe, scan or test the vulnerability of the platform, or bypass security or tenant-isolation controls (if you find a security issue, please report it to support@ltvlabs.co.za);
  • interfere with or overload the platform, including by sending excessive automated requests;
  • use the website chat widget or AI features to generate content at scale for purposes unrelated to your own customer conversations; or
  • reverse engineer the platform, or use it to build a competing service.

10. Rate limits and quality

10.1 We and Meta apply rate limits and sending limits to protect deliverability and the platform. Broadcasts may be paced or paused automatically, for example when delivery failures, blocks or reports rise. You must not try to work around these controls.

10.2 Meta assigns quality ratings and messaging limits to WhatsApp numbers based on how recipients respond. A low quality rating can reduce your limits or lead to your number being restricted.

11. Enforcement

11.1 We may investigate any suspected breach of this AUP. Depending on the seriousness of the breach, we may, with or without prior notice:

  • warn you and ask you to remedy the breach;
  • pause broadcasts, automations or AI replies;
  • remove or disable content;
  • restrict API or MCP access;
  • suspend your account or part of it; or
  • terminate your account under the Terms of Service.

11.2 We may report unlawful activity to the relevant authorities and co-operate with Meta and other platform providers investigating abuse.

11.3 Meta acts independently of us. Meta may restrict, flag or permanently ban your phone number, WhatsApp Business Account, Facebook Page or ad account for breaches of its policies. We cannot reverse Meta's decisions. You bear the risk and consequences of any action Meta takes as a result of the way you use its channels, and fees paid to us are not refunded because of such action.

11.4 You indemnify us against claims arising from your breach of this AUP, as set out in the Terms of Service.

12. Reporting abuse

If you receive unwanted messages from a business that uses LTV Labs, first reply STOP or contact the business. If that does not work, or to report any other abuse, email support@ltvlabs.co.za with the sender's number or name and the date of the message.

13. Changes

We may update this AUP to reflect changes in law or in Meta's policies. We will notify account owners of material changes as described in the Terms of Service.