Compliance and guidelines

Zalo Business Solutions (ZBS) is used for notifications, customer care, or after-sales campaigns.

Stay compliant when communicating with customers over Zalo and abide by local laws and data protection regulations. Non-compliance can result in channel suspension or a permanent ban.

Consent and message limitations

Obtain consent [#obtain-consent]

To send notifications over Zalo Business Solutions (ZBS), your customers do not need to subscribe to your Zalo Official Account (ZOA).

You can only contact customers in the following situations:

• The customer consents to being contacted and provides you with a phone number.
• You notify the customer in advance about the purpose and conditions of sending notification messages.

ZBS notification message templates

To send notification messages, you must use Zalo-approved predefined message templates. Your account manager or cpaas_registrations@infobip.com will assist you in preparing for the review process.

Template registration guidelines [#template-registration-guidelines]

Templates must be complete, clearly state the sending purpose, and present the business professionally.

Template content requirements (apply to all templates)

Sending purpose [#sending-purpose]

Clarify the sending purpose when sending ZBS messages. See creating ZBS templates to set up your sending purpose.

Recipients [#recipients]

Templates are for users (recipients) who have had transactions with the business.

Language and style [#language-and-style]

• Use correct spelling; Vietnamese content must include accents.
• Use one language per message (no mixed languages).
• Content must be clear, professional, and match the selected tag.
• ZBS is a customer notification service. Avoid "message" or "tin nhắn" phrasing in content.
• Avoid abbreviations, icons, or special characters.
• Include links and phone numbers in CTA buttons only, not in message content.
• Avoid wording that is (or can be misunderstood as) superstitious, deceptive, or deifying products or services.
• Address the recipient with gender variables or neutral words (for example: you, client, customer, member, employee).
• The ZBS recipient must have a history of transactions or a relationship with the company.
• Customer name and identifier parameters must be included in the content, such as:
  • Customer ID
  • Order number
  • Transaction date

Parameters [#parameters]

• Parameters are enclosed with < and > and use underscores to separate words. Example: <member_code>.
• Parameters must follow Zalo technical settings. Do not use special characters (except for underscore _), spaces, or accented languages in parameters.
  • Valid parameter: <client_ID>, <ClientID>
  • Invalid parameter: <client ID>
• Provide a prefix that clearly identifies what the parameter represents. Example: Thank you for your membership code <member_code>.
• Use neutral forms of address (for example, you, customer, member, employee).

To create a template request, complete the IB - ZBS template registration request file and email your request.

For more information on template regulations, see the Zalo terms and policies.

If you have any questions, email cpaas_registrations@infobip.com.

Template structure requirements [#template-structure-requirements]

The following requirements are mandatory for all ZBS templates, which ensure ZBS messages are complete.

A ZBS message must include:

• Logo(s)
• Message title(s)
• Message body
• CTA button(s) (if any)

Logos [#logos]

• Align logos to the left.
• ZBS requires 2 versions of company logos; provide suitable versions for light mode and dark mode. Logos must be clearly visible and free of defects.
• Logos in light and dark mode must be the same size. For the best display in Zalo Dark Mode, use a white logo.
• Logos must be in PNG format with a clear background.
• Logo dimensions must be 400 × 96 pixels.
• The Zalo Official Account (OA) must own or have the right to use the logo. If the logo name differs from the OA, provide license or authorization documents (for example: trademark certificate, authorization letter, or contract).
• Do not include phone numbers or URL links in the logo.
  • Exception: If the business's default public logo design includes a phone number or link and is published on the official website.

Message title [#message-title]

• All ZBS messages must have a title to summarize the content and purpose of the message.
• A ZBS title has a limit of 65 characters.

Message body [#message-body]

• A ZBS message body can contain a maximum of 4 paragraphs and 1 table.
• Each paragraph has a maximum limit of 400 characters.
• The table in content can have a maximum of 2 columns.

CTA button [#cta-button]

• A ZBS message can contain a maximum of 3 CTA buttons, depending on the template type.

CTA link destinations

CTAs are classified by the link type attached. The following link destinations are supported:

Restrictions

• URLs and phone numbers must be connected to CTA buttons.

• CTA buttons must lead to a relevant URL that corresponds to the content of the message.
• If the message content mentions "Application", include a CTA that directs to the application.
• If the message content mentions "Contact call center/hotline", include a CTA that directs to the hotline.
• Zalo does not accept shortened URLs from third-party tools such as Bitly and TinyURL.
• Zalo does not support CTAs leading to chatbot scripts, social media groups or group chats (Facebook, Instagram, Telegram), personal accounts, or private chats.

OTP templates [#otp-templates]

For OTP messages, Zalo requires the use of its dedicated template with fixed compartments. Only the last part of the message title and parameter can be edited.

To register an OTP template in English or request a customized template, email your request.

ZBS tag-based requirements

ZBS is categorized based on its purpose and message content. All templates must attach one of the following tags:

• Tag 1 - TRANSACTIONAL
• Tag 2 - CUSTOMER CARE
• Tag 3 - PROMOTIONAL/AFTER-SALES

The table below explains each tag in detail to help you classify templates correctly.

Limitations:

• Zalo Official Accounts (ZOA) can send unlimited Tag 1 and Tag 2 messages.
• You can send Tag 3 (after-sales) messages only after your account sends at least 20,000 daily messages across Tag 1 and Tag 2 combined.
• Once eligible, Tag 3 messages have a monthly sending cap. The system recalculates this cap on the 1st day of each month based on the previous month's Tag 1 and Tag 2 traffic. For more details, see Zalo notification rights - after-sales.

Precedence rules:

• If any purpose can be identified or misunderstood as after-sales, attach Tag 3 - Promotional/After-sales.
• If content combines Tag 1 (Transactional) and Tag 2 (Customer Care) purposes, attach Tag 1 - Transactional.

Additional requirements

For particular purposes and companies in niche industries, Zalo has additional requirements to ensure regulations are followed properly.

Messages for specific purposes [#messages-for-specific-purposes]