Display name, profile image & business info

It includes:

Display name
Profile image (icon)
Business info such as description, website, email and address

Flowella reads this information from your WhatsApp Business Account. You manage and change it in Meta’s WhatsApp Manager. This article explains how it works, the approval process, and what Meta will and will not allow.

Where you manage these settings

You configure your display name, profile image and business info in WhatsApp Manager, which is part of Meta Business Manager.

Typical path:

Go to Meta Business Manager for the business that owns your WhatsApp Business Account.
Open WhatsApp Manager.
Go to Account tools → Phone numbers or Profile.
Select the phone number, then edit the Profile and Display name fields.

Flowella will automatically use whatever is configured there for that number.

Display name

What the display name is

Your display name is the business name customers see in WhatsApp, instead of just your phone number. It is tied to the certificate for your WhatsApp Business Platform account and must follow Meta’s guidelines.

Approval process

Each phone number in your WhatsApp Business Account has a display name. When you:

Add a new number, or
Change an existing display name

Meta runs an automatic Display Name Review.

Typical behaviour:

Review usually completes in 1 to 3 business days, although it is often faster.
Status changes from “Pending” or “Review not started” to “Approved” or “Rejected” in WhatsApp Manager.
Once approved, and once your account is verified and in good standing, the display name can be shown instead of your phone number in chats.

Flowella cannot speed up this review or override Meta’s decision. If a name is rejected, you must update it in WhatsApp Manager and submit it again.

What is allowed

Based on Meta’s guidelines your display name must:

Match your business or brand
- It should clearly represent your company, product, service or a recognised brand you own.
- It must be referenced on your website or official materials.

Comply with WhatsApp Commerce and Business policies
- No restricted products or services that violate WhatsApp rules.
- For example, “ABC Wine Glasses” is fine, “ABC Wine” (selling alcohol in violation of policy) is not.

Be specific, not generic
- Not allowed: single generic words such as “Fashion”, “Shoes” or “Support”.
- Not allowed: generic locations such as “London” or “New York” on their own.

Have a clear business relationship
- If the brand is different from the legal entity, the link must be visible, for example, “Fruit Snacks by Fresh Produce”, where both are referenced on your websites.
Follow basic formatting rules
- At least 3 characters long.
- Normal capitalisation that matches your branding.
- No emojis, extra punctuation or random symbols.
- Must not look like a URL or use a domain format such as Example.com.

What is not allowed

Common reasons for rejection:

Using “WhatsApp”, “Facebook”, “Meta”, “Official”, “Verified” or similar in your name.
Using a slogan, long sentence or tagline instead of a name.
Using a person’s full name instead of a business or brand.
The name bears no clear relation to the website, legal entity or public branding.

If your display name is rejected, update it to meet these rules and resubmit from WhatsApp Manager.

Profile image (profile icon)

What the profile image is

Your profile image is the small icon that appears next to your name and on your WhatsApp Business profile. For API accounts, it is usually your logo or a simple brand mark.

Technical guidelines

Meta does not publish a single public spec page for the API, but partner docs and Meta guidance generally recommend:

Square image, typically 640 × 640 px or higher resolution.
JPG or PNG format.
File size up to 5 MB.
The important part of the logo is centred and visible inside a small circle.

Content guidelines

To avoid problems, your profile image should:

Represent your business or brand clearly.
Avoid misleading content, adult content, hate symbols or anything that would violate WhatsApp’s Commerce or Business policies.
Be high quality and readable on a mobile screen.

If you update the profile picture in WhatsApp Manager, it can take a few minutes for changes to appear in WhatsApp and then in Flowella.

Business information

Your WhatsApp Business profile can include a number of fields that Flowella will surface to users when they open your profile:

Business description
Address
Website URL(s)
Email address
Business category or vertical
Opening hours

You can edit these fields in WhatsApp Manager under the profile or business info section for your number. A complete profile helps users trust that the number is genuinely your organisation and provides them with alternative ways to contact you outside WhatsApp.

How this interacts with Flowella

Flowella reads your display name, profile image and business info from your WhatsApp Business account.
You cannot change these fields from Flowella; all changes must be done in WhatsApp Manager.
Once updated and approved in WhatsApp Manager, Flowella will reflect them for new conversations and flows that use that number.

Best practice checklist

When setting up WhatsApp for use with Flowella:

Choose a display name that matches your website and public brand, and avoid generic or policy breaking wording.
Use a clean, square logo that looks good inside a circle and passes basic brand and content checks.
Complete your business profile, description, website and contact details in WhatsApp Manager.
Allow up to a couple of business days for display name approval before going live with major campaigns.

If your display name or profile is repeatedly rejected and you are not sure why, you can:

Check that the name and brand appear clearly on your website.
Remove restricted words or generic terms.
Share screenshots and links with Flowella support so we can help you spot issues before you resubmit.