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Does Viber approve company-initiated messages?

No. Once requesting a messaging service (one-way, two-way or Sessions), you will have to provide a message sample and also categorize it as “transactional” or “promotional”. This gives Viber an overview of what your messaging needs are, though they don’t approve company-initiated messages (like WhatsApp Business, for instance).

The only exception is for Russia, where Viber plays an active role in reviewing and approving those message templates in this country.