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Europe · Meta market: Rest of Western Europe

WhatsApp for customers in Denmark, where a reply can count as marketing

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Denmark's Consumer Ombudsman treats a private message as electronic mail, and its spam ban reaches traders outside Denmark. Here is what that means for a WhatsApp programme run from India.

Start free trialTalk to sales
Marketing consent
Marketing Practices Act, section 10[1]
Enforced by
Consumer Ombudsman (marketing); Datatilsynet (GDPR)[1],[4]
Time zone
CET, UTC+1; CEST, UTC+2 from late March to late October[17]
Gap to India
IST is 4h 30m ahead in winter, 3h 30m in summer[17]
Population
6,025,603 (1 January 2026)[10]
Currency
Danish krone (DKK); Denmark has a euro opt-out[12]
Meta market
Rest of Western Europe (regional rate)

For Indian exporters, brands and service teams with customers in Denmark, and for Danish firms weighing InfiQ: how Denmark's spam ban applies to private messages, where service ends and marketing begins, what a +45 message costs, and how to start.

See it work

Where a reply turns into marketing

Denmark's regulator counts a private message as electronic mail. Play the conversation to see where an ordinary exchange with a Danish customer would cross the line.

Denmark's ban on unsolicited communications is about marketing. A reply to a question the customer asked, a delivery update or an appointment reminder sits outside it. A discount slipped into that same reply does not.

For an Indian exporter the working rule is short: collect WhatsApp marketing consent at the point of sale, keep the record, and keep order templates free of offers. InfiQ's consent records store each contact's opt-in source and time, and STOP replies are enforced at platform level.

A delivery question from Aarhus

7 / 7
Kolam Home TextilesBusiness account

Today

  1. Customer: Hej! Has my order 4471 left Jaipur yet?10:30
  2. Kolam Home Textiles: It has. It shipped this morning and should reach you in Aarhus on Thursday. The tracking link is in your shipping email.10:31Read
  3. WhatsApp notice: Tempting: add a discount code for the new cushion range to that reply.
  4. Customer: Tak! Thursday works.10:33
  5. Kolam Home Textiles: DeliveredYour order 4471 was delivered today. Reply here if anything is missing or damaged.Kolam Home Textiles10:34Delivered
  6. WhatsApp notice: Not here: “Want our offers on WhatsApp? Reply YES.”
  7. WhatsApp notice: Instead: a WhatsApp opt-in box at checkout, with its wording, time and source stored.

Message 7 of 7

WhatsAppSystem notice

Consent collected before the first marketing message, and documented, is what a trader must be able to show.

A notice WhatsApp itself shows in the chat — not a message from either side.

An illustrative conversation between a fictional Indian exporter and a customer in Denmark, shown in English; Danish customers would normally get Danish templates. The notes summarise the Consumer Ombudsman's guidance cited in the rules section below.

Message 7 of 7: WhatsApp, System notice. Consent collected before the first marketing message, and documented, is what a trader must be able to show.

Compliance

The rules behind the conversation

Two authorities, two statutes. The Consumer Ombudsman polices marketing consent; Datatilsynet polices the personal data. Both matter to a WhatsApp programme.

Section 10(1) of the Danish Marketing Practices Act bans direct marketing by electronic mail, automated calling systems or fax unless the recipient has given prior consent. It applies to anyone, so it protects businesses as well as consumers.[1]

Regulator: Forbrugerombudsmanden (Danish Consumer Ombudsman)

  1. Point 1

    A private message is electronic mail

    The Ombudsman's guidance treats SMS, MMS, app push notifications and private messages on social media as electronic mail, and the Ombudsman has found marketing through Facebook Messenger (case 19/13046) and a Facebook chatbot (case 18/07628) in breach. WhatsApp is not named, so applying the ban to it is an interpretation, though the reasoning carries straight across.[1],[2]

  2. Point 2

    Sending from India does not put you outside it

    The Ombudsman says traders outside Denmark that send electronic marketing to recipients in Denmark are subject to the Danish ban on unsolicited communications.[1]

  3. Point 3

    Consent cannot be asked for by message

    Under the Ombudsman's guidance a business may not send an electronic message to ask for marketing consent, because the request itself counts as marketing. Ask at checkout, in the customer's account or on a web form instead.[1]

  4. Point 4

    Existing customers: a narrow exception

    Section 10(2) lets a trader market its own similar products to previous customers under strict conditions, including an easy, free way to refuse. It does not cover new product lines or other companies' offers. Purely service-related messages fall outside the ban altogether.[1]

  5. Point 5

    Consent you can document

    Consent must be freely given, specific and informed, and the trader must allow free and easy withdrawal. A breach of section 10 is punishable by a fine, and the trader must be able to document valid consent, or that the existing-customer conditions were met.[1]

  6. Point 6

    The Robinson list is not a permission slip

    The Robinson list, produced by the CPR register, protects against unsolicited addressed advertising and calls from sellers; borger.dk does not say it covers e-mail, SMS or messaging. Electronic marketing needs prior consent whether or not a person is on it.[3]

  7. Point 7

    Datatilsynet looks after the data

    The GDPR, supplemented by the Danish Data Protection Act in force since 25 May 2018, governs the personal data. Section 13 of that Act bars passing a consumer's data to another business for direct marketing, or using it on another business's behalf, without explicit consent, and requires a check of the CPR register for a marketing opt-out first.[4],[5]

  8. Point 8

    WhatsApp asks for opt-in as well

    Separately from Danish law, Meta's WhatsApp Business Messaging Policy lets a business contact people only after they have shared their number and given opt-in permission to receive its messages.[6]

  9. A summary of public guidance from the sources cited, not legal advice.

A small, rich, digital market

Six million people, a record export surplus and a population that already pays and talks on the phone. The figures, with their sources.

The IMF estimates Denmark's 2025 GDP at about US$471 billion, or about US$78,600 a head. Both are estimates and may be revised.[7]

Real GDP grew 3.7% in 2024, driven by exports, in particular pharmaceuticals and shipping, and by public consumption. Statistics Denmark estimated growth in value added outside pharma at 1.8%, the European Commission reports.[8]

The current-account surplus reached a record 13.0% of GDP in 2024, mainly on pharmaceutical and shipping exports.[8]

The manufacture of pharmaceutical products alone accounted for 9.3% of Denmark's total gross value added in 2024.[9]

Eurostat counts 93.67% of people in Denmark using instant messaging in 2025, against 82.31% across the EU. The survey covers all such apps, with WhatsApp, Messenger, Skype and Viber as its examples, so it is not a WhatsApp share.[11]

More than nine in ten payments in Danish shops are digital, Danmarks Nationalbank reported in 2026, and wallet payments on mobile phones made up nearly 39% of card payments in physical trade in the second quarter of 2025.[16],[15]

MobilePay, launched in 2013, had more than 4.3 million users in Denmark in 2021, when 92% of the population had access to it.[14]

Who sends what to Denmark

Denmark's export strengths are also the industries where Indian suppliers, partners and service teams already deal with Danish counterparts.

Pharmaceuticals and life sciences

Denmark's largest export product group, at 15% of exports, and the main driver of 2024 growth, the European Commission reports.[8]

  • Sample-shipment and event logistics for opted-in healthcare professionals
  • Distributor order status
  • Appointment reminders

Shipping and maritime

With pharmaceuticals, shipping drove export growth and the record 2024 current-account surplus.[8]

  • Shipment status updates
  • Port and delivery notifications for business customers
  • Document requests

Machinery and electrical equipment

Machinery and computers make up 12% of Danish exports, and electrical machinery and equipment 7%.[8]

  • Spare-part ordering
  • Service-ticket updates
  • Installation scheduling

Food and agriculture

Meat (3%), fish (3%) and other food products (2%) are among Denmark's main exports, and Invest in Denmark promotes the country as a food cluster.[8],[13]

  • Order confirmations for retailers
  • Delivery windows
  • Promotions to opted-in shoppers only

Cleantech and wind energy

Invest in Denmark, the investment agency linked to the Ministry of Foreign Affairs, lists cleantech among its four key industries, with tech, life science and food.[13]

  • Installation scheduling
  • Service-visit reminders
  • Maintenance alerts

Technology and software

Invest in Denmark presents Denmark as a tech location, pointing to its test market and software-development talent.[13]

  • Customer onboarding
  • Two-way support in a shared inbox
  • Login codes

Write to Danish customers in Danish

Meta accepts templates in Danish. Approve the Danish and English versions of each template together.

Danish is the language of a Danish customer's inbox, so order, delivery and appointment templates should be written in it, not translated at the last minute. Each language version of a template is reviewed by Meta on its own.

English works for some business contacts, but we have no figure for how many Danes prefer it, so do not assume it. Replies inside the 24-hour service window can be in whatever language your team writes.

Meta template languages relevant to Denmark
LanguageMeta codeUse it for
DanishdaDenmark's official language and the default for consumer templates
EnglishenInternational business contacts who prefer it

Prices in ₹ and DKK

What a message to a Danish number costs

Plans start at ₹999 a month. Each delivered message to a +45 number is charged at InfiQ's rate for Meta's Rest of Western Europe market: ₹5.21 for marketing and ₹1.50 for utility. Service replies have been charged per message since 1 October 2026.

Snapshot rates · as of 20 Oct 2026, 00:02 UTC

Lite

₹999 / month≈ kr 70.12 DKK

₹833 / month, billed yearly≈ kr 58.47 DKK

Growth

₹2,999 / month≈ kr 210.50 DKK

₹2,499 / month, billed yearly≈ kr 175.41 DKK

Enterprise

Custom volume pricing, custom SLA and dedicated infrastructure.

Per message to Denmark · Rest of Western Europe (regional rate)

InfiQ per-message rates for Denmark in rupees and DKK
Category₹ INRDKK
Marketing₹5.2054kr 0.365
Utility₹1.5019kr 0.105
Authentication₹1.5019kr 0.105
Service₹1.5019kr 0.105
Per-message rates for all 47 markets, in ₹ and DKK
Per-message rates by market, effective 1 October 2026
MarketMarketingUtilityAuthenticationService
Argentinakr 0.382₹5.4352kr 0.161₹2.2874kr 0.161₹2.2874kr 0.161₹2.2874
Bangladeshkr 0.452₹6.4397kr 0.0228₹0.3254kr 0.0228₹0.3254kr 0.0228₹0.3254
Brazilkr 0.386₹5.4970kr 0.0420₹0.5981kr 0.0420₹0.5981kr 0.0420₹0.5981
Chilekr 0.549₹7.8162kr 0.123₹1.7585kr 0.123₹1.7585kr 0.123₹1.7585
Colombiakr 0.0772₹1.0993kr 0.0050₹0.0706kr 0.0050₹0.0706kr 0.0050₹0.0706
Egyptkr 0.397₹5.6629kr 0.0222₹0.3167kr 0.0222₹0.3167kr 0.0222₹0.3167
Francekr 0.531₹7.5588kr 0.185₹2.6393kr 0.185₹2.6393kr 0.185₹2.6393
Germanykr 0.843₹12.0088kr 0.340₹4.8386kr 0.340₹4.8386kr 0.340₹4.8386
Hong Kongkr 0.452₹6.4397kr 0.161₹2.2867kr 0.161₹2.2867kr 0.161₹2.2867
Hungarykr 0.531₹7.5596kr 0.215₹3.0700kr 0.215₹3.0700kr 0.215₹3.0700
Indiakr 0.0662₹0.9435kr 0.0136₹0.1941kr 0.0098₹0.1402kr 0.0102₹0.1450
Indonesiakr 0.254₹3.6133kr 0.154₹2.1979kr 0.154₹2.1979kr 0.154₹2.1979
Iraqkr 0.211₹2.9992kr 0.0487₹0.6943kr 0.0487₹0.6943kr 0.0487₹0.6943
Israelkr 0.218₹3.1045kr 0.0327₹0.4662kr 0.0327₹0.4662kr 0.0327₹0.4662
Italykr 0.490₹6.9847kr 0.185₹2.6369kr 0.185₹2.6369kr 0.185₹2.6369
Kazakhstankr 0.373₹5.3098kr 0.111₹1.5824kr 0.111₹1.5824kr 0.111₹1.5824
Kuwaitkr 0.489₹6.9671kr 0.271₹3.8671kr 0.271₹3.8671kr 0.271₹3.8671
Malaysiakr 0.531₹7.5644kr 0.0864₹1.2314kr 0.0864₹1.2314kr 0.0864₹1.2314
Mexicokr 0.245₹3.4877kr 0.0524₹0.7471kr 0.0524₹0.7471kr 0.0524₹0.7471
Moroccokr 0.256₹3.6425kr 0.142₹2.0218kr 0.142₹2.0218kr 0.142₹2.0218
Netherlandskr 0.986₹14.0494kr 0.309₹4.3987kr 0.309₹4.3987kr 0.309₹4.3987
Nepalkr 0.452₹6.4397kr 0.0210₹0.2990kr 0.0210₹0.2990kr 0.0210₹0.2990
Nigeriakr 0.319₹4.5421kr 0.0414₹0.5898kr 0.0414₹0.5898kr 0.0414₹0.5898
Omankr 0.211₹2.9992kr 0.152₹2.1709kr 0.152₹2.1709kr 0.152₹2.1709
Pakistankr 0.292₹4.1620kr 0.0927₹1.3200kr 0.0927₹1.3200kr 0.0927₹1.3200
Perukr 0.434₹6.1843kr 0.185₹2.6392kr 0.185₹2.6392kr 0.185₹2.6392
Polandkr 0.225₹3.2105kr 0.0751₹1.0702kr 0.0751₹1.0702kr 0.0751₹1.0702
Qatarkr 0.211₹2.9992kr 0.0740₹1.0547kr 0.0740₹1.0547kr 0.0740₹1.0547
Romaniakr 0.531₹7.5596kr 0.179₹2.5436kr 0.179₹2.5436kr 0.179₹2.5436
Russiakr 0.495₹7.0520kr 0.247₹3.5173kr 0.247₹3.5173kr 0.247₹3.5173
Saudi Arabiakr 0.355₹5.0537kr 0.0660₹0.9401kr 0.0660₹0.9401kr 0.0660₹0.9401
Singaporekr 0.452₹6.4397kr 0.0988₹1.4072kr 0.0988₹1.4072kr 0.0988₹1.4072
South Africakr 0.234₹3.3385kr 0.0587₹0.8369kr 0.0587₹0.8369kr 0.0587₹0.8369
Spainkr 0.436₹6.2161kr 0.123₹1.7578kr 0.123₹1.7578kr 0.123₹1.7578
Sri Lankakr 0.452₹6.4397kr 0.0123₹0.1759kr 0.0123₹0.1759kr 0.0123₹0.1759
Turkeykr 0.0673₹0.9587kr 0.0056₹0.0792kr 0.0056₹0.0792kr 0.0056₹0.0792
Ukrainekr 0.531₹7.5596kr 0.183₹2.6138kr 0.183₹2.6138kr 0.183₹2.6138
United Arab Emirateskr 0.355₹5.0537kr 0.0969₹1.3811kr 0.0969₹1.3811kr 0.0969₹1.3811
United Kingdomkr 0.392₹5.5795kr 0.136₹1.9346kr 0.136₹1.9346kr 0.136₹1.9346
North Americakr 0.154₹2.1976kr 0.0210₹0.2989kr 0.0210₹0.2989kr 0.0210₹0.2989
Rest of Africakr 0.139₹1.9796kr 0.0247₹0.3516kr 0.0247₹0.3516kr 0.0247₹0.3516
Rest of Asia Pacifickr 0.520₹7.4057kr 0.0698₹0.9938kr 0.0698₹0.9938kr 0.0698₹0.9938
Rest of Central & Eastern Europekr 0.531₹7.5596kr 0.131₹1.8595kr 0.131₹1.8595kr 0.131₹1.8595
Rest of Latin Americakr 0.457₹6.5048kr 0.0697₹0.9934kr 0.0697₹0.9934kr 0.0697₹0.9934
Rest of Middle Eastkr 0.242₹3.4490kr 0.0561₹0.7998kr 0.0561₹0.7998kr 0.0561₹0.7998
Rest of Western Europekr 0.365₹5.2054kr 0.105₹1.5019kr 0.105₹1.5019kr 0.105₹1.5019
Otherkr 0.373₹5.3098kr 0.0475₹0.6769kr 0.0475₹0.6769kr 0.0475₹0.6769
Currency converter

kr 70.12 DKK

Indicative conversion at reference rates (ExchangeRate-API snapshot). InfiQ sets and invoices prices in Indian rupees, excluding GST; your bank’s rate on the day you pay will differ. Rates By Exchange Rate API.

Plan prices are monthly, in rupees, excluding GST; yearly billing is two months free. Messages are charged per delivered message on top of the plan, at the rate for the recipient’s country. Full details: InfiQ pricing. InfiQ invoices in rupees; the krone and euro figures are indicative conversions for budgeting. A business based in Denmark should confirm availability with sales before planning around these numbers.

Rates for every Meta market, plus plans and add-ons, are on one page.

See all plans and rates

On InfiQ

The parts of InfiQ a Danish programme leans on

Consent first, then templates, then sending. Each item links to the product page with its current status.

  • Consent records and opt-out enforcement

    Each contact's opt-in source and time are recorded, STOP replies are enforced at platform level (even against later imports), and the audit trail exports.

    Denmark puts the burden of proof on the trader. The opt-in source and time are stored for every contact, and the audit trail exports if the Ombudsman asks.

  • Template manager and library

    Draft, submit and track WhatsApp message templates for Meta's approval, starting from a library of 1,000+ ready templates in 27 categories.

    Danish and English versions of each order, delivery and appointment template, drafted and tracked through Meta's approval in one place.

  • Broadcast campaigns

    Send approved template campaigns to up to 2,00,000 contacts per broadcast, with segments, scheduling and delivery analytics.

    Campaigns go only to the segments you hold consent for, scheduled for Danish daytime rather than Indian office hours.

  • Shared team inbox

    One WhatsApp number answered by a team: 10 users on Lite and 25 on Growth, agent and manager roles, transfers, private notes, labels and canned replies.

    Most Danish traffic is customers asking about orders. One number, with a team behind it, keeps those service conversations answered.

  • Integrations over the API

    Shopify, WooCommerce, Razorpay, Zoho CRM, HubSpot, Google Sheets and others connect through InfiQ's API and webhooks today; native one-click connectors are still in development.

    Shop and CRM events can trigger order and delivery updates through the API and webhooks; native one-click connectors are still in development.

  • Guided onboarding

    InfiQ guides Meta business verification, number registration and display-name approval; with verification done, a number is typically live in about two hours.

    Meta business verification comes first. Once it is complete, a number is typically live in about two hours.

Two ways in

Two ways to start

InfiQ serves India-based businesses. If yours is one, you can start today; if you are based in Denmark, the conversation starts with sales.

Your business is in India

  1. 1.

    Collect consent where the customer buys

    Add a WhatsApp opt-in to checkout or your sign-up form, with wording that names WhatsApp. Never ask for it by message.

  2. 2.

    Verify and go live

    Complete Meta business verification; with it done, your number is usually live in about two hours.

  3. 3.

    Write the Danish templates

    Submit Danish versions of your order, delivery and appointment templates through the template manager.

  4. 4.

    Send service first

    Start with order and delivery updates. Add campaigns only for contacts whose marketing consent you have on record.

Your business is in Denmark

  1. 1.

    Know what InfiQ is

    An India-based Meta Business Partner that bills in rupees, processes customer data in India and supports customers in English and Hindi on India time.

  2. 2.

    Talk to sales first

    Availability for businesses outside India goes through sales, and we will tell you plainly whether InfiQ fits.

  3. 3.

    Bring your data-protection review

    Customer data would be processed in India. Your GDPR review should cover that before anything is signed.

City guides in Denmark

Questions businesses ask about WhatsApp in Denmark

Does Denmark's spam ban apply to WhatsApp messages we send from India?
For marketing messages, in all likelihood yes. The Consumer Ombudsman says traders outside Denmark that send electronic marketing to Danish recipients are covered by the ban, and its guidance treats private messages as electronic mail. WhatsApp is not named, so this is an interpretation, but it is the one the Ombudsman's Messenger and chatbot cases point to.
Can we ask Danish customers for marketing consent in a WhatsApp message?
No. The Ombudsman's guidance says a request for marketing consent sent by electronic message is itself marketing, so it would need the very consent it asks for. Ask at checkout, in the customer's account or on a web form, and keep the wording, time and source of each opt-in.
Can we send offers to Danish customers who bought from us before?
Only inside section 10(2)'s narrow exception: your own similar products, to previous customers, with an easy and free way to opt out and the other strict conditions in the Ombudsman's guidance. New product lines and partner offers need prior consent. When unsure, treat the message as marketing and get consent first.
Which of our messages to Danish customers count as service rather than marketing?
Messages that only serve something the customer already has with you: order confirmations, delivery updates, appointment reminders and answers to their questions. Purely service-related messages fall outside the ban, but adding an offer changes that. Meta still requires opt-in for business-initiated messages, so keep that record too; the marketing vs utility entry explains Meta's own split.
Does screening against the Robinson list let us send WhatsApp promotions?
No. The Robinson list covers addressed advertising and sales calls, and borger.dk does not say it covers e-mail, SMS or messaging. Electronic marketing in Denmark needs prior consent whether or not a person is listed.
What does a WhatsApp message to a +45 number cost on InfiQ?
Danish numbers are priced at InfiQ's rate for Meta's Rest of Western Europe market: ₹5.21 per marketing message, ₹1.50 per utility message, ₹1.50 per authentication message and ₹1.50 per service reply, ex-GST. Plans start at ₹999 a month; the converter above shows krone and euro equivalents.
Where would our Danish customers' data be processed?
In India. InfiQ processes customer data in data centres located in India, as its subprocessor list sets out. If the GDPR applies to your Danish customer data, your records need to show that; if you are based in Denmark, take it to your data-protection review before you talk to sales.
Can Danish customers pay with MobilePay inside the conversation?
Not inside WhatsApp through InfiQ, which does not offer in-chat payments. Teams send a payment link from their own checkout in a template, so customers pay with whatever that checkout supports, MobilePay included if you offer it.

Sources

Facts on this page were checked against these sources on the dates shown. InfiQ's rates come from its published rate card. Page updated 2026-10-20.

  1. [1]The Prohibition Against Unsolicited Communications: Guidance (English, December 2018) · Danish Consumer Ombudsman · read 2026-10-20
  2. [2]Spamforbuddet: vejledning (2021) · Forbrugerombudsmanden · read 2026-10-20
  3. [3]Robinsonlisten: markedsføringsbeskyttelse · borger.dk · read 2026-10-20
  4. [4]Danish Data Protection Act (English translation) · Datatilsynet · read 2026-10-20
  5. [5]Legal framework of EU data protection · European Commission · read 2026-10-20
  6. [6]WhatsApp Business Messaging Policy (updated 23 September 2026) · WhatsApp (Meta) · read 2026-10-20
  7. [7]World Economic Outlook (October 2026), DataMapper · International Monetary Fund · read 2026-10-20
  8. [8]2025 Country Report: Denmark (Council doc. 9842/25 ADD 1) · European Commission · read 2026-10-20
  9. [9]Gross value added by detailed industry (nama_10_a64) · Eurostat · read 2026-10-20
  10. [10]Population on 1 January (tps00001) · Eurostat · read 2026-10-20
  11. [11]Internet use: instant messaging (isoc_ci_ac_i, I_IUCHAT1) · Eurostat · read 2026-10-20
  12. [12]Denmark: country profile · European Union · read 2026-10-20
  13. [13]Invest in Denmark · Invest in Denmark · read 2026-10-20
  14. [14]Analysis No. 2: Denmark is among the most digitalised countries when it comes to payments (2022) · Danmarks Nationalbank · read 2026-10-20
  15. [15]Governor Ulrik Nødgaard: new payment solutions and robustness in the payment system (8 October 2025) · Danmarks Nationalbank · read 2026-10-20
  16. [16]Danes are making more payments using their mobile phones (June 2026) · Danmarks Nationalbank · read 2026-10-20
  17. [17]Time Zone Database (zone1970.tab) · IANA · read 2026-10-20

Reach Danish customers with consent you can show

Indian businesses can start a 7-day Lite trial, no card needed, and send Danish templates once Meta verification is done. Based in Denmark? Talk to sales about availability first.

Start free trialTalk to sales

Route

IN → DK

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