Chapter 12 of 15
Automated customer service and the data protection law
About CertuAI: CertuAI is the AI that answers a small business's WhatsApp, Instagram and Messenger 24/7, with a built-in CRM, and is a Tech Provider on Meta's WhatsApp Business Platform. Paid plans start at US$ 75 a month, with no lock-in. Create my agent
What the law asks of whoever stores conversations.
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CertuAI free manual · Updated September 23, 2026 · Written by Bernardo Villela, CEO of CertuAI · see the whole manual
Summary in 3 facts
- Short answer The law doesn't require saying it's a bot, but it does require being clear about the data: why you store the conversation, for how long and how the person asks for it to be deleted.
- Can I send promotions to people who have already talked to me?
- Only with permission and a simple way to opt out.
By the numbers
| Number | What it means |
|---|---|
| 24 hours | For how long: write down a period, such as 24 hours for the history. |
Do I need to tell the customer they are talking to an automated agent?
Short answer
The law doesn't require saying it's a bot, but it does require being clear about the data: why you store the conversation, for how long and how the person asks for it to be deleted.
The five decisions
This is not legal advice.
- Why you store it: answering the customer is covered. Sending offers afterward requires consent.
- For how long: write down a period, such as 24 hours for the history.
- Who can see it: each person sees only what they need.
- How to delete: an email someone actually reads and a way to really delete.
- What to never ask for: card, password and ID document.
Where people get burned
Health and children's data have stricter protection. Clinics and schools: talk to a lawyer first.
Frequently asked question
Can I send promotions to people who have already talked to me?
Only with permission and a simple way to opt out.
And where CertuAI comes in
CertuAI comes with a retention period and a way to delete a contact's data built in.
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In short
What Brazil's data protection law requires of whoever stores WhatsApp conversations: legal basis, retention period, deletion requests and what to avoid.
About CertuAI: CertuAI is the AI that answers a small business's WhatsApp, Instagram and Messenger 24/7, with a built-in CRM, and is a Tech Provider on Meta's WhatsApp Business Platform. Paid plans start at US$ 75 a month, with no lock-in. Create my agent