Prayer to the Creator seems to be treated as a personal thing, for the most part, and no one forces it on you if that isn't what you want to do.
Anyone claiming to speak on behalf of the Creator seems to be met with a healthy dose of contempt. Even nominally "devout" people like Nynaeve are skeptical of Masema, not just for himself but even his claim that the Dragon Reborn, the closes thing they have to a messiah, is actually somehow more connected to the Creator than random dude.
And you will notice that while Masema himself tried to impose certain strictures, about how women should dress and so on, you can almost sense Jordan rolling his eyes when he writes Nynaeve's PoV on this. Same with the Whitecloaks, who try to impose a certain kind of behavior to be called something like a "true believer". The majority of WoT society, however, is spiritual and may even be devout, but they don't behave in a certain way so as to gain the Creator's favor.
All that fits the Creators hands off approach, too. Jordans world is very Manichean, which requires a lot of latitude for its inhabitants.
There is no actual confirmation that The Creator or the Dark One are actual dieties. Massively powerful entities for certain, but there is nothing to say the Creator was even a single entity or had a true will or had any interest in giving direction to his creation (even assuming he actually created). For most of time the Dark One is an unknown, only having any sort of presence outside of the 3rd Age and even then has extremely limited ability to influence the world. His power seems largely based in the humans who follow a set of rules they create.
