How to Send WhatsApp Broadcast Messages: The Complete Guide

WhatsApp broadcast messages let you send one message to hundreds or thousands of customers at once — and unlike email, they land directly in a private conversation thread with open rates above 85%. That makes WhatsApp campaigns one of the most effective outbound channels available to businesses today.

But there are rules. WhatsApp treats spam seriously and the API has guardrails to protect users. This guide explains how broadcast messages work, what the rules are, and how to run campaigns that get results without getting your number flagged.

WhatsApp broadcast via the app vs the API

There are two ways to send WhatsApp broadcasts, with very different capabilities:

If you are sending to more than a few hundred people, or if you need scheduling, delivery tracking, or personalisation, the API is the only viable option.

WhatsApp message templates: the mandatory step

The WhatsApp Business API requires pre-approved message templates for any conversation your business initiates. You write the template, submit it to Meta for review, and once approved (typically 24–72 hours), you can use it in campaigns.

Templates fall into three categories, each with different pricing:

• Marketing templates: promotions, offers, product announcements. These are the most common for campaigns. Cost the most per conversation.
• Utility templates: transactional messages like order confirmations, shipping updates, appointment reminders. Lower cost.
• Authentication templates: one-time passcodes and login codes. Fixed low cost.

Templates can include variable placeholders like {{customer_name}} or {{order_number}} which are filled dynamically per recipient when the campaign is sent.

Meta rejects templates that are vague, contain misleading content, or are clearly promotional without a clear opt-in context. Keep your templates clear, specific, and relevant to the recipients.

Getting consent before you broadcast

Both WhatsApp’s Business Policy and GDPR (for EU/UK customers) require that recipients have opted in to receive messages from you on WhatsApp before you send a campaign. WhatsApp is explicit: users must have actively consented, and you must be able to demonstrate that consent.

Valid opt-in methods include:

• A checkbox on your website, app, or order flow that says something like “I agree to receive WhatsApp messages from [Business Name] about my orders and promotions”
• A WhatsApp message to your number where the customer initiates the conversation
• A paper form or in-store sign-up with explicit WhatsApp opt-in

A pre-ticked checkbox, buried consent, or assuming consent from a purchase does not count. Invalid consent is the most common reason WhatsApp bans or limits business accounts.

Segmenting your contact list for better results

The difference between a campaign that converts and one that generates opt-outs is targeting. Sending a summer sale campaign to every contact regardless of their history, location, or preferences is a fast way to inflate your block rate and get your account flagged.

Effective segmentation criteria for WhatsApp campaigns:

• Purchase history: customers who bought a specific product category
• Last contact date: customers active in the last 90 days vs inactive for over 6 months
• Labels and tags: in Resolvenyx, you can filter contacts by any label applied in the inbox (e.g. “VIP”, “wholesale”, “UK only”)
• Location or language: if you serve multiple markets, campaign in the right language
• Support ticket status: exclude customers with open unresolved issues — sending a promotional message to a frustrated customer makes things worse

Managing opt-outs: the stop list

Some customers will not want to receive campaigns. This is expected and healthy — a high opt-out rate on a small, well-targeted list is better than a low opt-out rate on a massive poorly targeted one.

When a customer replies “STOP”, “Unsubscribe”, or similar, they must be immediately excluded from future campaigns. In Resolvenyx, these contacts are automatically added to a Stop List and excluded from all subsequent campaign sends — no manual work required.

Never re-add someone who has opted out to a campaign list. Under GDPR and WhatsApp’s own policy, this is a violation that can result in account suspension.

Tracking delivery and performance

The WhatsApp API reports delivery status per recipient in real time. For each campaign send, you can see:

Typical WhatsApp campaign benchmarks: 95–98% delivery rate, 70–85% read rate, 15–35% click rate (on messages with a CTA button). Compare these to email’s 20–25% open rate and the engagement gap is significant.

Sending your campaign: step by step

1. Prepare your template: write it in Meta Business Manager, choose the category, add variable placeholders, submit for approval. Allow 24–72 hours.
2. Segment your contacts: in Resolvenyx, go to Campaigns → New Campaign, select the approved template, and define your recipient list using label filters.
3. Personalise the variables: map the template’s variable fields to contact properties (name, order number, etc.) so each recipient sees their own version.
4. Set the send time: choose immediate or schedule for a specific date and time. Aim for weekday mornings in the recipient’s timezone for best read rates.
5. Review and launch: check the recipient count, preview the personalised message, and confirm. Resolvenyx queues and sends the campaign, updating delivery stats in real time.
6. Monitor and respond: some recipients will reply. These conversations land in your team inbox automatically, assigned for follow-up.

What gets WhatsApp business accounts flagged

Avoid these to keep your account in good standing:

• High block rates (customers reporting/blocking you) — WhatsApp monitors this and will throttle or suspend accounts
• Sending to purchased contact lists — all recipients must have opted in to receive WhatsApp messages from you specifically
• Template content that misrepresents your business or includes prohibited categories (gambling, adult content, etc.)
• Sending the same message repeatedly in short succession to the same contacts
• Not honoring opt-outs promptly