WhatsApp Broadcast Lists, Message Templates and the 24 Hour Window
How bulk messages work on the app and the Platform.
Broadcast lists on the app
On the WhatsApp Business app, a broadcast list sends one message to many contacts, and each person receives it as an individual chat. Only contacts who have saved your number in their phone receive broadcasts, which is another reason to ask customers to save your number when they first contact you. Keep lists segmented, such as past buyers, enquiries and event attendees, and send only what is relevant to each.
The customer service window on the Platform
On the WhatsApp Business Platform, when a customer messages you a customer service window opens, and while it is open you can reply with free form messages. Each new customer message resets it. Once it closes, you can only start a conversation with an approved message template. Templates are also the only way to reach someone who has not messaged you before, and they still require opt in. Conversations that start from click to WhatsApp ads or page message buttons can have a longer window, so check Meta's current documentation.
Writing templates that get approved and read
Templates are reviewed before use and fall into categories such as marketing, utility and authentication. Write them clearly, state who is messaging, keep the purpose obvious and include an easy way to opt out of marketing. Utility messages, such as order or appointment updates, should stay purely informational. Use variables like the customer's name and order number so messages feel personal.
- State the business name early
- One clear purpose per template
- Use variables for personal details
- Keep marketing and utility separate
Frequency and quality
Sending too often or sending irrelevant offers leads to blocks. Start with one useful broadcast or campaign a week at most, measure replies and blocks, and adjust. A smaller list that wants your messages is worth more than a large list that ignores them.
- App broadcasts reach only contacts who saved your number
- On the Platform, free form replies need an open service window
- Templates are needed to start conversations and must be approved
- Measure replies and blocks to set frequency
Create three segmented broadcast lists or audiences and draft one utility template and one marketing template with variables and a clear opt out line.
Check your understanding
1. Who receives a broadcast from the WhatsApp Business app?
2. On the Platform, what is needed after the service window closes?
3. What signals you are sending too often?
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