WhatsApp Broadcast, Explained: Elevate Your Conversational Marketing

Updated on 18/09/2024

Marketers are always on the hunt for the next big channel to invest in. But the channels have reached a point of saturation now. 

It’s now down to finding creative ways to leverage the existing channels and doubling down on their utility. And if your prospects and customers are on WhatsApp, there’s a lot you can do with WhatsApp broadcast.

Why should you care? Because it offers an eye-popping 98% open rate for messages within the first two hours of being sent. That's not just double, triple, or quadruple, but a whopping five times higher than the open rates for emails and SMS!

We're talking about conversion rates skyrocketing to stratospheric levels of 45-60%!

That's not just a little increase, oh no, it's a staggering 12 times hike when compared to the traditional communication channels.

This comprehensive guide will walk you through everything you need to know about WhatsApp broadcast and how it can transform your conversational marketing approach. 

What is WhatsApp broadcast?

At its core, WhatsApp broadcast is a feature that allows users to send a single message to multiple contacts simultaneously. Unlike group chats, where all members can see and respond to each other's messages, broadcast messages are received individually by each recipient, as if the message was sent to them personally.

How businesses use WhatsApp broadcast

The primary purpose of WhatsApp Broadcast is to facilitate one-way communication from a sender to multiple recipients. This makes it an ideal tool for businesses to interact with information quickly and efficiently to their customer base.

Key functionalities of WhatsApp broadcast include:

1. One-to-many messaging: Send a single message to multiple contacts at once. And only known contacts (people who have saved your brand’s contact) can receive a broadcast.
2. Privacy: Recipients can't see who else received the message.
3. Clear opt-out: Messages are only delivered with options to continue engagement and opt-out prompts.
4. Customization: You can create multiple broadcast lists for different audience segments. And with WhatsApp Business APIs, you get options to overlay chatbots, analytics, and other creative workflows.
5. Less spam: If the user has been receiving too many marketing messages, Meta automatically screens the broadcast to avoid bombarding them again.
6. Rich media options: You can attach brochures, images, videos, and buttons along with the message template, which makes it interactive and engaging.

How WhatsApp broadcast works

When you send a broadcast message, WhatsApp delivers it individually to each recipient on your broadcast list. This process ensures that the message appears as a normal, one-to-one conversation in the recipient's chat list.

It's important to note that for a contact to receive your broadcast message, they must have your number saved in their phone's address book. This requirement serves as a built-in anti-spam measure, ensuring that users only receive broadcasts from known contacts.

Differences between WhatsApp broadcast and WhatsApp groups

Don’t confuse WhatsApp broadcasts with WhatsApp groups. While they can be used for similar use cases, there are many differences between them as features.

Creating a WhatsApp broadcast list

Now that we understand what WhatsApp Broadcast is and how it differs from groups, let's dive into the process of creating a broadcast list. Setting up a broadcast list is a straightforward process, but there are some nuances to keep in mind for optimal use.

Step-by-step guide to creating a broadcast list

1. Open WhatsApp on your device.
2. On Android, tap the three dots in the top right corner and select "New broadcast". On iOS, tap "Broadcast Lists" at the top of your chats screen, then tap "New List".
3. Select the contacts you want to add to your broadcast list. Remember, you can add up to 256 contacts to a single list.
4. Once you've chosen your contacts, tap the checkmark or "Create" button to finalize your list.
5. Give your broadcast list a name that reflects its purpose or audience segment.

You can create multiple broadcast lists to target different segments of your audience. This allows for more personalized and relevant messaging.

Best practices for managing WhatsApp broadcast lists

1. Regularly update your lists: Remove inactive contacts and add new ones to keep your lists current.
2. Segment your audience: Create separate lists based on customer preferences, purchase history, or other relevant criteria.
3. Respect privacy: Always provide an option for recipients to opt out of your broadcasts.
4. Stay within the guidelines: Be aware of WhatsApp's limitations on broadcast list size and daily message limits.
5. Don’t put the audience in multiple segment lists: Try to keep your marketing communication to a bare-minimum by limiting their presence to 1 or 2 broadcast lists.

Crafting engaging messages for WhatsApp broadcast

The success of your WhatsApp Broadcast campaign largely depends on the quality and relevance of your messages. Here are some strategies to help you create engaging content that resonates with your audience:

Crafting Compelling Messages for Effective WhatsApp Broadcasts

Let's discuss how to create compelling WhatsApp broadcast messages. After all, an uninteresting broadcast is ineffective. Here are five tried-and-tested tips to create broadcasts that are captivating.

1. Use a captivating headline or hook

Make your opening line count!

It should be compelling and interesting to draw in your audience.

Use a question, a surprising fact, or a unique statement to pique your readers' interest. The goal is to make them want to read more, not give everything away upfront.

2. Keep it concise and clear

WhatsApp users typically prefer short, to-the-point messages. Craft your content to be easily digestible, focusing on the key information you want to convey. Aim for messages that can be read and understood in 30 seconds or less.

Struggling with writer's block? Bring ChatGPT into WhatsApp to turn your canned responses into candid!

3. Personalize your messages

Use the recipient's name or reference their past interactions with your business. Personalization can significantly increase engagement rates. You can do this with WhatsApp Business APIs by adding tags to pull names of your recipients, products from the catalog, and services.

For instance, you can collect feedback by referring customers by their first name and adding a call back to a product or service they availed from your brand.

"Hi [Name], We noticed you recently purchased [Product]. How are you enjoying it? We'd love to hear your feedback!"

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4. Include a clear call-to-action (CTA)

Whether you want recipients to visit your website, make a purchase, or provide feedback, include a clear and compelling CTA in your message. Make it easy for recipients to take the desired action.

It could be anything like Buy Now, Book A Meeting, Visit Store, Know More, Get Tips, and so on.

5. Use rich media

WhatsApp supports various media types, including images, videos, and documents. Use these to make your messages more engaging and informative. For instance, you could include:

• Product images for new launches
• Short video tutorials
• Infographics with key information
• PDF catalogs or brochures

6. Figure out the right timing

Consider your audience's habits and send broadcasts when they're most likely to be active on WhatsApp. This might require some testing to determine the optimal times for your specific audience.

7. Provide value in every interaction

Every broadcast should offer value to your recipients. This could be in the form of exclusive offers, useful information, early access to sales, or helpful tips related to your products or services.

8. Be consistent but not overwhelming

Establish a regular broadcasting schedule so your audience knows when to expect messages from you. However, be careful not to overdo it – too many messages can lead to fatigue and unsubscribes.

Example of an effective broadcast message

*Attach the promo image or video*

"Hi [Name],

We hope you're enjoying your recent purchase of [Product] from [Store]. We're excited to announce our upcoming summer collection, launching next week!

As a valued customer, you get exclusive early access. Use code SUMMER10 for 10% off your next purchase.

Shop now: [Your Website/Product Link]

P.S. We've attached a sneak peek of our top 3 summer picks just for you!

Reply STOP to unsubscribe from our updates.

This message incorporates several best practices:

• Personalization
• Reference to past purchase
• Announcement of new products
• Exclusive offer for recipients
• Clear CTA with a discount code
• Use of rich media (attached images)
• Option to unsubscribe

DOs and DON’Ts of WhatsApp broadcast messages

Follow these best practices and avoid common pitfalls to create broadcast messages that your recipients will feel good about engaging.

Measuring the success of your broadcast campaigns

To optimize your WhatsApp broadcast strategy, it's crucial to track and analyze the performance of your messages. While WhatsApp doesn't provide built-in analytics, there are several ways to measure engagement:

1. Track read receipts

Monitor how many recipients have read your message. This can give you a basic idea of your message's reach and initial engagement.

2. Measure response rates

Keep track of how many recipients respond to your broadcasts. This can indicate how engaging or actionable your message was.

3. Use URL shorteners

If you include links in your messages, use URL shorteners with tracking capabilities to measure click-through rates. This can help you understand how many recipients are taking action based on your CTAs.

4. Monitor conversions

If your broadcast includes a CTA (like making a purchase), track how many recipients follow through. This often requires integration with your website or e-commerce platform.

5. Conduct surveys

Periodically send surveys to your broadcast list to gather direct feedback on your products and services. 

You can also send them a survey asking for the frequency of broadcast messages they’d like to receive from you. This will set you apart from other brands and show that you care about delivering value on their own terms.

6. A/B testing

Try sending different versions of your message to small segments of your list to see which performs better before sending to your entire list.

Use a WhatsApp Business API partner like Gallabox to pull performance reports and test multiple broadcast messages at once for your audience segments.

Sample template to report your WhatsApp broadcast campaign's success

Let's say you're running a flash sale campaign via WhatsApp Broadcast. Here's how you might track its success:

1. Message sent to 1000 recipients
2. Read receipts show 800 opens (80% open rate)
3. URL shortener indicates 300 link clicks (37.5% click-through rate of those who opened)
4. E-commerce platform shows 50 purchases using the provided discount code (16.7% conversion rate of those who clicked)

By tracking these metrics, you can gauge the effectiveness of your campaign at each stage of a prospect’s journey.

For instance, here’s an example of how the education agency GoIreland used Gallabox’s WhatsApp automation to achieve broadcast and campaign goals:

Comparing WhatsApp Business broadcast and WhatsApp Business API broadcast

Are you oscillating between choosing WhatsApp Business or WhatsApp Business API for your broadcasting needs? We've done the research and have a comparison ready for you!

With Gallabox, you can create WhatsApp templates, send it for Meta's approval, and start setting up a broadcast campaign – all at once.

Limitations and guidelines for WhatsApp broadcast

While WhatsApp broadcast is a powerful tool, it's important to be aware of its limitations and use it responsibly:

1. Recipient limit

You can add up to 256 contacts to a single broadcast list. For larger audiences, you'll need to create multiple lists or consider upgrading to the WhatsApp Business API.

2. Delivery requirements

Recipients must have your number saved in their contacts to receive your broadcasts. This can limit your reach but also ensures that your messages are going to an engaged audience.

3. Daily limits

WhatsApp imposes limits on how many unique messages you can send in a day to prevent spam. These limits can vary based on your account's age and activity level.

4. Content restrictions

Adhere to WhatsApp's content policies to avoid account restrictions. This includes avoiding spam, explicit content, and false information.

5. No built-in scheduling

WhatsApp doesn't offer built-in message scheduling, so you'll need to send broadcasts manually or use third-party tools (with caution).

6. Limited analytics

As mentioned earlier, WhatsApp doesn't provide comprehensive analytics for broadcast messages, requiring you to use workarounds to measure performance.

WhatsApp Business API can elevate your broadcast message strategy

For larger businesses or those requiring more advanced features, WhatsApp offers a Business API. This provides additional capabilities such as:

1. Sending broadcasts to larger audiences
2. Automated messaging
3. Integration with CRM systems
4. Advanced analytics and reporting

While the Business API requires more technical setup and comes with associated costs, Meta partners like Gallabox have WhatsApp broadcast features that you can plug and play in no time. This can be a game-changer for businesses looking to scale their WhatsApp marketing efforts.

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Drive value, not volume with your WhatsApp broadcast messages.

WhatsApp broadcast offers a unique opportunity to connect with your audience in a direct and personal way. By understanding its features, respecting its limitations, and implementing best practices, you can create engaging campaigns that resonate with your customers.

Remember, the key to successful WhatsApp Broadcast marketing lies in providing value to your recipients. Focus on creating relevant, timely, and engaging content that your audience will appreciate. With careful planning and execution, WhatsApp Broadcast can become a powerful tool in your conversational marketing toolkit, helping you build stronger relationships with your customers and drive business growth.

As you deploy your WhatsApp broadcast plan, keep these key takeaways in mind:

1. Segment your audience for more targeted messaging
2. Craft concise, value-driven messages with clear CTAs
3. Use rich media to enhance engagement
4. Respect your audience's privacy and preferences
5. Regularly analyze and optimize your broadcast strategy
6. Consider upgrading to WhatsApp Business API for advanced features

By following these principles and continuously refining your approach, you'll be well on your way to mastering WhatsApp Broadcast and taking your conversational marketing to new heights.

WhatsApp broadcasting FAQs

1. What is the difference between WhatsApp groups and broadcasts?

WhatsApp groups allow multi-way communication among all members, while Broadcasts send one-way messages from you to multiple recipients individually. In groups, everyone can see and respond to all messages, whereas broadcast recipients receive the message as if it were sent to them personally. Groups are ideal for discussions, while broadcasts are better for announcements, marketing, and updates.

2. How to Add New Contacts to a Broadcast List?

Open WhatsApp and go to the broadcast list you want to edit. Tap on the list name, then "Edit Broadcast List Recipients," and "Add Recipients." Select the contacts you want to add and confirm. Remember, you can only add contacts who have your number saved in their phone.

3.Why did my broadcast message not send?

Broadcast messages may fail to send if recipients haven't saved your number, you've reached daily sending limits, or there are internet connectivity issues. Ensure recipients have your number saved, check your internet connection, and review WhatsApp's sending limits and policies. If issues persist, verify that your account isn't restricted.

4. How many contacts can be added in WhatsApp broadcast?

You can add up to 256 contacts in a single WhatsApp broadcast list. This limit applies to both personal WhatsApp accounts and WhatsApp Business accounts. If you need to reach more contacts, you can create multiple broadcast lists or consider upgrading to the WhatsApp Business API for larger-scale messaging.

5. How to export contacts from Whatsapp broadcast list?

WhatsApp doesn't offer a direct feature to export contacts from a broadcast list. You can manually create a list by opening the broadcast list, tapping on the name, and manually noting down or copying the names/numbers to another app or document. While time-consuming, this is currently the only way without using third-party tools.

6. How to transfer Whatsapp broadcast list to another phone?

WhatsApp doesn't allow direct transfer of broadcast lists between devices. When switching phones, you'll need to recreate your lists. Set up WhatsApp on your new phone, restore your chat backup, then create new broadcast lists by manually adding contacts. Consider keeping a separate record of your broadcast list members for easy reference.

7. How to export Whatsapp broadcast list to Excel?

There's no native feature to export broadcast lists to Excel. You can create an Excel file manually by opening your broadcast list, viewing all recipients, and entering each contact's name and number into a spreadsheet. Save the Excel file for your records.

8. How to export Whatsapp broadcast list contacts?

WhatsApp doesn't offer a direct export feature for broadcast list contacts. You'll need to manually copy or write down the contact information by opening the broadcast list and viewing all recipients. Store this information in another app, document, or physical notebook, respecting privacy laws and contact preferences.

9. How to send bulk messages in WhatsApp Business?

In WhatsApp Business, create a new broadcast list by going to Chats > New Broadcast. Select up to 256 contacts, compose your message (including text, images, videos, or documents), and send. For messaging beyond 256 contacts, consider using the WhatsApp Business API for more extensive broadcast capabilities.

10. How to send PDF file In Whatsapp broadcast list?

To send a PDF in a broadcast, open your broadcast list and tap the attachment icon (paperclip or + symbol). Select "Document," choose your PDF file, add an optional message, and send. The PDF will be sent to all recipients in your broadcast list who have your number saved.

11. How to Send Video in Broadcast Message on Whatsapp?

To send a video in a broadcast, open the list and tap the attachment icon. Select "Gallery" or "Video," choose your video, add an optional caption, and send. The video will be sent to all recipients in your broadcast list.