Blog post
WhatsApp Broadcast Messages for Business: A Practical Playbook
Opt-in, segments, templates, timing and the numbers that show whether a WhatsApp broadcast worked, plus when a sequence is the better choice.
WhatsApp broadcast messages for business are approved template messages sent to many opted-in customers at once, with every reply coming back to your team as a normal chat. They work when five decisions are made with care: who agreed to hear from you, which segment gets the message, which template you use, when it goes out and how often you send. Get those right and a broadcast feels like a useful note from a shop the customer trusts. Get them wrong and it reads as spam.
What counts as a WhatsApp broadcast?
On the WhatsApp Business Platform, a broadcast is a business-initiated message sent to a list of contacts. Because you are starting the conversation, and usually outside the 24-hour customer service window, each broadcast must use a template that Meta has approved.
That one rule shapes everything else. You plan the wording in advance, submit it for approval, and choose a category, which also sets the price. If you are unsure which category fits your message, our explainer on WhatsApp template categories sets out the differences with examples.
Start with opt-in, not with the list
Customers must agree to receive messages from you on WhatsApp before you broadcast to them. An old spreadsheet of phone numbers from a trade fair is not consent, however tempting it looks.
Collect opt-in at the moments when customers already share their number:
- At checkout or billing, with a clear line saying you will send updates and offers on WhatsApp.
- On your website forms, with a separate, unticked checkbox for WhatsApp messages.
- Inside a chat, by asking what the customer wants to hear about. WhatsApp Forms let you collect those preferences without the customer leaving WhatsApp, and map the answers to CRM fields.
- At the counter, where staff ask and note the answer at the time of purchase.
Record when and where each person opted in, and remove anyone who opts out straight away. The WhatsApp Business Policy is the reference for what is allowed. In BullCRM's WhatsApp Hub, opt-out and compliance checks run before a campaign goes out, which catches mistakes but does not replace good list hygiene.
How should you segment the audience?
One message to everyone is the fastest way to get ignored. A small segment with a relevant message usually earns more replies than a big list with a generic one, and costs less to send.
For example, a D2C skincare brand might split its contacts like this:
| Segment | Who is in it | Message angle |
|---|---|---|
| Recent buyers | Ordered in the last 30 days | How to get the best results from what they bought |
| Lapsed customers | No order in six months | A reason to come back, such as a new range |
| Enquired, not bought | Asked about a product but did not order | An answer to the usual objection, such as skin type |
| Ad leads | Started a chat from a Click-to-WhatsApp ad | A reminder of the offer they asked about |
| Repeat customers | Three or more orders | Early access to a launch |
You can build audiences from contact lists, CSV uploads, saved segments, ad leads or people from past campaigns. Start with two or three segments and add more only when you have something different to say to each.
Choosing the template and the words
Most promotional broadcasts fall under the Marketing category, while order, payment and account updates are usually Utility. Choose the category that honestly matches the message, since Meta reviews every template before you can send it. Meta's message template documentation explains how templates are submitted and reviewed.
What a broadcast costs
Messages are charged per delivered message, by category and by the recipient's country. At the time of writing (October 2026), BullCRM charges ₹0.9494 for each delivered Marketing message to a recipient in India and ₹0.1438 for a Utility message. Check the live WhatsApp rates by country before a large send, and see our WhatsApp API pricing guide for India for a full monthly bill.
- 5,000 delivered Marketing messages in India: 5,000 × ₹0.9494 = ₹4,747
- 5,000 delivered Utility messages in India: 5,000 × ₹0.1438 = ₹719
These figures are before any taxes, so ask your accountant how message charges appear in your books.
Writing a template people answer
- Use the customer's name and one personal detail, such as the product they bought.
- Make one offer, not three. A single clear reason to reply works better than a catalogue.
- End with a question or a button, so replying is easy.
- Add header media, such as a product photo, only when it explains the offer.
Templates in WhatsApp Hub support personalised fields and header media, and AI can help you draft the first version for you to edit.
When and how often should you send?
There is no universal best time, so test it with your own audience. For example, a coaching institute writing to parents might compare an early-evening send with a Sunday-morning send over a few weeks, then keep whichever gets more replies.
Frequency matters more than timing. Set a simple house rule, such as no more than one promotional broadcast per segment per week, and write it down so nobody sends extra campaigns on a slow day. Schedule campaigns in advance so they go out at the planned time, even when the team is busy.
Which numbers tell you a broadcast worked?
A live delivery report shows what happened to every recipient. Each number points to a different fix:
| Metric | What it tells you | What to do next |
|---|---|---|
| Sent | How many messages left your account | Compare with list size to spot excluded or opted-out contacts |
| Delivered | How many reached a phone, which is what you pay for | Clean numbers that keep failing |
| Read | Whether the first line earned attention | Rewrite the opening or try a new header image |
| Replied | Whether the offer was worth acting on | Treat this as your main success measure |
| Failed | Messages that could not be delivered | Check the number format and retry once |
Retarget by outcome rather than resending to everyone. In WhatsApp Hub, the broadcast campaign tool lets you follow up with people who did not read, did not reply or whose message failed, and export the report.
Broadcast or sequence: which one fits?
A broadcast goes to a group at one moment. A sequence follows each person individually, starting when they do something, and moves them through timed messages. Many businesses need both.
| Broadcast | Sequence | |
|---|---|---|
| Starts when | You choose a date and time | A trigger fires, such as a new lead, a tag or a keyword |
| Audience | A list or segment, all at once | One contact at a time, as they qualify |
| Best for | Launches, offers, event reminders, notices | Onboarding, nurturing enquiries, re-engaging quiet chats |
| Replies | Handled by your team in the inbox | Can branch automatically based on what the customer says |
Automated WhatsApp follow-up sequences are built as automation flows with wait steps. Each wait can be up to 24 hours, so chain several to space messages across days. Contacts join through the flow's trigger or by manual enrolment, not by adding a whole list at once. To connect this with your sales process, see our guide to sales follow-up automation.
Frequently asked questions
Do WhatsApp broadcasts need an approved template?
Yes. Business-initiated messages outside the 24-hour customer service window must use a Meta-approved template, and broadcasts are business-initiated. You create the template, submit it for approval and then use it in campaigns.
Can I broadcast to customers who never messaged me?
Only if they have opted in to receive WhatsApp messages from your business. Having someone's number is not the same as permission, so collect and record opt-in first.
How much does a broadcast cost in India?
You pay per delivered message, and the rate depends on the category. At the time of writing, BullCRM charges ₹0.9494 for a Marketing message to India and ₹0.1438 for a Utility message, so 1,000 delivered Marketing messages come to about ₹949.
Can I schedule a broadcast for later?
Yes. You can send a campaign immediately or pick a date and time, and preview it before it goes out.
A good broadcast programme starts small: one opted-in segment, one clear template and a weekly look at replies. When you are ready to run it from a shared inbox, compare the plans on the WhatsApp Hub pricing page.
