Why compliance matters for WhatsApp broadcasts
WhatsApp is a high-trust channel. People expect fast, relevant updates and will opt out if messages feel spammy. That is why legal and platform compliance is non-negotiable when you run broadcasts at scale. The official WhatsApp Business API is designed to support compliant messaging, and it requires that businesses use approved templates for outbound notifications.
When you follow the right process, broadcasts can become a reliable growth channel: you deliver updates customers want, protect your sender reputation, and keep message delivery strong over time.
Opt-in and consent basics
Start with explicit opt-in. The simplest rule is: only message people who clearly requested to hear from you. Common opt-in paths include checkout checkboxes, lead forms, account creation, and SMS-to-WhatsApp switches. Keep a record of when and how a contact opted in.
- Be clear about the type of messages. Let users know if they will receive order updates, promotions, or both.
- Collect the right phone format. Use E.164 format so numbers are valid for WhatsApp.
- Make opt-out easy. Provide a simple keyword like STOP or a button that removes them from future campaigns.
Consent is not only a legal requirement in many regions, it is the fastest way to keep response rates high. A smaller opt-in list that trusts you will outperform a large list that does not.
Templates and approvals
For broadcast campaigns, WhatsApp requires approved templates. Templates are pre-approved message formats that you can personalize with variables (like name, order number, or renewal date). This makes broadcasts safer and more predictable.
- Draft the template with a clear business purpose.
- Submit it for approval and wait for confirmation.
- Map personalization fields to your CRM data.
In Wonotify, you can manage templates inside the platform and reuse them across campaigns. For ecommerce, use templates for cart recovery and shipping updates. For SaaS, use templates for onboarding and billing reminders.
Segmentation and frequency control
The fastest way to earn opt-outs is sending the same message to everyone. Instead, segment by behavior and intent. Examples include:
- Recent purchasers vs. lapsed customers
- High-value clients vs. trial users
- Customers who clicked a previous campaign
Frequency is also key. For most brands, 1-2 broadcasts per week is a safe ceiling. If you run daily campaigns, expect unsubscribe rates to rise and response quality to decline.
Tracking performance and deliverability
Measure more than delivery rate. A compliant broadcast strategy focuses on engagement and conversion.
- Delivery rate: Confirms message reached WhatsApp servers.
- Response rate: Shows engagement quality.
- Conversion rate: Measures actual business impact.
- Opt-out rate: Early signal of fatigue or low relevance.
Track performance by segment and template. If opt-out rates rise, reduce frequency or tighten your targeting. Use internal links to guide readers to next steps, such as bulk WhatsApp campaign tools or pricing plans.
Broadcast compliance checklist
- Contacts have explicit opt-in with a timestamp.
- Template is approved by WhatsApp.
- Message content matches the opt-in promise.
- Personalization variables are validated.
- Opt-out instructions are included.
- Campaign is segmented and scheduled.
Once you meet the checklist, you can send compliant broadcasts with confidence. If you need help setting up templates or workflows, review the API docs or contact the Wonotify team.
