WhatsApp Broadcasts: Best Practices to Avoid Getting Blocked or Flagged

1. Obtain Explicit Opt-In Consent

Perhaps the most critical practice is ensuring you have clear permission to message customers:

• Always collect explicit consent before adding any number to your broadcast list
• Document when and how consent was obtained
• Provide clear information about what types of messages they will receive
• Implement double opt-in processes where possible

2. Segment Your Audience Carefully

Sending relevant content to the right audience segments dramatically improves engagement:

• Group contacts based on purchasing behavior, interests, or interaction history
• Create targeted campaigns for specific segments rather than blasting everyone
• Use your CRM data to personalize and tailor messages to audience needs

This approach not only improves response rates but also reduces the likelihood of recipients marking messages as spam.

3. Respect Frequency and Timing

Messaging too often is a fast track to getting blocked:

• Establish a consistent but reasonable cadence (typically 1-4 messages per month)
• Send messages during appropriate business hours in the recipient's time zone
• Space out campaigns rather than sending multiple broadcasts in quick succession
• Monitor engagement metrics to identify optimal sending times

4. Craft High-Value Content

Every message should provide clear value to the recipient:

• Focus on solving problems or addressing specific customer needs
• Include actionable information that benefits the recipient
• Avoid purely promotional content without substantive value
• Use a clear, concise writing style that respects the recipient's time

5. Personalize Thoughtfully

Personalization significantly improves engagement rates:

• Address recipients by name when appropriate
• Reference relevant purchase history or previous interactions
• Customize offers based on customer preferences
• Adapt messaging tone to match your relationship with different segments

However, avoid excessive personalization that might appear intrusive or indicate you're tracking too much information.

6. Optimize Message Structure

How you structure your broadcasts impacts both readability and compliance:

• Lead with the most important information
• Keep messages concise (ideally under 160 characters)
• Use formatting (bold, italics, bullet points) sparingly and purposefully
• Include a clear call-to-action
• For longer messages, break content into easily digestible paragraphs

7. Implement a Clear Opt-Out Process

Making it easy for recipients to opt out actually improves your overall sender reputation:

• Include opt-out instructions in regular communications
• Honor opt-out requests immediately
• Maintain a suppression list to ensure opted-out numbers aren't accidentally messaged
• Consider implementing a preference center where customers can adjust message frequency

Sending Non-Compliant Content

WhatsApp prohibits several content categories:

• Promotional messages without proper templates
• Messages promoting prohibited products or services
• Content that violates WhatsApp's Commerce Policy
• Messages containing misinformation or deceptive claims

Ignoring Performance Metrics

Failing to monitor and respond to engagement data often leads to problematic patterns:

• High block rates
• Low response rates
• Increased complaint frequency
• Declining open rates

All these signals can trigger WhatsApp's quality rating system to impose restrictions.

Buying Contact Lists

Purchasing lists of phone numbers is perhaps the fastest way to get flagged:

• These contacts haven't provided consent
• List quality is typically poor
• Block rates will be exceptionally high
• This practice violates WhatsApp's terms of service