WhatsApp is the most popular messaging app globally, with over 2 billion active users. Given its huge user base, many businesses are leveraging WhatsApp to engage with customers and promote their products or services. However, WhatsApp has strict rules regarding sending promotional or marketing messages on its platform.
TLDR
Yes, businesses can send promotional and marketing messages to customers on WhatsApp business, provided the customer has explicitly opted in to receive such messages. You must obtain clear consent from each customer before sending any promotional content. Make sure to honor opt-out requests promptly.
What are the rules for sending promotional messages on WhatsApp?
WhatsApp does not allow sending unsolicited promotional or marketing messages to users. Their terms of service explicitly prohibit bulk or automated messaging. However, businesses can send promotional content to customers who have expressly agreed to receive it. Here are the key rules:
- Obtain clear opt-in consent from each customer before sending any promotional messages.
- Honor opt-out requests immediately. Provide easy ways for users to unsubscribe.
- Clearly identify marketing content as promotional. Don’t disguise ads as personal conversations.
- Don’t send bulk generic messages. Content should be relevant and personalized.
- Have a legitimate existing relationship with customers apart from WhatsApp.
- Provide contact information and full business details in each message.
Make sure all your promotional messaging complies with WhatsApp’s terms of service. Violating the rules could get businesses banned from the platform.
How can I get consent from customers to send promotional content?
There are a few recommended ways to obtain proper consent from customers before sending any marketing messages on WhatsApp:
- Have an opt-in checkbox on sign-up forms for services, purchases, subscriptions, etc.
- Include consent request as part of the checkout or order confirmation process.
- Send an introductory message asking for permission to send promotions.
- Provide a clear opt-in channel like SMS, email, link, or QR code.
- Document consent receipts and track who has opted in or out.
Consent must be specific to WhatsApp and clearly cover promotional content. Avoid generic opt-ins bundled with other permissions. Make opting in easy while still demonstrating clear user intent.
What kind of promotional messages can I send?
You can send various types of promotional, marketing and informational messages to WhatsApp users who have consented, including:
- Discounts, coupons, promo codes
- New product announcements
- Events, contests, giveaways
- Surveys, polls
- Abandoned cart reminders
- Order and shipping confirmations
- Reminders to complete a purchase
- Re-engagement campaigns for lapsed users
The content should be relevant and personalized for each subscriber. Avoid sending mass generic broadcasts and make sure customers find your messages useful.
How can businesses send large volumes of messages on WhatsApp?
For businesses that need to send high volumes of messages, WhatsApp provides the WhatsApp Business API. This allows you to programmatically send approved template messages in bulk to users who have opted in. Make sure to stay within WhatsApp’s usage limits:
- Message frequency capped at 1 message per 24 hours per user.
- Maximum recipient limit of 256 users per API call.
- WhatsApp monitors overall messaging patterns to detect anomalies.
The WhatsApp Business API is ideal for high volume broadcast messaging while complying with platform policies. Smaller businesses can stick to manual messaging.
Can I automate promotional messages on WhatsApp?
No, businesses should not use automated bots or services to send marketing messages on WhatsApp without human intervention. Every message must be initiated manually, though you can use templates. Reasons to avoid automation:
- Increases risk of spamming users and violating policies.
- Impossible to maintain personalization at scale.
- No controls in place to detect opt-outs.
- Harder to provide customer support.
- Users perceive automated messages more negatively.
Use tools to manage and schedule approved template messages while still sending manually. This maintains control and compliance.
Should I include an unsubscribe option?
Yes, always include a clear and easy way for users to opt out of receiving further messages. This is required by WhatsApp policies. For example:
- Include “Reply STOP to unsubscribe” in each marketing message.
- Have an opt-out link clearly visible in message templates.
- Provide an email address or contact number for opt-out requests.
When a customer requests to be unsubscribed, remove them from your lists immediately and send a confirmation. Maintain compliance by honoring all opt-out requests.
Can I get customers’ WhatsApp numbers from my CRM?
No, you should not import customer phone numbers into WhatsApp or start messaging them without consent. Even if you have existing business relationships, WhatsApp terms require obtaining clear opt-in approval to send promotional content on its platform.
Make sure to go through proper double opt-in mechanisms before messaging customers on WhatsApp using numbers from your CRM or other sources.
What happens if I violate the policies for promotional messaging?
WhatsApp takes compliance very seriously. Any business account found to be violating their promotional messaging policies may be banned, blocked or have messaging privileges revoked. Consequences for policy violations include:
- Temporary or permanent blocking of your WhatsApp business account.
- Blacklisting your phone number and preventing re-registration.
- Loss of ability to message any WhatsApp users.
- Legal action in case of severe or repeated violations.
Make sure to carefully follow all WhatApp’s guidelines when sending marketing messages. Having a compliant promotional messaging strategy is crucial for avoiding bans.
Best practices for sending promotions on WhatsApp
Here are some top tips for effectively leveraging WhatsApp for promotional messaging while staying compliant:
- Only message users who have explicitly opted in.
- Personalize content with customer data and avoid bulk spamming.
- Include useful information customers want in your messages.
- Use creative content like images, videos and interactive messages.
- Make opting out very easy for customers.
- Promptly honor all unsubscribe requests.
- Track opt-in consent and opt-outs centrally.
- Review WhatsApp’s policy updates and stay compliant.
The key is always getting customer permission first and focusing on value rather than volume when messaging subscribers.
Tools for managing WhatsApp business messaging
Here are some popular tools businesses use to manage promotional messaging on WhatsApp effectively:
| Tool | Key Features |
|---|---|
| WhatsApp Business API | Official API to integrate WhatsApp with business systems. Enables scalable messaging with templates. |
| Chatlayer | AI platform for automating conversational flows while complying with WhatsApp policies. |
| MailerLite | Email marketing platform with WhatsApp integration. Provides opt-in forms and message scheduling. |
| SendPulse | Marketing automation for SMS, email, web push, Viber and WhatsApp messaging. |
| FireText | Business messaging with WhatsApp connectivity. Offers two-way conversations. |
Review different solutions to find one that best suits your business needs and scales while remaining compliant.
Can I use WhatsApp for support instead of promotions?
Yes, WhatsApp actively encourages using their platform for providing customer support and communicating transactional details with customers. Some best practices:
- Use a separate business number just for support.
- List the number clearly on your website and other materials.
- Set up automated as well as manual responses.
- Develop customized support flows for common issues.
- Train agents on best practices for messaging support.
Using WhatsApp for customer support provides a convenient communications channel for users. Make sure it is staffed appropriately to maintain responsiveness.
Conclusion
WhatsApp can be a powerful marketing channel, but businesses must be careful to follow its policies around promotional messaging. Obtain clear opt-in consent from each user before sending any ads or promotions. Craft relevant, personalized content that provides value. Make opting out very easy and always honor unsubscribe requests promptly. Use appropriate tools to manage compliance at scale. With a strategic approach, WhatsApp business messaging can become an asset for connecting with customers.