WhatsApp broadcast lists: reach followers who opted in

Key takeaways

A WhatsApp broadcast list lets a business send one message to many contacts, each received as a private chat. Recipients only get it if they have saved your number, which means only people who chose you can be reached. It suits short, timely messages to customers and followers who opted in, such as new stock, last-minute slots or reminders.

• Only contacts who saved your number receive broadcasts.
• Each list holds up to 256 contacts in the WhatsApp Business app.
• Get clear opt-in first; PECR applies to marketing messages.
• Send 2 to 4 messages a month at most, each worth reading.

What is a WhatsApp broadcast list?

A WhatsApp broadcast list is a saved group of contacts in the WhatsApp Business app to whom a business can send the same message at once, with each person receiving it as an individual chat and replies coming back privately. Unlike a group, recipients cannot see each other.

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How do followers join your list?

Followers join by messaging you and saving your number. Put a click-to-chat link in your bio and posts with a pre-filled message such as "Add me to your offers list". Reply confirming what you will send and how to stop it, and ask them to save your number so broadcasts reach them.

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What are the consent rules?

WhatsApp marketing messages to individuals fall under PECR in the same way as texts, so you generally need consent. A follower asking to join the list gives it, if you are clear what they will receive. Keep a note of when each person joined, and remove anyone who asks to stop. WhatsApp's own policies also require opt-in and allow users to block or report businesses.

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What should you send?

Send short, timely messages that are worth interrupting someone's day for: a last-minute appointment, new stock in a size they asked about, a seasonal reminder, or an offer only the list gets. Two to four messages a month is plenty. Every message should have one clear action.

• "Two slots free tomorrow afternoon. Reply YES to book."
• "Spring boiler services open: book before 31 March."
• "New batch is in: reply with your size to reserve."

Broadcast list, Channel or group: which should you use?

Use a broadcast list for personal, private messages to a few hundred people who saved your number, with replies coming to you. Use a WhatsApp Channel for one-way updates to a larger audience who choose to follow, without seeing their numbers. Use a group only for communities where members should talk to each other.

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What are the limits of broadcast lists?

Broadcast lists are capped at 256 contacts each in the WhatsApp Business app, need people to have saved your number, and offer no real reporting. For larger lists or automated messages, the WhatsApp Business Platform through an approved provider is the route, at a cost per message.

What does this look like in practice?

A pattern we see with salons and trades: last-minute cancellations go unfilled because nobody knows. A list of regular customers who opted in, messaged when a slot opens, often fills it within the hour.

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Broadcast list checklist

• Add a click-to-chat join link in your bio.
• Confirm what people will receive and how to stop.
• Ask them to save your number.
• Record when each person joined.
• Send two to four useful messages a month.
• Remove anyone who asks, straight away.

Next step

Write the one message you wish you could send to regular customers today. If it is useful, that is a reason to start a list.