How to Send a WhatsApp Blast Message to Your Customers

Step by step

1. 1

   Know what a blast message on WhatsApp actually is

   There is no feature called "blast" in WhatsApp — it is the word people carried over from SMS blasting. What it maps to is a broadcast: one message delivered individually to many recipients, each seeing a normal one-to-one chat with no other recipients visible. That distinction matters, because it is not a group message and it is not a mass forward. Two things are true of every legitimate WhatsApp blast: the recipients opted in to hear from you, and the message goes out through either the WhatsApp Business app or the WhatsApp Business Platform. Anything else — desktop "sender" software driving WhatsApp Web, an unofficial API — is against Meta's terms and gets the number banned rather than the message delivered.

2. 2

   Understand the two types of WhatsApp broadcast

   WhatsApp Business app broadcast: free, but limited to 256 contacts per broadcast, and only to contacts who saved your number. WhatsApp Business API broadcast: no contact limit, sends to anyone who opted in (they don't need to save your number), requires a BSP, uses Meta-approved templates. For marketing, you need the API broadcast.

3. 3

   Build your opted-in broadcast list

   Your broadcast list must consist of customers who explicitly opted in to receive WhatsApp messages from you. Opt-in sources: website widget, checkout opt-in checkbox, keyword opt-in (text JOIN to your number), QR code, and click-to-WhatsApp ads. Import existing consented contacts as CSV. Quality over quantity — a list of 500 genuinely interested customers beats 5,000 people who never heard of you.

4. 4

   Segment your list

   Effective broadcasts go to the right audience. Create segments in Reputoo: new customers (first purchase in last 30 days), loyal customers (3+ purchases), lapsed customers (no purchase in 90+ days), high-value customers (average order >$100), and by product category interest. Relevant messages get higher engagement and lower complaint rates.

5. 5

   Create and submit your broadcast template

   WhatsApp broadcast messages must use Meta-approved templates. In Reputoo → Templates → New Template. Choose category (Marketing for promotional, Utility for transactional). Write your message: up to 1024 characters, can include {{1}} variables for personalization, images, buttons. Submit for Meta review (usually approved in minutes to 24 hours).

6. 6

   Schedule your broadcast at the right time

   Optimal times for WhatsApp broadcasts: 10am–12pm (morning peak), 6pm–8pm (evening peak). Avoid early morning (before 9am) and late night (after 9pm) — messages received at these times feel intrusive and get higher complaint rates. Schedule your broadcast to go out at the recipient's local time if you serve multiple time zones.

7. 7

   Send a test broadcast first

   Before sending to your full list, send the broadcast to 5–10 colleagues or your own secondary numbers. Check: personalization variables fill correctly (recipient sees their actual name, not "{{1}}"), images load correctly, buttons work, the CTA URL is correct, and the message renders well on both Android and iOS.

8. 8

   Monitor delivery and responses in real time

   In Reputoo, watch your broadcast dashboard: Delivered % (should be 95%+ for quality lists), Opened % (should be 80%+), Replied % (benchmark: 15–30% for good messages), Complaints (keep below 0.3% to maintain your quality score). Handle replies in your shared inbox — customers who engage with your broadcast are high-value.

9. 9

   Optimize for your next broadcast

   After each broadcast, note: which segments had highest engagement, which messages got highest reply rates, what time of day performed best, which CTA (button text) got most clicks. Build a simple optimization log. After 3–4 broadcasts, you'll have a clear picture of what works for your specific audience.

Pro tips

• Keep your broadcast message under 150 characters when possible — shorter messages have higher read rates
• One broadcast per week maximum for existing customers; one per month for lapsed customers
• Always include an opt-out: "Reply STOP to unsubscribe" — this is required and keeps your complaint rate low
• Personalize with name AND a specific detail (last purchase, upcoming appointment) — generic broadcasts underperform
• Images boost response rates by 15–20% — use a clean product photo or relevant graphic

Frequently asked questions