Got an exciting sale coming up? Rolling out a new product? Or maybe there's a policy update your customers must know about? There’s no better way to spread the word than by sending bulk messages on WhatsApp. WhatsApp isn't just where your customers chat; it's where they buy, decide, and stay loyal. With its widespread use and high engagement rates, WhatsApp provides businesses with a powerful tool to reach customers quickly. 

In this blog, we will explore how the WhatsApp Business API helps e-commerce businesses send bulk messages smoothly and in compliance with WhatsApp’s guidelines.

Key Takeaways

• WhatsApp Business App Limitations: Great for small businesses, but limited to 256 contacts per broadcast list, and carries a risk of account suspension if messages are flagged as spam or guidelines are violated.
• WhatsApp Business API for Scalability: The API is ideal for medium to large businesses, allowing automated messages, integration with CRM systems, and management of high volumes of customer interactions.
• Message Personalization: Both the Business App and API allow personalized messaging, but the API offers dynamic product lists and interactive buttons for customer engagement.
• Automation and Workflow Integration: With the Business API, businesses can automate key processes like abandoned cart recovery and order updates, improving operational efficiency and reducing manual efforts.
• Compliance and Risk Mitigation: The WhatsApp Business API, offered by platforms like Zoko, ensures compliance with Meta’s guidelines and avoids the risk of being banned while reaching a larger customer base at scale.

What is a WhatsApp Bulk Message?

A WhatsApp bulk message is a single message sent to many recipients at once. Unlike group chats, bulk messages are delivered individually, maintaining a private 1:1 conversation thread between you and each customer. This makes the experience personal for your customers while saving time and effort for your business.

But there’s a catch: WhatsApp has strict rules to prevent spam, so businesses are required to get customer opt-ins before messaging.

Now comes the real question: which platform should you use to execute your campaigns? WhatsApp offers two distinct pathways as per your business scales and requirements.

Two Ways to Send Bulk Messages on WhatsApp

The WhatsApp Business App and the WhatsApp Business API both offer efficient methods for sending bulk messages, so it's important you choose the right tool to avoid getting blocked.

1. The WhatsApp Business App (with limitations)

Using the WhatsApp Business App, you can easily create broadcast lists to send messages to multiple recipients at once, making it a great solution for tasks like sending newsletters or promotional offers. This method is effective for small to medium-sized communication needs and doesn’t require the complexity of APIs or additional costs.

However, there are limitations: the broadcast list is capped at 256 contacts, and there's a higher risk of getting blocked if users mark your message as spam or if you fail to adhere to Meta’s policies and regulations. These constraints may impact larger-scale marketing campaigns.

Example: A local bakery running promotions on new items or seasonal discounts can use the Business App to create a WhatsApp broadcast list of regular customers who have opted in to receive updates. The bakery can send personalized messages that the recipient receives as an individual chat, and not like spam.

2. WhatsApp Business API (for more advanced messaging needs)

The WhatsApp Business API is for medium to large businesses to communicate with their customers at scale and handle a high volume of messages using WhatsApp. Unlike the WhatsApp Business App, which is suited for small businesses, the API allows businesses to send automated messages, integrate with CRM systems, and manage customer interactions across multiple devices.

Case Study Animeal: A leading pet medicine retailer, integrated Zoko's WhatsApp Business API, resulting in an additional ₹1 million in revenue within just 3 months. This integration allowed customers to browse products, add them to their cart, and complete purchases directly within WhatsApp, providing a seamless shopping experience. Here are some other features offered by Zoko's automation tools:

• WhatsApp Catalog Integration
• Shopping Cart
• Automated Cart Recovery
• Automated notification on Order Updates
• Cash-on-Delivery Confirmation

Both options serve their purpose, but the differences run deeper than just contact limits and pricing. It's worth understanding how these platforms align side-by-side to your business goals.

For businesses aiming to scale customer communication seamlessly, official Meta business partner platforms like Zoko’s WhatsApp Business API offer tools like automated cart recovery, shopping cart integration, and more. Book a demo today!

Key Differences Between WhatsApp Business App vs WhatsApp Business API

While both the WhatsApp Business App and WhatsApp Business API help businesses communicate with customers via WhatsApp, they cater to different business needs. Below is a comparison of the two:

For businesses aiming to scale operations and enhance customer engagement, the WhatsApp Business API offers better tools and flexibility. It's beneficial for those with a substantial customer base and the resources to manage its implementation.

Steps to Send Bulk Messages with WhatsApp Business App

Here is a step-by-step guide that will walk you through the process of creating broadcast lists, composing messages, and managing communications with ease.

Step 1: Create a Broadcast List

• Android: Open WhatsApp > Tap the three dots > New Broadcast > Select contacts > Tap the checkmark.
• iPhone: Go to Chats > Broadcast Lists > New List > Select contacts > Tap Create.
• Note: Only contacts who have your number saved will receive your broadcast messages.

Step 2: Compose Your Message

• Enter your message in the chat window.
• You can include text, images, videos, or documents.
• Tip: Personalize your message to enhance engagement.

Step 3: Send the Message

• Tap the send button.
• The message will be sent to all recipients in the broadcast list individually.
• Note: Replies from recipients will appear as individual chats, not in the broadcast list.

Step 4: Manage Broadcast Lists

• To edit a broadcast list, tap and hold the list > Broadcast list info.
• You can rename the list, add or remove contacts, or delete the list.
• Note: Broadcast lists are capped at 256 contacts.

The Business App approach works well for smaller operations, but enterprise-level messaging demands a more sophisticated workflow.

Steps to Send Bulk Messages with WhatsApp Business API

To send bulk messages without getting blocked, you’ll need to use the WhatsApp Business API provider. Here's a step-by-step guide:

Step 1: Import Your Contact List

To begin sending bulk WhatsApp messages using the API, you first need to import your customer contact list into your Business Solution Provider (BSP) dashboard.

• Format: Prepare a CSV file with all the contact numbers you want to message.
• International Format: Make sure every number includes the correct country code. 
• Opt-in Compliance: Only include contacts who have explicitly given consent to receive messages from your business on WhatsApp.
• Clean Data: Avoid duplicate entries and ensure all phone numbers are accurate and active to reduce delivery failures.
• Field Mapping: If your BSP supports personalization, include other data fields in the CSV (like name, email, or order ID) to map them with template placeholders later.

Recommended Reading: How to Add Contacts on the Zoko Dashboard

Step 2: Create and Submit Message Template

WhatsApp requires all outbound bulk messages sent via the Business API to follow pre-approved message templates (Here’s How to Create a Template). This ensures compliance with Meta's policies and helps maintain message quality and user trust.

• Draft Your Template: Write the message content in a clear and concise tone. Use placeholders to personalize each message with customer-specific details like name, order number, or delivery date.
• Include Interactive Elements: Improve engagement by adding features such as:
  
  • Call-to-action buttons (e.g., “View Order” or “Call Now”).
  • Quick reply buttons for instant responses.
  • Multimedia attachments like product images, videos, PDFs, or invoices.
• Submit for Approval: Once your message template is ready, submit it through your BSP’s dashboard. WhatsApp reviews and approves templates within a few minutes to a few hours.
• Stay Within Policy: Make sure the message content aligns with WhatsApp's template guidelines, avoid overly promotional language, and ensure it's relevant to user intent.

Step 3: Personalize and Compose the Message

Once WhatsApp approves your template, the next step is to personalize it using your uploaded contact data.

• Insert Customer Data: Automatically fill in placeholders using values from your CSV file, for example, customer names, order IDs, or appointment dates.
• Add Visuals or Documents: Depending on your template type, include images, videos, or PDFs to make your message more engaging and informative.
• Use Emojis Thoughtfully: When appropriate, add emojis to convey tone and highlight key points, but keep them aligned with your brand voice.
• Keep It Focused: Ensure the message is short, clear, and encourages the recipient to take action, whether it’s making a purchase, confirming an appointment, or checking out a new feature.
• Maintain Compliance: Make sure the content remains within WhatsApp’s policy guidelines, relevant, non-spammy, and sent only to opted-in users.

Step 4: Send or Schedule the Campaign

Once your message is ready, it’s time to deliver it to your audience.

• Choose Timing: You can either send the campaign immediately or schedule it for a specific date and time to align with your marketing strategy or customer behavior patterns.
• Use Tags and Segments: Organize your contact list into segments (e.g., new users, high-value customers, abandoned cart users) and apply tags to send more relevant, targeted messages.
• Name Your Campaigns Clearly: Label each campaign with a descriptive name (e.g., “Summer Sale Promo – June 5”) to make future tracking, analytics, and reporting easier.
• Monitor and Optimize: After sending, track metrics like delivery rate, open rate, and click-through rate through your API provider dashboard to understand performance and refine future campaigns.

While following the right steps ensures your WhatsApp bulk messages are delivered accurately, the platform you choose can make or break the entire experience. That’s where you need to try to find the Best WhatsApp Business API Provider, which makes all the difference.

Essential Factors in Bulk WhatsApp Messaging

Sending bulk WhatsApp messages can be a highly effective way to engage with customers and promote offers. Below are the key aspects to keep in mind when implementing bulk WhatsApp messaging.

• Recipient Opt-In: Ensure customers have consented to receive messages to avoid violating WhatsApp's policies and potential blocking.
• Personalization: Send personalized WhatsApp messages to increase engagement and avoid being perceived as spam.
• Message Frequency: Avoid overwhelming customers with excessive messaging. Maintain a balance between promotional and informational content.
• WhatsApp Guidelines Compliance: Adhere to WhatsApp's regulations regarding message content, frequency, and bulk messaging to avoid restrictions.
• Message Relevance: Keep messages relevant and timely to increase engagement and reduce the likelihood of being marked as spam.
• Quality over Quantity: Focus on sending valuable, useful messages rather than simply increasing the volume of messages sent.
• Automation: Use tools like WhatsApp Business API to automate sending, follow-ups, and responses to save time and maintain efficiency.

These principles form the foundation of any successful bulk messaging strategy, but implementing them correctly requires the right tools and infrastructure. This is where choosing a reliable API provider becomes important.

Benefits of Using Zoko to Send Bulk Messages: A WhatsApp Business API Provider

Looking to grow your ROI just like leading brands in the industry? Zoko’s WhatsApp Business API has helped brands like “Fabus Frames” achieve an extraordinary ROI of 2330%, generating revenue directly from chat sales. Here are some benefits of leveraging an API provider to drive better results for your business.

Key Benefits:

• No Risk of Getting Banned: As an official WhatsApp Business API provider, Zoko ensures all bulk WhatsApp messages are fully compliant with Meta’s guidelines, eliminating the risk of account suspension.
• Send to Thousands Easily: Zoko's intuitive dashboard allows businesses to add single or multiple contacts, facilitating high-volume messaging without hassle.
• Advanced Automation: Utilize Zoko Flows to automate workflows such as abandoned cart recovery and order confirmations, saving time and increasing sales efficiency.
• Seamless Shopify Integration: Sync your Shopify store with WhatsApp, enabling customers to browse, add items to their cart, and make purchases directly through chat.
• Personalized Messaging: Send personalized messages to a large audience, enhancing customer experience, engagement, and boosting conversions.
• Multi-Agent Support: Manage multiple customer conversations simultaneously with Zoko's multi-agent support, improving response times and customer satisfaction.
• Advanced Analytics: Monitor and optimize your WhatsApp-driven sales with real-time performance data, empowering you to make informed, data-driven decisions.

When it comes to doing all this smoothly, Zoko is the best platform. Unlike clunky workarounds or tools that leave you vulnerable to bans, Zoko is built on the official WhatsApp Business API. Try it free for 7 days and see just how easy bulk messaging can be.

FAQs

1. How do companies send mass WhatsApp messages?

Companies use WhatsApp Business API, integrated with platforms like Zoko, to send automated, personalized messages to large audiences while adhering to WhatsApp's guidelines.

2. What is the 24-hour rule for WhatsApp Business?

Businesses can only send free-form messages within 24 hours of a customer’s last interaction. After that, messages must be template-based and pre-approved.

3. Is WhatsApp automation legal?

Yes, as long as it complies with WhatsApp’s terms and privacy policies. Businesses must use authorized platforms to avoid spamming or privacy violations.

4. How secure is WhatsApp automation?

WhatsApp automation is secure, using end-to-end encryption to protect customer data during automated interactions and updates.

5. Is WhatsApp Business API free?

No, WhatsApp Business API incurs charges based on message volume. Costs depend on the service provider and country.