WhatsApp broadcasts: opt-in, templates and what keeps your number safe
You may only send a WhatsApp broadcast to people who agreed to hear from you, using a message template that Meta has approved, and you should make stopping easy. Breaking these rules lowers your number's quality rating, which can cut how many people you can message or get the number restricted.
Opt-in comes first
Record where and when each customer agreed: a checkbox, a form, a chat where they asked for updates. A purchased or scraped list is not opt-in, and customers who did not expect your message are the ones who block and report you.
Templates: the approved shape of a message
To start a conversation with a customer outside the 24-hour window, WhatsApp requires a pre-approved template. Marketing templates (offers, news) are held to a stricter standard than utility ones (an order update). Write what the customer would expect from you, with the fields they need, and no misleading claims.
Frequency and relevance
Send fewer, more relevant messages. Meta watches how customers respond (blocks, reports, reads). A poor quality rating can reduce the volume you are allowed to send, so a broadcast to everyone is a worse plan than three smaller ones to the people who asked.
Make stopping easy
Tell people how to opt out and honour it at once. Keep opted-out numbers out of every later list.
Questions people ask
Can I message customers who only gave me their number in person?
Only if they agreed to receive WhatsApp messages from you and you can show it. Saving a number is not the same as consent to message it.
Why was my template rejected?
Common reasons are unclear purpose, misleading claims, missing opt-out context for marketing, or content that breaks WhatsApp's commerce policy. Meta gives a reason; edit and resubmit.
What is a quality rating?
A signal Meta shows for your number based on how customers react to your messages. Lower quality can reduce how many people you can message.
Does Woro AI send broadcasts on its own?
No. In Woro AI campaigns use approved templates and go to contacts who opted in, and you approve before they send.
Next: What is the WhatsApp Business API, and do you need it? · How much does it cost to automate WhatsApp for a small business?