WhatsApp broadcast best practices: opt-ins, timing and protecting your quality rating

A WhatsApp campaign lands in the same place as a message from a friend. That's its power — and why the rules are strict. These practices help you get results while staying in good standing.

1. Collect opt-in properly

• Ask at checkout, on forms or in a first chat — clearly, and with the purpose stated
• Store where and when consent was given
• Never message purchased lists

2. Send fewer, better messages

Segment by what people did, not who they are: recent buyers, people who asked about a product, customers who haven't ordered in 60 days. Relevance is the biggest driver of read and reply rates.

3. Time it sensibly

Send when your customers are awake and likely to act — usually mid-morning or early evening in their time zone — and schedule campaigns rather than sending at midnight.

4. Make opting out effortless

Customers who reply STOP are automatically excluded from future campaigns. Make that visible in your template footer. Fewer blocks and reports mean a healthier quality rating.

5. Read the report, then follow up

Look at delivered, read and replied — not just sent. Failures carry a reason: an invalid number, a customer who hasn't accepted WhatsApp's terms or a rate limit. Fix the cause before the next send.