WhatsApp Broadcasts That Don't Get You Blocked
Broadcasts to past customers are some of the cheapest sales you'll make, if people don't block you first. How to build your list, what to send, how often, and examples.
Your customer list on WhatsApp is one of the most valuable things in your business. These people already know you, trust you and have bought before. A message to them costs almost nothing.
Yet many businesses either never message past customers, or blast them so often with "SALE SALE SALE" that they get blocked. Here's the middle path.
How broadcasts work
In the WhatsApp Business app, a broadcast list sends a message to many contacts at once, but each person receives it as a normal chat. Only contacts who have saved your number receive broadcasts. On the WhatsApp Business Platform (API), you can send approved template messages at larger scale. See WhatsApp Business app vs API.
Build the list properly
- Ask customers to save your number. Put it on receipts, packaging and thank-you messages: "Save our number to get new arrivals first."
- Ask permission. "Would you like us to send you new stock and offers? Reply YES."
- Segment. Past buyers, enquiries who didn't buy, VIPs, by product interest or location.
People who agreed to hear from you rarely block you. People who were added without asking often do.
What to send
| Type | Example |
|---|---|
| New arrivals | "New: linen sets in 4 colours, sizes 8 to 18." |
| Restocks | "The black tote is back in stock." |
| Useful tips | "How to make your sneakers last twice as long." |
| Early access | "Our regular customers get first pick before Friday." |
| Genuine offers | "This weekend only: free delivery in Accra." |
| Events | "We're at the Christmas market in Osu on Saturday." |
| Thank-yous | A short end-of-year thank-you note. |
Mix them. If every message is a discount, people stop reading, and learn to wait for sales.
How often
Once a week is plenty for most businesses. Twice in a busy season. More than that, and people start to block or mute you.
Write it like a person
- Start with their name if your tool allows it.
- Keep it short: a few lines and one photo or video.
- One message, one action.
- Sign it from a real person or the brand, consistently.
Example:
Hi Efua, new stock alert! The linen two-piece is back in olive and cream, GH₵ 420. As one of our regular customers you can order before we post it on Instagram tomorrow. Reply with your size and we'll reserve one.
Make it easy to stop
Add a line now and then: "Reply STOP if you'd rather not get these." Removing people who aren't interested protects your number from reports.
Measure
Track replies, orders and blocks from each broadcast. Over time you'll learn which messages sell and which annoy.
Common questions
Why aren't some people receiving my broadcasts?
Broadcasts in the app only reach people who saved your number.
Can I send broadcasts to people from my Facebook ads?
Only if they agreed to hear from you. Follow WhatsApp's policies and Ghana's Data Protection Act.
Is a WhatsApp group better than a broadcast?
Groups suit communities where members talk to each other. Broadcasts are better for one-to-one marketing, because replies come to you privately.
If you'd like a broadcast plan written for you, see our WhatsApp marketing and sales scripts service.