WhatsApp Business Marketing: Using It Without Spamming

WhatsApp is central to customer communication in India. Used responsibly, it drives sales and loyalty.

Collect clear opt-in

Ask customers to opt in to WhatsApp updates at checkout, on forms or in-store, and explain what they will receive. WhatsApp's business policies require opt-in before businesses message people, and consent is also a principle of India's data-protection law.

Choose the right tool

The free WhatsApp Business app suits small businesses with one or two people replying manually, with catalogues, labels and quick replies. The WhatsApp Business Platform (API), accessed through Meta or a solution provider, suits automation, multiple agents and higher volumes.

Use approved message templates

On the Business Platform, business-initiated messages outside an open conversation window must use templates approved by Meta, categorised as marketing, utility or authentication. Pricing differs by category, so plan campaigns accordingly.

Segment and personalise

Send relevant messages to relevant people: restock alerts to those who asked, appointment reminders to booked patients, offers to customers who bought similar items. Broad, untargeted broadcasts drive blocks and reports.

Respect frequency and response times

Limit marketing messages to what customers find useful, and reply quickly when they respond. A high block rate can restrict your number's messaging limits on the platform.

Frequently asked questions