Using WhatsApp Broadcast for Marketing?

The broadcast function is available to users in both the normal and the WhatsApp Business app. This allows the same WhatsApp message to be sent to a large number of contacts. For companies, it would therefore make sense to use this broadcast function for a WhatsApp newsletter. In this blog article, you will learn why exactly this is not possible and for whom the WhatsApp broadcast function is actually intended.

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What are WhatsApp broadcast messages?

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WhatsApp broadcast messages are a feature in WhatsApp that allows users to send messages to a large group of contacts at the same time. Unlike group chats, broadcast messages appear in the recipients' chat histories, rather than as part of a WhatsApp group.

To send broadcast messages, selected contacts are added to a broadcast list. A broadcast message can be sent to this list later.

The WhatsApp broadcast function is only available in the WhatsApp app and the WhatsApp business app. Broadcast messages cannot be sent in the WhatsApp Web app or in the WhatsApp desktop app.

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All basic info and a comparison with the WhatsApp API can be found in our article"WhatsApp Business Broadcast Message - Tips & Instructions".

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For which use case are WhatsApp broadcast messages intended?

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WhatsApp broadcast messages are primarily intended for private use. They are a good way to reach a large number of contacts quickly and easily. Unlike group chats, the recipients of a broadcast message do not see that it is a broadcast message and which other recipients have also received the message.

Use cases for private WhatsApp broadcast messages would include:

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Birthday invitations
Wedding invitations
Christmas or birthday greetings to acquaintances

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WhatsApp broadcasts not suitable for enterprise marketing

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Even though the WhatsApp Broadcast function is available in the WhatsApp Business app, it is not suitable for sending a WhatsApp newsletter to your customers. This has several reasons, both legal and technical.

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Technical limitations of WhatsApp Broadcasts

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The broadcast function in the WhatsApp Business app comes with some limitations that restrict its use in the company. For example, the number of contacts to whom a broadcast message can be sent is limited to 256 contacts per broadcast list. To add contacts to a broadcast list, they must first be stored in your contact book. Also, broadcast messages will only be delivered if the recipients have also saved you in their contact book. Otherwise, the message will simply not be delivered. Also, you cannot evaluate your WhatsApp broadcast campaigns in any way. This means that you do not receive the necessary data on your campaign to analyze its benefits and optimization options.

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Legal limitations of WhatsApp broadcasts: GDPR

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On the legal side, there are also some reasons why WhatsApp broadcast messages are not eligible as WhatsApp newsletters. First and foremost, this is because you need to use the WhatsApp or WhatsApp Business app to send broadcast messages. Both of them are not fully compliant with the GDPR. In addition, the WhatsApp terms of use also do not provide for WhatsApp to be used for online marketing in this way. There it says: "Our products are not intended for bulk or automated messaging." However, there is no really clear answer to the question of whether sending newsletters via the broadcast function is permitted, at least on the part of WhatsApp. With regard to the General Data Protection Regulation, there are several points in which the use of WhatsApp broadcasts in online marketing is not compatible with it. First, the standard version of WhatsApp does not conclude an order processing agreement (AV agreement). Second, the WhatsApp or WhatsApp Business app accesses all contact data on the user's device. Personal and business contacts cannot be cleanly separated. Thus, it is also possible that WhatsApp accesses contacts that do not use WhatsApp themselves. Third, the unencrypted cloud backups of WhatsApp chats pose a GDPR problem. Even if all WhatsApp chats - and therefore also WhatsApp broadcast messages - are end-to-end encrypted, this protection does not apply to cloud backups. Furthermore, you have to obtain a corresponding marketing opt-in from every user you want to send marketing messages to. However, the WhatsApp Business app does not let you automate this process, nor does it offer built-in opt-in management. Manually, it's a difficult and often tedious task to collect and manage customers' opt-ins.

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Reading tip: For even more information, we have written a blog article about WhatsApp and GDPR for you.

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This is the right way to do marketing: Send WhatsApp newsletters via the API in compliance with the GDPR

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Of course, there is also a way for you as a company to send WhatsApp newsletters for marketing purposes. Including all features like automatic opt-in management and comprehensive analytics. And all this 100% GDPR. How does it work? With the WhatsApp Business API, WhatsApp provides companies with a separate interface to integrate WhatsApp into corporate communications in conjunction with a WhatsApp Business Partner. With Mateo on your side, sending WhatsApp newsletters is a breeze. From setting up your account to planning and sending the first newsletter campaigns, we are at your disposal as a single point of contact. In addition to WhatsApp, the Mateo chat solution offers you other advantages, such as the simple management of Google reviews and the bundling of all message channels in a central inbox.

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We would be happy to take the time to show you Mateo's WhatsApp Business solution in more detail during a personal consultation. Make an appointment now!

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At Mateo, we are your messaging experts when it comes to customer communication. Hundreds of companies are already using Mateo. Our customers particularly appreciate the following advantages of Mateo:

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Central user interface

In addition to WhatsApp Business API, Mateo bundles many other communication channels such as email, Instagram, SMS or Facebook Messenger in a central inbox. On the intuitive and clear user interface, you will find various helpful tools for particularly efficient customer communication. A web widget with the messaging channels you support is available for your customers for particularly easy contact.

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Custom Message Templates

Thanks to various message templates that can be created individually, the amount of paperwork is minimized and the efficiency of customer communication is increased. This means that personnel resources in the service area can be deployed elsewhere.

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With Mateo's WhatsApp API solution, newsletters can be sent in a GDPR-compliant manner. The high open rate of 98% for WhatsApp messages makes marketing much more effective than via email or other channels.

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More positive Google reviews

With Mateo, you create an outstanding customer experience. Mateo can automatically request online reviews from your customers. The more reviews you have, the better you will be found on Google, for example. Reviews also create trust in your company.

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Privacy

Mateo's messaging tool is compatible with all German and European legally binding data protection requirements. If necessary, the software will be revised accordingly in the event of any changes to the law. For secure customer communication, all WhatsApp messages are encrypted end-to-end. All info on the GDPR when using WhatsApp can be read in this article.

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Scalability for all company sizes

The scalability of the messaging tool has been confirmed by the large number of companies already using Mateo with a high level of satisfaction. Whether customers have just a few employees or many hundreds, the software works smoothly and, depending on the package, with an unlimited number of end devices, users and phone numbers. The fact that Mateo significantly reduces the workload in the customer service area opens up new growth opportunities for many companies.

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Low cost provider for WhatsApp Business API

With an entry-level price of just 79 euros per month, Mateo is a cost-effective provider for WhatsApp Business API solutions on the German market. In combination with the integration of further communication channels and various helpful tools, Mateo offers good value for money. Mateo's personal customer support assists companies with every step of the integration, ensuring very low barriers to entry.

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