Recommendations for WABA bulk mailings

Recommendations for WABA bulk mailings

This section outlines a series of best practices and recommendations for sending bulk campaigns using WhatsApp Business API (WABA) templates.

The goal is to help optimize message deliverability, maintain the quality and reputation of the sender’s number, and reduce the risk of restrictions, blocks, or limitations imposed by WhatsApp.

These recommendations are specifically intended for high-volume campaigns targeting end users.

Recommendations:

• This is not a free bulk mailing
→ WhatsApp doesn't work like email or text messages. You can only message people who are expecting your message. They can easily block you.

• You need prior permission (opt-in)
→ You can only contact people who have agreed to receive messages. Otherwise, you'll run into more blocks and problems.

• There should be an easy way to unsubscribe
→ Users should be able to easily say, “I don’t want any more messages.”
→ If you don’t, people will block you more often.

• Quality matters more than quantity
→ WhatsApp tracks how users react:
-  If they read the message: Good
- If they block you: Bad
→ This directly affects your ability to send more messages.

• Don’t start by sending messages to your entire list  ( VERY IMPORTANT )
→ Start small and scale up as things go well.
→ If you start too aggressively, you could lose your audience.

• Messages should be helpful and clear
→ No spam or long, email-style messages.
→ Better:
- Short
- Relevant
- Contextual (“why I'm writing”)

• You must use approved templates
→ You cannot send any message freely.
→ WhatsApp reviews and approves messages in advance.


Info
• Your database is key
→ A small but engaged database works better than a large one with no engagement.

• Verifying your business helps it grow
→ It makes it easier to process higher volumes and builds trust, but it doesn't prevent account suspensions.

• You “earn” the channel over time
→ If you do it right:
o You’ll be able to send more messages
o You’ll see better performance
→ If you do it wrong:
o Your message sends will be limited
o Your number will be blocked

• Conversations and interactions affect your quality score
→ WhatsApp evaluates how users react to your messages:
• Whether they reply or interact
• Whether they continue the conversation
• Whether they ignore, block, or report

•  Conversations initiated by the customer (e.g., customer service) typically result in:
• More positive interaction
• A better reception of the message
• A lower risk of being blocked

Info
In practice:
-  The more real and meaningful conversations you have, the better your quality will be

Idea
Business verification and an Official Business Account (OBA) build trust, but they don’t prevent blocking.
Having a verified business or an Official Business Account (OBA) causes users to:
• Better recognize the brand
• Trust the message more
This can lead to:
• More opens
• Fewer blocks
But it’s important to understand:
• It does not eliminate restrictions
•  It does not guarantee delivery
• It does not prevent penalties if the content or database is poor

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