Automations and AI · Lesson 4 of 4

Sending a WhatsApp broadcast without it going wrong

A broadcast reaches many contacts at once, but you can't take it back. In this lesson you sort out consent first, then send one good message to the right group.

7 minAvailable from Pro

What you'll learn

  • Checking who has given consent
  • Picking the right template
  • Narrowing the audience with tags or lifecycle
  • Handling opt-outs

Step by step

  1. 1

    Sort out consent first

    A broadcast only goes to contacts with an opt-in for that channel and a phone number starting with +. Open a contact under Contacts and look at Broadcast Consent, or select several contacts and use WhatsApp Opt-in. Someone who sends you a WhatsApp isn't opted in by that, because a question isn't consent for advertising. That only happens when they send START, or when you record it after you really have their consent.

  2. 2

    Start a new broadcast

    Go to Campaigns, open Broadcasts and click New Broadcast. Under Channel choose WhatsApp, which sends approved templates, or SMS, which needs a connected Twilio account with an SMS number.

  3. 3

    Pick the sender and template

    Under Content you can give the broadcast a name that only you see, and you pick the Sender and an approved template. If the template has variables, fill them in here: the same text for everyone, or the name of each contact. If it has an image, video or document, enter a public https link here, or upload the image. Under Schedule send date, choose Now, or Later with a date and time.

  4. 4

    Choose the audience

    Pick All contacts, By tags or By lifecycle stage. Keep the group as small as you can: a gym sends a timetable change only to the members of that class. Even with All contacts only opted-in contacts get the broadcast, as Opted-in contacts only reminds you.

  5. 5

    Review and send

    Under Review & Send you see the channel, message, audience and Estimated recipients. If that number isn't what you expect, go back. Only then click Send Now or Schedule broadcast. A sent broadcast can't be undone, but you can cancel a scheduled one on the broadcast page until the chosen moment.

  6. 6

    Catch the replies

    Make sure someone is available when you send, because replies arrive as normal conversations in the inbox. The Broadcasts list and Analytics show how sending went. Each reply opens the 24-hour window, so respond in time.

  7. 7

    Respect opt-outs

    If a customer sends STOP or a similar word, Bugalou switches off their WhatsApp opt-in and they no longer get broadcasts. START opts them back in. Don't manually opt them in again unless they've asked for it themselves.

Common mistakes

Sending without real consent

A customer who once asked a question doesn't want offers because of it. Meta asks for consent for marketing, and people who block or report you can harm your number. Only send to people who expect it.

Sending to everyone straight away

First send a test to a small group with its own tag, especially with a template with variables. That way you see how the name and other values really look before everyone gets it.

Forgetting the costs

On WhatsApp Meta charges per template and marketing costs more than Utility; for SMS you pay through your Twilio account. Work out the cost of the Estimated recipients first, especially for a big group.

Sending too often

The more you send what people don't want, the more opt-outs and blocks you get. One useful message beats a promotion every week.

Tips

  • Create a tag such as test with your own number and send there first.
  • Don't send just before closing time, or nobody will be there to pick up replies.
  • Say clearly in the template who you are and why someone gets this.

You're done when

  • Your recipients have really given consent
  • Your template is approved and its variables and media are filled in
  • You've sent the broadcast to yourself first
  • Someone is available to pick up replies

Frequently asked questions

Why are there fewer recipients than contacts?

A broadcast only goes to contacts with an opt-in for that channel and a phone number in international format, so starting with +. Contacts who opted out don't count.

What's the difference between a broadcast and an automation?

A broadcast is sent once to a group. An automation starts by itself per customer, for example after an order.

Can I take a broadcast back?

No, a sent broadcast can't be undone. So check the audience and template before you click Send Now.

Which plan do I need?

Broadcasts need a Pro or Enterprise plan.