Broadcast Best Practices and Compliance
Learn the do's and don'ts of WhatsApp and SMS broadcasts — GDPR compliance, quality management, and avoiding account restrictions.
Broadcast Compliance Guide
Following best practices is critical to maintain your WhatsApp quality rating and avoid account restrictions.
GDPR/AVG Requirements
| Requirement | What This Means | How Bugalou Handles It |
|---|---|---|
| Consent (opt-in) | Customers must explicitly agree to receive messages | Auto opt-in on first customer-initiated message or webshop order. Manual toggle and bulk opt-in available. |
| Purpose limitation | Only send messages for the consented purpose | Separate opt-in for WhatsApp and SMS channels |
| Right to withdraw | Customers must be able to opt-out at any time | Automatic STOP keyword detection (STOP, Uitschrijven, Afmelden, Unsubscribe, and more). Confirmation message sent automatically. |
| Data minimization | Only collect and use necessary contact data | Only phone number and name are required |
| Record keeping | Keep records of when and how consent was given | Bugalou stores opt-in/opt-out timestamps (whatsappOptInAt, whatsappOptOutAt, etc.) |
Do's
- Get explicit opt-in before adding contacts to broadcast lists
- Include opt-out instructions in every marketing message (e.g. "Reply STOP to unsubscribe")
- Segment your audience for targeted, relevant messages
- Use Utility category for transactional messages (lower cost + better quality)
- Monitor your quality rating regularly
- Test templates on a small group before sending to your full list
- Schedule broadcasts during business hours
- Track delivery and read rates to optimize future broadcasts
- Let Bugalou's automatic opt-in handle consent for customer-initiated contacts
Don'ts
- Don't send to purchased contact lists
- Don't send more than 2–4 marketing messages per month per contact
- Don't ignore opt-out requests — Bugalou processes STOP keywords automatically, but also check for requests in conversations
- Don't use misleading content or clickbait
- Don't send at unsociable hours (before 8am or after 9pm)
- Don't include sensitive data in templates
- Don't use excessive emojis, ALL CAPS, or exclamation marks
- Don't manually re-opt-in contacts who have explicitly opted out
WhatsApp Quality Management
- Green rating — Everything is fine, you can grow your tier
- Yellow rating — Reduce sending volume and improve message relevance
- Red rating — Stop marketing broadcasts immediately. Focus on utility messages only.
What Gets Templates Rejected?
- Asking for sensitive information (passwords, SSN, credit cards)
- Threatening or intimidating language
- Templates that violate WhatsApp's commerce policy
- Poor spelling/grammar or placeholder text
- Embedding URLs in body text instead of using URL buttons