How to do WhatsApp marketing properly
WhatsApp marketing goes wrong in a predictable order: buy a list, send a generic offer, get blocked, lose the number. Doing it properly is slower to start and considerably more durable.
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Build the list honestly
Opt-in has to be genuine and specific. A number given for a delivery update is not permission to send offers, whatever a checkbox said.
The cheapest honest sources are the ones already in front of you: a click-to-chat link on the site, a QR code at the counter, an opt-in at checkout, and click-to-WhatsApp ads.
- Click-to-chat link on every page
- QR code in-store and on packaging
- Explicit opt-in at checkout, worded as marketing
- Click-to-WhatsApp ads on Meta platforms
Send less than you want to
Segment before every send. Meta bills per conversation, so relevance is cheaper as well as better received.
Weekly is the practical ceiling for most consumer lists. The number to watch is not open rate, which is high for everyone, but block and opt-out rate.
Plan for the replies
This is the step almost every plan omits. A campaign to ten thousand people produces hundreds of conversations within minutes, and they arrive in the evening.
Unanswered replies are worse than not sending, because you have paid Meta for the conversation and irritated the customer.
Decide who answers replies before you schedule the send, not after the first campaign has taught you the hard way.
Measure what matters
Delivered and read are hygiene metrics. The ones that justify budget are replies, qualified conversations, and revenue attributed back to the campaign.
That attribution requires the conversations to be logged somewhere, which is one of the practical arguments for running on the API rather than a phone.
Frequently asked questions
Is WhatsApp marketing legal in India?
Yes, with genuine opt-in and through the official API. Unsolicited bulk messaging via unofficial tools breaches WhatsApp's terms and gets numbers banned.
What does it cost?
Meta charges per conversation by category, and platforms charge separately. India is among Meta's cheapest markets, but check the current rate card rather than any vendor page.
How big should my list be before starting?
Small and genuinely opted-in beats large and bought. A new number also starts on a low messaging tier, so a small engaged list is the right way to begin anyway.
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