If you work in B2B, you know that email open rates are a coin toss, and LinkedIn inboxes are more spam than substance. But one channel almost everyone checks? WhatsApp. If you’re looking for a direct, low-cost way to get product updates in front of business contacts, WhatsApp broadcast lists can be powerful—if you use them right.
This guide is for B2B marketers, founders, or sales folks who want to use WhatsApp broadcast lists to send product updates that people actually see—without coming off as spammy or clueless.
Let’s get into the nuts and bolts.
Why WhatsApp Broadcast Lists (and Not Groups)?
First, a quick distinction: broadcast lists aren’t WhatsApp groups. Here’s why that matters.
- Broadcast list: You send one message that goes to many contacts, but it shows up as a 1-to-1 chat on their end. Replies come back to you privately.
- WhatsApp group: Everyone’s in a shared chat. Messages are public to the group. It’s noisy, and most business contacts don’t want in.
Broadcast lists are better for B2B updates because: - People feel less “on display” replying to you. - You avoid the chaos and notification overload of groups. - It’s more personal—like a direct message, not a mass announcement.
But: contacts have to have your number saved to get your broadcast message. That’s crucial—more on that later.
Step 1: Decide if WhatsApp Broadcast Lists Are Right for Your B2B Updates
Let’s be honest: not every product update belongs in someone’s WhatsApp inbox. Before you jump in, ask yourself:
- Is this update genuinely useful or time-sensitive for your contacts?
- Are your contacts already used to hearing from you via WhatsApp?
- Do you have permission—or will this feel intrusive?
Works well for: - Launching new features your clients have asked for - Announcing downtime or critical fixes - Sending exclusive opportunities or early access
Skip it for: - Generic company news - Weekly newsletters - “Just checking in” nudges
If you wouldn’t want to get this as a WhatsApp message from a vendor, don’t send it.
Step 2: Build and Segment Your Broadcast Lists
Don’t Just Dump Everyone In
WhatsApp lets you create up to 256 contacts per broadcast list. But resist the urge to make one giant list. For B2B, segmentation matters.
How to segment: - By client type (e.g., enterprise vs. SMB) - By product or plan (Feature A users vs. Feature B) - By location or language - By engagement (active vs. dormant clients)
How to actually build the lists: 1. Go to the WhatsApp home screen. 2. Tap the three dots (Android) or “Broadcast Lists” (iOS). 3. Tap “New Broadcast” and select contacts. 4. Name your list for your own tracking (the name isn’t shown to recipients).
Pro tip: Keep a spreadsheet mapping your segments to lists. WhatsApp doesn’t have built-in CRM features.
The Hard Part: Getting Contacts to Save Your Number
WhatsApp only delivers broadcast messages to people who have your number saved. This is a big obstacle in B2B.
How to tackle it: - When onboarding new clients, ask them to save your number (“Save us as ‘Acme Updates’ to get product alerts”). - Add a line to your email signatures and invoices. - Offer value: “Save us to get critical downtime alerts.”
Don’t skip this step. If your contacts don’t save your number, your broadcast messages vanish into the void.
Step 3: Craft Messages That Don’t Annoy
If you treat WhatsApp like another email blast tool, you’ll burn bridges fast. Here’s what actually works:
- Be brief. People read WhatsApp on their phones, between meetings, on the go.
- State the value up front. “New feature” isn’t enough. Try: “You can now export reports—here’s how.”
- Personalize if you can. Use names or reference their plan, if you have time for manual tweaks.
- Include a clear call to action. What should they do? Click a link, reply, check their dashboard?
- Don’t attach big files. Links are better; WhatsApp compresses media, and big PDFs clog people’s phones.
Example message:
Hi Priya,
We’ve just added CSV export for your monthly reports. Here’s a 1-min video demo: [link]
Let me know if you want a walkthrough.
What to avoid: - Emojis everywhere (unless your audience loves them) - “Dear valued customer” (feels like a copy-paste) - Over-promising—people will call you out
Step 4: Mind the Frequency and Timing
You’re sharing a channel with family, friends, and actual emergencies. Don’t be the brand that gets muted.
Good habits: - Send only when it matters. If you have to ask, “Is this worth a WhatsApp?”—it probably isn’t. - Respect business hours. Don’t ping people at 7 AM or 11 PM. - Space out your updates. Once or twice a month is usually plenty for B2B.
If people start asking to be removed, take the hint.
Step 5: Handle Replies Like a Human
Broadcast lists keep replies private. This is great for 1:1 follow-up, but it means you have to be ready.
- Respond promptly. If you trigger a dozen help requests, don’t leave people hanging.
- Don’t automate every reply. People can spot a copy-paste “Thank you for your message…” a mile away.
- Track feedback. If multiple contacts ask for a feature or report a bug, capture that somewhere useful.
If you can’t handle the volume of replies, reconsider your broadcast frequency.
Step 6: Know the Limits and Risks
WhatsApp isn’t built for mass marketing, and there are some hard stops:
- List size cap: 256 contacts per broadcast list.
- Spam reports: If too many people block/report you, WhatsApp might suspend your account. No warnings.
- No analytics: You don’t get open or click rates. You’ll know if a message was delivered and read, but that’s it.
- Manual work: No scheduling, no A/B testing, no CRM integration unless you pay for WhatsApp Business API (which is a whole other beast, with approval needed and extra costs).
Ignore the hype: Anyone promising “bulk WhatsApp marketing tools” is probably selling you a shortcut to getting banned. Stick to the official app for trusted contacts.
Step 7: Evaluate Results and Adjust
With no dashboards or fancy metrics, you’ll need to get creative:
- Track replies. How many contacts respond or take the action you suggest?
- Watch for opt-outs. If people ask to stop getting messages, that’s feedback.
- Ask for feedback. Every few months, ask if your updates are helpful or intrusive.
If engagement drops or you get more complaints than thanks, dial it back. WhatsApp is about trust—once you lose it, you won’t get it back.
What About WhatsApp Business API?
If you have hundreds or thousands of B2B clients and need automation, templates, or CRM integration, look into WhatsApp Business API. But be warned:
- It’s not a “self-serve” tool—approval and setup take time.
- You’ll likely pay a provider or integrator.
- Messages must be pre-approved, and there are strict limits.
For most B2B teams, standard broadcast lists do the job—at least until you outgrow them.
Keep It Simple, Iterate, Don’t Be Annoying
WhatsApp can cut through the noise, but only if you treat it with care. Build tight, relevant lists. Send only what matters. Respond quickly. And always ask yourself: “Would I want to get this message?”
Start small. See what works. Adjust as you go. If something feels spammy, it probably is.
You don’t need to overthink it or chase fancy tools. Keep it simple, and you’ll stand out in the best way.