How to send Bulk Messages through WhatsApp

How to send bulk messages through WhatsApp

Bulk WhatsApp messaging can be useful when your customers already prefer WhatsApp, the message needs more context than SMS can comfortably carry, or the campaign would benefit from images, buttons, or richer conversation flows.

It is not the same as uploading a list and blasting a message out. To send bulk messages WhatsApp users will actually receive, businesses need the right account setup, approved templates, opt-in consent, audience controls and reporting. WhatsApp requires businesses to obtain opt-ins before messaging people, and its policy recommends opt-ins that match the categories of messages being sent, such as order updates, offers or product recommendations.

For Australian businesses, WhatsApp should also be reviewed alongside local spam obligations. ACMA says marketing messages require consent and must identify the sender, include contact details and make it easy to unsubscribe.

WhatsApp bulk messaging vs SMS bulk messaging

The right channel depends on the job. WhatsApp is useful for richer engagement and guided conversations. SMS is often better for broad reach, urgent alerts and simple time-sensitive updates.

How to send bulk messages through WhatsApp

1. Set up your WhatsApp Business Platform access

For low-volume manual messaging, the WhatsApp Business App may be enough. For WhatsApp bulk messaging, automation or high-volume sends, businesses generally need access to the WhatsApp Business Platform through an approved setup.

This is the infrastructure layer that lets your business connect WhatsApp into a messaging provider, API, campaign platform or workflow. It is best suited to teams that need to send at scale, track delivery and manage customer replies in a controlled way.

Before you start, confirm who owns the WhatsApp Business Account, which phone number will be used, who manages approvals and which team is responsible for consent records.

The Kudosity team can support you with setting up your WhatsApp business account. 

2. Define the campaign use case

Do not start with the message. Start with the reason for sending.

Common use cases for bulk WhatsApp messages include:

• order updates

• appointment reminders

• event information

• re-engagement campaigns

• product announcements

• customer service follow-ups

• payment reminders

• post-purchase support

This step matters because WhatsApp templates are categorised, and the use case affects message content, consent expectations and review. A promotional campaign has different risk and approval requirements to an order update.

3. Build an opt-in audience

WhatsApp is not a cold outreach channel.

Customers need to opt in before your business messages them. The opt-in should make it clear that the person is agreeing to receive WhatsApp messages from your business and should reflect the types of messages you plan to send.

Practical opt-in sources include:

• checkout forms

• account settings

• booking forms

• lead forms

• loyalty program sign-ups

• customer service conversations

• QR codes in-store or at events

For Australian marketing sends, keep consent records and make opt-out handling part of the workflow from the start. Under ACMA guidance, consent remains the sender’s responsibility even if another provider sends messages on your behalf.

4. Create your message template

Business-initiated WhatsApp messages usually need approved templates. Templates are reusable message formats that can include variables, such as a customer name, appointment time or order number.

You can also create your own template through the Kudosity platform or choose from our WhatsApp template library. 

A practical template should be specific, accurate and easy to understand. Avoid exaggerated claims, unclear offers or vague placeholders that make the message hard to review.

For example:

That gives the customer context, a clear reason for the message and a next action.

5. Submit the template for approval

Once the template is written, submit it through your WhatsApp Business setup or messaging provider.

Meta reviews templates and may reject messages that are unclear, miscategorised, formatted incorrectly or inconsistent with WhatsApp’s policies. Meta’s documentation also references template quality ratings, which can affect how templates perform over time.

Do not treat approval as a box-ticking step. The template should match the actual customer experience. If the campaign says it is an order update, the message should behave like an order update, not a disguised promotion.

6. Segment your audience before sending

WhatsApp mass messaging works better when it is targeted. Segment by use case, lifecycle stage, purchase behaviour, booking status, location or customer preference. Smaller, cleaner segments usually perform better than one large untargeted send, and they reduce the risk of customers blocking or reporting the business.

Good segmentation also helps with compliance. It makes it easier to prove why each person received the message and which opt-in applied.

7. Schedule and send the campaign

Once the template is approved and the audience is ready, schedule the campaign.

Check:

• time zone

• message category

• template variables

• opt-out language

• audience suppression lists

• link tracking

• reply routing

• fallback channel if WhatsApp fails

For urgent alerts, consider whether SMS should sit beside WhatsApp as a fallback. For rich campaigns, WhatsApp may be the better primary channel because it can support buttons, media and structured replies.

8. Track delivery, replies and opt-outs

Sending is not the end of the workflow.

Track delivery status, failed sends, replies, opt-outs and conversions. If customers reply, route those messages into the right team or automation flow. If they opt out, make sure suppression happens before the next send.

This is where a messaging platform matters. The value is not just sending the campaign. It is giving teams visibility into what happened next.

Best practices checklist

Before sending bulk WhatsApp messages, check that the campaign is ready.

• The audience has clearly opted in to WhatsApp messages

• The message type matches the customer’s consent

• The template has been approved before send

• Variables have been tested with real examples

• The message identifies the business clearly

• The customer has a simple way to opt out

• Replies are routed to a person, bot or workflow 

• Delivery reports and failures are monitored

• Suppression lists are applied before launch

• SMS fallback is considered for urgent messages

• Results are reviewed before the next campaign

When should you use WhatsApp instead of SMS?

Use WhatsApp when the message needs more than plain text. It is a strong fit for image-led campaigns, guided customer journeys, structured replies, rich product updates and service conversations where customers may want to ask follow-up questions.

Use SMS when broad reach, speed and simplicity matter more. SMS is still the stronger default for urgent alerts, one-time passcodes, appointment reminders and simple notifications where the message needs to reach a mobile number without relying on app usage.

Many businesses use both. WhatsApp can carry richer engagement, while SMS provides reach and reliability for time-sensitive sends.

Kudosity supports SMS fallback. If a customer isn't on WhatsApp, the message automatically falls back to SMS.