WhatsApp sits next to messages from friends and family. A broadcast that feels like an advert stands out for the wrong reasons, and the customer has two buttons right there: block and report. Both lower your quality rating, and a low rating limits how many people you can reach.
The good news is that the fixes are simple.
Start with the right audience
The best-written message still fails if it goes to the wrong people.
- Only send to opted-in contacts. They should have agreed to hear from you on WhatsApp.
- Segment. Send the winter coat offer to people who bought coats, not to everyone.
- Exclude recent recipients. If someone got a campaign yesterday, skip them today.
- Respect local time. A 7 am offer is rarely welcome.
Lead with why they are getting it
The first line shows in the notification. Make it clear who you are and why this message is for them.
- Weak: "HUGE SALE!!! Don't miss out"
- Better: "Hi Sara, the trainers you saved are 20% off until Sunday."
Personal details, such as a name, a past purchase or a saved item, tell the reader this is not a blast to millions.
Keep it short
Aim for something the customer can read in a few seconds.
- One sentence on what it is.
- One sentence on why it matters to them.
- One clear action.
If you need more space, a single image or a short video often says more than extra paragraphs.
One clear button
Buttons beat links typed into the text. Use one main call to action, such as "View offer" or "Book a slot". Add a quick reply like "Not interested" if you want feedback. Too many options and people choose none.
Make opting out easy
Add a short line such as "Reply STOP to stop these messages", or a quick reply button that does the same. It sounds counter-intuitive, but an easy opt-out means people leave quietly instead of pressing block or report.
In Whatsuite, an opt-out reply updates the contact automatically so they are excluded from future marketing sends.
Watch the tone
- Avoid capital letters for emphasis and rows of exclamation marks.
- Use emoji sparingly, one or two at most.
- Write like a helpful person, not a billboard.
- Do not create false urgency. If the offer ends on Sunday, say Sunday.
A quick checklist
| Check | Why it matters |
|---|---|
| Opted-in, segmented audience | Fewer blocks, lower cost |
| Personal first line | Clear reason to read |
| Under about 60 words | Easy to read in a notification |
| One main button | Clear next step |
| Opt-out line or button | Quiet exits instead of reports |
| Sent in local daytime hours | Less irritation |
You can paste a template into our free broadcast score tool to check length, personalisation, buttons and opt-out wording before you send.
Send less, but better
Frequency matters as much as wording. For most businesses, a few relevant marketing messages a month is plenty. Use utility templates for real updates, and keep promotions for moments that are genuinely useful to the customer.
Learn from every send
After each campaign, look at:
- Read rate: did the first line work?
- Click or reply rate: was the offer and button clear?
- Opt-outs and blocks: did it reach the wrong people or arrive too often?
Then retarget the people who engaged, and leave the rest alone for a while.