A WhatsApp message is almost always read, often within a few minutes. That is a big difference from email, where your newsletter disappears among dozens of other messages. This is why more and more businesses are using WhatsApp for marketing.
But WhatsApp is also a personal channel. It is where messages from friends and family arrive too. Anyone who sends too many messages, or messages that feel impersonal, is quickly blocked. In this article you will read what is allowed, what works and how to set it up smartly.
Why WhatsApp is different from email
With email, people simply ignore an annoying message. On WhatsApp, the threshold for blocking someone is low. One tap and you are gone. That not only costs you that customer, but can also put your business account at risk if many people block or report you.
So think of yourself as a guest. You are welcome to join, but only if people want you there and you bring something useful. That is the starting point for everything that follows.
Consent first
In the Netherlands, you may in principle only send commercial messages through an electronic channel with prior consent. This also applies to WhatsApp. A phone number from your CRM is therefore not enough. Someone who gave their number for an order gave it for that order, not for your promotions.
There is an exception for existing customers. Under certain conditions, you may contact them about similar products or services. They must then be able to unsubscribe easily with every message. This exception is narrow and does not apply to every number in your database.
WhatsApp itself also requires businesses to ask contacts for permission in advance. So always work with a clear opt-in. An opt-in is an active choice by the customer to receive messages. Unsure about the rules in your situation? Ask a lawyer for advice.
How to ask for consent
Good consent is clear, specific and provable. Here is how to go about it:
- Explain what people will receive, for example order updates or the occasional offer, and how often.
- Use a separate choice, such as an empty checkbox. Do not bundle it with your general terms and conditions.
- Record when, where and how someone gave consent.
- Send a confirmation message straight away, so the customer knows it worked.
- Make unsubscribing easy, for example by replying STOP.
You can ask for consent in several places. Think of the checkout form, a contact form, a QR code in your shop or after a conversation in the chat. Choose the place where the customer is most engaged.
What works on WhatsApp
Messages that are personal and useful work best. The customer should think: great, I am glad I received this. Good examples are:
- a reminder of an appointment
- an update on the status of an order or delivery
- a notification that a product is back in stock, for people who asked for it
- an offer that fits what someone bought before
- a quick answer to a question
Keep your messages short. One message, one next step. That can be a link, a button or a request to reply. Show who you are, with your company name and logo. Address the customer by their first name.
WhatsApp works both ways. When someone replies, somebody needs to write back quickly. That is what makes the channel strong. A message that asks for an answer and then meets silence backfires.
Look at frequency too. For promotional messages, the rule of thumb is: better too few than too many. A few per month is already plenty for most businesses. Messages about an order or appointment are different. The customer expects those. Send them at normal times and not late in the evening.
What does not work
The biggest mistake is copying your newsletter one to one into WhatsApp. A long message with several topics does not belong in a chat. It feels like advertising in a place where people do not expect it.
Also watch out for these pitfalls:
- sending messages too often
- impersonal texts such as “Dear customer”
- ignoring customer replies
- adding people to a group without asking
- using bought or scraped numbers
The result is always the same: people block you. And that costs you the channel. You can no longer reach a blocked number, and you cannot undo it.
Use the business options
Do not use a personal number or a spare phone for your marketing. WhatsApp offers two business options.
The WhatsApp Business app is suitable for small businesses. You can create a business profile, use labels to organise contacts, save quick replies and set up an away message. For larger groups, it is limited.
The WhatsApp Business Platform, also known as the API, is used through an approved provider. An API is a connection that allows systems to talk to each other. With it, you can:
- schedule and automate messages
- let several team members work in one shared inbox
- connect to your CRM, so you can base messages on customer data
- use message templates for messages you send first
A message template is a fixed text that WhatsApp approves in advance. You need one when you start a conversation outside the time window in which the customer has just been in touch with you. You usually pay per message sent. The cost depends on the type of message and on your provider.
Measure what you do as well. Use UTM tags in your links. These are small codes added to a link, which let you see in Google Analytics that a visitor came via WhatsApp. Also look at the number of replies and unsubscribes. Are unsubscribes rising? Then you are sending too much, or content that is not relevant enough. Also sign a data processing agreement with your provider, because they process personal data on your behalf.
A practical example
Say you run an online shop selling dog food and accessories. You want to use WhatsApp, but you do not want to annoy anyone.
At checkout, you add a separate checkbox: “Keep me updated about my order via WhatsApp, plus the occasional useful tip or offer.” Customers who tick it receive an immediate confirmation, with the option to stop.
After that, you send three kinds of messages. First, an update when the parcel is on its way. Then, a few weeks after a purchase of dog food, a short reminder asking whether the bag is almost empty, with a link to reorder. And occasionally, perhaps once a month, an offer that fits the type of dog the customer previously bought for.
You answer questions during working hours and track clicks with UTM tags. What you often see then: the list stays smaller than your email database, but the people on it respond far more directly. The channel also stays clean, because everyone chose to be there.
Frequently asked questions
May I send customers a WhatsApp message with an offer if they have given me their number?
Not just like that. A number given for an order is not consent for advertising. There is a limited exception for existing customers, but the safest route is always a clear opt-in.
Is WhatsApp better than email?
Not better, but different. WhatsApp is short, personal and fast. Email is better suited to longer stories, detailed offers and messages that people want to find again later. The combination often works best.
Can I start with the free WhatsApp Business app?
Yes, if you have a small group of customers and still send messages by hand. If your list grows or you want to automate and connect to your CRM, the Business Platform via a provider is the next step.
Book a free 30-minute introductory call
Do you want to use WhatsApp alongside your email marketing, but are not sure how to approach it safely and smartly? Book a free introductory call
