WhatsApp is one of the most popular messaging apps in the world, with over 2 billion active users. The WhatsApp Business API allows businesses to communicate with customers at scale through features like the broadcast list. Broadcast lists allow businesses to send messages to hundreds of recipients with a single API call. However, WhatsApp does impose limits on how many recipients can be included in a broadcast list. In this article, we’ll take a deep dive into understanding the limits of WhatsApp’s broadcast lists for business accounts.
What are WhatsApp Business Broadcast Lists?
WhatsApp business accounts have access to features not available on regular WhatsApp accounts. One of these features is broadcast lists, which enable businesses to group contacts into lists and send messages to hundreds of people at once.
Businesses can use broadcast lists for announcements, promotions, shipping notifications, and any other messaging needs. It’s a way to reach a large audience without sending individual messages one by one.
Some key things to know about WhatsApp broadcast lists:
– Messages are sent as regular WhatsApp messages, not SMS
– Recipients can reply normally and have a thread with the business
– Businesses can include up to 256 contacts in a single broadcast list
– Lists can be reused and messages scheduled in advance
– Metrics like deliveries, reads, and replies are available
Overall, broadcast lists make it faster and easier for businesses to connect with customers, share updates, drive engagement, and automate communication.
What are the Limits on Broadcast List Size?
WhatsApp currently limits business accounts to creating broadcast lists containing no more than 256 users. This limit applies to each individual list created.
So a business could create 10 separate broadcast lists with 256 members each, for example. But a single list cannot exceed 256 users.
This 256 user cap per list enables businesses to reach a meaningful audience size efficiently and at scale, while still allowing WhatsApp to manage flows on its platform.
If businesses need to message larger audiences beyond 256 contacts, they can utilize WhatsApp’s API to send broadcasts programmatically. This allows automating messages to very large recipient lists.
However, when using the API for larger broadcasts, there are further limits in place:
– Messages can only be sent to users who have contacted the business within the last 24 hours. This prevents spamming inactive users en masse.
– Limits exist on the number of messages that can be sent per day:
– Once verified, accounts can send 100,000 messages per day
– Before verification, accounts are limited to 2,560 messages per day
So in summary, for manual broadcasts via broadcast lists in WhatsApp Business:
– 256 users maximum per list
And when using the API for bigger broadcasts:
– Only to users who recently messaged the business
– Capped at 100,000 messages per day (post-verification)
Why WhatsApp Limits Broadcast List Size
WhatsApp’s limits on broadcast list size aim to strike a balance between enabling meaningful business communication while preventing spammy mass messaging behavior.
There are a few key reasons WhatsApp enforces caps per list and daily message sends via its API:
**Manage User Experience**
– WhatsApp wants to maintain a streamlined messaging experience and avoid flooding users with unwanted content.
– Capping list sizes helps ensure each recipient gets a personalized, high quality message instead of getting lost in an enormous blast.
**Control Message Volumes**
– Limits help regulate overall message volumes on WhatsApp’s networks and servers. This helps maintain performance.
– Too many broadcast messages at once could strain infrastructure and degrade service quality.
**Limit Spam**
– Restrictions prevent businesses from spamming millions of users at once, protecting the platform from abuse.
– Requiring recent user contact before large API blasts prevents targeting inactive or unengaged users.
**Comply with Regulations**
– WhatsApp must operate within telecommunications laws in various countries related to promotions, spam, and consent.
– Caps help ensure businesses comply with regulations around consumer messaging.
By balancing useful capabilities with restrictions, WhatsApp can offer valuable business messaging tools while protecting user experience and platform integrity. Businesses benefit through increased reach and efficiency, so long as they comply with broadcast list limits.
Tips for Managing Large Audiences Within WhatsApp Limits
While 256 users per list may be sufficient for many small businesses, large companies with big audiences often require larger broadcast capabilities. Here are some tips for reaching broader groups while respecting WhatsApp’s size restrictions:
**Create Multiple Lists**
Segment your audience into logical lists organized by region, product interest, purchase history, or other variables. Name lists appropriately. You can make the lists as targeted or broad as needed.
**Stagger Scheduled Messages**
Space out scheduled broadcasts instead of overwhelming recipients. Stagger sends by at least 4-6 hours.
**Recycle Lists**
Reuse existing lists for future broadcasts. You can remove inactive users and add new engaged customers over time.
**Use Smart Automations**
Use tools that automatically add engaged site visitors, new subscribers, recent purchasers, or other high-intent users to targeted lists for well-timed messages. Keep your lists populated with relevant contacts.
**Comply with Daily API Limits**
When you need to message thousands of users who recently interacted with your business, make sure to stay within WhatsApp’s 100,000 daily automated message cap based on your verification status.
**Develop an Opt-In Strategy**
Proactively capture customer mobile numbers and consent at key interactions to intentionally build your target broadcast lists over time. Make opting in easy.
**Offer an Opt-Out**
In every broadcast message, give clear opt-out instructions so recipients can easily unsubscribe and prevent unwanted mass messages. Honoring opt-outs is key.
With the right segmentation, automation, and compliance practices, businesses can maximize WhatsApp broadcast reach while respecting platform limits. Be strategic in structuring your audience approach.
Frequently Asked Questions
Can you have more than 256 contacts in a WhatsApp Business broadcast list?
No, WhatsApp strictly limits business broadcast lists to no more than 256 recipients per list. This limit cannot be exceeded or worked around. You must create additional lists if wanting to reach larger audiences.
How many broadcast lists can I create in WhatsApp Business?
There is no set limit on the number of lists a business account can create. You can make as many lists as needed to organize your contacts and messaging. Just remember each individual list can contain a maximum of 256 members.
What happens if I try to add more than 256 users to a broadcast list?
If you attempt to add more than 256 recipients when creating or editing a WhatsApp broadcast list, you will receive an error notice that the list has reached its maximum size limit. No extra users beyond 256 will be added.
Can I send broadcast messages to old contacts that haven’t messaged me recently?
When using the WhatsApp Business API to send large volumes of messages, you can only broadcast to users who have contacted your business within the last 24 hours. This prevents spamming inactive users who haven’t engaged recently.
How many broadcast messages can I send per day?
Verified WhatsApp Business accounts can send up to 100,000 automated broadcast messages per day via the API. Unverified accounts are limited to just 2,560 messages per day. Manage volumes carefully to avoid disruptions.
Comparing WhatsApp Business Broadcast Lists to Other Platforms
| Platform | Broadcast List Size Limit | Notes |
|---|---|---|
| WhatsApp Business | 256 recipients per list | Additional limits on large API blasts |
| Facebook Messenger | No recipient limit | Limit of 80 characters per message |
| SMS/MMS | Typically 1,000-10,000 recipients | Limit depends on provider |
| Email Marketing | No recipient limit | Deliverability limits based on sender reputation |
As this comparison shows, WhatsApp Business has a relatively low broadcast list size limit compared to other channels. This reflects WhatsApp’s emphasis on personalized messaging over blast messaging. For large audience broadcasting, email marketing and Messenger may be better fits.
Getting the Most from Your Broadcast Lists
While WhatsApp caps broadcast lists at 256 recipients to balance business needs with platform integrity, you can still get great value from this tool by:
– Creating targeted, well-defined lists based on clear audience segments
– Scheduling broadcasts thoughtfully and sparingly to prevent message fatigue
– Reusing lists but dynamically updating the members over time
– Automating your list building process where possible
– Complying with daily API limits if sending larger volumes
– Developing an opt-in/opt-out process and honoring user preferences
WhatsApp wants to enable beneficial business communication, not disruptive spam. Keep your audience happiness and platform rules in mind, and broadcast lists can be a helpful extension of your 1:1 conversational messaging strategy on WhatsApp.
Conclusion
WhatsApp business accounts can create broadcast lists containing up to 256 users, enabling helpful broadcast messaging at scale. Larger API-driven broadcasts are also possible within defined limits. WhatsApp enforces caps on broadcast list sizes and messages per day to balance utility and spam prevention as part of its overall platform governance.
Businesses who pay close attention to audience quality, thoughtful scheduling, compliance, and user preferences can achieve impactful business messaging results with WhatsApp broadcast lists. Just be sure to honor the 256 recipient per list maximum and other limits in place. With a sound approach, the broadcast list tool can become an invaluable WhatsApp channel amplifier.