A WhatsApp broadcast message sent from the free WhatsApp Business app reaches up to 256 people per list, and only those who have saved your number in their phone. A bulk campaign through the WhatsApp Business API has no saved-contact rule, works from an Excel sheet, gives you delivery and read reports, and scales to thousands of customers, but each message is charged by Meta and must use an approved template.
So the right choice depends on how many customers you have, whether they saved your number, and how much tracking you need. This guide explains both options in plain terms and tells you which one to use when.
How a WhatsApp broadcast message works in the Business app
In the WhatsApp Business app (the green app on your phone), you can create a broadcast list, add contacts, and send one message that arrives in each person's chat separately. Recipients do not see each other, and replies come to you as normal one-to-one chats.
The rules, according to WhatsApp's own help centre (as of November 2026):
- Up to 256 contacts per broadcast list. You can make several lists, but each one is capped.
- Only people who saved your number receive it. If a customer has not added your business number to their phone contacts, your broadcast simply does not reach them, and the app does not warn you.
- Monthly broadcast limits are being tested. WhatsApp says people in some countries may see a monthly broadcast limit, and Meta has been piloting paid broadcast options inside the Business app since 2025. Check what your app shows, because Meta can change these rules.
For a small shop with 150 loyal customers who saved your number, this works fine.
Where broadcast lists fall short
The saved-contact rule is the big one. Most customers never save a shop's number. A clinic might have 2,000 patient numbers in its register, but if only 300 saved the number, a broadcast reaches only those 300. You also get no proper report of who it was delivered to, you cannot personalise each message with the customer's name, and you cannot schedule or send from a spreadsheet. Everything happens manually on one phone.
How a bulk WhatsApp campaign works on the API
A bulk campaign uses the official WhatsApp Business Platform (Cloud API). Instead of a phone app, you use a panel like AiSender. The flow looks like this:
- Get a message template approved by Meta (for example, an offer or a reminder).
- Upload your contacts from Excel or CSV, or pick saved contact groups.
- Map variables such as name, order number or due date so each customer gets a personal message.
- Check the cost shown before sending, then send now or schedule it.
- Track sent, delivered and read numbers in the report.
Customers do not need to save your number. They do need to have opted in to hear from your business, which is a Meta policy requirement. Our WhatsApp opt-in guide explains how to collect it properly.
The trade-offs
- It costs money. Since 1 July 2025 Meta charges per delivered template message, with different rates for marketing, utility and authentication messages.
- Templates need approval. You cannot send any free text to a cold list; promotional messages go through Meta-approved templates.
- Messaging limits apply. A new business portfolio starts with a limit on how many unique customers it can message in 24 hours, which grows as you send good-quality messages. Read WhatsApp messaging limits and tiers before a large launch.
WhatsApp broadcast message vs bulk campaign: side by side
| Factor | Business app broadcast list | API bulk campaign |
|---|---|---|
| Recipients per send | Up to 256 per list | Thousands, within your Meta messaging limit |
| Customer must save your number | Yes | No (but opt-in is required) |
| Cost per message | Free (paid options being tested by Meta) | Meta per-message charge plus platform cost |
| Personalisation | Same text for everyone | Name, order ID, dates and other variables |
| Upload from Excel/CSV | No | Yes |
| Scheduling | Not available for standard lists | Yes, e.g. up to 15 days ahead on AiSender |
| Delivery and read reports | Basic ticks only | Sent, delivered, read reports |
| Multiple staff replying | One phone (plus linked devices) | Shared team inbox for many agents |
| Template approval | Not needed | Needed for business-initiated messages |
| Green tick possible | No | Yes, if Meta approves |
Which one should you use?
Stay with the Business app broadcast if
- You have fewer than a few hundred customers and most of them have saved your number.
- You send occasional updates, like "Naya stock aa gaya hai" to regular buyers.
- One person handles all chats and you do not need reports.
- Budget is tight and the messages are not business-critical.
Move to an API bulk campaign if
- Your customer list is in Excel, a billing software or a CRM, and most people never saved your number.
- You need to reach more than a few hundred people at once, for example a coaching institute announcing a new batch, or a D2C brand running a festive sale.
- You want to personalise messages and see who actually read them.
- You send important reminders (fee due, appointment, EMI, order dispatched) that must reach everyone, not just people who saved your number.
- More than one team member answers the replies.
Many businesses use both: the Business app for a handful of VIP customers, and the API for everything at scale. Meta does offer a "coexistence" option that lets some numbers stay on the Business app while connected to the API, but support and features vary by platform, so many businesses simply keep separate numbers. Our WhatsApp Business app vs API comparison covers this in detail.
Sample messages for each
A Business app broadcast sends the same text to everyone: "Diwali collection ab shop par available hai, kal se 10% off!" An API template can personalise it:
Hi {{1}}, Diwali collection is live at {{2}}! Get 10% off till {{3}}. Reply STOP to opt out.
Mistakes to avoid with either method
- Messaging people who never agreed. Unwanted messages lead to blocks and reports, which can hurt your WhatsApp quality rating on the API.
- Sending too often. One useful message a week beats a daily flood.
- Ignoring STOP replies. AiSender skips customers who replied STOP automatically in future campaigns.
- Using unofficial bulk-sender tools. Tools that automate a normal WhatsApp account break WhatsApp's terms and often get the number banned.
- No plan for replies. Have someone, or an AI chatbot, ready to answer within the 24-hour window.
FAQ
What is the limit of a WhatsApp broadcast message?
In the WhatsApp Business app, each broadcast list can have up to 256 contacts, and only contacts who saved your number receive the message. WhatsApp also says some countries may see a monthly broadcast limit. These rules were current as of November 2026 and Meta can change them.
Why are my broadcast messages not delivered to some customers?
Most likely those customers have not saved your business number in their phone contacts. Broadcast lists only deliver to people who have. With an API campaign, saving your number is not required, though customers must have opted in.
Is a bulk WhatsApp campaign through the API legal?
Yes, when you use the official WhatsApp Business Platform, send Meta-approved templates and message only people who opted in to hear from your business. Tools that automate a personal or Business app number are not allowed by WhatsApp.
Can I send bulk WhatsApp messages from Excel?
Not from the Business app. With an API platform such as AiSender, you can upload an Excel or CSV file, map columns to template variables and send or schedule the campaign.
If your customer list has outgrown 256-contact broadcast lists, try AiSender to send personalised WhatsApp campaigns from Excel, see the cost before you send, and track every delivery, with a prepaid wallet and no monthly fee.
Try AiSender for your business
WhatsApp Business API, team inbox and AI chatbot. No monthly fee.