WhatsApp Marketing: A Campaign Guide for Marketers
WhatsApp has over 2 billion monthly active users and open rates of 98% — no other channel comes close. But most marketers treat it like a dump of text messages. The brands that win on WhatsApp treat it like a precision engagement channel: personalised, timely, and linked to a page designed for the mobile experience.
In this guide
WhatsApp Broadcast vs Group
Broadcast sends to recipients individually — each person sees a 1:1 message and can reply privately. Groups are shared conversations. Use broadcast for campaigns; groups for community building. Broadcast lists only reach contacts who have saved your number.
Crafting the Message
Keep it under 160 characters. Lead with the offer or hook. Use emojis sparingly — one or two max. Include one link only. The message is the ad; the landing page is the conversion engine. Don't try to put everything in the message.
The Landing Page is Critical
Over 90% of WhatsApp campaign clicks open on a phone. Your linked page must load instantly, be single-column, have tap-friendly buttons (minimum 44×44px), and match the message exactly. A generic homepage will kill your conversion rate.
Personalisation Without Extra Work
Send one URL with different UTM campaigns to different segments: ?utm_campaign=vip-customers vs ?utm_campaign=new-users. Use conditional blocks on the page to show segment-specific content. One page, multiple experiences.
Tracking Performance
Append UTM parameters to every link. Track views, button clicks, and conversions in your analytics tool. WhatsApp won't tell you who clicked — you need analytics on the page itself.
Timing and Frequency
The best windows: 9–11am and 5–8pm in the recipient's timezone. Frequency: no more than 4 campaigns per month to the same list. Higher frequency increases opt-outs, especially for broadcast lists.
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