WhatsApp Business broadcast lists vs API campaigns: the difference and when to use each
Broadcast lists in the WhatsApp Business app are limited and reach only people who saved your number. WhatsApp Business API campaigns reach thousands with approved templates and reports. When to use each?
Broadcast lists in the WhatsApp Business app
A broadcast list sends the same message to a group of numbers, and each person receives it as a personal message. But it has limits: a capped number of contacts per list, delivery only to people who saved your number, and no real reports or scheduling.
WhatsApp Business API campaigns
An API campaign is sent with a Meta-approved template to any number of customers who agreed to hear from you — even if they have not saved your number — with delivery and read status for every message.
A quick comparison
- Recipients
- Broadcast list: capped per list — Campaign: thousands, within the number’s limit
- Saved number
- Broadcast list: required — Campaign: not required
- Content
- Broadcast list: any text — Campaign: a Meta-approved template
- Reports
- Broadcast list: limited — Campaign: delivery and read per message
- Scheduling
- Broadcast list: manual — Campaign: scheduled or recurring
- Cost
- Broadcast list: free — Campaign: Meta’s per-message rate
A warning: do not stretch broadcast lists with tools
When broadcast lists are not enough, many people turn to tools that send thousands of messages from the app automatically. It is the fastest way to get a number banned. If you need to reach many people, the official route is API campaigns.
The cost difference is small next to losing a number with all your customers on it.
When to use which
- Broadcast list: a few regular customers who saved your number, and occasional messages.
- API campaigns: a large customer base, regular offers, order confirmations, and results you need to measure.
- In FASLA CLOUD you can schedule a campaign or make it recurring, and send it to a chosen customer segment.