# WhatsApp Broadcast: Send Bulk Messages Past 256 Limit

WhatsApp broadcast explained: create a list, the 256-contact limit and the monthly cap, broadcast message samples to copy, and when to use the Business API.

Source: https://getkanal.com/blog/whatsapp-broadcast-guide  
Last updated: 2026-10-12

## Key takeaways

- A WhatsApp broadcast sends one message to many contacts as individual chats, and recipients do not see each other.
- In the app, a list holds 256 contacts at most and only reaches people who saved your number.
- Where WhatsApp applies its monthly limit, 35 broadcast messages per month are sent at no charge.
- Through the WhatsApp Business API, Kanal sends approved template broadcasts to opted-in customers who have not saved your number, segmented with Shopify data.

[WhatsApp broadcast](https://getkanal.com/whatsapp-broadcast) lets you send one message to multiple contacts at once, without creating a group. For e-commerce brands, it's a direct way to reach customers with promotions, product launches, and personalized offers.

This guide covers everything: how to create broadcasts, the 256-contact limit and how to get past it, broadcast message samples you can copy, and scaling strategies with the WhatsApp Business API.

## What Is a WhatsApp Broadcast?

A WhatsApp broadcast is a one-to-many messaging feature that sends your message individually to each recipient. Unlike groups, recipients don't see each other and can reply privately.

Key characteristics:
- **Messages appear as individual chats**, not a group conversation
- **Recipients must have your number saved** in their contacts (on the free app)
- **Replies are private**: only you see them
- **Maximum 256 contacts** per broadcast list on WhatsApp Business app
- **No list-size cap** via the WhatsApp Business API: the volume depends on your Meta messaging limit (250 unique recipients per 24 hours for a new business portfolio, then 2,000, 10,000, 100,000 and unlimited)

## How to Create a WhatsApp Broadcast List

### On WhatsApp Business App (Free)

1. Open **WhatsApp Business**
2. Tap the **three-dot menu** (Android) or **Broadcasts** (iPhone)
3. Select **New broadcast** or **New list**
4. Select the contacts you want to add (up to 256)
5. Tap the **green checkmark** to create the list
6. Type your message and hit **Send**

**Important limitation:** Recipients must have your number saved in their contacts. Otherwise, they won't receive the broadcast message.

In the standard WhatsApp app, WhatsApp's [Help Center](https://faq.whatsapp.com/861663048350950) (read on October 7, 2026) gives this path: on Android, Chats, then the menu, then **Broadcast lists**; on iPhone, Settings, then **Broadcast messages**, then **New List**. Broadcast lists are created on the phone: they are not supported on WhatsApp Web or the desktop apps.

### On WhatsApp Business API (via Kanal)

With the [WhatsApp Business API through Kanal](https://getkanal.com/whatsapp-campaigns), you can send broadcasts beyond the 256-contact cap, within your Meta messaging limit, without requiring contacts to save your number:

1. Create a **message template** in your [Kanal](https://getkanal.com/demo) dashboard
2. Submit it for **Meta approval** (a review can take up to 24 hours, per Meta's [template documentation](https://developers.facebook.com/docs/whatsapp/business-management-api/message-templates))
3. **Segment your audience** based on Shopify data (purchase history, cart value, location)
4. **Schedule or send** the campaign
5. Track **open rates, clicks, and conversions** in real-time

![A single WhatsApp broadcast message fanning out to an entire opted-in audience](https://getkanal.com/images/blog/whatsapp-broadcast-audience.webp)

## WhatsApp Broadcast vs Group: Key Differences

| Feature | Broadcast | Group |
|---|---|---|
| Privacy | Recipients don't see each other | All members see each other |
| Replies | Private to sender | Visible to all members |
| Contact limit (app) | 256 | 1,024 |
| Contact limit (API) | Your Meta messaging limit (250 per 24 hours at the start, up to unlimited) | N/A |
| Must save number | Yes (app) / No (API) | No |
| Admin control | Full | Shared |
| Use it for | Marketing campaigns | Community building |

For marketing purposes, **always use broadcasts over groups**. Groups can feel spammy and violate privacy expectations. Broadcasts maintain the personal 1-to-1 feeling that drives engagement.

## How to Get Past the 256-Contact Limit

The WhatsApp Business app limits broadcast lists to 256 contacts. Here's how to scale:

### Option 1: Multiple Broadcast Lists (Free, Manual)
Create multiple broadcast lists of 256 contacts each. Tedious but works for small businesses with <1,000 contacts.

One caveat: WhatsApp is introducing a monthly broadcast limit in some countries. Where it applies, the Help Center gives 35 broadcast messages per month at no charge, and you can check your count under Settings, then Broadcasts ([About broadcast limits](https://faq.whatsapp.com/1176325363861991), read on October 7, 2026).

### Option 2: Paid broadcasts in the WhatsApp Business app

In some countries, the WhatsApp Business app offers paid marketing messages, which WhatsApp now calls business broadcasts: you compose a message with media and a button, pick the audience, and pay for the messages that are delivered ([How to create and send a marketing message](https://faq.whatsapp.com/652901706468344)). It remains a manual tool tied to one phone, without your store's data.

### Option 3: WhatsApp Business API (Recommended)

![Meta's WhatsApp Cloud API documentation, the API that powers broadcasts at scale](https://getkanal.com/images/screenshots/meta-cloud-api-docs.webp)

The [WhatsApp Business API](https://getkanal.com/whatsapp-business-api) removes the 256-contact limit entirely. With platforms like [Kanal](https://getkanal.com/pricing):

- Send to **as many opted-in contacts as your [Meta messaging limit](https://developers.facebook.com/documentation/business-messaging/whatsapp/messaging-limits) allows**
- **No need for contacts to save your number**
- **Templates approved by Meta**, required to message outside the 24-hour window
- **Smart segmentation** based on Shopify customer data
- **Analytics** to track opens, clicks, and revenue

For example, Arntreal, a fashion brand featured in our [case studies](https://getkanal.com/case-studies), used targeted WhatsApp broadcasts built with Kanal's campaign builder to drive 3x higher engagement than email and a 27% uplift in repeat purchases.

## WhatsApp Broadcast Best Practices

### 1. Segment Your Audience

Don't send the same message to everyone. With [Klaviyo integration](https://getkanal.com/whatsapp-integration/klaviyo), segment your WhatsApp lists by:

- **Purchase history**: VIP customers get exclusive offers
- **Cart value**: High-value cart abandoners get different messaging
- **Location**: Country-specific promotions and shipping info
- **Engagement**: Active openers vs dormant subscribers

### 2. Personalize Every Message

Use dynamic variables to personalize:
- Customer's first name
- Last purchased product
- Cart contents (for [abandoned cart recovery](https://getkanal.com/abandoned-cart-recovery))
- Recommended products based on browsing history

### 3. Time Your Sends Strategically

Starting points to test for e-commerce WhatsApp broadcasts (then keep what works for your audience):
- **Weekdays**: 10am-12pm and 6pm-8pm (local time)
- **Flash sales**: Send 2-4 hours before the sale starts
- **Cart reminders**: 1 hour, 24 hours, and 72 hours after abandonment
- **[Back-in-stock](https://getkanal.com/back-in-stock) alerts**: Immediately when inventory is replenished

### 4. Include Clear CTAs

Every broadcast should have a single, clear call-to-action:
- **"Shop Now"** button linking to your product page
- **"Complete Your Order"** for cart recovery
- **"Get 20% Off"** for promotional campaigns
- **"Track Your Order"** for [order notifications](https://getkanal.com/order-notifications)

### 5. Respect Opt-in/Opt-out

Always provide an easy way to unsubscribe. This isn't just good practice: it's required by [Meta's WhatsApp Business Policy](https://www.whatsapp.com/legal/business-policy/). Non-compliance can get your number banned.

## WhatsApp broadcast message samples you can copy

The samples below are written for e-commerce. The first one is plain text, for a broadcast list in the app. The others use buttons, shown in square brackets, which require a template on the WhatsApp Business API.

### Plain-text sample for a broadcast list
```
Hi {customer_name}, it's {your_name} from {store_name}.

Our winter collection is live, and subscribers get early access until Friday: {link}

Reply STOP if you'd rather not receive these messages.
```

### Back in stock
```
Good news {customer_name}: {product_name} is back in stock.

It sold out fast last time, so we wanted you to know first.

[Get Yours]
```

### Flash Sale Template
```
Hi {customer_name}! 🔥

Our biggest sale of the year starts NOW.

Up to 50% off everything for the next 24 hours.

[Shop the Sale] [Browse New Arrivals]
```

### Cart Recovery Template
```
Hey {customer_name},

You left something amazing in your cart:
{product_name} : {product_price}

Complete your order now and get free shipping!

[Complete My Order]
```

### New Product Launch
```
{customer_name}, you're first to know 👀

We just launched {product_name}, and we think you'll love it based on your purchase of {last_product}.

Limited stock available.

[Discover Now] [Save for Later]
```

### VIP Exclusive
```
{customer_name}, this is VIP-only 🖤

As one of our top customers, here's your exclusive early access + an extra 15% off with code VIP15.

Valid for 48 hours.

[Shop VIP Access]
```

For more templates and automated flows, check our [WhatsApp campaign builder](https://getkanal.com/whatsapp-campaigns) with drag-and-drop flow editor.

## Broadcast Analytics: What to Track

With [Kanal's analytics dashboard](https://getkanal.com/pricing), monitor these KPIs. Your first broadcasts give you the baseline; compare each new send against it:

| Metric | How to calculate | If it moves the wrong way |
|---|---|---|
| **Delivery Rate** | Delivered / sent | Check contact quality, verify numbers with our [number checker](https://getkanal.com/tools/check-whatsapp-number) |
| **Open Rate** | Read / delivered | Improve first line (preview text) |
| **Click-Through Rate** | Clicks / delivered | Better CTA, stronger offer |
| **Conversion Rate** | Orders / clicks | Landing page optimization |
| **Opt-out Rate** | Opt-outs / delivered | Reduce frequency, improve relevance |
| **ROAS** | Attributed revenue / send cost | Better segmentation, higher-value offers |

Calculate your expected return with our free [ROAS calculator](https://getkanal.com/tools/roas-break-even-calculator).

## Common Broadcast Mistakes

Even with great copy, broadcasts can underperform when these mistakes creep in.

### Sending to contacts who never saved your number

On the free app, broadcast messages only deliver to contacts who have saved your business number. If they haven't, your message silently fails. Always include a "save our number" CTA in your welcome flow before broadcasting.

### Treating broadcasts like email blasts

Broadcasts in WhatsApp feel personal because each recipient sees the message as a one-on-one chat. Generic "Hi everyone" copy underperforms badly. Use merge fields ({first_name}, {city}, {last_product_viewed}) to keep the conversational tone.

### Skipping the opt-in confirmation

Broadcast list members must have explicitly opted in to your messages. Without a documented opt-in (date, source, IP), you risk being flagged for spam, which damages your quality rating and can ban your number.

### Sending too often

Daily broadcasts to the same list wear it out: opt-outs and blocks climb, and blocks hurt your quality rating. Once or twice a week is a sensible starting point for an e-commerce brand. Match your cadence to your purchase frequency.

### Using only text

A text-only broadcast asks the customer to tap before they have seen the product. Include at least one product image or branded GIF (or a video or carousel), and check the difference in clicks on your own list.

### No clear single call-to-action

Multiple CTAs ("Shop now / See offer / Browse / Contact us") create decision paralysis. Pick one primary action per broadcast.

### Ignoring the 24-hour window

Replies to a broadcast open a 24-hour customer service window where you can answer with free-form messages, no template needed. Without a follow-up, that window closes unused. Use a [Kanal automation](https://getkanal.com/whatsapp-campaigns) to schedule a follow-up within the window.

## How to Search and Manage Broadcast Lists

### Finding a broadcast list
1. Open WhatsApp Business
2. Go to **Chats** tab
3. Tap **Broadcast Lists** at the top (iOS) or the three-dot menu > **New broadcast** (Android)
4. Your existing lists appear with member counts

### Editing a broadcast list
- **Add members**: Open the list > tap the list name > **Edit recipients**
- **Remove members**: Same path, deselect contacts
- **Delete list**: Long-press the list > **Delete**

### Broadcast list limitations
- You can create **unlimited broadcast lists** on the free app
- Each list maxes at **256 contacts**
- **No scheduling**: messages send immediately
- **No analytics**: you can't track opens or clicks

For scheduling, segmentation, and analytics, [upgrade to Kanal's WhatsApp Business API](https://getkanal.com/pricing).

## FAQ

### How many contacts can I add to a WhatsApp broadcast?

On the WhatsApp Business app, maximum 256 contacts per broadcast list. Via the WhatsApp Business API (through platforms like [Kanal](https://getkanal.com/pricing)), there's no limit.

### Can I send a broadcast if the contact hasn't saved my number?

On the free WhatsApp Business app, no, the recipient must have your number saved. Via the WhatsApp Business API, yes, you can send template messages to any opted-in contact regardless.

### How do I know if someone read my broadcast?

On the free app, you can see delivery and read receipts for individual chats, and our [guide to WhatsApp read receipts and blue ticks](https://getkanal.com/blog/whatsapp-read-receipts-blue-ticks-guide) explains what each tick state actually proves. With [Kanal's analytics](https://getkanal.com/pricing), you get aggregate open rates, click rates, and conversion tracking.

### What is a good WhatsApp broadcast message sample?

A good broadcast message is short, names the customer, makes one offer and ends with one action. For example: "Hi Sarah, our winter collection is live. As a subscriber you get early access until Friday: [link]. Reply STOP to unsubscribe." On the free app you send it as plain text to a broadcast list. On the WhatsApp Business API it becomes a template with a button.

### Is there a limit on how many broadcast messages I can send?

On the WhatsApp app, a broadcast list holds up to 256 contacts and you can create as many lists as you like. WhatsApp is also rolling out a monthly limit in some countries: where it applies, its Help Center gives 35 broadcast messages per month at no charge (read on October 7, 2026). On the WhatsApp Business API there is no list size, and Meta charges each delivered marketing message.

### Is WhatsApp broadcast the same as WhatsApp newsletter?

They're similar concepts. A "broadcast" is the technical feature. A "[WhatsApp newsletter](https://getkanal.com/whatsapp-newsletter)" is a regular broadcast series sent on a schedule. With the [WhatsApp Business API](https://getkanal.com/whatsapp-business-api), you can schedule automated newsletter-style broadcasts.

### Can I send broadcasts to international numbers?

Yes. WhatsApp works globally. With the API, you can target customers in any country. Keep in mind that Meta charges each delivered template message at a rate set by the recipient's country and the template category (promotional broadcasts are marketing templates), detailed in the [official pricing grid](https://developers.facebook.com/docs/whatsapp/pricing) and in our [WhatsApp Business pricing guide](https://getkanal.com/blog/whatsapp-business-pricing-guide).

## Conclusion

WhatsApp broadcast lets you reach your e-commerce customers with personalized, rich media messages in the app they already use to chat. While the free app works for small businesses, the [WhatsApp Business API through Kanal](https://getkanal.com/pricing) unlocks larger sends, automation, and detailed analytics.

![Kanal on the Shopify App Store, the WhatsApp marketing app for Shopify stores](https://getkanal.com/images/screenshots/kanal-shopify-app-listing.webp)

**Start broadcasting to your customers today.** [Install Kanal on Shopify](https://apps.shopify.com/kanal-marketing-ai) to send your first campaign, or [book a demo](https://getkanal.com/demo) to see the campaign builder in action on your store.

Create your click-to-chat link with our [WhatsApp Link Generator](https://getkanal.com/tools/whatsapp-link) to start growing your subscriber list.

## Further Reading

- [WhatsApp Newsletter Guide](https://getkanal.com/blog/whatsapp-newsletter-guide): turn your broadcasts into a recurring newsletter strategy
- [WhatsApp Business API Guide](https://getkanal.com/blog/whatsapp-business-api-guide): understand the API that powers broadcasts at scale
- [WhatsApp Marketing for E-commerce](https://getkanal.com/blog/whatsapp-marketing-ecommerce-guide): the complete guide to WhatsApp commerce
- [Best Shopify SMS Apps](https://getkanal.com/best-shopify-apps/best-shopify-sms-apps): compare messaging apps for your Shopify store