WhatsApp broadcast for business: limits, opt-ins and how to avoid getting blocked

Short answer: To send WhatsApp broadcasts as a business without getting blocked, message only people who opted in, use approved templates on the WhatsApp Business API, and grow your sending slowly. The free app’s broadcast lists reach only people who saved your number, up to 256 per list. On the API there is no list size cap, but Meta limits how many new people you can message in 24 hours and watches your quality rating. A 1,000-person marketing broadcast costs about ₹1,018 in Meta charges including GST.

Last updated: 15 November 2026.

WhatsApp Business app broadcast vs API broadcast

Factor	WhatsApp Business app	WhatsApp Business API
Who receives it	Only people who saved your number	Anyone who opted in, saved or not
Size	Up to 256 contacts per broadcast list	No list cap; daily limit on new people
Message type	Any text or media	Approved templates (marketing or utility)
Cost	Free	Per delivered message, set by Meta
Reports	None	Delivered, read, replied, failed
Personalisation	None	Name and other variables in the template

If most of your customers never saved your number, app broadcasts quietly reach only a fraction of your list. That is usually the moment to move to the API. See WhatsApp Business app vs API.

Why do businesses get blocked or restricted?

Meta watches how people react to your messages. When many recipients block or report you, your number’s quality rating drops. A low rating can stop your messaging limit from growing, or reduce it.

The usual causes:

• Messaging people who never agreed to hear from you, such as bought lists or old numbers from an unrelated order.
• Sending too often, or the same offer again and again.
• Messages that don’t say who you are or why the person is getting them.
• No easy way to stop, such as a “Stop offers” button.

You can check your rating and limit any time. Our guide to WhatsApp account health shows where.

How do WhatsApp messaging limits work?

The messaging limit is how many new people your business can start conversations with in 24 hours. Replies to customers who message you first don’t count against it.

• A business that has not completed Meta business verification starts at 250 new people a day.
• After verification, the limit rises in steps as you keep sending to more people with a good quality rating.
• Meta may also limit how many marketing messages a single person receives from businesses in a period, so some messages to very frequently messaged users may not be delivered.

For a big list, split the broadcast over several days instead of hitting the limit on day one.

Opt-in and the DPDP Act

WhatsApp’s own policy already requires opt-in before you send business messages. India’s DPDP Act adds a stricter consent standard: clear, specific consent for marketing, and a number collected for one purpose can’t simply be reused for offers. Good places to collect opt-in are your website form, a Click-to-WhatsApp ad chat, a QR code at your counter, and the checkout or booking form. Keep a record of when and how each person agreed. More in DPDP Act and WhatsApp consent.

What does a WhatsApp broadcast cost?

Meta charges per delivered message, by template category.

Broadcast	Rate per message	1,000 messages	With 18% GST
Marketing (offers, launches)	₹0.8631	₹863.10	₹1,018.46
Utility (reminders, updates)	₹0.115	₹115.00	₹135.70

Your platform plan is separate. Full rates are in WhatsApp Business API pricing in India.

A broadcast checklist that keeps your number healthy

1. Send only to people who opted in, and remove numbers that never replied after several messages.
2. Start the message with your business name and why they are getting it.
3. Personalise with the person’s name and one relevant detail, such as the city or service they asked about.
4. Keep one clear offer and one button.
5. Add a quick-reply button to stop offers, and honour it.
6. Send at sensible hours, and not more than a few marketing messages a month to the same person.
7. Split big lists into batches and watch your quality rating after each one.
8. Reply fast when people respond. A broadcast that starts conversations nobody answers wastes the spend.

Templates must be approved before you can send them. Our guide to templates that get approved covers the wording.

Sending broadcasts with Adwix Connect

In Adwix Connect you upload or pick your opted-in contacts, choose an approved template, fill in the variables, schedule it, and then see delivered, read and replied counts. Replies land in the shared team inbox, so whoever is free can pick them up.

Frequently asked questions

How many people can I send a WhatsApp broadcast to?

On the WhatsApp Business app, up to 256 contacts per broadcast list, and only those who saved your number receive it. On the API there is no list cap, but you can only start conversations with a limited number of new people each day, starting at 250 for unverified businesses.

Why are my WhatsApp broadcast messages not delivered?

On the app, people who haven’t saved your number don’t receive broadcasts. On the API, messages can fail if you have hit your messaging limit, if the number isn’t on WhatsApp, or if Meta limits marketing messages to that person.

Is sending WhatsApp broadcasts legal in India?

Yes, to people who have given clear consent to receive your messages. Under the DPDP Act, consent should be specific to marketing, and a number collected for another purpose shouldn’t be reused for offers without asking.

How much does a WhatsApp broadcast cost in India?

On the API, about ₹0.86 per marketing message and ₹0.115 per utility message, plus 18% GST. A 1,000-person marketing broadcast costs about ₹1,018 including GST, plus your platform plan.

Planning your first broadcast? Book a free 30-minute call and we’ll check your list and template before you send.