WhatsApp Broadcast vs Campaign: What’s the Difference?

Two ways to message many customers

Businesses often say “broadcast” for any message sent to many people. On WhatsApp there are actually two different things: broadcast lists in the free WhatsApp Business App, and campaigns on the WhatsApp Business API.

Broadcasts in the WhatsApp Business App

• You create a list of up to 256 contacts and send one message to all of them.
• It reaches only people who have saved your number in their phone.
• Each person receives it like a normal chat. Replies come back to you individually.
• No approval needed – but no scheduling, no personal variables and very limited reports.

Broadcast List SplitterSplit a big list into batches of 256Open tool →

Campaigns on the WhatsApp Business API

• You send an approved template to a large list of opted-in customers.
• Customers don’t need to have saved your number.
• Personalise with variables like name, order number or due date.
• Add images, videos, documents, buttons and carousels.
• Schedule campaigns and see delivered, read and replied reports.
• Sending volume follows Meta’s messaging limits, which grow as your number builds a good track record.

Side-by-side

• Size: app list of 256 vs large opted-in lists on the API.
• Reach: app needs saved number vs API reaches opted-in customers.
• Content: free text vs approved templates with rich media and buttons.
• Personalisation: manual vs automatic variables.
• Scheduling & reports: no vs yes.
• Cost: app is free vs platform plan plus Meta per-message charges.

Which one should you use?

Use app broadcasts if you have a small list of loyal customers who saved your number and you send occasionally. Choose API campaigns when you want to reach hundreds or thousands of customers, personalise messages, add buttons and measure results.

Tips for better campaigns

1. Segment your list and send each group the most relevant message.
2. Write a strong first line – it shows in the notification.
3. Use one clear button like “Shop now” or “Book a slot”.
4. Send at a good time for your audience.
5. Measure replies and sales, not just sends.

Best Time to SendFind good times to send campaigns to your audienceOpen tool →

Ready to run your first campaign? Start your free trial or see App vs API.