To ensure high deliverability and account safety, WhatsApp broadcasts must follow specific rules set by Meta (WhatsApp Business Platform) and enforced within DMLY.
Understanding these rules helps you:
Avoid message rejection
Prevent account restrictions
Maintain high quality rating
Improve long-term deliverability
Template Requirement (Outside 24-Hour Window)WhatsApp only allows free-form messages within a 24-hour customer service window.
If you are sending:
Promotional messages
Notifications
Campaign broadcasts
Messages to contacts who haven’t messaged you in the last 24 hours
You must use an approved WhatsApp template.
Broadcasts in DMLY require selecting an approved template.
Template ApprovalBefore using a template:
It must follow Meta’s formatting rules.
It must be submitted for approval.
It must not contain prohibited content.
Templates can be categorized as:
Utility
Marketing
Authentication
Only approved templates can be used for broadcasts.
Messaging Limits (Tier-Based Sending)WhatsApp applies messaging limits per business number.
Limits are based on tiers:
Tier | Max Unique Recipients per 24 Hours |
Tier 1 | 1,000 |
Tier 2 | 10,000 |
Tier 3 | 100,000 |
Tier 4 | Unlimited (based on approval) |
If your broadcast exceeds your daily tier limit:
Messages beyond the limit will not be delivered.
You must wait for the next 24-hour cycle.
Quality Rating & Account HealthWhatsApp monitors:
Blocks
Reports
Negative feedback
Engagement rates
If quality rating drops:
Messaging limits may be reduced.
Template sending may be restricted.
Account may face temporary suspension.
To maintain good quality:
Send relevant content
Avoid excessive promotions
Use proper segmentation
Respect opt-outs
Opt-Out ComplianceMarketing broadcasts must allow users to opt out.
Best practice:
Include “Reply STOP to unsubscribe” in footer.
Exclude contacts tagged as “Unsubscribe”.
Respect user opt-out requests immediately.
Sending to opted-out users may harm quality rating.
Contact Consent RequirementYou must have prior user consent before sending promotional broadcasts.
Consent should be:
Explicit
Clear
Documented
WhatsApp does not allow unsolicited bulk messaging.
Content RestrictionsWhatsApp prohibits content such as:
Gambling
Adult content
Illegal products/services
Misleading claims
Spam-like formatting
Avoid:
Excessive emojis
ALL CAPS messaging
Aggressive sales language
Repetitive promotional blasts
Media & Button LimitsWhen using templates:
Maximum of 3 buttons.
Header can include one media file (image, video, or document).
Media must comply with platform size limits.
Always preview before sending.
Broadcast Size Best PracticeEven if your tier allows large sends:
Start with smaller segments.
Monitor engagement.
Scale gradually.
This protects your quality rating.
Retargeting Best PracticeInstead of sending multiple large broadcasts:
Send initial broadcast.
Analyze engagement.
Retarget only non-responders.
This improves conversions while protecting account health.
Common Mistakes to Avoid
Sending promotional messages without template
Ignoring opt-outs
Sending to unsegmented large lists
Sending too frequently
Repeating identical promotional content
Safe Broadcast StrategyEnsure consent is collected.
Use approved template.
Segment properly (workspace-specific).
Send during optimal hours.
Monitor delivery & read rates.
Retarget intelligently.
Maintain quality rating.