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 Approval

Before 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:

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 Health

WhatsApp 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 Compliance

Marketing 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 Requirement

You must have prior user consent before sending promotional broadcasts.

Consent should be:

• Explicit

• Clear

• Documented

WhatsApp does not allow unsolicited bulk messaging.

Content Restrictions

WhatsApp 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 Limits

When 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 Practice

Even if your tier allows large sends:

• Start with smaller segments.

• Monitor engagement.

• Scale gradually.

This protects your quality rating.

Retargeting Best Practice

Instead 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 Strategy

1. Ensure consent is collected.

2. Use approved template.

3. Segment properly (workspace-specific).

4. Send during optimal hours.

5. Monitor delivery & read rates.

6. Retarget intelligently.

7. Maintain quality rating.