Blog · Campaigns
WhatsApp broadcasts that customers welcome (and that keep your number healthy)
WhatsApp campaigns get read in a way email rarely does — which is exactly why they need care. Send the wrong message to the wrong people and customers block you, your quality rating drops and Meta can limit your number. Here’s how to do it well.
Start with opt-in
Only message people who agreed to hear from you on WhatsApp — at checkout, on a form, or by messaging you first. Record where the opt-in came from, and make it easy to opt out. This isn’t just good manners: Meta expects it, and customers who didn’t ask for your message are the ones who block or report it.
Understand quality rating and limits
Meta watches how customers react to your messages. Lots of blocks and reports lower your number’s quality rating, and the number of unique customers you can message in a day is tied to your account’s standing. Good campaigns protect both — so treat every broadcast as something your account’s reputation depends on.
Segment instead of blasting
- By interest: people who asked about a product category.
- By stage: new leads, first-time buyers, repeat customers.
- By recency: active in the last 30 days vs. dormant.
- By location or language when offers or delivery differ.
A smaller, relevant send almost always beats a big generic one.
Write like a person
- Lead with what’s in it for them, in the first line.
- One message, one purpose, one call to action.
- Use quick-reply buttons (“Show me”, “Not interested”) so responding is effortless.
- Use their name and relevant details — templates support placeholders.
Send at sensible times, not too often
Avoid early mornings and late nights. Most businesses do well with a few campaigns a month rather than several a week. Watch replies and opt-outs after each send — they’re the honest feedback.
Be ready for the replies
A good campaign creates conversations. If replies land on one person’s phone, most go unanswered. Route them into a shared inbox, and let automation answer the obvious questions.
How Clio helps
Clio campaigns send approved templates to segments built from your CRM tags and fields, then show delivery, read and reply rates in analytics. Replies come back to the shared inbox, where workflows can take the first response.