How to use WhatsApp advertising for your business

WhatsApp marketing has become a standard tool for many businesses, especially in customer service and e-commerce. The WhatsApp Business app has been available globally since 2018 and is continuously being developed to meet the needs of businesses.

An app on the road to success

According to the latest data, WhatsApp now has over 2 billion active users worldwide—including around 40 million in the UK (as of 2024). Every day, approximately 100 billion text messages are sent through the messaging service. With availability in 180 countries and support for more than 70 languages, the app offers businesses enormous potential for communicating with customers.

While WhatsApp’s terms of service still prohibit commercial use of the standard app, the WhatsApp Business API enables official, privacy-compliant business communication. The business version of the app is designed to streamline customer interactions, separate personal and business contacts, and provide an official presence for companies.

With its growing focus on business users through WhatsApp Business, the messenger remains a key tool for companies in the digital communication landscape.

Why use WhatsApp marketing?

WhatsApp gives businesses the opportunity to connect with customers directly and personally. Instead of traditional advertising, the focus is on customer service and support—and that’s exactly what most WhatsApp users want: a personalised, one-on-one experience.

WhatsApp also holds potential for community management and employer branding. Through groups and broadcast lists, companies can share targeted content and strengthen customer loyalty with exclusive offers. It can even be used as an internal communication tool, serving as an alternative to platforms like Slack or Twist. In particular, WhatsApp advertising can be a valuable way to deliver personalised offers and promotional content directly to users who have opted in.

With tools like the WhatsApp Business API, companies can take their communication to the next level: Frequently asked questions can be answered automatically, and personalised messages help build stronger customer relationships.

To succeed with WhatsApp, businesses should focus on exclusivity and authenticity. The goal is long-term customer engagement and increased sales. And the odds are good—customers who share their phone number with a company on WhatsApp are typically already interested in the product or service and tend to trust the brand.

That said, businesses should proceed with care: Privacy concerns and the risk of coming off as intrusive call for a sensitive and respectful approach. Since WhatsApp is primarily used on mobile devices, the platform is especially effective for reaching audiences who are often on the go.

How to get started by inviting customers to interact

Before jumping in, businesses should develop a clear strategy for how they want to use WhatsApp for marketing. Speed and engagement alone—as with other social media platforms—aren’t enough. On WhatsApp, relevance and the right tone are key. To build lasting connections, WhatsApp marketing should consistently offer real value that keeps customers engaged and encourages interaction.

But first, you need to get customers excited about your WhatsApp presence. Effective incentives might include:

• Exclusive content
• Free giveaways as a thank-you for signing up
• Whitepapers or ebooks
• Product samples
• Contests and competitions
• Exclusive vouchers and discounts

Legal guidelines for WhatsApp marketing in the UK

If you’re using WhatsApp for business in the UK, it’s essential to comply with both legal and platform-specific guidelines to avoid penalties, account suspension, or harm to your brand. The UK follows the General Data Protection Regulation (GDPR), a comprehensive privacy law that governs the use of personal data, including for marketing purposes on messaging platforms.

WhatsApp business and messaging rules

Since 2019, WhatsApp has prohibited the use of its standard app for sending bulk messages or promotional content. Doing so violates WhatsApp’s Terms of Service and may result in a permanent ban. To use WhatsApp for business or marketing purposes, you must use:

• The WhatsApp Business app for small businesses, or
• The WhatsApp Business API for medium and large-scale operations

These tools help ensure that your communications with customers are structured, professional, and compliant with legal guidelines.

Key legal considerations for UK businesses

In the UK, businesses using WhatsApp for marketing must comply with the GDPR and other relevant consumer protection laws. Here are some best practices to stay compliant and build trust:

Get clear user consent (opt-in)

Before sending marketing messages, users must give clear and affirmative consent (opt-in). While double opt-in is not legally required under the GDPR, it is a recommended best practice for reducing complaints and remaining compliant with privacy laws.

Ensure that you document and store consent to protect yourself in case of any future disputes or inquiries.

Provide a clear privacy policy

Your business must provide transparency regarding:

• What user data you collect (e.g., phone number, message content)
• How you use and store that data
• Whether the data is shared with third parties (like Meta/WhatsApp)

This information should be easily accessible through a privacy policy linked in your WhatsApp profile, on your website, or in a welcome message.

Avoid unsolicited contact

You should not upload contacts to WhatsApp or send messages to users who have not opted in. This includes avoiding the use of synced address books with non-consenting users. Always ensure that your contact list consists only of users who’ve given permission to be contacted.

Include opt-out options

Users should always have the option to opt out of receiving messages. A simple opt-out message such as: ‘Reply STOP to unsubscribe at any time’ should be included.

Follow anti-spam and consumer protection laws

In addition to the GDPR, you must comply with broader UK laws, such as:

• The Privacy and Electronic Communications Regulations (PECR), which covers marketing through electronic channels
• The Consumer Protection from Unfair Trading Regulations, which protect consumers from unfair business practices, including unsolicited communications

These laws regulate consent, transparency, and user rights, ensuring that your marketing communications are ethical and lawful.

WhatsApp marketing examples

Since WhatsApp updated its terms of service, sending newsletters is only permitted through the WhatsApp Business app or API. The standard version of WhatsApp is still limited to direct, one-on-one communication, and it’s important to note that the user must initiate contact. Reaching out to customers without prior consent is not allowed.

Depending on your industry and the type of products or services you offer, WhatsApp can support a wide range of customer service features that—when planned and executed properly—can significantly strengthen customer loyalty. Common examples of WhatsApp marketing in action include:

• Sharing general information upon request
• Offering direct assistance with customer issues
• Scheduling appointments
• Booking and reservation systems
• Handling complaints and customer service inquiries

Additional features with WhatsApp Business

Since its launch in 2018, WhatsApp Business has provided companies—especially small and medium-sized businesses—with a powerful new way to connect with customers. Available for both Android and iOS, the app allows up to five users to access a single business account. It enables companies to create an official business presence, separate customer messages from personal chats, and streamline communication. Users maintain full control and can block unwanted numbers at any time.

A WhatsApp Business profile offers more features than a standard WhatsApp account:

• Business information: Share details like your email address, phone number, website, and business hours.
• Legal disclosures: Helpful for meeting legal requirements such as including business disclaimers and contact info directly in your profile.

When it comes to contact information, even in the business version, storing customer phone numbers comes with legal responsibilities. You should only store and contact users who have actively opted in or who have initiated the conversation themselves. Uploading or using numbers without prior consent may violate WhatsApp’s terms of service and applicable privacy laws.

WhatsApp Business supports companies with practical features, including:

• Quick replies and away messages: Frequently used messages can be saved and automated to streamline communication.
• Labels: Organise chats and contacts using colour-coded labels to keep everything organised.
• Statistics: The app provides insights into sent and read messages, helping you measure the effectiveness of your marketing efforts.

WhatsApp Business API

Businesses can register to use the WhatsApp Business API, which is designed primarily for medium-sized and large companies. The API enables a range of advanced features, such as:

• Customer support: Integrate with CRM systems like Salesforce or Zendesk
• Transactions: Handle bookings, invoicing, and shipping updates directly through WhatsApp
• Payment options: Use dynamic payment links for seamless online payments
• Automation: Deploy bots to gather feedback or manage leads automatically or use template messages for personalised WhatsApp advertising campaigns.

However, using the API requires working with paid providers such as MessageBird or Zendesk. As a result, marketing via the WhatsApp API is not free.

Conclusion: WhatsApp as a high-potential marketing channel

For many people, WhatsApp is an essential part of daily life—making it a powerful tool for businesses to connect directly with customers. While the WhatsApp Business API and upcoming features like Status ads—and evolving tools for WhatsApp advertising—open new opportunities, the long-term success of this channel will depend on future developments and strong real-world case studies.

Recommendations for businesses

1. Use WhatsApp Business tools: Always use the WhatsApp Business app or the WhatsApp Business API. These solutions offer advanced features and help reduce legal and compliance risks.

2. Ensure Privacy Compliance:

• Collect clear, affirmative consent before sending marketing messages.
• Only use contact lists made up of users who have opted in.
• Be transparent with users about how their data is collected and used, as outlined in your privacy policy.

3. Review Your Legal Agreements: Ensure you have up-to-date agreements and privacy terms in place with WhatsApp (Meta), especially if you’re using third-party providers or handling data that crosses international borders.