You’re gaining real traction with SMS marketing. That’s great. But if you want to truly expand your reach, you need to be everywhere your customers are.
WhatsApp notifications are the natural next step, opening the door to over 3 billion monthly active users worldwide, according to Meta’s Q1 2025 earnings call. Through that channel, you can extend your messaging strategy beyond SMS and reach customers in another familiar platform.
So, if someone misses your text, they’ll catch you on WhatsApp. Ready to show up in both places and never miss a connection? Here’s what you need to know about using WhatsApp notifications for business.
How WhatsApp notifications work for businesses
WhatsApp notifications are simply the first business message you send to a customer through the WhatsApp Business Platform (API). Unlike the free WhatsApp Business app, the platform lets you send these notifications at scale. They’re like the opening text in an SMS campaign, except they show up as push notifications and then continue as a chat.
Unlike SMS, you can’t just send any text. Instead, the WhatsApp Business Platform requires pre-approved message templates for sending notifications. As for cost, Meta charges per delivered template message as of July 2025. However, you can respond for free within a 24-to-72-hour window, depending on how the conversation starts.
From there, the conversation just flows, with new WhatsApp messages popping up right in the app on your customers’ Android and iOS devices. As that happens, customers receive notifications on their phones (depending on their device settings), pulling them back into the chat naturally.
You can go beyond plain text, adding images, videos, or quick Reply buttons to boost engagement even more. And that engagement can pay off. Sinch reports that retailer KiKUU increased sales by 60% using WhatsApp notifications. If a customer needs a more personal touch, you can even hop on a video call to solve the problem in real time.
WhatsApp notification message types
Not every message serves the same role. WhatsApp message templates fall into 4 main categories, each with its own purpose. These include utility, service, authentication, and marketing messages. Choosing the right category helps you send relevant messages through your WhatsApp Business API-enabled account.
WhatsApp Notification Types at a Glance | |||
Purpose | Example | US availability | |
Utility | Share updates tied to a customer action. | Delivery update or payment reminder | Available |
Service | Respond to customers and provide support. | Support follow-up or customer feedback request | Available |
Authentication | Verify a customer’s identity. | One-time password or login code | Available |
Marketing | Promote products, offers, or other promotions. | Discount code or back-in-stock alert |
Utility messages
Utility notifications are triggered by a specific action your customer took, like buying a product or making an appointment. Think order confirmations, shipping updates, delivery alerts, or appointment reminders. They’re exactly like your transactional messages for SMS delivery, but with the added bonus of being able to include a PDF receipt or a Track package button.
Service messages
Service notifications are all about resolving issues and providing support. Common examples include following up on a support ticket or sending a quick customer feedback request. And don’t underestimate these business-initiated messages. When done with care, service notifications are just as effective as promotional content at building lasting customer trust and loyalty.
Authentication messages
Authentication notifications handle security account alerts, like one-time passwords (OTPs), login verification codes, and two-factor authentication. They’re quick and direct and help confirm a user’s identity without adding friction to the customer experience. Plus, thanks to the little green checkmark, customers know it’s really you, not some random number trying to trick them.
Marketing messages
Marketing notifications help generate buzz about your brand and encourage purchases. For example, you might use these promotional messages for new product drops, holiday discount codes, back-in-stock alerts, or loyalty campaigns. Marketing templates are currently paused for US-based phone numbers, but they’re fair game everywhere else in the world.
Steps to getting started with WhatsApp notifications
You don’t need to be a tech expert to get WhatsApp working for your brand. While there are a few extra boxes to tick compared to SMS, the path is pretty straightforward. Here’s how to get started on the WhatsApp Business Platform.
- Before anything else, set up a WhatsApp Business account.
- Create a strategy with messaging types and frequency for each audience segment.
- Make a simple WhatsApp click to chat link and place it on social media and your website.
- Collect message opt-ins by adding a signup prompt to your website, checkout flow, or existing SMS campaigns.
- Follow the guidelines to submit compliant templates to Meta for approval—rejected templates mean delays, so it’s worth getting them right the first time.
- Test your messages before going live by sending them to yourself and maybe a few friends.
- Track and measure open rates, response rates, and opt-outs once notifications go live.
Boost engagement with WhatsApp integrations
You don’t have to manage WhatsApp notifications separately from your other marketing channels. Instead, connect WhatsApp to your existing audience and automation platform. This lets you use the same customer data, segments, and triggers to decide who gets a message and when.
For example, Zapier can connect Mailchimp with WhatsApp notifications without any code. With that set up, you pick a Mailchimp trigger, then Zapier fires a matching WhatsApp action.
Common workflows include:
- New subscriber welcome: When someone joins a Mailchimp audience, send a WhatsApp template greeting to open up a conversation.
- Segment-based re-engagement: When a subscriber gets added to a specific tag or segment, trigger a WhatsApp utility or marketing template.
- Campaign open follow-up: When a recipient opens an email, send a WhatsApp nudge with a link to the next step.
- Order or event triggers: When a new order lands in your store, send a WhatsApp receipt or shipping update.
Each workflow runs only when the trigger fires, so you’re not blasting the whole list. That’s a key reason integrations work so well. You reach the exact person your Mailchimp data identifies at the right moment.
Ensuring customers happily receive messages on WhatsApp
To send WhatsApp notifications customers want to receive, start by getting clear permission and setting expectations. Keep messages useful, relevant, and timely without sending them too often. Businesses should also use rich content carefully, offer simple ways to opt out, and track engagement to guide their messaging strategy.
It’s easy to send messages using the WhatsApp Business Platform. The real goal is making sure people are happy to get them. Use these tips to avoid wearing out your welcome and stay on your customers’ good side.
Closely follow opt-in requirements
Always get clear permission before sending WhatsApp marketing messages. Customers should know what they’re signing up for, how often they’ll hear from you, and what kind of messages to expect. For example, you might tell them you’ll send updates on all their orders and personalized offers up to 4 times per month.
Also, make opting out of WhatsApp notifications as simple as opting in. Include a clear line like “Reply STOP to opt out” in every message. When a customer opts out, remove them from your list immediately. That way, you can avoid potential legal trouble while protecting your brand reputation and customer trust.
Start with utility message category
If you’re messaging US customers, WhatsApp recommends starting with utility messages to build a rock-solid brand reputation. Since it’s not as widely used for business here yet, sticking to must-have updates shows customers (and Meta) that you’re a trusted sender.
It’s all about laying the groundwork now. That way, when marketing messages return for US numbers, you’ll already have a loyal audience waiting to hear from you. This head start makes future sales effortless. You’ll be ready to add marketing messages as soon as they’re allowed.
Use rich content wisely in message templates
WhatsApp lets you send more than just text, like images, short videos, voice notes, PDFs, and interactive buttons. That’s powerful. But don’t get carried away. A well-placed photo of a product or a quick voice note from a real person can feel warm and helpful. A huge video file or 5 images in a row? That might feel more like spam.
A good rule of thumb is to let the message purpose determine the format. Order confirmations pair well with a PDF receipt and a Track package button. Product launches benefit from a single hero image with a Shop now link. Support replies often land better as a short voice note than a wall of text. When in doubt, choose 1 visual element per message and cut anything that doesn’t help the customer take the next step.
Watch the frequency on marketing messages
Too many notifications can affect how people feel about your brand. If you overload them, they could mute the conversation or leave your brand community entirely. So, be sure to keep your frequency in check by only sending marketing messages about 2-4 times per month. Also, make sure every message adds value with timely, relevant offers and promotional content.
Frequency also hits your budget directly under Meta’s per-message pricing. Every marketing template you send costs money, whether the customer engages or not. Sending fewer, better-targeted messages can potentially lower your monthly bill and lift your engagement at the same time.
Offer exclusive perks to boost customer engagement
A small perk just for WhatsApp subscribers gives customers a reason to keep notifications on. You don’t need to go big, either. A simple “Reply with YES for a surprise discount” works wonders. You could also offer early bird pricing or even a link to a poll where they help pick the next product color. If you’re not sure what to offer, just ask, then deliver it.
The conversational vibe makes WhatsApp feel more personal than email or SMS. When a subscriber-only code lands into a chat thread, it reads as something special rather than a mass blast. Lean into that by giving perks a warm, one-to-one voice, like “Hey [Name], here’s your early access link before we open this deal to everyone.”
One more way to show up and drive engagement
The goal is to be everywhere your customers are. Adding WhatsApp notifications to your business communication strategy gives customers another way to receive important messages. Paired with SMS, WhatsApp helps keep customers informed through the channels they prefer most.
With WhatsApp notifications, you ensure your customer communications never hit a dead end. If someone misses you in 1 spot, they’ll catch you in the next. That’s how you get all your messages seen and connect with your customers on their terms.
Frequently asked questions
How popular is WhatsApp for business messaging?
WhatsApp is an increasingly important business messaging channel. Respond.io reported 53% growth in business messaging adoption in 2025. Experts expect that growth to continue. Mobilesquared forecasts brands will send 3.57 trillion WhatsApp Business Platform messages between 2024 and 2027.
Do I have to use the WhatsApp Business Platform to send notifications?
You can send basic messages using the free app, but WhatsApp requires you to use the Business Platform for notifications. The app suits small businesses with up to 5 employees and limited messaging needs. The platform allows for scaling using an application programming interface (API) key. It also offers business verification options, including an official badge for eligible businesses.
How much do WhatsApp business notifications cost?
WhatsApp business notification costs depend on the message category and recipient’s country. Since July 2025, Meta charges per delivered template message instead of per conversation. Businesses could previously send messages to 1,000 unique customers daily, but the messaging limits have changed to better align with the new pricing model.
How do I collect WhatsApp opt-ins?
Collect WhatsApp opt-ins by asking customers for clear permission before sending a message. You can use signup forms, checkout pages, QR codes, or other marketing channels. Tell customers what they’ll receive and how often. In the US, follow the Telephone Consumer Protection Act (TCPA) and other applicable messaging laws.
How do WhatsApp push notifications compare to SMS?
WhatsApp push notifications and SMS both reach customers directly on their phones. However, WhatsApp supports images, videos, documents, and interactive buttons for richer conversations. Notifications and other WhatsApp messages achieve a 98% open rate, similar to SMS, and both allow customers to respond quickly for two-way communication.
What metrics should you track for WhatsApp notifications?
Track delivery, read, response, click-through, conversion, and opt-out rates for WhatsApp notifications. Delivery and read rates show whether your messages reach customers and capture their attention. The other metrics reveal whether your notifications turn attention into action (or drive people to leave your list).