WhatsApp Bulk Messaging: How to Do It Legally [2026]
WhatsApp bulk messaging is one of the most sought-after features by businesses looking to scale their communication without losing the closeness that this platform offers. But doing it wrong has serious consequences: account blocking, penalties from Meta, and in the worst case, legal sanctions for GDPR non-compliance. In this guide we explain how to send bulk WhatsApp messages legally, effectively, and without putting your business at risk. If you are looking for a broader strategic vision on WhatsApp commercial communication, check our guide on WhatsApp marketing for businesses.
What Is WhatsApp Bulk Messaging
WhatsApp bulk messaging consists of sending the same message (or personalized variations of it) to a large number of contacts simultaneously through WhatsApp Business or the WhatsApp Business API. Unlike groups or WhatsApp broadcast lists, which have volume and functionality limitations, bulk messaging through the API allows you to reach thousands of recipients with individual, personalized, and trackable messages.
In 2026, this capability has become a fundamental pillar of conversational marketing. According to Meta data, WhatsApp Business messages have an open rate above 98%, compared to 20-25% for traditional email marketing. This makes bulk WhatsApp one of the channels with the highest return on investment for businesses of any size.
Within the Meta ecosystem, there are three main ways to send messages to multiple recipients: broadcast lists (limited to 256 contacts who already have you saved), browser extensions (unofficial and with risk of blocking), and the WhatsApp Business API (the only officially supported method for sending at scale). If you want to understand the differences between WhatsApp versions for businesses, check our comparison of WhatsApp Business vs API.
Benefits of WhatsApp Bulk Messaging for Your Business
WhatsApp bulk messaging offers measurable benefits that set it apart from other communication channels. It is not just about reaching more people, but doing so with greater impact and lower cost per conversion.
How to send effective WhatsApp bulk messages
For WhatsApp bulk messaging to work, you need to combine volume with relevance. Generic messages that ignore the recipient's context generate blocks and reports. Effective campaigns segment the database by behavior, funnel stage, or purchase history, and adapt the message to each segment.
The metrics speak for themselves. Companies that implement bulk WhatsApp messaging through the API report:
- Open rate: 95-98% (vs. 20-25% for email).
- Response rate: 40-60% (vs. 2-5% for email).
- Cost per conversion: up to 60% lower than SMS marketing campaigns.
- Average read time: less than 3 minutes from sending.
Compared with alternatives like bulk SMS, email marketing, or push notifications, bulk WhatsApp wins in engagement and the user's perception of closeness. However, it requires an initial investment in API configuration and message template approval.
How to send a WhatsApp message to many people
There are three main paths to send a bulk WhatsApp message, each with its limitations:
- Native broadcast lists: up to 256 contacts, only those who have you saved receive the message. Ideal for small businesses with small contact bases.
- Browser extensions or unofficial apps: allow sending from WhatsApp Web, but violate Meta's terms of service. The risk of permanent blocking is high.
- WhatsApp Business API: no practical recipient limit, with Meta-approved templates, dynamic variable personalization, and delivery analytics. It is the only legal and scalable path.
If your business needs to send more than 256 messages or you want to automate the process, the API is the way. You can learn more about how it works in our guide on what is WhatsApp Business API.
How to Implement WhatsApp Bulk Messaging Step by Step
Implementing WhatsApp bulk messaging legally requires following a specific process. Skipping any of these steps can lead to account blocking or financial penalties.
Prerequisites
Before sending the first bulk message, make sure you meet the following requirements:
- Verified WhatsApp Business account: Meta requires your business verification (legal name, address, industry) before granting API access.
- Authorized BSP provider: you need to hire a Meta-certified Business Solution Provider (like Twilio, 360dialog, or GuruSup) that connects you to the API. You can check our comparison of WhatsApp API BSP providers.
- Database with explicit consent: GDPR requires that each contact has given prior, specific, and informed consent to receive commercial messages via WhatsApp. It is not valid to have collected their number for another purpose.
- Approved message templates: Meta reviews and approves each template before you can use it. The process takes between 24 and 48 hours.
Initial setup
- Register your number with the API: the BSP provider will guide you through the process of registering and verifying the phone number you will use as sender.
- Create your message templates: define the text, dynamic variables (name, order number, date), and action buttons. Submit them for approval through your BSP dashboard.
- Segment your database: organize your contacts by relevant criteria (location, purchase history, interest) to personalize your sends.
- Configure the integration: connect the API with your CRM or marketing tool to automate the send and response flow.
First steps and testing
Do not launch a bulk campaign without testing first:
- Send to a small group (50-100 contacts) to validate that the template displays correctly on different devices.
- Monitor delivery and read rates during the first 24 hours.
- Review block reports: if more than 2% of recipients report you as spam, Meta will lower your sender quality and limit your sends.
- Scale gradually: if results are positive, increase volume in blocks of 500-1,000 contacts per day.
A common mistake is importing an old database without verifying numbers. Inactive or incorrect numbers generate delivery failures that penalize your sender reputation.
Best Tools and Platforms for WhatsApp Bulk Messaging
Choosing the right WhatsApp bulk messaging platform depends on your message volume, budget, and the level of automation you need. Here is a comparison of the main market options.
Price and feature comparison
| Tool | Type | Base price | Message limit | Automation | Spanish support |
|---|---|---|---|---|---|
| GuruSup | BSP + AI Agents | From 49 EUR/month | Unlimited (pay per conversation) | Yes, with AI agents | Yes |
| Brevo (formerly Sendinblue) | BSP | From 25 EUR/month | 1,000/month included | Basic | Yes |
| 360dialog | BSP | From 0 EUR/month + API cost | Unlimited | Via API | Partial |
| Twilio | BSP | Pay per use (~0.005 EUR/msg) | Unlimited | Via API | Partial |
| WATI | BSP | From 39 EUR/month | 1,000/month included | Yes | Yes |
All prices are indicative and subject to the per-conversation cost charged by Meta (between 0.03 and 0.15 EUR depending on the category and the recipient's country).
Which one to choose for your use case
SMEs and local businesses sending fewer than 1,000 messages per month: Brevo or WATI offer a simple interface with affordable plans and Spanish support. You do not need technical knowledge to get started.
Mid-sized companies with a technical team: 360dialog or Twilio give you full flexibility through the API, but require custom development for integration. Ideal if you already have a CRM or marketing automation platform.
Companies that want to scale with AI: GuruSup combines WhatsApp bulk messaging with AI agents for WhatsApp that automatically respond to recipient replies. Instead of just sending, you create automated conversations that qualify leads, resolve questions, and close sales without human intervention.
If you also need to schedule WhatsApp messages for recurring campaigns, verify that the tool you choose supports native send scheduling.
Frequently Asked Questions
How to send bulk messages on WhatsApp
To send bulk messages on WhatsApp legally you need access to the WhatsApp Business API through an authorized BSP provider. The process involves verifying your business with Meta, creating approved message templates, and having a database with GDPR consent. Native broadcast lists only allow 256 contacts and require the recipient to have you saved, making them unviable for large-scale campaigns.
How to send a WhatsApp message to many people
You can use three methods: broadcast lists (up to 256 contacts who have you saved), groups (up to 1,024 members, but everyone sees each other's replies), or the WhatsApp Business API (no practical limit, with individual and personalized messages). For business volume, the API is the only option that complies with Meta's policies and GDPR.
How to send bulk WhatsApp messages without being blocked
The key lies in three factors: exclusively using the WhatsApp Business API with Meta-approved templates, sending only to contacts who have given explicit consent, and keeping your spam report rate below 2%. Additionally, scale volume gradually (start with 500 daily messages and increase) and personalize content to prevent recipients from marking you as spam.
How can I send a bulk message on WhatsApp without adding a contact
Through the WhatsApp Business API you can send messages to any valid phone number without needing to have it saved in your contacts, as long as the recipient has given prior consent. This is one of the main advantages of the API over native broadcast lists, which require the recipient to have you saved as a contact. You only need the number in international format and an approved template.
How to send bulk WhatsApp messages for free
There is no completely free way to send bulk WhatsApp at large scale legally. Broadcast lists are free but limited to 256 contacts. Free browser extensions violate the terms of service and risk your account being blocked. The WhatsApp Business API has a per-conversation cost charged directly by Meta. Some BSP providers like 360dialog offer plans with no monthly fee, paying only per use, which can be the most economical option for low volumes.
How to do bulk WhatsApp messaging from Excel for free
You can prepare your database in Excel with columns for the phone number (international format), contact name, and personalization variables. Then, import that CSV file into your BSP provider's platform to launch the send through the API. Tools like WATI and GuruSup allow direct Excel file import. The sending itself is not free (Meta charges per conversation), but you can prepare and manage the database at no additional cost.
How GuruSup Improves Your WhatsApp Bulk Messaging
WhatsApp bulk messaging is just the first step. What separates a mediocre campaign from one that generates results is what happens after the send: the responses.
When you send thousands of messages, you receive hundreds of responses that your team must manage manually. This is where most companies get overwhelmed. GuruSup solves this bottleneck by combining bulk messaging with AI agents that automatically respond to each recipient, maintaining natural conversations, qualifying leads, and resolving questions without human intervention.
Key GuruSup Features
- Bulk messaging with the WhatsApp Business API: no volume limits, with approved templates and dynamic variable personalization.
- Conversational AI agents: respond to your recipients' replies in real time, 24 hours a day, 7 days a week. No need to hire more staff.
- Intelligent segmentation: automatically classify contacts based on their response (interested, not interested, needs more information) to prioritize commercial follow-up.
- Unified analytics dashboard: monitor delivery, read, response, and conversion rates in a single dashboard.
- CRM integration: connect GuruSup with your existing system to sync contacts and automate workflows.
How to Get Started with GuruSup
Setting up WhatsApp bulk messaging with GuruSup takes less than 48 hours:
- Sign up at gurusup.com and verify your business.
- Connect your WhatsApp Business number through the dashboard.
- Create your message templates and submit them for approval.
- Import your contact base (Excel, CSV, or direct CRM integration).
- Launch your first campaign and let the AI agents handle the responses.
Try GuruSup for free: automate your customer support with AI agents on WhatsApp. Request your demo and discover how to turn every bulk send into a conversation that generates results.
