WhatsApp Broadcast Messages for Enterprise – What, How, Why?

WhatsApp is a dominant force in global communication, and for good reason. With over 2 billion active users worldwide, the Meta-owned platform provides businesses with a unique way to engage directly with clients in a manner that feels personal, immediate, and convenient.

As companies recognize its potential, WhatsApp is increasingly seen as an essential tool for enterprise-level communication. Whether for customer support, updates, or marketing campaigns, businesses rely on WhatsApp to build more meaningful connections.

As the platform continues to evolve and bring solutions to businesses of all sizes, WhatsApp offers a feature called broadcast messaging. With broadcasts through WhatsApp you can efficiently communicate at scale and still provide a personal touch.

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What is Broadcast Messaging?

Broadcast messaging for WhatsApp refers to a single message sent simultaneously to multiple recipients without creating a group chat.

Unlike group messages, broadcast messages appear as individual conversations in each recipient’s chat window to maintain privacy.

The feature is commonly used for announcements, promotions, customer updates, and alerts, allowing you to communicate at scale while keeping interactions private and personalized.

This all sounds great, but Meta’s native features for broadcast are less than ideal.

WhatsApp’s Broadcast Messaging Limitations

A solution is natively available within the WhatsApp’s (and WhatsApp for Business’) ecosystem. However, if you wish to use that solution, there are a few things you need to keep in mind:

• Your list of recipients must not exceed 256 contacts.
• Recipients must have your number saved to receive messages.
• You cannot schedule or automate the sending process.
• You cannot integrate the native solution with any CRM or platform.
• You must manually manage your list and responses.

If you represent an enterprise business, it’s likely you have more than 256 contacts in your database, making this option a no-no from the get-go. However, there’s something else you can do.

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WhatsApp Integration through Business API

Integrating the WhatsApp Business API via third-party providers allows you to not just avoid most limitations of the native solution, but allows you to scale. Here’s what changes:

Limitations Removed with WhatsApp Business API

• Contact limit. All third parties are much more generous when it comes to the database you can store, often without a limit.
• Saved numbers. Unlike the WhatsApp app, API-based broadcasts do not require recipients to have your number saved.
• Automation/Scheduling. You can create workflows, automations, scheduled messages and event-based triggers.
• CRM Integration. Connect with platforms such as Zendesk, HubSpot and more.
• Analytics. The API allows you to track deliverability as well as open rates and more.

Limitations that Still Exist with a Third Party

Template Approval. Broadcasts must use pre-approved templates vetted by Meta. Your provider or technical partner can assist with the process.

Explicit opt-in. Meta’s policies strongly recommend explicit user consent. Verification may be required by your provider or Meta.

Prices. Unlike the native broadcast, the API comes with costs. Prices vary depending on the third party, some of which we’ll provide below.

Lists. Each message is sent individually, and users can reply, turning the message in a two-way conversation.

For enterprise businesses, a scalable, reliable, and easy-to-manage solution is essential.

At DevriX, we collaborate with several leading enterprise-level platforms and bring WhatsApp as a form of communication whilst being efficient, insightful and ultimately making you and your clients happier with your customer support process.

Before proceeding, note that the following solutions are best suited for enterprise businesses with large datasets. Small or medium-sized businesses can explore our alternative tailored solutions.

Additionally, all enterprises considering the below solutions must be Meta Business Verified.

Now, let’s dive into the specifics.

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Twilio – Flexible Automations

Twilio is a leading cloud communications provider, allowing you to send messages, make calls, and automate communication via APIs. It’s a natural choice for WhatsApp broadcast messaging.

Twilio supports various messaging types, each with its own pricing structure:

Utility conversation. Used for customer requests, transactions, or updates (e.g., post-purchase notifications, billing reminders). Pricing: $0.004/conversation ($0.005/message).

Authentication conversation. Used for one-time passcodes. Pricing: $0.0135/conversation ($0.005/message). For India and Indonesia, Meta’s standard authentication rates apply, with higher fees for international authentication where applicable.

Marketing conversation. Used for promotional messages, offers, informational updates, and invitations. Pricing: $0.025/conversation ($0.005/message).

Service conversation. Used for customer support inquiries where the user initiates the conversation, and businesses respond with free-form messages. Pricing: $0.00/conversation ($0.005/message).

All prices are relevant as of March 24th 2025. See their current pricing here.

FAQs About WhatsApp/Twilio Pricing:

• What are free entry points? Conversations that start from a Facebook or Instagram ad to WhatsApp are free for three days. However, Twilio’s per-message fees still apply.
• When does the 24-hour conversation window start? It begins when a business sends its first message. Each conversation type incurs a separate charge.
• How are WhatsApp templates categorized? Templates submitted through Twilio are categorized by WhatsApp, which determines the final classification.
• Does the price differ between the Programmable Messaging API and Flex? Listed prices apply to the API. Flex waives the per-message fee.

Common Use Case: Large enterprises use Twilio for automated customer service, marketing campaigns, and transactional updates at scale.

Approximate Monthly Cost: $940.06-$1,018.16 (pricing can be more or less based on usage and features).

This price range is approximate and can be much lower (or higher) if you’re only using the platform for the sake of setting up the API.

Zendesk – Customer Support at Scale

Zendesk is your go-to for sales pipelines and customer support, offering a structured way to handle WhatsApp messages. Integration includes:

• An AI-based chatbot in combination with a dedicated customer support team that tackles each issue carefully
• Agent copilot tools – AI-driven suggestions help agents provide better customer service.
• Omnichannel messaging management – Centralized communication across WhatsApp, Facebook Messenger, and X (formerly Twitter).
• AI-driven analytics – Real-time insights help businesses improve customer experience (CX).
• Security compliance – End-to-end encryption for data privacy and GDPR compliance.

Best Practices for WhatsApp in Zendesk:

• Personalize messages to improve customer engagement. You can use variables just like you would personalize a mass email.
• Integrate AI chatbots for automated customer service to reduce waiting times.
• Use analytics tools to track performance and make sure there aren’t any complaints from your recipients. Meta is very sensitive when it comes to spam reports.
• Centralize customer interactions in a single workspace. This doesn’t need to be Zendesk. You can simply use it for the API and then sync it to HubSpot’s CRM, per se.

Common Use Case: Businesses with high customer support volumes use Zendesk to manage inquiries across multiple messaging channels efficiently.

Approximate Monthly Cost: $1,156.87–$1,420.87 (pricing varies by usage and features. Plus, plans can be tailored).

This price range is approximate and can be much lower (or higher) if you’re only using the platform for the sake of setting up the API. See their current pricing here.

Salesforce – Messaging Driven by CRM

Salesforce became an official WhatsApp Business API partner in 2022. While the Salesforce core services are CRM-focused, businesses can use WhatsApp messaging through the Data Cloud service. The integration allows:

• CRM-driven messaging. Use customer data to send highly personalized bulk messages directly from Salesforce.
• AI-powered automation. Automate messaging workflows with intelligent recommendations.
• Comprehensive tracking. Monitor customer interactions and engagement within the CRM.
• Centralized compliance management. Maintain opt-in records and adhere to data privacy regulations.

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WhatsApp Business API Process in Salesforce

Setting up WhatsApp in Salesforce has multiple approval stages, including:

• Submit an enablement request. Provide business details to start the approval process.
• WhatsApp Business Account (WABA) creation. Salesforce, acting as a Business Solution Provider (BSP), creates the WABA.
• Business verification. Complete WhatsApp’s verification process within Facebook Business Manager.
• WhatsApp ID creation and display name approval. WhatsApp must approve the business’s display name.
• Number verification call. The business must verify ownership of its WhatsApp number.
• Profile update (optional). Businesses can add logos, descriptions, and website links.
• Official Business Account request (optional). Certain brands may apply for official verification, though approvals are limited.

Common Use Case: Enterprises that rely on Salesforce for customer engagement integrate WhatsApp messaging into their CRM to manage customer interactions more easily and efficiently.

Approximate Monthly Cost: $2,190.87–$4,170.87 (pricing varies by usage and features).

This price range is approximate and can be much lower (or higher) if you’re only using the platform for the sake of setting up the API. See their current pricing here.

HubSpot

HubSpot allows you to integrate WhatsApp messaging within its ecosystem. You can centralize communication, automate workflows, and personalize customer interactions.

As an all-in-one CRM platform, HubSpot allows your business to manage WhatsApp conversations alongside emails, calls, and other customer touchpoints in a single interface.

An important note: HubSpot’s native WhatsApp integration offers multiple benefits. However there have been widespread reports of stability issues. Due to Meta’s apparent lack of focus on making the integration stable and scalable, it is likely you’ll experience disruptions.

Integrating WhatsApp into HubSpot is still possible even for enterprises, by initially integrating the API into one of the above-mentioned platforms, and then tying that platform with HubSpot.

Pricing for the platform of your choice will vary even more, because you will effectively be using the platform solely for the API setup.

Following the right path to integrate WhatsApp is not an easy task. There are a lot of considerations, for example:

• Business needs
• Existing tools
• Long-term strategy
• Scalability
• Automation

But one thing’s for sure – integrating WhatsApp and allowing your business to make broadcast messages will make your business more efficient, reliable and approachable.

Using the right technology will have your business optimize broadcast messaging on a whole new level and create meaningful interactions while being in full control and being compliant.