WhatsApp marketing means using WhatsApp to inform and help customers and bring them back. Think of a message about a new offer, a reminder about a seasonal service or an update on your opening hours. Because almost everyone in the Netherlands uses WhatsApp every day, your messages are often read quickly.
That's also the risk. WhatsApp feels personal. An unwanted message annoys people more than an email that lands in the promotions folder. In this article you'll read how to use WhatsApp as a marketing channel without driving customers away.
Why WhatsApp marketing works
WhatsApp has a few qualities that make it strong for small businesses:
- Directness: messages arrive between those from friends and family, not in an overflowing inbox.
- Two-way: a customer can reply straight away with a question or an order.
- Low barrier: many people would rather send a message than call or fill in a form.
- Rich: you can share photos, short videos, documents and locations.
It works especially well for businesses with returning customers and a local connection: a lunch café, a salon, a bike repair shop, a driving school or an online store with loyal buyers.
What types of WhatsApp marketing are there?
There are roughly four ways to use WhatsApp for marketing:
- Customer contact through the WhatsApp Business app: free, with a business profile, a catalogue and quick replies. Suitable if you send the messages yourself.
- Broadcast lists in the Business app: one message to several contacts at once. People only receive it if they've saved your number.
- A WhatsApp channel: a public stream of updates that people subscribe to. Followers can't reply in the channel and can't see each other's numbers.
- The WhatsApp Business API: for larger volumes and automation, through a connection with your systems. You pay Meta per message or conversation.
For most small businesses the free app is a fine start. Once your list grows, or you want to link messages to your online store or calendar, you end up with the API. Read how that works technically in WhatsApp Business automation.
How to build a WhatsApp marketing list with consent
No consent, no WhatsApp marketing. Meta's own rules require people to agree to receive your messages, and the GDPR (AVG in Dutch) plays a role too. It's also simply smart: only people who choose your messages enjoy reading them. Ways to get people to sign up:
- A button or QR code on your website: 'Get our offers via WhatsApp'.
- A sign at the till or in your shop with a QR code.
- A tick box with an order or appointment, unticked by default.
- A mention in your newsletter or on social media.
- A clear reason to sign up: being first to know when a slot opens, a regular-customer discount or handy reminders.
When people sign up, tell them what to expect and how often. And make unsubscribing easy: 'Send STOP and you won't hear from us again.' Record when someone signed up. Unsure about what's legally allowed? Check with a lawyer or the Dutch Data Protection Authority (Autoriteit Persoonsgegevens).
What to send via WhatsApp, and how often?
A good rule of thumb: only send something you'd be happy to receive from a business yourself. Messages that often work well:
- Practical updates: changed opening hours, a new service, a slot opening up in the diary.
- Reminders: time for the MOT (APK), the tyre change or the boiler service.
- An exclusive offer for the people on your list.
- Something new in your range, with a photo.
- A short tip related to your trade.
Keep messages short: one message, one photo, one clear next step. When it comes to frequency, less is more. For most businesses, one to four messages a month is enough. If you notice people unsubscribing, you're sending too much or the wrong thing.
An example. In March a bike repair shop sends one message to its list: 'Ready for spring? This week and next you can get your bike checked with priority. Send a message with your preferred day.' Short, useful, with a clear next step. Customers reply straight away in the same chat, and the shop books them in. A message like that feels like a service, not an ad.
Pick a fixed moment too. Don't send in the middle of the night or early on a Sunday. Daytime on a weekday works fine for most businesses. You'll find the best moment for your customers by looking at when they respond fastest.
Combining WhatsApp marketing with your other channels
WhatsApp works best as part of your wider marketing. New customers usually find you through Google or social media. WhatsApp mainly helps you keep them after that. A few combinations that work well:
- A WhatsApp button on your website, so visitors who are unsure can ask a question straight away.
- Newsletter and WhatsApp side by side: email for longer stories, WhatsApp for short, time-sensitive messages. Read more about email in email marketing for SMEs.
- After an appointment or purchase, a short message asking for a review.
- Social media posts inviting people to follow you on WhatsApp.
Common WhatsApp marketing mistakes
- Adding people without asking. That leads to irritation, blocks and reports to WhatsApp.
- Using a group chat for marketing, where everyone sees each other's number. That's bad for your customers' privacy.
- Only ever sending offers. Then your message becomes noise.
- Not responding when someone replies. WhatsApp is a conversation, not a flyer.
- Using your personal number. Use a separate business number with the Business app.
Help with WhatsApp and your online marketing
At Violexa we help with online marketing, from SEO and Google Ads to social media, from €599 excl. VAT (€725 incl. VAT) per month, with no minimum term. Want to connect WhatsApp to your website, calendar or online store, so messages go out automatically at the right moment? We build that through AI and automation, from €1,799 excl. VAT (€2,177 incl. VAT) one-off.
Wondering whether WhatsApp marketing suits your customers? Book a free quickscan. In 30 minutes, online or at your location, we look at your situation. Afterwards you get short written advice with a price indication, with no obligation.
Frequently asked questions
Can you just send customers a WhatsApp message?
No, for marketing messages you need consent. Meta's own rules require people to have agreed, and the GDPR (AVG in Dutch) plays a role too. Ask for consent through a clear sign-up and make unsubscribing easy.
Is WhatsApp marketing free?
With the WhatsApp Business app you can send messages and broadcast lists for free. If you use the WhatsApp Business API for larger volumes or automation, you pay Meta per message or conversation. Those rates change, so check the current price.
How often can you send a WhatsApp newsletter?
For most businesses, one to four times a month works well. WhatsApp feels personal, so too many messages quickly lead to unsubscribes or blocks. Only send something when you really have something useful to say.
What's the difference between a WhatsApp channel and a broadcast list?
A broadcast list sends your message as a personal message to contacts who've saved your number, and they can reply directly. A channel is a public stream of updates that people subscribe to, without being able to reply in the channel.
