WhatsApp broadcasts let you send one message to your whole consented list as private chats, while a WhatsApp catalogue turns your profile into a browsable storefront, so customers can shop and order without leaving the conversation. Together they are the engine of WhatsApp selling. Broadcasts routinely open above 90%, and a catalogue removes friction by letting people browse, add to cart and order in chat. This guide shows how to set up both and use message templates that get results.
How do WhatsApp broadcasts work?
A broadcast sends the same message to many contacts at once, but each person receives it privately, as a normal one-to-one chat, not a group. That privacy is what makes broadcasts feel personal and keeps open rates high. On the free WhatsApp Business app, a broadcast list is capped at 256 contacts, and crucially, recipients only get the message if they have saved your number. On the WhatsApp Business API, you send approved templates to large opted-in lists with no practical cap. For the difference between the two, see our guide on the WhatsApp Business app vs the API.
What makes a good broadcast?
The best broadcasts are wanted, timely and clear. A few principles that work for South African audiences:
- Lead with value. A real offer, a genuine new arrival, or useful news, not filler.
- Keep it short. One message, one idea, one call to action.
- Time it well. Send when people can act, such as ahead of payday or a weekend.
- Respect frequency. Too many broadcasts cause blocks; quality beats quantity.
- Make it easy to reply. Invite a question or a one-tap response to start a sale.
Broadcasts only work on a consented list, so build that first using our guide to building a POPIA-safe WhatsApp list.
How do you set up a WhatsApp catalogue and cart?
A catalogue turns your WhatsApp profile into a mini storefront. In the Business app, open your business tools, add products or services with a photo, description, price and link, and organise them into collections. Customers then browse your catalogue inside the chat, add items to a cart, and send the cart to you as an order. For a small retailer or service business, this removes the need for a separate online store while still giving a real shopping experience.
Keep the catalogue tidy: clear photos, accurate prices, honest stock, and short, benefit-led descriptions. A well-kept catalogue does a lot of selling for you, because customers can self-serve right up to the point of ordering.
What are message templates and why do they matter?
On the API, business-initiated messages sent outside the 24-hour service window must use pre-approved templates. Templates keep broadcasts relevant and spam-free, and they let you send at scale with confidence. Build a small library: a welcome and opt-in confirmation, an offer or promotion template, an order or booking update, and a re-engagement nudge for lapsed customers. Personalise where you can, with a name or order detail, to lift response. Even on the free app where formal approval is not required, treating your messages like templates keeps them consistent and professional.
What results can you expect?
Done well, broadcasts to a consented list open above 90%, dwarfing the 15-25% typical of marketing email in South Africa, and the catalogue turns that attention into orders without the customer ever leaving WhatsApp. This is where chat becomes a real sales channel. To take it further with automation, read our guide to WhatsApp chatbots and conversational commerce.
Broadcasts and catalogues work best inside a joined-up social media marketing plan, where ads and content feed the list that broadcasts then convert. Founded in 2015 and Pretoria-based, Juicy Designs sets up broadcasts, catalogues and templates for 64+ clients, holding a 4.9-star Google rating across 214 reviews and an average 4.8x ROAS. Founders Cobus and Wynand can build it for you from R6,000 per month.
Frequently asked questions
What is a WhatsApp broadcast?
A WhatsApp broadcast sends the same message to many contacts at once, with each person receiving it as a private one-to-one chat rather than a group. On the free Business app, broadcast lists are capped and only reach contacts who have saved your number. On the API, you send templated broadcasts to large consented lists. Broadcasts are ideal for offers, new arrivals, event reminders and updates.
How many people can I broadcast to on WhatsApp?
On the WhatsApp Business app, a broadcast list is limited to 256 contacts, and they only receive it if they have saved your number. The WhatsApp Business API removes that practical limit, letting you send approved message templates to large opted-in audiences. If you regularly broadcast to more than a few hundred people, the API is the right tool.
What is a WhatsApp catalogue?
A WhatsApp catalogue is a built-in mini storefront on your business profile where you list products or services with images, descriptions and prices. Customers browse it inside the chat, add items to a cart, and message you to order. It turns WhatsApp from a messaging app into a lightweight sales channel, which is especially useful for small South African retailers and service businesses.
Do I need approved message templates to broadcast?
On the WhatsApp Business API, yes. Any business-initiated message sent outside the 24-hour customer service window must use a pre-approved template. Templates keep messaging relevant and prevent spam. On the free app, broadcasts do not need formal approval, but the same good practice applies: keep messages wanted, clear and infrequent enough to respect your audience.
What open rates can I expect from WhatsApp broadcasts?
WhatsApp broadcasts to a consented list typically see open rates above 90%, far higher than the 15-25% common for marketing email in South Africa. Click and reply rates are also strong because the message feels personal and lands in an inbox people check constantly. The key is a clean, opted-in list and a genuinely useful, well-timed message.