WhatsApp broadcast lists: the 256 limit, who actually receives them, the rules, and the alternatives that do not get you banned
Everyone wants to send one message to everyone. WhatsApp lets you, in a limited way, and the limits exist because the alternative is spam. Here is what broadcast lists do, what they do not, the rules you must follow, and why the tools that promise unlimited blasts are a bad idea for a number you care about.
Quick answer
A WhatsApp broadcast list sends one message to up to 256 contacts as individual chats, but only contacts who have saved your number receive it. Recipients can report or block you, and enough reports restrict the number. Marketing to people who did not consent breaks WhatsApp's policy and data protection law. For promotions at scale use the official API with consent and templates; for answering customers use an AI agent that replies to inbound messages only, which is what ReplyKit does.
How broadcast lists work
- In WhatsApp or WhatsApp Business, create a broadcast list of up to 256 contacts.
- A message to the list is delivered as separate one-to-one chats; replies come back to you individually.
- Only recipients who have your number saved in their contacts receive it. Everyone else silently does not.
- Each recipient can block or report you from that message.
The rules
WhatsApp's Business Messaging Policy requires opt-in before you initiate messages and prohibits spam and unsolicited messaging. Data protection laws in Malaysia and Singapore require a lawful basis and honour withdrawal of consent; Singapore's Do Not Call Registry applies to marketing messages to Singapore numbers. A broadcast to customers who bought from you and agreed to hear about offers is fine. A broadcast to a list you bought or scraped is not, and it is also the surest way to get the number restricted. Our guide to opt-out and consent covers it.
About "WhatsApp blast" tools
Services that promise unlimited sends from your normal number use automation Meta does not sanction, on numbers that have no consent record, to recipients who did not ask. Numbers used this way are restricted quickly, and the business loses the line. ReplyKit also uses unsanctioned pairing, and we say so, but it replies only to inbound messages, which is the opposite behaviour. The risk profiles are not comparable; see what gets numbers banned.
What to use instead
| Goal | Use |
|---|---|
| Promotions to a consented list at scale | Official WhatsApp Business API with approved templates and consent records |
| A note to a few dozen loyal customers who saved your number | A broadcast list, sparingly, with an easy opt-out |
| Answering everyone who messages you, instantly | An AI agent replying to inbound messages only |
| Reminders for appointments customers booked | The agent's reminders, tied to the booking the customer made |
| Announcements to the public | Instagram, Facebook, Google Business Profile posts, with a click-to-WhatsApp link |
Frequently asked questions
How many people can I broadcast to on WhatsApp?
Up to 256 per broadcast list, and only those who have saved your number receive it.
Why did some contacts not receive my broadcast?
They have not saved your number. Broadcasts only reach contacts who have.
Can I use a blast tool to send to thousands?
You can, and the number will likely be restricted. Unsolicited bulk messaging breaks WhatsApp's policy and data protection law.
Does ReplyKit send broadcasts?
No. It replies to people who message you. Campaigns belong on the official API with consent.
What is the compliant way to send promotions?
The official WhatsApp Business API with approved templates, to contacts who opted in, with an easy opt-out.
Answer everyone, blast no one
Inbound replies only, STOP honoured, number kept safe. 7-day free trial.
Sources and further reading
- WhatsApp Business Messaging Policy · opt-in, opt-out and prohibited-use rules every business must follow
- Personal Data Protection Department, Malaysia (PDPA 2010)
- Singapore Do Not Call Registry
- ReplyKit, Will WhatsApp ban my number for automation? · how Meta's messaging limits and quality rating work
ReplyKit is an independent product and is not affiliated with or endorsed by Meta or WhatsApp. This article is general guidance, not legal advice. Messaging and consent laws differ by country.