Official WhatsApp broadcasts: how to send bulk messages through WABA

An official WhatsApp broadcast means sending bulk messages through the WhatsApp Business API (WABA) using pre-approved HSM templates. Unlike ordinary messages, official broadcasts land in the inbox far more reliably, come from the company's official account and let you message first customers who have agreed to receive messages.

For businesses in Kazakhstan, the official WhatsApp broadcast has become a core tool for both customer service and marketing. Companies use it for order updates, promotions, appointment reminders and any other message that has to be seen.

What are WABA broadcasts and how do you send them?

WABA broadcasts are bulk messages sent through the official WhatsApp Business API using templates approved by Meta. The company messages first only people who agreed to receive messages and pays for each message at Meta rates. The number is not banned for the broadcast itself, as happens with regular WhatsApp connected by QR code.

In WazzaBee a WABA broadcast is launched in four steps: line, template, recipients and speed settings. You see the cost before launch, and afterwards you see for every number whether the message was delivered and read.

• a connected WhatsApp Business API line, which takes 15 minutes;

• a message template approved by Meta;

• a list of recipients who agreed to receive messages, as an .xlsx, .xls, .csv or .txt file;

• enough money on the line balance for the whole broadcast.

What an official WhatsApp broadcast actually is

An official WhatsApp broadcast is bulk messaging through the WhatsApp Business API using HSM (Highly Structured Message) templates that Meta has approved in advance. Every message goes out from the company's official business account.

So what are HSM templates? They are structured messages with fixed wording and variable parameters that Meta reviews before you can use them. Templates guarantee that your messages follow WhatsApp policy and that they get delivered.

What sets an official broadcast apart

• The message comes from the company's official account with its name and logo

• You can message first any customer who agreed to receive messages

• Images, documents, video and buttons in the template

• For every recipient you see whether the message was delivered and read

• Broadcasts follow Meta's rules instead of working around them like QR-connected numbers

A blue tick does not come with broadcasts: it is a separate Meta badge with its own criteria, and you do not need it to send broadcasts.

Types of HSM templates for official broadcasts

HSM templates fall into three main categories depending on their purpose and price. Each type has its own pricing rules and content limits.

Marketing templates

Marketing templates are built for promotions, sales, product launches and announcements. Sending one costs $0.086. These templates face the strictest review.

Typical Marketing templates:

• Discount and sale announcements

• New product or service launches

• Event invitations

• Seasonal greetings with a special offer

Utility templates

Utility templates cover transactional notifications and essential information. The price is $0.0286 per message, and review is faster than for Marketing templates.

Where Utility templates fit:

• Order confirmations and status changes

• Delivery updates

• Appointment and booking reminders

• Payment and invoice information

Authentication templates

Authentication templates carry one-time passwords (OTP) and verification codes. They cost $0.0286 per message. Their text is standard and set by Meta: the code and a warning not to share it.

Setting up an official WhatsApp broadcast in WazzaBee

Getting official broadcasts running in WazzaBee takes only a few steps. The platform handles most of the technical work for you and gives you a clean interface for building campaigns.

Step 1: connect the WhatsApp Business API

To start sending official broadcasts you need the ENTERPRISE plan at $68/month, which includes a shared inbox for conversations, broadcast features and a starting WABA balance. Messages themselves are paid at the rates on top of the subscription.

1. Sign up for WazzaBee

2. Choose the ENTERPRISE plan

3. Verify your business account through Facebook Business Manager

4. Confirm your phone number with a code by SMS or call

Step 2: build your HSM templates

In WazzaBee, open the Templates section and create the HSM templates you need:

1. Pick the template type (Marketing, Utility or Authentication)

2. Write the message text with variable parameters

3. Attach media files if you need them

4. Submit the template to Meta for review

5. Wait for approval: Meta sets the review time

Step 3: import your audience

Upload the audience as a CSV, TXT or Excel file, or paste the list straight into the window. A ready table template can be downloaded in the dashboard.

WazzaBee removes duplicate numbers on its own and shows how many it found. Keep numbers with the country code, for example +7 701 123 45 67 or +996 555 123 456. A Kazakhstan number written with a leading 8 is converted to +7 automatically. Only send broadcasts to people who agreed to receive messages from your company.

Building official broadcast campaigns that work

The success of an official WhatsApp broadcast comes down to planning, content quality and precise targeting. WazzaBee gives you every tool you need to run campaigns that pay off.

Planning your content strategy

An effective broadcast starts with a clear picture of your goals and your audience. Decide which type of message will actually be relevant to your customers:

• Informational notifications (order status, reminders)

• Promotional campaigns (discounts, sales, new arrivals)

• Service messages (support, instructions)

• Personalised offers

Personalising messages

HSM templates support variable parameters, so every message can be tailored to the recipient:

• {{1}}: customer name

• {{2}}: order number

• {{3}}: purchase amount

• {{4}}: delivery date

Here is what a personalised template looks like:

“Hi {{1}}! Your order No. {{2}} for {{3}} ₸ is ready for pickup. We're waiting for you at 150 Abay Street, Almaty.”

The best time to send

Looking at how WhatsApp users in Kazakhstan behave, a clear pattern emerges:

• Weekdays: 10:00-12:00 and 16:00-19:00

• Weekends: 11:00-14:00

• Never send between 22:00 and 8:00

• Account for time zones across regions

Official broadcast statistics and analytics

For every broadcast WazzaBee shows a status card and a recipient table. While the broadcast is running, the figures refresh on their own every 5 seconds.

Which metrics you see for a broadcast

• Total numbers: how many recipients are in the audience;

• Sent: the message has left for WhatsApp;

• Delivered: the message reached the phone;

• Read: the recipient opened the message;

• No WhatsApp: the number has no WhatsApp;

• Error: not delivered, the reason is recorded for each recipient;

• Remaining: numbers the queue has not reached yet.

What to do with undelivered messages

The dashboard splits errors into three groups: can be resent later, do not resend because Meta will not let it through, and fix the template or data first. Each group, as well as delivered or read recipients, can be downloaded as a CSV file and uploaded as a new audience.

Across WazzaBee client broadcasts in 2026, 63% of numbers received the message and 70% of those read it. How to read these figures and what to do with errors is covered in the article WhatsApp broadcast analytics via WABA.

WhatsApp policy compliance and best practices

Working successfully with official WhatsApp broadcasts means following Meta's policies and international communication standards to the letter. Break the rules and you risk losing the account, and everything you invested in setting up WABA.

Core WhatsApp Business Policy requirements

Meta sets firm rules on the content and frequency of official broadcasts:

• No spam and no intrusive messaging

• An opt-out option is mandatory

• Content must match your declared business category

• Prohibited goods and services may not be sold

• Copyright must be respected in media content

Controlling send frequency

WazzaBee automatically paces your sending so the account stays safe:

• Meta limits how often one recipient gets marketing messages: over the limit the message is not delivered, with error 131049

• Utility messages: unlimited when there is a legitimate business reason

• Authentication messages: only when the user asks for one

• Automatic delay between messages in bulk campaigns

Content quality and review

To get HSM templates through review on the first try, follow these rules:

• Write in clear, correct language

• Avoid pushy sales phrasing

• Include a clear call to action

• Show how to get in touch and how to opt out

• Test templates before you send at scale

CRM integrations that automate your broadcasts

A bulk broadcast to your base is launched from the WazzaBee dashboard. From Bitrix24 and amoCRM, templates go out automatically on a pipeline event: to one customer at the right moment rather than to the whole base at once.

Bitrix24 integration

Once the WazzaBee app is installed in Bitrix24, you get robots:

• "Send WABA template". Put it on a deal stage or in a business process, and it sends an approved template when the deal reaches that stage.

• "Send SMS" via WazzaBee. The standard Bitrix24 robot messages the customer in WhatsApp or Telegram.

Customer replies arrive in Bitrix24 open channels. More on the WhatsApp for Bitrix24 page.

Working with amoCRM

The WazzaBee widget has a Salesbot step. It sends an approved template with deal fields filled in, and the bot gets the result, sent or not, and moves the deal down the right branch. More on the WhatsApp for amoCRM page.

Bulk broadcast statistics are not passed to the CRM: check delivery and reads in the broadcast report in the WazzaBee dashboard.

Universal REST API

For any other CRM there is the WazzaBee REST API: sending messages and templates, message history, contacts and webhooks. A message is sent with POST https://api.wazzabee.com/api-gateway/v1/messages/send and the header Authorization: Bearer with your API key. Request fields and examples are in the API documentation.

What an official WhatsApp broadcast costs

The price of an official WhatsApp broadcast in WazzaBee has two parts: your monthly platform subscription and the per-message fee set by Meta.

WazzaBee plans

Official broadcasts run on the ENTERPRISE plan:

• Price: $68/month

• Included: conversations in a shared inbox, broadcast features, a starting WABA balance (messages are paid at the rates on top of the subscription)

• Discounts: six months −10%, a year −20%

• Trial: 7 days free on your first connection

Meta's per-message pricing

What you pay per message depends on the HSM template type:

• Marketing: $0.086 per message

• Utility: $0.0286 per message

• Authentication: $0.0286 per message

• Service: $0.0286 per message (replies to incoming messages)

You top up your WABA balance inside WazzaBee with a Visa/Mastercard, or by invoice if you are a registered company.

Working out the cost of a campaign

Here is the maths for a 1,000-message Marketing broadcast:

• ENTERPRISE subscription: $68/month

• Message cost: 1000 × $0.086 = $86.0075

• Total: the subscription plus $86.0075 for messages

How businesses use official WhatsApp broadcasts

Companies across Kazakhstan are already putting official WhatsApp broadcasts to work in very different industries. Here are the scenarios that pay off best.

Online stores and e-commerce

Online retailers use official broadcasts for:

• Order confirmations and delivery status updates

• Abandoned cart reminders

• Sale and seasonal promotion announcements

• Personalised product recommendations

In e-commerce WhatsApp broadcasts usually bring more orders than email marketing.

Medical and dental clinics

Healthcare providers use broadcasts for:

• Appointment reminders

• Alerts that test results are ready

• Information about preventive care programmes

• Booking confirmations and schedule changes

Training centres and courses

Education providers use official broadcasts for:

• Class start notices and schedule changes

• Homework and exam reminders

• Announcements of new courses and programmes

• Graduation congratulations

Financial services and banks

Financial institutions use broadcasts for:

• Transaction and balance change alerts

• Loan payment reminders

• News about new products and terms

• One-time passwords for authorisation

Alternatives to official broadcasts in WazzaBee

Beyond official WhatsApp broadcasts through WABA, WazzaBee offers other ways to reach customers at scale through messengers.

Why not to broadcast through a QR code

An ordinary number connected by QR code works around Meta's rules. Meta bans such numbers for bulk sending, and the contact list and the whole chat history go with the number. The right way to broadcast is the official WhatsApp Business API.

What about broadcasts in Telegram?

A Telegram bot connects to WazzaBee with a BotFather token and works as a chat channel: customer messages arrive in the shared inbox. The starter bot costs $0 a month, the unlimited plan $45 a month.

There are no bulk Telegram broadcasts in the WazzaBee dashboard. You can message a customer in Telegram automatically from Bitrix24 with the "Send SMS" robot via WazzaBee.

Can one broadcast go to WhatsApp and Telegram at once?

No. One WazzaBee broadcast goes out through one WhatsApp line, and each broadcast has its own statistics. To duplicate an important notification in Telegram, use a Bitrix24 robot triggered by a deal event.

An official broadcast through WazzaBee follows Meta's rules, and you see delivery and reads for every recipient.

To start, sign up for WazzaBee and connect your number: it takes 15 minutes. A new line works on a 7-day trial, and a welcome bonus of $1.11 lands on the balance.