WhatsApp, with its extensive reach of over two billion monthly active users (MAU) and as a channel for personalized two-way communication, offers businesses the unique opportunity to connect with their customers through meaningful and timely conversations. Its conversational nature and ability to engage in real-time at scale, makes it an invaluable channel for businesses to send personalized promotions, streamline customer support, drive end-to-end commerce, and re-engage. However, to stay connected with users, businesses must ensure they not only offer high-quality conversational experiences but also that their messages aren’t intrusive and spammy.
In a recent development, WhatsApp is testing new ways to allow users to offer feedback on the type of messages they want or not want to receive. WhatsApp could introduce buttons such as Interest/Not interest or Stop/Resume for messages that fall under certain conversation categories. The move is testament to WhatsApp’s commitment to putting user experience at the forefront, even as it scales its platform to support businesses globally.
WhatsApp emphasizes that its users should be “in control of who’s chatting with you”, which is why businesses need opt-ins before engaging with customers. By empowering users to block or unsubscribe from WhatsApp spam and WhatsApp business messages, it reinforces its reputation as a trusted channel that values its community’s autonomy and privacy.
Why You Might Receive WhatsApp Marketing Messages
Each WhatsApp conversation category (Marketing, Utility, Authentication, and Service) is designed to serve a unique purpose allowing businesses to engage users while complying with strict messaging standards.
Marketing conversations, for instance, enable businesses to inform customers about special offers, new launches, or seasonal discounts. For example, a retailer might send a WhatsApp broadcast about Black Friday deals. However, if these messages are sent without clear opt-in from customers or lack relevance, they risk being flagged as spam. Opt-in and personalization are paramount to upholding customer trust.
Utility conversations offer transactional information such as order confirmations, delivery updates, and payment alerts. Authentication ensures security with OTPs and account verification processes, making it indispensable for safeguarding user trust. Service conversations help resolve customer queries and deliver seamless customer support, promoting a responsive and reliable experience.
WhatsApp’s proposed change will allow customers to choose one or more conversations most relevant to them, thereby enhancing their experience and ensuring businesses send only messages which customers have opted in to receive.
Meta’s Way To Improve User Experience on WhatsApp
Meta has introduced a slew of customer-first policies, including putting a cap of 256 recipients per WhatsApp broadcast, truncating the length of WhatsApp marketing messages to five lines, mandating opt-in, and introducing marketing messages lite to ensure businesses share meaningful content without being intrusive.
Together, these measures discourage businesses from adopting blanket marketing tactics that potentially erode customer trust and engagement. Instead, they encourage a more thoughtful approach, where businesses focus on building genuine connections through personalized, relevant, and interactions with prior consent. By limiting broadcast capacities and mandating consent, Meta ensures that businesses operate within a framework where customer experience takes precedence over aggressive outreach.
This significantly elevates the quality of interactions on WhatsApp, while setting a benchmark for responsible digital communication. Businesses are now motivated to refine their messaging strategies, so every touchpoint brings genuine value to customers.
Is Opt-Out and Unsubscribe the same on WhatsApp?
An “Opt-Out” refers to instances where customers can request not to receive any further messages from a business, either through in-app commands like replying with “STOP” or similar keywords. This action applies to all broadcast or promotional messages initiated by the business.
“Unsubscribe” is typically tied to specific broadcast lists or campaigns. It allows customers to exit a particular conversation without necessarily opting out of all communications with the business. For instance, a customer might unsubscribe from promotional updates while continuing to receive transactional or service-related conversations.
For businesses, these features reinforce customer autonomy and compliance with WhatsApp’s policies, fostering better engagement and minimizing spam-like interactions. To implement these options, businesses can use the WhatsApp API or Interakt’s tools offering tailored unsubscribe and opt-out workflows.
Methods to Unsubscribe from WhatsApp Marketing Messages
Keyword-based opt-out ("STOP" or "UNSUBSCRIBE")
One of the most widely adopted methods of unsubscribing is through the use of keywords like “STOP,” “UNSUBSCRIBE,” or “CANCEL.” This is an easy and quick way for users to opt out of marketing messages. When businesses use the WhatsApp Business API, they can configure to automatically process these keywords and remove the customer from their broadcast lists.
On Interakt, businesses can seamlessly set up “Opt-out” to allow customers to opt out of getting messages from a particular business.
This approach is simple but effective, ensuring that users don’t have to jump through hoops to stop unwanted communications. However, this method is only successful if businesses actually monitor and act on these keywords, which isn’t always the case. Failing to provide clear opt-out instructions could frustrate users and potentially lead to them blocking the business altogether.
Interactive buttons for opting out
WhatsApp’s interactive buttons, embedded within the message, are an efficient way for users to opt out. Businesses can integrate an “Unsubscribe” button in their promotional templates, allowing users to unsubscribe with a single tap. This method provides an excellent user experience, ensuring minimal friction in unsubscribing from unwanted communications.
However, it requires businesses to proactively design these options within the conversation flow, making sure the user interface is intuitive and easy to navigate. Missing this step might inadvertently alienate customers who want to control their communication preferences.
WhatsApp's "Report" Feature as a Final Option
Businesses refusing to comply with unsubscribe requests, or continue sending unwanted messages, risk being reported through WhatsApp’s reporting function. This option is a powerful tool for customers who feel their preferences are being ignored. Although this is a severe step for users, it is important for businesses to respect user boundaries to avoid escalating to this point.
Let’s now consider a scenario where a customer who opted out of receiving marketing messages, wants to subscribe back or opt in to future marketing messages from the business. Interakt offers conversation templates enabling users to “START” the conversation with the business they had previously asked to “STOP” sending them marketing messages, or any conversation category.
Best Practices For Businesses to Avoid Getting Unsubscribed On WhatsApp
To prevent users from resorting to extreme measures like blocking or reporting, businesses must adopt best practices recommended by Meta and WhatsApp Business API providers to avoid being reported for spam.
Obtain explicit opt-in
The foundation of a positive relationship on WhatsApp starts with consent. Businesses should ensure that customers have explicitly opted in to receive marketing messages. According to WhatsApp’s Business Policy, obtaining clear and unambiguous consent is mandatory before sending promotional content. Proper opt-in not only ensures compliance but also sets the tone for respectful, personalized communication.
Respect frequency and timing
Excessive messaging can lead to frustration and a higher opt-out rate. A study by KPMG found that over 50% of consumers stated that receiving too many promotional messages is a top reason for opting out. In addition to frequency, timing matters. Avoid bombarding customers during late hours or at inconvenient times. WhatsApp offers features to schedule messages for optimal times, ensuring businesses their content is sent when it’s most likely to resonate.
Offer clear unsubscribe options
While businesses should focus on keeping their audience engaged, it’s equally important to make it easy for users to unsubscribe if they no longer wish to receive messages. Providing an unsubscribe option, whether through a simple “STOP” command or a one-click button, ensures transparency and reduces frustration. As suggested by WhatsApp’s Business API, the easier it is for users to opt out, the better the relationship they will have with the brand, even if they choose to unsubscribe.
Drive two-way conversations
WhatsApp is not just a one-way communication channel. After all, it facilitates real-time conversations between businesses and customers. Businesses should encourage customers to reply to messages, ask questions, or share feedback. Engaging customers in dialogue not only makes them feel heard but also strengthens the relationship. By leveraging WhatsApp’s features like quick replies, and interactive buttons, businesses can add a personal touch to their engagement with customers.
Conclusion
On a personal channel such as WhatsApp, businesses must strike the right balance between sending promotional messages and non-promotional or non-marketing conversations to keep customers happy and engaged. By prioritizing compliance, transparency, and customer-centric communication, businesses can foster stronger, more meaningful relationships with their audience at scale.
