WhatsApp has evolved far beyond a messaging app; it has transformed into one of the most powerful communication tools for businesses worldwide. While most businesses are familiar with using WhatsApp for customer support or transactional messages, there’s a newer, high-impact use case gaining attention: sending subscription updates via the WhatsApp Business API.

 

If you’re looking to build long-term customer engagement, boost retention, and increase revenue through WhatsApp, subscription messaging is your best bet.

 

In this guide, we’ll break down exactly how to use the WhatsApp API for subscription updates, from opt-in to automation—along with best practices and real-world examples.

What Are WhatsApp Subscription Updates

WhatsApp Subscription Updates refer to non-transactional messages sent to users who have explicitly opted in to receive them. These messages fall under the “Marketing” category in WhatsApp’s message template classifications and are sent outside the standard 24-hour customer support window.

 

Examples include:

 

  • Weekly tips
  • Product launches
  • Monthly newsletters
  • Sale alerts
  • Upcoming event reminders

How WhatsApp API Enables Subscription Messaging

Using the WhatsApp Business API (via a provider like Interakt), businesses can:

 

  • Create and manage pre-approved message templates
  • Collect opt-ins via multiple channels
  • Automate recurring updates
  • Segment users based on behavior or preferences
  • Measure performance across campaigns

 

Let’s walk through the entire process step-by-step.

Step-by-Step: Using WhatsApp API for Subscription Messaging

Step 1: Get Access to WhatsApp Business API

To send subscription messages, you’ll need:

 

  • A verified Meta Business Account
  • A WhatsApp Business number
  • A WhatsApp Business Solution Provider (BSP) like Interakt

 

Once approved, your BSP will connect your business to the WhatsApp API.

 

Pro tip: Interakt offers a quick and easy onboarding process for WhatsApp API access, along with tools to manage opt-ins, templates, and automation.

Step 2: Collect Opt-ins from Users

WhatsApp requires user consent before sending subscription updates. This is not optional. The opt-in must clearly state:

 

  1. What kind of messages will the user receive
  2. How often do they receive them
  3. A link to privacy policy or opt-out instructions (recommended)

 

Ways to collect opt-ins:

 

  • Website pop-ups or forms with “Subscribe on WhatsApp”
  • Instagram/YouTube stories with “Click-to-WhatsApp” CTA
  • WhatsApp chatbots
  • QR codes in offline stores
  • Checkout pages or Thank You screens

 

Interakt lets you generate custom opt-in links, buttons, and pop-ups for easy integration across your customer touchpoints.

Step 3: Submit Message Templates for Approval

Every subscription message must be sent using a pre-approved template.

Templates should follow this structure:

 

  1. Category: “Marketing”
  2. Language: Match the language of the opt-in
  3. Content: Personalized, relevant, and value-driven

 

Example template:

 

 
Hi {{1}}, new arrivals just dropped! 🎉
Check out our fresh collection and get 15% off this week.
[Shop Now]
 
Interakt provides a built-in AI-powered template library with pre-tested samples and a simple submission process.

Step 4: Create Subscription Journeys or Campaigns

Once templates are approved and opt-ins are collected, it’s time to build journeys.

 

Using Interakt’s Campaign Builder or WhatsApp Automation:

 

  1. Schedule messages weekly/monthly
  2. Personalize based on name, location, past purchases
  3. Send dynamic content like product carousels or videos
  4. Trigger messages based on events (e.g., 30 days after sign-up)

 

Popular campaign ideas:

 

  1.  “Deal of the Week”
  2.  “New in Store”
  3. “Tips & Tricks Tuesday”
  4.  “Exclusive Subscriber-Only Sale”

 

You can also create behavioral triggers like:

 

  1. Send an update if the user hasn’t purchased in 30 days
  2. Nudge inactive users with content
  3. Cross-sell based on past purchases

Step 5: Monitor, Optimize, and Iterate

Interakt provides analytics for every campaign:

 

  1. Message sent, delivered, and read rates
  2. Click-through and conversion tracking
  3. Unsubscribes and opt-outs

 

Use these insights to:

 

  1. Optimize your content
  2. Test sending times
  3. Segment high vs. low engagement users

 

A/B testing templates and CTAs can help you refine what resonates with your audience.

Subscription Messaging vs. Transactional Messaging

FeatureSubscription MessagingTransactional Messaging
PurposeOngoing engagement, promotionsImmediate updates, confirmations
Message typeNon-transactionalTransactional
Customer opt-inExplicit opt-in requiredImplicit or user-initiated
API requirementPre-approved templateSession-based or template-based
Send windowOutside 24-hour windowWithin or immediately after
ContentOffers, updates, newslettersOrder status, payment confirmation

Use Cases for Subscription Messaging via WhatsApp API

E-commerce Brands

  1. Weekly product drops
  2. Cart recovery reminders (outside 24 hours)
  3. Styling tips or lookbooks

EdTech Platforms

  1. Daily motivation or study tips
  2. Course module updates
  3. Test reminders

Fitness & Wellness

  1. Weekly workout plans
  2. Recipe suggestions
  3. Mindfulness quotes

B2B SaaS

  1. Product release updates
  2. Educational content
  3. Monthly newsletters or community highlights

Travel & Hospitality

  1. Seasonal destination updates
  2. Weather alerts before a trip
  3. Loyalty program offers

Best Practices for Using WhatsApp API for Subscription Messaging

1. Prioritize Value, Not Just Promotions– Mix offers with educational or entertaining content.


– Think: “What’s in it for the user?”

 

2. Personalize Everything

– Use customer names, past purchases, or preferences.
– Segment based on behavior (new vs. repeat buyers).

 

3. Time It Right

– Avoid sending late-night or back-to-back messages.
– Test different send times to maximize engagement.

 

4. Make Opt-out Easy

– Always allow users to unsubscribe with a keyword like “STOP.”
– Respect preferences—consider opt-in frequency (daily, weekly).

 

5. Use Rich Media

– Add product carousels, images, emojis, and CTA buttons.
– Interakt supports multi-media formats directly through the APIs

Bonus: Combine Subscriptions + Payments for Full Funnel on WhatsApp

With UPI and third-party payment integrations (e.g., Razorpay, PayU), you can:

 

  • Share product updates

  • Collect payment in chat Confirm order—all within WhatsApp

 

Imagine sending a subscription update with a product link, and the user purchases right from the same chat. No redirections. No drop-offs.

 

Using the WhatsApp Business API for subscription updates allows brands to move from reactive communication to proactive engagement—without relying on crowded email inboxes or inconsistent social reach.

 

The combination of opt-in personalization, message automation, and in-chat interaction makes WhatsApp subscription messaging one of the most powerful marketing tools available today.

 

Whether you’re in retail, edtech, SaaS, or services, this feature can elevate your retention, repeat purchases, and brand recall if used right.

 

Get started with Interakt’s WhatsApp API today 

FAQs

1. Do I need special permission to send subscription messages?
Yes. You need to use the WhatsApp Business API via a provider like Interakt, and users must opt in to receive messages.

 

2. Can I automate subscription updates?
Absolutely. Using Interakt’s automation workflows, you can set up recurring messages, triggers, and drip sequences.

 

3. Is there a cost to sending subscription messages?
Yes. Meta charges a conversation-based fee under the “Marketing” category. The cost depends on the user’s country.

 

4. Can I send rich media in subscription messages?
Yes. You can include images, videos, carousels, and CTA buttons within message templates.

 

5. What happens if a user opts out?
You must immediately stop sending messages to that user. Interakt automatically manages opt-out requests.