The Dos and Don’ts Every WhatsApp Marketer Must Be Aware Of

WhatsApp marketing ain’t what it used to be, and every WhatsApp Marketer must be aware of this. There was a time when blasting out bulk messages to random numbers felt like a genius growth hack. But those days? Long gone. Now, it’s all about permission, personalisation, and conversations that actually matter.

Sure, you can still send promos and updates, but if you’re not building trust, respecting boundaries, and following WhatsApp’s rules, you’re setting yourself up for failure—or worse, a banned account. Users are smarter, pickier, and quicker to hit that block button if your messages feel spammy or intrusive.

So, what does this mean for your marketing game? Whether you’re running a solo hustle, managing a small business, or leading a big brand’s digital strategy, WhatsApp can be a goldmine—if you know the right way to play the game.

In this guide, we’re breaking down the ultimate dos and don’ts every WhatsApp marketer needs to know in 2025. 

From building trust and sending messages that convert, to avoiding common mistakes that could tank your entire campaign—this is your no-fluff roadmap to winning on WhatsApp the right way.

Let’s look into it.

Why WhatsApp Marketing Is Crucial in 2025

WhatsApp has evolved far beyond a basic chat tool. With features like Click-to-Chat ads, WhatsApp Channels, product catalogues, and payment integrations, businesses can now sell, serve, and support—all in one place. For marketers, it means:

• Higher open rates (98% on average).
  
• Faster responses compared to email or SMS.
  
• Deeper, more personal customer engagement.
  

Yet, to leverage this channel effectively, marketers must play by the rules—both technical and ethical. Let’s begin with understanding WhatsApp’s business landscape.

The Nitty-Gritty of  WhatsApp’s Business Ecosystem

WhatsApp offers two core tools for businesses:

1. WhatsApp Business App

Designed for small businesses, this app allows companies to set up a business profile, use quick replies, labels, and catalogue products.

2. WhatsApp Business API

Targeted at medium to large businesses, this solution supports automation, CRM integrations, chatbots, and bulk messaging (with permission).

Selecting the right platform is key to staying compliant and professional.

Top 10 WhatsApp Marketing Dos

Let’s explore what you should do as a WhatsApp marketer to ensure success and compliance.

1. Build an Opt-In List

WhatsApp is a permission-based platform. You must get users to willingly opt in before sending them marketing messages.

• Use website forms, lead magnets, or social media promotions to gain subscribers.
  
• Make it clear what kind of content they will receive.
  

Tip: A well-timed Click-to-Chat ad on Facebook or Instagram can drive high-quality opt-ins.

2. Use WhatsApp Business or API for Professional Messaging

Avoid using a personal WhatsApp number for business. It lacks branding and compliance.

• Set up a business profile with logo, working hours, location, and website.
  
• Use labels to organise chats and quick replies to save time.
  

API users can integrate with CRM, create automation flows, and schedule messages.

3. Personalise Messages

Customers do not want to feel like one in a thousand. Address them by name and tailor messages to their interests or previous interactions.

Example:
Instead of saying “Check out our new products!”, say “Hi John, we thought you might love these new arrivals in your favourite category: running shoes.”

4. Segment Your Audience

Different customers have different needs. Segment your audience by:

• Purchase history
  
• Location
  
• Gender
  
• Behaviour
  

This ensures relevance and increases conversions.

5. Offer Real Value

Your messages should solve problems, offer value, or enhance the customer’s experience.

Examples of valuable content:

• Exclusive discounts
  
• Educational tips
  
• Behind-the-scenes videos
  
• VIP updates or early access
  

6. Utilise Multimedia Smartly

Use images, videos, PDFs, voice notes, and location sharing to make your communication rich and engaging.

Best Practices:

• Compress files for quick loading
  
• Use high-quality visuals
  
• Always include captions or context

7. Time Your Messages Appropriately

Don’t message people at odd hours. Respect business hours and time zones.

Best times:

• Late mornings (10 am – 12 pm)
  
• Early evenings (4 pm – 6 pm)
  

Avoid weekends unless the audience expects it (e.g., retail offers).

8. Automate Responsibly

Chatbots and auto-replies can enhance user experience but must feel human.

Use automation for:

• Greeting new subscribers
  
• FAQs
  
• Booking confirmations
  
• Abandoned cart reminders
  

Avoid full reliance—keep human support available.

9. Use Broadcast Lists Over Groups

Groups can get messy and chaotic. Use broadcast lists to send the same message to multiple users privately, without exposing their contact info.

Bonus: Only contacts who have saved your number will receive broadcasts, ensuring high-quality reach.

10. Track Metrics and Optimise

WhatsApp marketing is not a one-time effort. Regularly track performance:

• Open rates
  
• Response rates
  
• Conversion rates
  
• Link clicks
  

Use tools like WhatsApp Business analytics or integrate third-party platforms.

Top 10 WhatsApp Marketing Don’ts

Now that we have the best practices down, let’s cover the biggest mistakes you must avoid.

1. Don’t Spam

Sending too many messages or irrelevant content will lead to:

• Users blocking you
  
• Complaints to WhatsApp
  
• Account restrictions or bans
  

Always be mindful of frequency and content.

2. Don’t Ignore WhatsApp’s Policies

WhatsApp enforces strict commerce and marketing policies.

Common violations:

• Promoting adult content
  
• Sending unsolicited bulk messages
  
• Using unofficial third-party tools
  

Stick to WhatsApp Business tools and follow their guidelines.

3. Don’t Be Overly Promotional

A constant stream of sales pitches will drive people away. Aim for the 80/20 rule:

• 80% value content
  
• 20% promotional messages
  

Build trust before selling.

4. Don’t Use Groups for Marketing

WhatsApp groups were not built for marketing.

Why you should avoid them:

• Members can spam each other
  
• Notifications can be overwhelming
  
• Admins have limited control
  
• No privacy for users

5. Don’t Send Messages Without Consent

Just because you have someone’s number does not mean you can message them.

Always ask permission. Unsolicited messages may be flagged as spam or reported.

6. Don’t Neglect Customer Support

WhatsApp is not just a marketing tool—it’s also a customer service channel. Ignoring customer queries will damage your brand.

Train your team to:

• Respond promptly
  
• Be polite and empathetic
  
• Escalate complex issues as needed
  

7. Don’t Ignore Message Frequency

Daily messages may feel intrusive unless explicitly welcomed. Aim for:

• 1–2 messages per week for general updates
  
• 3–4 messages only for active campaigns
  

Let users choose frequency preferences during opt-in.

8. Don’t Rely Solely on Text

Using only plain text limits engagement.

Instead, combine:

• Emojis (moderately)
  
• Images
  
• Videos
  
• Infographics
  
• Voice notes
  

Keep communication lively and effective.

9. Don’t Forget to Include CTAs

Messages without a clear call-to-action (CTA) leave users confused.

Examples:

• “Reply YES to claim your voucher.”
  
• “Tap below to browse the full collection.”
  
• “Share this with a friend and earn 10% off.”
  

10. Don’t Ignore Feedback

Customer feedback helps refine your strategy. Use feedback forms or simple polls.

Questions to ask:

• “Was this message helpful?”
  
• “Would you like to receive more tips like this?”
  
• “What would you like us to send next?”

Common WhatsApp Marketing Mistakes to Avoid

• Using personal numbers for business.
  
• Not setting business hours on auto-replies.
  
• Sending files that are too large.
  
• Using unofficial automation tools.
  
• Forgetting to verify your WhatsApp Business account.
  

Each of these can cost you trust, engagement, or even your account.

Legal and Ethical Considerations

WhatsApp marketers must stay aware of privacy and data protection laws such as:

• GDPR (Europe)
  
• CCPA (California)
  
• NDPR (Nigeria)
  

Key principles:

• Collect only necessary data
  
• Store it securely
  
• Allow users to opt out anytime
  
• Honour user privacy at all costs
  

Ethical marketing leads to long-term brand equity.

Future of WhatsApp Marketing

In 2025 and beyond, WhatsApp marketing will become even more advanced:

• AI-powered chatbots will become more intelligent and conversational.
  
• WhatsApp Pay adoption will grow in more regions.
  
• Click-to-WhatsApp Ads will dominate ad spending.
  
• Integration with e-commerce platforms will make WhatsApp a primary sales channel.
  

To stay ahead, keep learning and innovating.

Conclusion

WhatsApp marketing, when done right, offers unmatched personalisation, immediacy, and customer intimacy. But it is not a free-for-all. You must follow the dos to build trust and engagement and strictly avoid the don’ts to protect your reputation and avoid penalties.

Here’s a quick recap:

✅ Do: Build opt-in lists, personalise, segment, automate responsibly, and offer value.
❌ Don’t: Spam, ignore policies, message without consent, or rely only on text.

Your success depends not on how many messages you send, but how relevant, respectful, and value-driven those messages are. By staying customer-focused and compliant, WhatsApp can become your most powerful marketing ally in 2025 and beyond.