Broadcasts
Send WhatsApp campaigns to opted-in audiences using your Meta-approved templates.
A broadcast sends a WhatsApp template message to an audience. It's how you run product launches, restock announcements, offers, and re-engagement.
Broadcasts require a paid plan. Paid plans have no cap on broadcast messages.
Before your first campaign
Three things must be in place:
- An approved template. Submit it early — Meta review usually takes minutes but can take a day. See Message templates.
- An opted-in audience. Contacts who haven't consented are skipped. See Audiences.
- A connected WhatsApp channel. See WhatsApp setup.
Sending a campaign
Choose the WhatsApp account and number
If you have more than one connected, pick which sends.
Select an approved template
Only Approved templates in the right language appear. Pending, rejected, and paused ones don't.
Choose an audience
A segment, a CSV upload, or all contacts. Segments are the right default.
Review eligibility
Enscale shows eligible recipients, skipped recipients, and why each group was skipped. Read this before continuing — it's your last check that you're messaging who you think you are.
Schedule or send
Send now, or schedule. Scheduled campaigns use your configured timezone.
Monitor delivery
Watch it progress live through sent, delivered, read, and failed.
Campaign states
| Status | Meaning |
|---|---|
| Draft | Created, not sent. |
| Scheduled | Queued for a future time. |
| Running | Currently sending. |
| Completed | Finished. |
| Cancelled | Stopped before or during sending. |
| Failed | Could not run. |
Why contacts get skipped
| Reason | Meaning |
|---|---|
| Not opted in | No WhatsApp consent on record. |
| Opted out | The contact unsubscribed. |
| Invalid phone number | Unparseable or unreachable. |
A segment of 1,000 sending to 850 is normal, and it's the system protecting you. Messaging people who never opted in — or who explicitly opted out — is what gets a WhatsApp number restricted by Meta.
If your skip rate is consistently high, collect more opt-ins. A coupon popup is the most effective way.
Delivery states
| State | Meaning |
|---|---|
| Pending | Queued. |
| Sending | In flight. |
| Sent | WhatsApp accepted it. |
| Delivered | It reached the device. |
| Read | The customer opened it. |
| Failed | Delivery failed. |
| Opted out | Skipped for consent. |
Sent and Delivered are different. A large gap usually means numbers that aren't on WhatsApp.
Campaigns are sent through a rate-limited queue, so a large send progresses steadily rather than hitting Meta's limits and failing.
What it costs
Two separate meters:
- Enscale counts one broadcast message per recipient. Unlimited on paid plans.
- Meta charges per delivered conversation, priced by recipient country and template category.
Before sending, Enscale shows the template category, eligible count, and an estimated Meta charge range where available. See Meta template charges.
Marketing templates cost meaningfully more than utility ones. A 10,000-recipient marketing campaign is a real expense — check the estimate.
Sending campaigns that work
Narrow beats broad. 500 relevant recipients outperform 5,000 generic ones, and cost a tenth as much at Meta.
Test small first. Send to 50 before 5,000. A badly-worded template is much cheaper to discover early.
Watch frequency. More than roughly one campaign a week drives opt-outs, which permanently shrinks your reachable audience.
Use Format link. In the workflow that follows up, wrap URLs in a Format link node so the resulting revenue is attributable. See Revenue attribution.
Be ready for replies. A campaign to thousands generates inbound messages. Each reply opens a 24-hour service window and counts as a conversation against your plan — make sure someone's covering the inbox.
Campaign responses
The Campaign Response trigger fires when a contact replies to a campaign message. Use it to route replies to the right person, tag engaged contacts, or start a follow-up flow.
Replying opens the service window, so a follow-up can be a free-form message rather than another template.
Troubleshooting
| Problem | What to check |
|---|---|
| Template not selectable | Must be Approved, in the campaign's language, on the right WhatsApp account. |
| Eligible count much lower than segment | Opt-in and unsubscribe status. Expected. |
| Campaign won't start | Free plan, or no approved template. |
| Everything failed | Check channel status and template status — the template may have been paused. |
| Sent but not delivered | Numbers may not be on WhatsApp. |
| Meta charge higher than expected | Check the template category and recipient countries. |
Next steps
- Audiences — who a campaign reaches.
- Message templates — what you send.
- Meta template charges — what Meta bills.