A campaign is a send of the same message to many contacts at once — for promotions, check-in or payment reminders, reactivating contacts, or announcements. It lives in the Campaign panel, with the Create campaign button and three summary cards: total, in progress, and completed.
⚠️ Important: WhatsApp is designed for conversations, not for bulk mailing. Excessive promotional use can lead WhatsApp to block your number — watch the frequency and the quality of your lists.
How to create a campaign
- Sending number / account — if you have more than one channel of the same type, choose which one to send from. Recipients are restricted to that channel and the send goes out through that same channel. (With a single channel, this step doesn't appear.)
- Campaign name — between 5 and 50 characters.
- Campaign date — start date and time (in the future, up to a year out). The platform calculates the estimated completion based on recipients and the daily limit.
- Select template — choose a WhatsApp-approved template. You'll see the message preview. (Campaigns don't currently support templates with variables.)
- Audience filters — combine: Tags, Conversation status (open / closed / all), Funnel and stage, Customer status (with its loss reason), Country, and Date queried (the date range in which the contact wrote to you).
- Review the recipients panel: Users reached, Daily limit, Sends per day, and Approx. cost per message.
- Save draft (it stays in Draft status to launch later) or Create campaign.
ℹ️ If you use the standard WhatsApp connection (QR code), when you create the campaign you'll see a notice: it's a connection meant for individual use, with limitations in stability and volume. For bulk sends, the recommended channel is the official WhatsApp API.
Campaign statuses
| Status | What it means |
|---|---|
| Draft | Saved without launching. Launched with the Launch action. |
| Pending | Scheduled, waiting for its start date and time. |
| Sending | In progress: messages go out respecting the daily limit. |
| Paused | Stopped manually with Pause; resumed with Resume. |
| Campaign paused automatically | Another campaign was active at the moment of launch. You can start it manually once the previous one finishes. |
| Completed | All sends have finished. |
| Failed | The campaign couldn't be completed; check the failed-recipients detail. |
Sending speed
- Official WhatsApp API: up to 3 messages per second.
- Standard connection (QR): roughly 1 message per minute, to protect the number.
That's why a 350-recipient campaign over the API finishes in minutes, while one of 2,000 spreads over several days (batches of up to 350 per day).
The limits (the most asked-about part)
- WhatsApp limits how many campaign messages you can start per day, based on your number's tier: from 250 (unverified number) up to 100,000 (top tier). The tier goes up on its own after maintaining good quality for about a week — and goes down if users report or block you.
- WeSpeak adds a protective brake: a maximum of 350 messages per day (or 80% of your WhatsApp limit, whichever is lower), to safeguard your number's health. In practice, an unverified number caps at 200 per day (80% of 250); from the 1,000 tier onward the cap reaches 350.
- This cap can be raised case by case if your number is verified, with high quality and healthy contact lists — contact support to have it assessed (it's not automatic).
- A large campaign is automatically spread over several days.
- There can only be one active campaign at a time: if you launch another, it lands in the "Campaign paused automatically" status and you can start it manually once the previous one finishes.
Your number's quality
WhatsApp rates each number with three quality levels — High, Medium, and Low — based on how many people report you as spam, block you, ignore your messages, or whether you send disproportionate volumes. You can view it in Meta Business Manager.
| Quality | What it implies |
|---|---|
| High | All good; the tier (and your daily limit) can go up. |
| Medium | Warning: it's best to pause bulk sends and improve the list or message before continuing. |
| Low | WhatsApp reduces your daily limit. If it continues, there's a risk of blocking. |
⚠️ A permanent block is irreversible: the number becomes unusable and isn't recovered. And if you have several numbers under the same WhatsApp Business account, misuse of one can lead to restrictions on the entire account.
Best practices
Before sending
- Verify that your number's quality is High (Meta Business Manager). Only send high volume in that state.
- If it's the first campaign with that template, test first with 50–100 recipients.
- Segment the audience with the filters: a relevant message for each group performs better than the same text for everyone.
- Exclude those who asked not to receive more (tag them and filter by that tag).
- Schedule at a reasonable time for the recipient.
During and after
- Watch the response rate in the first few hours: if no one replies, the message isn't connecting.
- If failures exceed 10%, there's a problem with the list — stop and clean it up.
- If the number's quality drops to Medium, don't launch another campaign until you understand what happened.
- Tag those who replied to use them as a "warm" audience in the next campaign.
Which list works (and which is risky)
- Healthy contacts: those who wrote to you first, come from a booking or an ad, or interacted in the last 30–90 days.
- Risky contacts: those who never interacted with you, the ones imported or bought from another platform, and those with more than 6 months without contact. Bought lists are the fastest route to a block.
The results
Each campaign shows its Send status with four metrics:
| Metric | What it means |
|---|---|
| Sent | Reached the recipient's phone (double gray check). |
| Opened | The recipient opened it (double blue check). |
| Failed | Couldn't be delivered (invalid number, no WhatsApp, blocks). |
| Pending | Still waiting their turn to be sent. |
💡 Healthy campaign benchmark: delivered above 90%, read above 50% in the first 24 h, failures below 5%.
For each campaign you can: View detail, Launch, Pause, Resume, or Delete.
Frequently asked questions
Why didn't my campaign go out in full today?
It exceeded the daily limit: the rest is sent automatically over the following days.
Can I use any template?
Only approved WhatsApp templates. Pending or rejected ones don't appear for you to choose.
My template is approved but doesn't appear in the list.
It most likely has variables ({{1}}, like the customer's name): campaigns only support templates without variables, because the same text goes to many recipients. Create a version without variables and send it for approval.
Can I send a video in the campaign?
Yes, in two ways: with an approved template that has the video in its header (those are created in Meta Business and brought in with Sync with Meta in Templates), or by pasting the link to the video (YouTube, public Drive) in the template text.
Can I send campaigns via Instagram or Facebook?
Yes, they're also available as a campaign channel. The recommended one for bulk sends is WhatsApp API.
Why did so many messages come out as failed?
The most common causes: invalid numbers or numbers without active WhatsApp, an old list with outdated contacts, recipients who blocked your number, or a temporary channel disconnection. If failures exceed 10%, clean the list before the next campaign.
Why did my number's quality drop after a campaign?
It's usually due to sending to cold contacts (who never wrote to you), a message that annoyed the audience, repeating campaigns to the same audience within a few days, or spam reports. Pause the sends, review the list and content, and resume when the quality returns to High.
Can I raise the 350-messages-per-day cap?
It's assessed case by case: you need the number verified with High quality, a good campaign history (high delivered and opened, low failures), and lists of your own — never bought. Write to support with those details.
I have two WhatsApp numbers, which one does the campaign go out from?
From the one you choose in the Sending number / account selector when creating it. Recipients are also restricted to that channel, so verify it's the right one before launching.