Boost Engagement with WhatsApp Business API Notifications

With over 2 billion users worldwide, WhatsApp is one of the most widely used messaging platforms today. Every day, around 100 billion messages are sent across WhatsApp, Messenger, and Instagram Direct - making WhatsApp an essential channel for brands looking to engage customers where they are.

To help businesses take full advantage of this momentum, WhatsApp has introduced expanded capabilities for proactive communication. Using WhatsApp Business API notifications, businesses can now send timely, personalized updates to opted-in users throughout the customer journey.

Why Use WhatsApp Business API Notifications?

Customers expect brands to meet them on the channels they use most. In many markets, WhatsApp has become the top choice for personal and professional communication. If your business is not present on WhatsApp, you risk missing out on meaningful engagement with your audience.

WhatsApp’s recent updates now make it easier for brands to send non-transactional proactive messages - including personalized offers, restock alerts, and helpful reminders—if users have opted in to receive them.

What’s New in WhatsApp Business API Notifications?

The WhatsApp Business API previously supported only transactional messages (e.g., shipping updates or confirmations). Now, selected countries can send a broader range of proactive notifications.

Highlights of the update:

• Expanded categories of non-transactional messages

• Use cases include product recommendations, promotions, alerts, and reminders

• Opt-in from customers is still required

• Message templates must be submitted under one of 11 categories (e.g., “alert update”)

• Template approval and policy compliance still apply

These updates are available in countries including the UK, Germany, Brazil, the US, Singapore, Netherlands, South Africa, and more.

Best Practices for Using WhatsApp Business API Notifications

1. Relevance

Your message must be relevant to the user - whether it is based on a recent purchase, their location, or customer profile.

2. Timing

Send notifications only when timely and appropriate. Irrelevant or poorly timed messages can lead to opt-outs or reports.

3. Expectations

Users must opt in to receive notifications from your business. Clearly set expectations about the type of messages they will receive, and provide an easy way to opt out.

Examples of WhatsApp Notification Use Cases

If your customer has opted in, here are ways to use WhatsApp Business API notifications to drive value:

• Reminders for subscription renewals, account upgrades, or expiring offers

• Product alerts when items are back in stock or on sale

• Abandoned cart notifications to recapture lost sales

• Helpful alerts such as loyalty status updates or delivery reminders

These proactive notifications support a stronger customer journey, build trust, and boost conversion rates.

Meeting the Opt-In Requirements

WhatsApp requires businesses to:

• Clearly state the customer is opting in to receive messages via WhatsApp

• Mention the name of the business explicitly

• Ensure compliance with all applicable local laws and data privacy regulations

You can collect opt-ins via:

• WhatsApp threads

• Website forms

• IVR flows

• QR codes

• In-person touchpoints

• Ads that click to WhatsApp

Be sure to explain the value of opting in, and keep communication clear and user-friendly.

Add WhatsApp to Your Strategy

The new rules for WhatsApp Business API notifications open new doors for customer engagement - if done right. From back-in-stock alerts to loyalty campaigns, this channel is now more flexible than ever.

LINK Mobility helps you:

• Integrate WhatsApp into your messaging mix

• Ensure template compliance and approval

• Collect opt-ins effectively

• Automate notification flows

• Scale with security and control