The not-so-basic basics: WhatsApp marketing in 2026
Dotdigital’s 2026 Global benchmark report proves just how strong mobile engagement has become, with channels like SMS, MMS, and WhatsApp delivering click-through rates far higher than email.
In this final blog in our not-so-basic basics series, where we look at essential marketing channels with a fresh lens for 2026, we’re turning our focus to WhatsApp marketing.
Przemek Szustak, Senior Product Manager, is sharing his experiences, advice, and knowledge on WhatsApp. Sharing why the channel performs so strongly, how brands can use it effectively, and how to do so without crossing the line into spam.
What is WhatsApp marketing?
First up, what is WhatsApp marketing? Many of us use WhatsApp with friends and family, and the app has over 3 billion users worldwide. WhatsApp is sometimes classed as a social media platform, but it is more of a messaging app than a typical social media platform.
WhatsApp marketing is the use of WhatsApp to communicate with customers via opt-in messages that feel conversational, timely, and personal. Brands typically use it to deliver rich media messages through WhatsApp Business, including:
- Promotions
- Updates
- Documents
- Customer support interactions
Because WhatsApp is primarily used to talk to friends and family, it’s a more intimate channel than email or SMS, which makes relevance, consent, and message quality especially important. When done right, WhatsApp marketing can feel incredibly helpful and natural, making a great customer experience.
The benefits of rich media mobile marketing
Rich media mobile marketing goes beyond plain text. WhatsApp supports images, PDFs, emojis, and special characters, allowing brands to create expressive messages that still render perfectly across Android, iPhone, and desktop devices.
Two trends are driving its growth:
1. A shift back to organic channels
- Paid digital advertising costs continue to fluctuate, and algorithms are constantly changing. This uncertainty is pushing brands to invest more heavily in owned channels like email, social, and messaging apps.
2. Mobile-first attention
- With people spending around five hours a day on their phones, rich media messaging offers a direct way to meet customers where their attention already lives.
Why WhatsApp marketing works
WhatsApp combines reach, familiarity, and functionality in a way few channels can match. 71% of adults are more likely to purchase from a company they can contact via messaging.
What are the average engagement rates for WhatsApp?
- Open rate: 66.6%
- Click-through rate: 51.1%
- Delivery rate: 94.7%
These benchmarks reinforce WhatsApp’s role as a high-attention, high-impact channel when messages are relevant and well-timed.
WhatsApp vs SMS vs email: choosing the right channel
There’s no single “best” channel; the strongest strategies use email, SMS, and WhatsApp together, each playing a distinct role.
- Email is ideal for storytelling, longer-form content, and ongoing relationship building
- SMS excels at urgency, alerts, and time-sensitive actions
- WhatsApp bridges the gap with rich, conversational messages that feel personal and interactive
The key is understanding when to use each channel and how they complement one another, rather than treating them as standalone tactics.
The Dotdigital channel playbook breaks this down in detail, sharing the pros and cons of each channel so you can decide which channel to use, when to use it, and how to make them all work together seamlessly.
How to use WhatsApp for marketing (without being spammy)
Because WhatsApp is such a personal space, brands need to be extra mindful of the messages they’re sending.
- Avoid excessive messaging. Even when you have exciting updates to share, resist the urge to over-message. Customers value brands that respect their time.
- Send relevant, valuable content. Every message should have a clear purpose for the recipient. Irrelevant or repetitive messages are one of the fastest ways to be marked as spam.
- Respect opt-outs immediately. Any request to stop receiving messages should be honored straight away. This protects trust and your sender reputation.
WhatsApp compliance, consent, and Meta’s rules
You can message anyone on WhatsApp as long as you stick to Meta’s rules and guidelines. Because WhatsApp is powered by Meta, there are strict rules designed to keep the channel high-quality.
Mandatory templates
All business-initiated WhatsApp messages (except direct replies) must use pre-approved templates. These act as structured frameworks that Meta reviews to prevent spammy behavior.
Template categories
Templates fall into two main categories:
- Marketing: Flexible templates used for promotions, announcements, and awareness campaigns.
- Utility: Transactional messages triggered by customer actions, such as order confirmations. These must include specific details, like an order number. Utility messages sent within an active customer service window are typically free.
Get more information on this in our WhatsApp playbook, or speak with Dotdigital to discuss how WhatsApp can work for your brand.
Best practices for building a strong WhatsApp sender reputation
WhatsApp is built on quality over quantity. When brands first start using the channel, Meta may limit daily send volumes until responsible behavior is established.
How to build a strong WhatsApp sender reputation:
To ramp up safely and effectively:
- Create a complete, professional WhatsApp Business profile
- Obtain explicit opt-in before sending messages
- Personalize templates wherever possible
- Monitor engagement and delivery closely
- Limit marketing message frequency
The faster you prove you’re a responsible sender, the more flexibility you gain.
WhatsApp marketing use cases to inspire your strategy
WhatsApp works best in moments that matter. Common high-performing use cases include:
How to use WhatsApp for marketing
- Birthday messages: Stand out on a customer’s special day and build an emotional connection on a channel where birthday messages are already flowing in from friends and family.
- Promotions and exclusive offers: Share time-sensitive deals with imagery and direct links to drive click-throughs
- Transactional updates: Send important updates like order confirmation and delivery tracking
- Customer support and follow-ups: Use the 24-hour conversation window to resolve questions quickly and personally
Different industries apply these use cases in different ways, but the common thread is relevance, timing, and respect for the customer’s attention.
You can explore all seven WhatsApp use cases in our full WhatsApp playbook.
WhatsApp marketing in 2026
We are starting to see WhatsApp take root as a marketing channel, and the potential of what it can offer is still untapped for many brands. Most people use it to chat with friends and family, so marketers should keep its personal nature in mind and focus on sending relevant, timely, and personalized messages.
WhatsApp stands out from other channels, driving strong performance with high open and click-through rates and delivering exceptional ROI. WhatsApp is used in over 180 countries, and over 200 million businesses are already using WhatsApp Business.
Check out the other blogs in this series to stay up to date on the marketing channels that matter most in 2026. You’ll find expert guidance on email engagement, email deliverability, and SMS marketing.
All benchmarks in this blog are from Dotdigital’s 2026 Global benchmark report. Check out the full report for more marketing channel benchmarks, expert advice, and numbers unique to your industry and region.
