Broadcast list on WhatsApp: how to create, limits and alternatives

A broadcast list is WhatsApp's native feature for sending the same message to multiple contacts at once — each one receives it as an individual conversation, without knowing that others have received it. It works, it's free and has a limit that knocks down most campaigns: only delivers to those who have your number saved in their phonebook. This guide shows you how to create yours, the real limits and when to go for an alternative.

How to create a broadcast list (step by step)

On Android:

1. Open WhatsApp and tap the three dots in the top right corner.
2. Select "New broadcast".
3. Select contacts (up to 256 per list) and confirm.
4. Write and send — each contact receives as an individual conversation.

On iPhone:

1. In the Conversations tab, tap "Broadcast Lists" at the top.
2. Tap "New list" and add contacts.
3. Send normally.

Responses arrive in separate, normal conversations. The recipient does not see that the message came from a list. To edit later: open the list → list data → add/remove recipients.

Can you create a broadcast list on WhatsApp Web?

Not natively — WhatsApp Web does not have the ability to create broadcast lists; it only displays the ones you created on your cell phone. Those who work via computer and need to send in volume use an extension: on Zapext, selection by label replaces (advantageously) the list, directly from WhatsApp Web and with automatic intervals between sends.

The limit that no one tells you

The broadcast list only delivers to contacts who have saved your number in their diary. Lead that arrived yesterday through the announcement and never saved you? Doesn't receive it. Old customer who changed cell phones and lost their diary? Doesn't receive it. In practice, a large portion of your base simply doesn't see the message — and WhatsApp doesn't notify you who was left out.

Other practical limits:

• 256 contacts per list — larger base requires creating and maintaining multiple lists manually.
• No segmentation — the list is static; You can’t filter by interest, stage or behavior.
• No booking — shipping is instant, manual.
• No metrics — you don't know the response rate or who received it.

Broadcast list vs segmented campaign

Criterion	Broadcast list	Targeted campaign (extension)
Range	Only those who saved your number	All base with opt-in
Limit	256 per list	Safe cadence limit
Segmentation	Manual and static	By tags and filters
Customization	Single text	Variables (name, context)
Scheduling	No	Yes
Metrics	No	Response rate per campaign

The broadcast list remains useful for small and loyal groups — house customers who certainly have your number saved. For the rest, the campaign targeted by tags resolves range and adds customization and measurement.

When the broadcast list is sufficient

• Announcements for internal team or close partners.
• Notices for recurring customers (monthly subscribers, subscribers) who have their contact saved.
• Small groups (up to a few dozen) in which you confirm the registration of the number one by one.

When to migrate to segmented campaign

• Base over ~100 contacts with varied origins (ad, website, referral).
• Need to separate messages by interest — promotion of X only for those who asked about X.
• Recurring campaigns that require scheduling and reporting.

The potential justifies the upgrade: messages on WhatsApp have an open rate above 90%^[1] — the bottleneck is almost never reading, it’s delivery and relevance.

What to send (content that works in broadcast)

• Notice with deadline — "last vacancies", "promotion until Friday". Real urgency, never fake.
• Relevant news — new product, special opening hours, change of address.
• Useful content — quick tip for your niche. Keeps the base warm without selling.
• Date Message — happy birthday, happy holidays. High response, low friction.

What DOESN'T work: The same generic offer every week. Healthy frequency: 2-4 sends per month to the same list. Above that, the silent "block contact" eats your base without you noticing.

Care in any format

Broadcast list is not a license for spam. The rules apply the same: only send to those who have consented (the LGPD requires a legal basis for active contact^[2]), offer easy exit and maintain reasonable frequency — WhatsApp policy punishes unwanted mass sending pattern^[3], including via broadcast list. Those who use extension campaigns gain automatic cadence as extra protection; Those who use a native list need to police themselves manually.

How to do it in practice with Zapext

Na Zapext extension, the path is: apply tags in contacts (origin, interest, stage), create a list filtering by label and send messages with automatic intervals between sending — directly from WhatsApp Web, without depending on who saved your number or not. The complete step-by-step guide is in the guide secure bulk messaging.

Sources

1. [1] Email open rate vs messaging open rate benchmarks — Sinch (MessengerPeople) (2024). accessed 2026-05-19.
2. [2] WhatsApp Business Messaging Policy — WhatsApp (2024). accessed 2026-05-19.
3. [3] Guia Orientativo — LGPD para pequenas empresas — ANPD (Autoridade Nacional de Proteção de Dados) (2022). accessed 2026-05-19.