Broadcast messaging is sending a single message to a large group of recipients simultaneously. Each recipient receives the message individually — without seeing other contacts or being placed in a group chat. This is the default delivery mode for marketing campaigns, flash sales, order alerts, and any scenario where the same content goes to many people at once.
In SMS, broadcast means bulk sending through an API — every number on the list gets a separate delivery. In WhatsApp, the free Business app limits broadcasts to 256 contacts who must have saved the sender's number. The WhatsApp Business API removes both limits but requires pre-approved message templates. In Viber, broadcasts work through the Business Messages API with no contact cap and support for rich media, buttons, and images.
Broadcast is the delivery mechanism — it gets the message out. But sending the same message to an entire unsegmented list produces lower conversion and higher opt-out rates. The channel rewards relevance, not volume. Splitting a broadcast list into segments based on purchase recency, browsing behavior, or lifecycle stage is what turns a broadcast from a cost into a revenue driver.
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