How often should brands message on WhatsApp?

1- 2 Messages per Week → The Universal Sweet Spot

This is the safest, most effective frequency for most industries.
Why it works:

• Keeps your brand consistently visible

• Avoids overwhelming customers

• Maintains strong open & click-through rates

• Reduces opt-outs and spam complaints

Use this for: Weekly promo, New arrivals/ Services, Helpful insights & “We thought you’d like this” content. Think of this as your steady, relationship-building rhythm.

3-5 Messages per Week → High-Intensity Campaign Mode

Use this when your brand is in a period of heavy activity like festivals:

Why it works in these cases:

• High purchase intent justifies higher frequency

• FOMO-driven messages perform extremely well

• Users expect more frequent updates during sale seasons

But:
Only push 3-5 per week if:
Your audience has shown interest (clicked before), Campaigns are truly time-sensitive
You’re adding value (not repeating the same message)

Daily Messaging → Only When Value Is High & Expected

Daily messages are risky, unless the user has explicitly opted into a daily flow.

Safe cases for daily messages:

• Order-related updates (Order confirmation, Shipping etc)

• Daily Opt-in Content (Daily learning tips, alerts etc),

• Educational/onboarding flows

Rule:
Daily only works when the user initiated the need.