# WhatsApp Broadcasts

> Send one approved Marketing template to many contacts at once: ready-made broadcasts, the wizard and drafts, who gets it and who is skipped, variables, scheduling, pace, pauses, limits and fixes.

Source: https://docs.theavoxai.com/broadcasts

A **broadcast** sends one approved Marketing template to a group of your contacts at once: a sale,
a restock, an event, a seasonal greeting. You pick the template, choose who gets it, check the numbers,
confirm that everyone on the list agreed to hear from you, and Avox sends it at a pace your WhatsApp
number can handle. Then a live report shows what happened.

Open **Broadcasts** in the dashboard sidebar to see your broadcasts and make a new one.

- [Ready-made broadcasts](https://docs.theavoxai.com/broadcasts/library): Sales, restocks, invites, reviews and more, each with its template, a suggested list and tips.

- [Before you send](https://docs.theavoxai.com/broadcasts/before-you-send): The check before sending, line by line, and the permission sentence.

- [The report](https://docs.theavoxai.com/broadcasts/report): Sent, delivered, read, replies, failures, cost and who got it.

- [Broadcast limits](https://docs.theavoxai.com/broadcasts/limits): What counts towards your monthly limit, drafts, and list and pace limits.

- [Stop and unsubscribe](https://docs.theavoxai.com/contacts/unsubscribe): How people ask to stop, and why broadcasts always skip them.

## Before you start

- You need a connected WhatsApp number. Without one, **Broadcasts** asks you to connect a number first
  ([AVX-3855](https://docs.theavoxai.com/error-codes/avx-3855)). See [Connections](https://docs.theavoxai.com/connections).
- You need at least one **approved Marketing template**. See [Why Marketing templates only](#why-marketing-templates-only).
- Your plan sets how many broadcasts you can send each month. See [Broadcast limits](https://docs.theavoxai.com/broadcasts/limits).
- Making and sending broadcasts needs the **Create and send broadcasts** permission. See
  [Who can do what](#who-can-do-what).

> **Tip**
>
> Add the ready-made **Stop and unsubscribe** automation before your first broadcast, so anyone who
> replies STOP is left out of the next one. See [Stop and unsubscribe](https://docs.theavoxai.com/contacts/unsubscribe).

## Why Marketing templates only

WhatsApp lets a business start a conversation with someone only through a template Meta has approved.
Offers, news, invitations and greetings sent to many people at once count as **Marketing** in WhatsApp's
rules. Utility templates (an order update, a booking reminder) and authentication templates (sign-in
codes) are for one person at a time, about something they did, so the wizard doesn't offer them.

That's why the template step lists only your **approved Marketing templates**. If you have none yet,
[create one](https://docs.theavoxai.com/templates/create) or add a ready-written one from the [template library](https://docs.theavoxai.com/templates/library),
then come back once Meta approves it. See [Template categories](https://docs.theavoxai.com/whatsapp/template-categories) for how
Meta sorts templates.

## Start from a ready-made broadcast

Avox has written thirteen ready-made broadcasts: **New offer**, **Back in stock**, **Price drop**,
**Event invite**, **Event reminder**, **We miss you**, **What's new**, **Appointment slots open**,
**Order on WhatsApp**, **We're open again**, **Seasonal greeting**, **Feedback request** and **Ask for a
review**. Each comes with its template from the Avox library, a suggested list and tips.

**Start from a ready-made broadcast** on the **Broadcasts** page shows four of them, the ones whose
template you already have first. **See all** opens the **Broadcasts library** with every one, a phone
preview of its message and its tips. See [Broadcasts library and ready-made broadcasts](https://docs.theavoxai.com/broadcasts/library).

Each card says **Template ready** when you have an approved copy of its template, or **Needs its
template** when you don't:

- **Use this** opens the wizard with the name, template, variables and suggested list filled in. Change
  anything before you send.
- **Add its template** opens the template library with that template picked. Meta reviews it, usually
  within a day, then the broadcast is ready to use.

## Create a broadcast

Click **New broadcast** (or **Use this** on a ready-made one). The wizard has six steps. Beside them, a
phone shows your message the way WhatsApp will show it, and from the third step on, a count of who gets
it. See [The phone preview](#the-phone-preview).

**1. Name**

**Name** is for you and your team only ("November sale"), up to 80 characters. Pick the
**WhatsApp number it goes out from** (with one connected number, it's picked for you).

**2. Template**

Pick one of your approved Marketing templates. Each shows its language, its reference and a preview.

**3. Variables**

Fill in each of the template's variables. See [Variables and fallbacks](#variables-and-fallbacks).

**4. Audience**

Choose who gets it. See [Who gets it](#who-gets-it).

**5. Extras**

Optional: the [pace](#pace), a smart link to [count clicks](https://docs.theavoxai.com/broadcasts/report#clicks-and-conversions)
and a tag to [count conversions](https://docs.theavoxai.com/broadcasts/report#clicks-and-conversions). **Check** runs the check.

**6. Review**

The [before-you-send check](https://docs.theavoxai.com/broadcasts/before-you-send), the permission sentence to tick, and
**Send now** or **Schedule for later**.

### Drafts

Each **Next** saves the broadcast as a draft, and **Save draft** at the top saves it at any step ("Saved
as a draft"). What you type is also kept in this browser until it's saved, so a closed tab doesn't lose
your work.

- **Carry on later.** Drafts are on the **Broadcasts** page under **Drafts**. Open one and click **Carry
  on editing**: the wizard opens at the furthest step you reached, or at an earlier step that now needs a
  fix (for example, its template is no longer approved).
- **Up to 10 drafts.** Each Switchboard keeps up to 10 broadcast drafts at a time
  ([AVX-3894](https://docs.theavoxai.com/error-codes/avx-3894)). The page shows "Drafts 4 of 10" under **Broadcasts this month**.
  At 10, a new broadcast can't be saved: send or delete a draft first. What you typed stays in this
  browser meanwhile.
- **Drafts don't count** towards your monthly limit. Change them as often as you like.
- **Delete draft** on a draft's page deletes it for good.

### The phone preview

The phone beside the wizard shows the template you picked as WhatsApp shows it: header, text, footer and
buttons, under your business name. From the **Variables** step on, it fills in the variables for a
sample contact from your list ("Preview for ..."), so you read the message the way they will. A template
with a picture, video or document header shows a short line about where the file goes.

## Who gets it

The **Audience** step narrows down your contacts. Every part is optional: with nothing set, the
broadcast goes to every contact. Parts you set all have to match.

| Part | Options |
| --- | --- |
| **Tags** | **Has any of**, **Has all of**, **Has none of**. Leave all three empty to ignore tags. |
| **Categories** | **In any of**, **In none of**. |
| **Contact fields** | A field's name as it is on the contact, then **is**, **is not**, **contains**, **has a value** or **is empty**. Every condition has to match. |
| **Last active** | **Any time**, **Active in the last** a number of days, or **Not active for at least** a number of days. A message either way, from them or from you, counts. |
| **Only people who messaged you in the last few days** | A switch, then **Within (days)**. Only messages from them count. |
| **Country** | One or more countries, from each number's country code. Empty means any country. |

Beside the steps, the count updates as you change the list: how many people get it, how many contacts
match, how many are left out and why, and a few examples. One broadcast can go to at most 100,000
contacts ([AVX-3863](https://docs.theavoxai.com/error-codes/avx-3863)): narrow the list or split it into more than one broadcast.

> **Note**
>
> Contacts with the **Unsubscribed** tag are always left out, whatever the list says. This can't be
> switched off. See [Stop and unsubscribe](https://docs.theavoxai.com/contacts/unsubscribe).

### Who is skipped

Some contacts who match the list don't get the broadcast. The check, the count beside the wizard and
the report all say how many, and why:

| Shown as | What it means |
| --- | --- |
| **Asked to stop messages (Unsubscribed tag)** | The contact has the [Unsubscribed tag](https://docs.theavoxai.com/contacts/unsubscribe). They're checked again right before their message goes, so someone who replies STOP while a broadcast is sending is still left out. |
| **No WhatsApp number saved** | The contact has no number. |
| **Number isn't a valid phone number** | The number can't be a real phone number, so WhatsApp couldn't deliver it. |
| **Stopped marketing messages from businesses in WhatsApp** | An earlier broadcast to this person came back from WhatsApp saying they turned off marketing messages from businesses, in the last 180 days. See [WhatsApp's own opt-out](https://docs.theavoxai.com/contacts/unsubscribe#whatsapps-own-opt-out). |
| **Same number as another contact in the list** | Two contacts share a number. The first one gets it, once. |
| **A variable had no value and no fallback** | A variable uses a contact field this contact doesn't have, and no fallback was given. See [Variables and fallbacks](#variables-and-fallbacks). |
| **Not sent because the broadcast was stopped** | The broadcast was stopped before their turn came. |

When a contact matches more than one reason, the first one in this table is shown.

## Variables and fallbacks

Most templates have variables, like `{{1}}` for a name or a discount. On the **Variables** step, pick
what goes in each one:

- **The same text for everyone**, like "20% off" or "Saturday 15 November".
- **Their name**, **Their first name** or **Their last 4 digits of the number**, from each contact.
- **Another contact field**: type the field's name as it is on the contact (letters, numbers and
  underscores, like `city`).

A variable from a contact has **If they don't have it**: the fallback for contacts without that
detail, like "there" for a missing first name ("Hi there"). Leave it empty and those contacts are
skipped instead of getting a message with a gap ([AVX-3860](https://docs.theavoxai.com/error-codes/avx-3860)).

Templates can also need:

- **A header file link**, for a template with an image, video or document header: an `https://` link
  that opens for anyone. Everyone gets the same file.
- **A button's link ending**, for a link button whose address ends in a variable.

The preview beside the wizard fills the variables in for a sample contact from your list, so you can
read the message the way they will.

> **Tip**
>
> A template with no variables needs nothing on this step: everyone gets the same message.

## Sending now or scheduling

On the **Review** step, after the [check](https://docs.theavoxai.com/broadcasts/before-you-send) and the
[permission sentence](https://docs.theavoxai.com/broadcasts/before-you-send#the-permission-sentence):

- **Send now** starts sending straight away.
- **Schedule for later**, then **Send on**: a date and time in your own time zone, at least 5 minutes
  from now and up to 60 days ahead ([AVX-3867](https://docs.theavoxai.com/error-codes/avx-3867)). The button reads **Schedule**.

When you press the button, Avox runs the check once more. If anything changed since you looked (a
contact was tagged, the draft or its template changed), nothing is sent: the new numbers show, and you
tick the sentence again ([AVX-3866](https://docs.theavoxai.com/error-codes/avx-3866)).

The list itself is put together when sending starts, with the same rules as the check: straight away
for **Send now**, at the chosen time for a scheduled one. Contacts tagged or untagged in between are
counted as they are then.

Once a broadcast is sent or scheduled, it can't be changed ([AVX-3864](https://docs.theavoxai.com/error-codes/avx-3864)), so its
report always matches what was sent. **Duplicate** (in the **...** menu) copies it into a new draft.

## Pace

A broadcast goes out at a steady pace, in messages a minute, never all at once. **Pace it for me** (on
the **Extras** step, on by default) picks a speed from your number's messaging limit, the number of
different people WhatsApp lets it start chats with in 24 hours:

| Your number can reach | Automatic pace |
| --- | --- |
| 50 people a day | 10 a minute |
| 250 people a day | 20 a minute |
| 1,000 or 2,000 people a day | 60 a minute |
| 10,000 people a day | 300 a minute |
| 100,000 people a day | 600 a minute |
| Unlimited | 1,000 a minute |
| Not known | 60 a minute |

Switch it off to set **Messages a minute** yourself, from 1 to 1,000 ([AVX-3892](https://docs.theavoxai.com/error-codes/avx-3892)).
Slower is safer for your number's quality: complaints that arrive while a broadcast is still sending
can pause it before it reaches everyone.

Two more things set the pace:

- **Your number's daily limit.** Avox never sends more broadcast messages from a number in 24 hours
  than its limit allows. A bigger list waits and carries on as soon as the number can reach more
  people, usually the next day. The check says how many days it will take.
- **WhatsApp's speed limit.** If WhatsApp says a number is sending too fast, Avox waits half a minute
  and tries those messages again. If it keeps happening, the broadcast pauses (see below).

See [Quality and limits](https://docs.theavoxai.com/whatsapp/quality-and-limits#messaging-limits-and-tiers) for how messaging
limits work and grow.

## Broadcast states

Each broadcast shows its state next to its name. The list can be filtered (**All**, **Drafts**,
**Scheduled**, **Sending**, **Paused**, **Completed**, **Stopped**), and searched by name or reference
(like `BRD-000123`).

| State | What it means |
| --- | --- |
| **Draft** | Not sent yet. **Carry on editing** reopens it in the wizard; change it as much as you like, or delete it. |
| **Scheduled** | Confirmed, waiting for its time. |
| **Sending** | Going out now. A note under the title says when it's [waiting](#waiting-while-sending). |
| **Paused** | Paused by your team. **Resume** carries on. |
| **Paused by Avox** | Paused automatically to protect your number, or by the Avox team. See [Automatic pauses](#automatic-pauses). |
| **Stopped** | Stopped for good, by your team or by Avox. |
| **Sent** | Everyone on the list got their turn. |
| **Couldn't send** | The list couldn't be put together. |

While a broadcast is scheduled, sending or paused, its page shows **Sent so far** and refreshes every
few seconds.

## Pausing, resuming and stopping

On a broadcast's page:

- **Pause** stops it where it is, from **Scheduled** or **Sending**. Nothing more goes out until you
  resume ([AVX-3873](https://docs.theavoxai.com/error-codes/avx-3873)).
- **Resume** carries on from where it stopped. A scheduled broadcast whose time hasn't come goes back to
  **Scheduled** ([AVX-3874](https://docs.theavoxai.com/error-codes/avx-3874)).
- **Stop for good** (in the **...** menu) ends it. Nobody else gets it, and it can't be started again.
  Messages already sent stay sent and the report stays; everyone still waiting shows as **Not sent
  because the broadcast was stopped** ([AVX-3875](https://docs.theavoxai.com/error-codes/avx-3875)). To send it later, duplicate it
  instead.
- **Duplicate** copies any broadcast into a new draft. **Delete draft** deletes a draft for good.

When you resume, your number's quality at that moment becomes the new starting point for the
[quality check](#automatic-pauses), and only messages sent after you resumed count towards the failure
checks.

## Automatic pauses

Avox watches every batch while a broadcast sends, and pauses it to protect your number when something
goes wrong. The broadcast shows **Paused by Avox** with the reason and what to do, and the team is told:
a notice in the bell at the top of the dashboard, and an email to your Admins (unless **WhatsApp account
alerts** is turned off in [Email preferences](https://docs.theavoxai.com/compliance#email-preferences)).

| Why it paused | What to do |
| --- | --- |
| **Your number's quality dropped** since sending started, for example from High to Medium ([AVX-3880](https://docs.theavoxai.com/error-codes/avx-3880)) | Wait until your number's quality is back up (it shows on [Connections](https://docs.theavoxai.com/connections) and [Health](https://docs.theavoxai.com/health)), then resume. Sending to people who know you lowers the risk. |
| **Too many messages failed**: more than 1 in 5 of the latest 100, once at least 20 were tried ([AVX-3881](https://docs.theavoxai.com/error-codes/avx-3881)) | Open the [report](https://docs.theavoxai.com/broadcasts/report#why-some-failed) to see why they failed. Fix the cause (a wrong file link, an old list), then resume. |
| **WhatsApp is limiting messages from your number**: three or more "slow down" answers in the latest 100 ([AVX-3882](https://docs.theavoxai.com/error-codes/avx-3882)) | Wait a few hours, then resume. A slower pace in a copy of this broadcast also helps. |
| **WhatsApp refused messages from your number**, for example a spam limit, a locked account or a payment problem on your Meta account ([AVX-3882](https://docs.theavoxai.com/error-codes/avx-3882)) | Check your number and your Meta Business account for warnings, then resume. |
| **The template isn't approved by Meta right now** ([AVX-3883](https://docs.theavoxai.com/error-codes/avx-3883)) | Check the template's status on [Templates](https://docs.theavoxai.com/templates). Resume once Meta approves it again. |
| **The WhatsApp number isn't connected**, or Avox's access to it expired ([AVX-3884](https://docs.theavoxai.com/error-codes/avx-3884)) | Reconnect the number on [Connections](https://docs.theavoxai.com/connections), then resume. |
| **Your plan's broadcasts for this month are used up**, so it couldn't start ([AVX-3868](https://docs.theavoxai.com/error-codes/avx-3868)), or there's no active plan ([AVX-3869](https://docs.theavoxai.com/error-codes/avx-3869)) | Resume it from the 1st of next month, or after you [change your plan](https://docs.theavoxai.com/billing/change-plan). It isn't counted until it starts. See [Broadcast limits](https://docs.theavoxai.com/broadcasts/limits). |

People who turned off marketing messages in WhatsApp don't count towards the failure check: that's
their choice, not a problem with your list.

> **Warning**
>
> A broadcast the Avox team paused can't be resumed from your dashboard ([AVX-3876](https://docs.theavoxai.com/error-codes/avx-3876)),
> and one the Avox team stopped stays stopped ([AVX-3893](https://docs.theavoxai.com/error-codes/avx-3893)). The reason shows on the
> broadcast's page. Email hello@theavoxai.com with its reference (like `BRD-000123`).

### Waiting while sending

Sometimes a sending broadcast waits on its own and carries on by itself. It stays **Sending**, with a
note that says why:

- **Your number has reached how many people it can message in 24 hours.** The rest goes out as soon as
  it can ([AVX-3885](https://docs.theavoxai.com/error-codes/avx-3885)).
- **Avox has paused broadcasts, or WhatsApp sending, for a short while.** Sending carries on once it's
  back ([AVX-3886](https://docs.theavoxai.com/error-codes/avx-3886)). The [status page](https://docs.theavoxai.com/status-page) shows when.
- **This Switchboard is paused.** Sending carries on once it's resumed ([AVX-3887](https://docs.theavoxai.com/error-codes/avx-3887)).
- **Avox is putting the list together.** Large lists take a short while.

Nothing is sent twice while a broadcast waits.

## In the Inbox

Each message a broadcast sends shows in that contact's conversation in the [Inbox](https://docs.theavoxai.com/inbox), and their
replies arrive there like any other message, ready for your team. Broadcast messages never count as a
reply from your team, so they don't clear [chat signals](https://docs.theavoxai.com/chat-signals) like "Waiting for a person" or
change your [wait times](https://docs.theavoxai.com/chat-signals#wait-times).

## Monthly limits

Your plan sets how many broadcasts a Switchboard can send each calendar month, and a plan can allow
unlimited broadcasts. See [Plans](https://docs.theavoxai.com/plans) and [Broadcast limits](https://docs.theavoxai.com/broadcasts/limits).

- A broadcast counts once it **starts sending**, in the month it starts, and keeps counting even if it's
  paused or stopped later. Ones scheduled for this month that haven't started yet are held for it, so
  **Send now** and **Schedule** can't go past the limit. Drafts, and broadcasts stopped before they
  started, don't count. One waiting only because the Switchboard is paused counts once it starts after
  you resume.
- If a broadcast is due to start when the month is already full, it doesn't start: it's
  **Paused by Avox** ([AVX-3868](https://docs.theavoxai.com/error-codes/avx-3868)) and your team is told. Resume it next month or
  after a plan change. See [Broadcast limits](https://docs.theavoxai.com/broadcasts/limits#when-a-broadcast-is-due-but-the-month-is-full).
- The count starts again on the 1st of each month (UTC).
- The count is on the **Broadcasts** page ("Broadcasts this month"), on **Settings > Usage**, and in the
  check before sending.
- When every broadcast this month is used, new ones can't be sent until the next month
  ([AVX-3868](https://docs.theavoxai.com/error-codes/avx-3868)). Drafts can still be made and saved. To send more now, see
  [Change plan](https://docs.theavoxai.com/billing/change-plan).
- Broadcasts need an active plan. With no plan, or a paused one, they can't be sent
  ([AVX-3869](https://docs.theavoxai.com/error-codes/avx-3869)).

The limit counts broadcasts, not messages. What Meta charges for the messages is separate and billed
to your own Meta account: see the [cost estimate](https://docs.theavoxai.com/broadcasts/before-you-send#estimated-cost).

## Who can do what

| To | You need |
| --- | --- |
| See broadcasts, their reports, who they went to, and download the list | **See broadcasts** |
| Create, schedule, send, pause, resume, stop, duplicate and delete drafts | **Create and send broadcasts** |
| See names and numbers on the **Recipients** tab and in the download | **See contacts** (without it, recipients show without names) |

Broadcasts reach many people at once, so Managers can see them but not send them by default. Admins
have both. An Admin can give **Create and send broadcasts** to anyone: see
[Members and roles](https://docs.theavoxai.com/switchboard/members).

## Troubleshooting

**My template isn't in the list**

The list shows only templates that are **Marketing** and **approved** by Meta right now
([AVX-3858](https://docs.theavoxai.com/error-codes/avx-3858), [AVX-3859](https://docs.theavoxai.com/error-codes/avx-3859)). Check its category and status on
[Templates](https://docs.theavoxai.com/templates). A template still in review appears once Meta approves it.

**The Send now button is greyed out**

Hover it to see why. Usually it's one of these:

- The permission sentence isn't ticked yet.
- The check found something that **stops sending** (shown at the top of the check), like a number that
  isn't connected or a list nobody can get.
- This month's broadcasts are used up ([AVX-3868](https://docs.theavoxai.com/error-codes/avx-3868)), or there's no active plan
  ([AVX-3869](https://docs.theavoxai.com/error-codes/avx-3869)).
- A scheduled time is less than 5 minutes away, or has passed.
- You don't have **Create and send broadcasts**.

**It says the numbers changed since I checked**

Something changed between the check and pressing the button, so Avox showed the new numbers instead of
sending ([AVX-3866](https://docs.theavoxai.com/error-codes/avx-3866)). Look them over, tick the sentence again and send.

**It's Sending, but nothing is going out**

Look for the note under the title: the number may have reached its daily limit, the Switchboard may be
paused, or Avox may have paused sending for a short while. See [Waiting while sending](#waiting-while-sending).
It carries on by itself.

**Nobody in the list can get it**

Every contact in the list was skipped ([AVX-3862](https://docs.theavoxai.com/error-codes/avx-3862)). The check shows why, for each
reason. Change who it goes to, or give a variable a fallback.

**Someone who asked to stop got it**

Broadcasts skip only contacts with the **Unsubscribed** tag. If they replied STOP and the
**Stop and unsubscribe** automation wasn't on, or they asked in other words, add the tag to them by
hand. See [Stop and unsubscribe](https://docs.theavoxai.com/contacts/unsubscribe).

**I can't save a new draft**

Your Switchboard already has 10 broadcast drafts ([AVX-3894](https://docs.theavoxai.com/error-codes/avx-3894)). Open
**Broadcasts**, pick **Drafts**, then send one you're happy with or delete one you no longer need.

**Creating broadcasts is turned off**

If broadcasts, or creating them, were turned off for your account, the message says so
([AVX-3870](https://docs.theavoxai.com/error-codes/avx-3870), [AVX-3871](https://docs.theavoxai.com/error-codes/avx-3871)). Contact hello@theavoxai.com.

**Every broadcast page shows a short pause**

Broadcasts are paused across Avox for a short while ([AVX-4017](https://docs.theavoxai.com/error-codes/avx-4017)). Nothing new can
be sent, scheduled ones wait, and ones already sending carry on by themselves once it's back. Drafts can
still be edited. The [status page](https://docs.theavoxai.com/status-page) shows when broadcasts are back.

## Related

- [Ready-made broadcasts](https://docs.theavoxai.com/broadcasts/library): Every ready-made broadcast, with its template and tips

- [Before you send](https://docs.theavoxai.com/broadcasts/before-you-send): The check, the cost estimate and the permission sentence

- [Broadcast report](https://docs.theavoxai.com/broadcasts/report): Every number after sending, and who got it

- [Stop and unsubscribe](https://docs.theavoxai.com/contacts/unsubscribe): The Unsubscribed tag and the STOP and START automations