It is a common question: can I use the list of contacts who agreed to receive SMS to send them messages on WhatsApp?
Meta's policy is clear: consent obtained for SMS communications is considered valid to contact a customer on WhatsApp. From a technical and regulatory standpoint, you are therefore allowed to do it.
However, what is allowed is not always recommended. Doing it without a well-thought-out strategy is the fastest way to damage your account's reputation.
A customer who ticked a box for SMS does not necessarily expect to receive a message on WhatsApp, a channel perceived as more personal. This surprise can trigger negative reactions:
Reports as "Spam".
Blocks of your number.
Both actions send very negative signals to Meta. They drastically lower your quality score, which can lead to reduced sending limits, or even a suspension of your account.
Comprendre la qualité de compte WhatsApp
Il semble que la qualité de votre compte se dégrade ? En suivant les règles de WhatsApp, vous pourrez non seulement améliorer sa qualité, mais aussi le maintenir en "bonne santé"
Rather than sending a raw promotional campaign to your entire SMS list, we advise taking a gentle approach to "warm up" this audience and convert it into consenting, engaged WhatsApp subscribers.
1. Segment smartly
Do not target your whole base. Create a small segment made up of your most loyal or most recent customers. They are the most likely to welcome your message.
2. Create a transition message, not a sales pitch
Send a first message that is not a promotion, but an invitation. The goal is to explain why you are contacting them on this new channel and to give them the choice.
Example of a transition message:
"Hi {{firstName}}, it's [Your Brand]! To give you faster service and exclusive offers, we are now on WhatsApp. Would you like to keep receiving our news here? Reply YES to confirm or STOP to unsubscribe. Thank you!"
3. Measure and analyze
Closely monitor the results of this first transition campaign. Analyze the positive reply rate ("YES"), the unsubscribe rate ("STOP"), and above all the impact on your quality score in your Meta Business Manager.
Using your SMS list can be a bridge to get started, but your long-term goal should always be to collect WhatsApp-dedicated opt-ins. Customers who sign up voluntarily via a pop-up, a QR code, or at checkout are infinitely more qualified and engaged.
