A cold broadcast is a way to start a conversation with prospects who have not heard of your product before and don't expect to hear from you. This category also includes customers who have lost interest in your offer.
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The advantage of WhatsApp broadcasts lies in the long-term effect. Even if the prospect isn't interested in your offer right now, they may bookmark you and come back later. That's why it matters to create a memorable message and offer something valuable and interesting.
How to build a cold contact base
You can manually collect numbers from the contact info of social-network users (for example, VKontakte) or from various classifieds sites like Avito. Look for customers among your competitors' audience, in similar topical sections, and so on.
Parsers can help you automate number collection.
Ready-made phone-number databases carry a high risk of WhatsApp account bans, so try to avoid them.
How to broadcast to a cold base
— Test broadcasts on small volumes (up to 50 messages per day) to gauge the audience's reaction. It's important to understand how many recipients showed interest in the offer and whether there were negative responses.
— Don't use freshly registered accounts for this kind of broadcast — the risk of an instant ban goes up. You can use UniMessenger, which can automatically warm up accounts and prepare them for mass broadcasts.
— Adjust the broadcast based on analysis so it stays as useful as possible.
— Gradually increase volumes: start with 50 messages per day and ramp up to 150–200 after testing.
— Don't send more than 1000 messages per day to a cold base.
— Focus on quality handling of recipient replies.
How to lower the chance of negative reactions
When sending a cold broadcast, follow a few important rules that will improve feedback and avoid negative reactions from recipients:
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Avoid purely promotional messages — they irritate the audience.
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Encourage active dialogue — phrase your first message so it invites a reply and engages the contact.
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Use a casual style. Address the recipient as a friend to create a sense of closeness and trust.
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Stay brief — keep the text length down to avoid overloading with information.
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Mind your grammar — spelling and punctuation mistakes can seriously hurt your image and undermine trust in your message.
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Don't send links in the first message — better wait for a reply, then share links or additional information.
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Use text randomization — varied wording and approaches attract more attention and boost interest in your message.
After the broadcast, be sure to analyze individual requests from each recipient. Mark those who weren't interested in your offer so you can exclude them from future broadcasts.
Mass-sending WhatsApp chats to everyone won't help, so pick an audience that's as close as possible to your target one. Don't abuse cold-base broadcasts.
