WhatsApp for gigs and events: what's allowed and what works
In this guide
You can market gigs and events on WhatsApp in the UK, but only to people who have opted in to hear from you on WhatsApp specifically. UK law (PECR and UK GDPR) and Meta's own WhatsApp Business policy both require that opt-in, and Meta adds its own rules: business-initiated messages through the WhatsApp Business Platform must use pre-approved templates. Used well, WhatsApp is the most personal channel you have, best for presales, final tickets and real two-way conversations with fans.
This guide explains the different ways to use WhatsApp, what's allowed, and what tends to work for gigs and events.
Key takeaways
- Get a clear opt-in that names WhatsApp and your business before you message anyone. A ticket purchase or an email sign-up isn't a WhatsApp opt-in under Meta's policy.
- Don't add fans to WhatsApp groups without asking. Members of ordinary groups can see each other's phone numbers.
- For more than a handful of fans, use the WhatsApp Business Platform through a provider. Business-initiated messages need approved templates; replies within 24 hours of a fan's message can be free-form.
- WhatsApp Channels are good for one-way updates to followers, but you can't see who follows or message them individually.
- Use WhatsApp for the moments that matter, and reply to fans who message back.
Three ways to use WhatsApp for events
The WhatsApp Business app
The free Business app is for small-scale, hands-on messaging from one phone. It has a business profile, quick replies and labels, and broadcast lists, which send one message to many contacts as individual chats. Two limits matter:
- A broadcast is only delivered to people who have saved your number in their contacts.
- Lists are capped at 256 contacts each.
It suits an artist messaging a small core of fans or a promoter handling guestlist requests. It doesn't scale, and it's tied to one phone.
The WhatsApp Business Platform (API)
The Business Platform is Meta's system for sending at scale through a provider. It doesn't depend on fans saving your number, supports many team members and connects to your CRM. The rules are stricter:
- Templates. To start a conversation, you send a message template that Meta has approved. Templates fall into categories, mainly marketing (ticket announcements, offers), utility (information about something the person already has, like their booking) and authentication (one-time codes).
- The 24-hour window. When a fan messages you, a customer service window opens for 24 hours, during which you can reply freely without a template.
- Quality and limits. New numbers start with a cap on how many people they can message in a rolling 24 hours. The cap rises as you send messages people don't block or report. Lots of blocks lower your quality rating and can restrict your account.
- Frequency limits. Meta also limits how many marketing messages a person receives from businesses overall, so not every marketing template will be delivered to everyone.
WhatsApp Channels and Communities
Channels are one-way broadcast feeds. Fans follow your channel; you post updates. Followers can't see each other's numbers, and admins can't see followers' numbers either. That privacy makes Channels low-risk, but it also means you can't segment, can't see who's following, and can't message anyone directly. Treat a Channel like a social feed, not a mailing list.
Groups let members talk to each other. In ordinary groups, members can see each other's phone numbers, which is a privacy problem if you add people without asking. If you run a group for regulars or a street team, make it opt-in, explain that numbers will be visible, and set clear rules.
What the law says
Under PECR, marketing sent by electronic message to individuals needs consent or the soft opt-in, and WhatsApp marketing messages are generally treated in the same way as texts. UK GDPR also applies, because a phone number is personal data: you need a privacy notice and a lawful basis, and you must keep the data secure.
In practice, the law and Meta's policy point the same way, and Meta's is the stricter of the two. Meta's WhatsApp Business Messaging Policy says you can only message people who have given you their number and opted in to receive messages from your business on WhatsApp. So even if the soft opt-in would let you text a ticket buyer, you still need a WhatsApp opt-in before you message them there.
You must also honour requests to stop. If someone asks you to stop messaging them, stop. On the Business Platform, templates can include an opt-out button.
This is general guidance, not legal advice. For the consent rules across all channels, see our guide to PECR and the soft opt-in.
What a good opt-in looks like
Put an unticked box or a separate choice on your sign-up form, presale page or checkout:
Send me presale codes and event news on WhatsApp from [Promoter]. You can opt out at any time.
Record when and where each person opted in. Other good opt-in routes include a "Message us on WhatsApp for presale access" button, where the first message from the fan comes with a clear explanation of what you'll send, or a QR code at a show linking to the same.
What works: WhatsApp use cases for events
| Use case | Best format | Notes |
|---|---|---|
| Presale code for registrants | Marketing template | The most valuable WhatsApp message you'll send |
| Final tickets alert | Marketing template | Send to engaged non-buyers only |
| Day-of information for ticket holders | Utility template | Times, entry, ID, changes |
| Answering ticket questions | Free-form reply in 24-hour window | Speed matters here |
| Guestlist requests | Free-form reply | Keep a proper list, not just a chat |
| General news and photos | Channel | Low-pressure, one-way |
| Street team coordination | Opt-in group | Explain numbers are visible |
The common thread: WhatsApp works when the message is something the fan actually wants right now. It works badly as a copy of your weekly newsletter.
Writing WhatsApp messages that sell
- Keep it short. Two or three lines and one link. People read WhatsApp in a few seconds.
- Lead with the key fact. "Presale is live" first, details second.
- Say who you are. Your business name should be obvious from the profile and the message.
- Use buttons. Templates can include call-to-action buttons (a link to the tickets) and quick-reply buttons, such as "I'm in" or "Stop updates".
- Use the person's name if you have it, but don't overdo personalisation.
- Don't send at night. As a rough guide, keep marketing messages to roughly 9am to 8pm.
- Expect replies. WhatsApp is a conversation channel. Someone needs to read and answer replies, ideally within the hour on on-sale day.
An example presale template:
Hi {{1}}, presale for [Artist] at [Venue] on [date] is live now. Your code: {{2}}. Tickets go on general sale Friday.
[Button: Get tickets] [Button: Stop updates]
Replies are the point
The difference between WhatsApp and SMS is that fans reply, and on WhatsApp it feels normal to do so. "Is it 18+?", "Can I swap my ticket name?", "What time is the headliner on?" Every reply opens a 24-hour window where you can answer freely, and a quick, human answer often turns into a sale or a fan for life.
That means you need a way for more than one person to see and answer messages, and a record of who said what. In Backline, WhatsApp replies come into the same two-way inbox as texts, so the team can pick them up without passing a phone around.
What it costs
The WhatsApp Business app is free. On the Business Platform, Meta charges per template message delivered, with rates that depend on the category (marketing costs more than utility) and the recipient's country. Your provider may add its own charge on top. Free-form replies within the 24-hour customer service window aren't charged by Meta.
Backline sells WhatsApp on prepaid credits: 1,000 credits for £75. Whatever provider you use, the cost-saving rules are the same as for SMS marketing: segment, exclude buyers from sales messages, and send fewer, better messages.
Common mistakes
- Messaging people who never opted in to WhatsApp. They'll block or report you, your quality rating drops and your account can be restricted.
- Adding fans to a group without asking. It exposes their numbers to strangers.
- Treating a Channel like a list. You can't target anyone, so don't rely on it for presales.
- Ignoring replies. A fan who asks a question and hears nothing won't trust the next message.
- Sending the same message on email, text and WhatsApp. Pick the channel that suits the moment. Our comparison of email vs SMS vs WhatsApp can help.
- No clear way to stop. Make opting out a single tap or a single word.
Frequently asked questions
Is WhatsApp marketing legal in the UK?
Yes, if each person has opted in to receive marketing from you on WhatsApp and you honour opt-outs. UK rules under PECR and UK GDPR apply, and Meta's WhatsApp Business policy separately requires an opt-in specifically for WhatsApp messages from your business. Without that opt-in, don't message them.
Can I add my fans to a WhatsApp group?
Only if they've asked to join or clearly agreed. In ordinary WhatsApp groups, members can see each other's phone numbers, so adding people without permission shares their personal data with everyone else in the group. A Channel is safer for one-way updates.
What's the difference between a WhatsApp broadcast list and a Channel?
A broadcast list (in the Business app) sends your message as a private chat to each contact, but only to people who've saved your number, and up to 256 per list. A Channel is a public, one-way feed people choose to follow, where you can't see followers or message them individually. Broadcast lists can be targeted; Channels can't.
Do I need the WhatsApp Business API for events?
Not for small-scale use. The free Business app is fine for answering questions and messaging a small group. Once you want to send to hundreds or thousands of opted-in fans, segment them, or have a team share replies, you'll need the Business Platform through a provider.
What is a WhatsApp message template?
A message template is a pre-written message that Meta approves before you can use it to start a conversation through the Business Platform. Templates can include variables, such as a fan's name or a presale code, and buttons. Templates are categorised as marketing, utility or authentication, which affects what they cost.
What happens if fans reply to my WhatsApp message?
A reply opens a 24-hour customer service window during which you can respond freely without a template. Use it to answer questions quickly. After 24 hours with no new message from the fan, you need a template again to restart the conversation.