How WhatsApp Channels work and why businesses use them

Exploring the capabilities of channels for boosting customer engagement and sales.

WhatsApp Channels is yet another feature showing how far the app has moved from being a messaging app for occasional communication with close contacts to becoming an integral part of a digital ecosystem with numerous business features.

The ‘Updates’ (or ‘Status’) tab is visited by 1.5 billion users daily. This is where the Channels feature is located. For business, this means that the audience is already there, ready to engage with the brand's content, provided it is high-quality and timely.

In this article, we’ll explore how WhatsApp Channels work, how they differ from groups and communities, how to use them effectively, and how to promote a channel to encourage more customers to initiate chats with your brand—conversations that can potentially turn into sales.

What WhatsApp Channels are

The admin’s phone number, profile photo, and name are hidden from followers. In turn, the admin can't see followers' numbers or profiles but can view statistics: the number of followers and post performance. Channels are listed in the WhatsApp directory, where users can search by name and filter by country, popularity, and activity. A channel can also be hidden from the directory. Posts remain available in the channel for up to 30 days.

Where to find them in the app

WhatsApp Channels are available in the Updates tab. The tab has two sections. Status stores photos, videos, and text posts from contacts that disappear after 24 hours. Channels is a feed of updates from the channels a user follows and includes a “Find channels” option with recommendations.

How users search and subscribe to WhatsApp channels

There are four main ways for users to find channels:

• Channel catalog. Available in the ‘Channels’ section of the ‘Updates’ tab. Because users search by channel name, ensure that your channel name includes relevant keywords for better discoverability.
• Invite link. A channel link in the format https://whatsapp.com/channel/NAME can be added to an email campaign, website footer, social media profile, email signature, and so on. To track what link locations are more effective at bringing new followers, use different UTM parameters and URL shorteners.
• QR code. Can be generated in the channel’s settings. It’s a great way to attract new audiences offline by placing the printed code in a physical store, on billboards, employee’s business cards, product packaging, and so on.
• Post sharing. When someone shares a channel post, the recipient receives the post together with information about the channel and can subscribe if interested.

How to create WhatsApp channel step-by-step

Both private users and WhatsApp Business users can create a channel. Availability depends on the region and the version of the app — make sure you have the app updated to the latest version.

1. Prepare the basics. If you sell through the WhatsApp Business App, create the channel in it, so the channel and your business profile share one brand. Create a square logo that remains readable as a small circle, a channel name, and a short description. Decide who will manage the channel. Adding at least two people ensures that access to the channel does not depend on a single phone.
2. Create the channel. Open the Updates tab, tap + next to the ‘Channels’ heading, and select ‘New channel’. Tap ‘Get started’, enter the channel name, add a description and a channel icon, and tap ‘Create channel’.
3. Configure the channel. Tap the channel name to open its settings. Under ‘Channel link’, tap ‘Copy link’ and save the QR code. Enable restrictions on screenshots and forwarding only if you publish exclusive content. Tap ‘Add admin’ to invite more administrators.
4. Publish several starting posts. An empty channel gives no reason to follow. Before announcing it, publish 3–5 posts: a welcome message explaining what you'll post and how often (long-press it and tap ‘Pin’). Add another one, for example, a current promotion, a useful insight, a poll asking what followers want to see, etc.
5. Set up a way to handle inquiries. Before inviting people, make sure you're ready for incoming messages: who will answer, during which hours, where each inquiry will be logged, and what will happen to the conversation next.

For a larger volume of inquiries, consider using a customer communication platform like Umnico. It combines all conversations into a single shared inbox, assigns each one to a responsible employee, keeps the full chat history, and moves every lead through a sales pipeline from the first message to the closed deal.

Admin tools

Once a channel is created, its admins have access to the following tools:

Posts. Admins can publish, delete, pin, and edit them.

Team management. Up to 16 admins can be added to a channel, which is useful for providing access to a whole team of marketers, social media managers, copywriters and designers.

Privacy settings. A channel can be hidden from a public directory. Also, the admin can limit the screenshotting and forwarding of the channel's posts.

Channel stats. These include the number of followers, churn rate, post views and reactions, and poll results.

Verification. A green checkmark is available for brands that have completed Meta* Verified process.

The admin does not have access to a list of subscribers with phone numbers, while the channel format itself does not support scheduled posts, automation, and advanced analytics.

Types of content to publish

A WhatsApp Channel supports several content formats, which is enough for most business needs. These include text with basic formatting (bold, italics, and lists), photos, GIFs, videos, stickers, links with previews, voice updates, and polls with one or more answer options. A new product announcement with a photo and a link to the item, a short video review, a voice message from the founder, a poll on which product to launch next, or a checklist — all of these can be easily published in channels. Locations and contact cards cannot be posted in channels. Instead, spell out the address and add a map link.

Follower feedback is limited to reactions and poll votes. Reactions to posts are anonymous, showing only the total number of each. Followers can't ask a question or clarify details inside the channel itself. Instead, they must send the brand a direct message.

How WhatsApp Channels differ from group chats and communities

Besides channels, there are other ways for a brand to communicate with groups of customers via WhatsApp. Each of them offers different features and capabilities.

WhatsApp Channels offer unlimited followers, public discovery, and follower privacy, but communication is one-way. Meanwhile, groups and communities support two-way conversations but require moderation and may reveal participants’ phone numbers. Broadcast lists reach only 256 people who already saved your number.

Each format is suitable for a different stage of the customer journey. Use a channel to attract and warm up a broad audience, a broadcast list to send personal offers to existing customers, and a group or community to run a closed club, course, or large organization with many sub-groups. Let’s look at how businesses can use WhatsApp Channels in more detail.

How can businesses use WhatsApp Channels

Here are some ways brands can use WhatsApp Channels.

Lead generation

A WhatsApp channel does not provide new sales on its own. But it creates another reason for a follower to initiate a chat with a brand. That’s why it is essential to add a link to a chat, booking page, or web form in every post.

Example: ❗Only 5 seats left in our course — message us to reserve yours: [wa.me link]

This turns a follower into a lead the moment they tap and send that first message. From that point, the channel’s role is to generate the inquiry; the sales team handles the rest.

Company updates

Updates to working hours or delivery service, new payment options, and more. It is more effective to post these in a WhatsApp channel than to send emails that are likely to get lost in the ‘Promotions’ folder.

Product announcements

Followers are the first to know about the new collection, software update, or opening of a new physical store.

Example: 🍳 New in: our ceramic frying pan line is here.

PFOA-free non-stick coating, three sizes (8", 10", and 12"), 2-year warranty.

Channel followers get 15% off until Sunday with code CHANNEL15.

👉 Shop the collection: [link]

Have a question about sizes or compatibility with induction? Message us: [wa.me link]

Engaging content

WhatsApp channel is an effective way to attract an audience into a blog page, YouTube channel, or podcast. A short announcement with key content highlights (checkpoint, case study, etc.) can generate additional traffic.

Promotions & sales

Time-limited offers are particularly effective on messaging apps, as recipients see a post the same day, not a week later somewhere in a social feed. Exclusive promo codes for channel followers do two jobs at once: drive sales and show how much revenue the channel brings in.

Example: ⚡ Flash sale — one day only. All winter jackets 30% off. Followers-only code: CHANNEL30. Sizes are going fast — grab yours now: [link]. Need help choosing? Message us: [wa.me link]

Gathering feedback

Polls, votes on the next product, post reactions, behind-the-scenes content, and stories from the team can all encourage followers to check the channel regularly. At the same time, such polls give you market research for free.

How to promote WhatsApp channel

If nobody views a brand’s WhatsApp Channel posts, there’s little point in making the effort to create content for them.

Within WhatsApp

• Ensure the channel’s name and description are optimized for keyword search.
• Nudge followers toward sharing posts they like.
• Share posts in your business account status.
• Arrange mutual announcements with non-competing brands, mention the channel in blog posts, and direct paid traffic from Meta Ads to the page containing the channel's description and link.

Other platforms

• Website: a widget or banner with a "Subscribe to our channel" CTA, along with a QR code for desktop users and a button for mobile users.
• Email newsletter: add a permanent block in the footer with the channel’s link.
• Social media: cross-platform announcements, stories with QR codes, and a pinned post.
• Personal chats with customers: after the deal is closed, the manager can suggest subscribing to the channel in order to stay updated on promotions.
• Auto-responses in WhatsApp Business: add a link to the channel to both the welcome and away messages.
• Offline: QR codes on receipts, packaging, reception desks, employee business cards. Be sure to explain the benefits of subscribing next to the code.

Best practices for better engagement

Post regularly. 2 – 4 publications a week at the same time window is better than 10 posts one week and none for the next 10 days.

The first line is important. The ‘Updates’ tab shows the first line of a post, so make sure it communicates the key point.

Encourage to turn on notifications. Every other week, remind followers to turn on notifications, so they do not miss flash promotions.

Give a sense of exclusivity. Post content different from other channels, provide followers with early sale access, secret codes, and so on.

Rotate formats. Use short texts, media, polls, voice messages. Avoid boring followers with multiple similarly looking publications in a row.

Use polls to generate new content as well as gather feedback. For example, share the results of a survey and the decisions based on it.

Pay attention to reactions. If a post receives many reactions, consider adding more similar content to a content plan. If it receives few or no reactions, consider adjusting your approach.

Include a CTA. Direct users to a private chat, website, or appointment booking. This encourages users to take action and engage with the channel’s content.

WhatsApp Channels limitations

It is equally important to keep in mind what Channels cannot do.

• No in-channel feedback. Except for reactions, a customer can ask a question only in a private chat.
• No follower base. Admins don’t have access to a structured list of followers’ phone numbers and names.
• 30-day post history. The channel's posts are accessible for 30 days, then disappear completely.
• No scheduling and automation tools.
• Basic stats. Number of views, reactions, and subscriptions. To analyze click-through rates and conversions, use UTM parameters in your links.
• Notifications are off by default. This makes the actual reach lower than the total number of followers.
• Regional availability. Currently, WhatsApp Channels are available in selected regions. Make sure your target audience can view them before investing time and money into the channel.

Frequently asked questions

Here are short answers to popular questions about using WhatsApp Channels for business.

What is the point of WhatsApp Channels?

WhatsApp Channels give brands and creators a direct way to reach an unlimited audience inside one of the world’s most widely used messaging apps. They can work as a news feed, covering product launches, promotions, company news, and educational content, building an audience’s trust and engagement. Channel content appears in the ‘Updates’ tab, and followers can tap a link in a post.

What is the difference between a WhatsApp Channel and a WhatsApp group?

A WhatsApp group is a two-way chat: every member can post, everyone sees each other's phone numbers, and membership is capped at 1,024 people. A WhatsApp Channel is a one-way broadcast with limited subscribers and privacy for both admins and followers. This makes WhatsApp Channels useful for business for sharing announcements and content at scale, while groups suit small, closed communities.

Can followers reply to posts in a WhatsApp Channel?

No. Followers can only react with emojis and vote in polls. To ask a question or place an order, a follower has to message the company in a private chat. Every WhatsApp Channel for business should include a link to the business chat in its description and in promotional posts.

Can the admin see who follows a WhatsApp Channel?

No. A channel admin sees only the total number of followers and statistics (post views, reactions, poll results). Followers' phone numbers and profiles are hidden, and followers cannot see the admin's number either.

How do I get WhatsApp Channels?

Update WhatsApp to the latest version and open the ‘Updates’ tab. Channels are located below Status. To create your own WhatsApp Channel, tap the plus sign in the “Updates” tab, choose “New channel", and add a name, description, and icon. Keep in mind that Channels might not be available in all regions at the moment.

Do I need a business account to create a WhatsApp Channel?

No. Any WhatsApp account can create a channel. However, running your WhatsApp Channel for business from the WhatsApp Business App is the smarter choice: your channel and your business profile share one brand identity, and the inquiries your channel generates land in a business account with a shopping catalog, quick replies, and greeting messages.

Summing things up

For business, WhatsApp Channels offer ample opportunities to engage with customers in the app that they already use. They are a useful tool for product announcements, company news, sales alerts, and educational content. Channel posts live in the app’s ‘Updates’ tab, just below the Status updates of users’ contacts.

To effectively engage with customers after they’ve initiated dialogue from a link in a channel’s post, use an omnichannel messaging platform such as Umnico to process all customer communication in a single interface, automate routine replies and inquiry routing, and analyze team performance. Every new user can try the platform’s capabilities for free during a trial period.