Updated 19 October 2026 · 4 min read
Use SMS when a message must reach everyone, including people without data or WhatsApp, and people who haven't saved your number. Use WhatsApp for conversations, pictures and customers who already chat to you. The two work well together.
At a glance
| Bulk SMS | WhatsApp Business app | WhatsApp Business Platform | |
|---|---|---|---|
| Works without data | Yes | No | No |
| Works on basic phones | Yes | No | No |
| Reaches people who haven't saved your number | Yes | Not with broadcasts | Yes, with approved templates |
| Sending to a big list | Yes, any size | Broadcast lists of up to 256 contacts | Yes |
| Message approval | None | None | Meta approves each template |
| Pictures and buttons | No, text only | Yes | Yes |
| Pricing | Prepaid credits, from 22c | Free app | Per message, set by Meta |
| Setup | An account and credits | Download the app | A Meta business account, a number and a provider |
How bulk SMS works
Bulk SMS sends a normal text message to any cellphone number, on any network. It doesn't need data, an app or a smartphone, and the person doesn't need your number saved. You pay the same price whether a message is a reminder or a special.
How WhatsApp works for business
There are two ways to use WhatsApp for business.
The WhatsApp Business app is free and runs on a phone. You can chat to customers and send broadcasts, but a broadcast only reaches people who have saved your number, and each broadcast list holds up to 256 contacts.
The WhatsApp Business Platform is for sending at scale through software. Messages you start must use templates that Meta approves, and since 1 July 2025 Meta charges per delivered template message. Marketing templates are always charged, while replies inside a 24-hour customer service window are free. Rates depend on the message type and the recipient's country.
When bulk SMS is the better choice
- Reminders and alerts that must reach everyone, like school closures and appointment reminders.
- One-time PINs and security codes.
- Customers on basic phones, or who run out of data before month-end.
- People who haven't saved your number, like new customers and leads.
- Short, urgent notices that can't wait for a template approval.
When WhatsApp is the better choice
- Conversations, like support questions and quotes.
- Messages that need pictures, catalogues or documents.
- Customers who already chat to you on WhatsApp and prefer it.
Using SMS and WhatsApp together
The two work well side by side: SMS for reach, WhatsApp for conversation.
- Send a short SMS with your WhatsApp number, inviting people to chat.
- Use SMS for reminders and codes, and WhatsApp for questions and support.
- Fall back to SMS when a WhatsApp message can't be delivered.
Main Street Butchery: Order your Christmas meat platters on WhatsApp: 082 123 4567. Orders close on 20 December. Reply STOP to opt out.
Smile Dental: Your check-up is tomorrow at 10:00. Questions? WhatsApp us on 082 123 4567.
The rules apply to both
POPIA's direct marketing rules cover any electronic communication, so they apply to WhatsApp marketing as much as to SMS: you need consent, or the existing-customer exception, and a way to opt out in every message. WhatsApp's own policies also require people to opt in before a business messages them. Our POPIA guide explains the details.
Questions
Is WhatsApp free for business?
The WhatsApp Business app is free. The WhatsApp Business Platform, used for sending at scale through software, charges per template message, at rates Meta sets by message type and country.
Can I send bulk messages on WhatsApp?
With the app, you can broadcast to lists of up to 256 contacts, but only people who saved your number receive them. Bigger sends need the WhatsApp Business Platform and templates approved by Meta.
Do I need consent for WhatsApp marketing?
Yes. POPIA's rules on electronic direct marketing cover WhatsApp, and WhatsApp's own policies require people to opt in.
Which is better for urgent alerts?
SMS, because it reaches every phone without data or an app. Use it for alerts that everyone must receive.