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Ah, the wonders of WhatsApp marketing. In Singapore, it’s become an essential tool for businesses looking to reach their target audience. Did you know that WhatsApp has over 2 billion users worldwide¹, making it the most popular messaging app globally? Additionally, WhatsApp Business, a version of the app designed for businesses, has over 50 million active users².

But as with any marketing strategy, there are risks and concerns that need to be addressed. In this article, we’ll dive into the dark side of WhatsApp marketing and what you can do to mitigate those risks.

“Don’t be that guy who shows up uninvited to the party.”

Let’s start with the issue of unsolicited messages. As a marketer, it’s crucial to respect your customers’ right to privacy and consent. It’s like that old adage, “Don’t be that guy who shows up uninvited to the party.” Only send messages to those who have opted-in to receive them. Otherwise, you risk annoying and alienating potential customers, which could damage your reputation and hurt your bottom line.

One way to enhance the effectiveness of your WhatsApp marketing strategy is by using personalised fields. Did you know that using personalized fields can increase engagement rates by up to 70%³? These are variables within your message that can be customised to include the recipient’s name, location, or other relevant information. By using personalised fields, you can create a message that is tailored to each individual recipient, making it more relevant and engaging.

Next up, collecting personal information without consent is a major breach of trust. It’s like stealing a kiss before getting the green light. Not cool, bro. As a responsible marketer, you must prioritize the privacy of your customers and only collect information with their consent. This will help build trust and confidence in your brand, which is essential for the long-term success of your marketing strategy.

“…establish your brand as a trustworthy source of information.”

Now, let’s talk about the elephant in the room – fake news and scams. On WhatsApp, they spread like office gossip, juicy but pure rubbish. And we all know how dangerous that can be these days. As marketers, we have a responsibility to ensure that the information we share on WhatsApp is accurate and reliable. Don’t be that guy who spouts nonsense all the time. Back up any claims with sources and be transparent about the information being shared. This will help focus attentions on the intended content, and establish your brand as a trustworthy source of information.

So, what does this mean for your business? Well, for starters, it means adopting ethical practices and prioritizing the customer experience. Only send messages to people who have opted-in to receive them, and collect personal information with proper consent. And please, for the love of all that is good, provide relevant and reliable information by backing up any claims with sources. This will help establish your brand as trustworthy and reliable, leading to a positive relationship with your audience.

“…leading to repeat business and positive word-of-mouth recommendations.”

Another way to mitigate the risks of WhatsApp marketing is to use it for customer service and support. A Hubspot study found that 67% of Singaporeans prefer using WhatsApp to communicate with businesses as they find it convenient and already use it in their day-to-day life respectively⁴. By providing timely and helpful responses to customers’ questions and concerns, you can build trust and loyalty, leading to repeat business and positive word-of-mouth recommendations.


WhatsApp marketing can be a powerful tool for businesses in Singapore, but it’s important to acknowledge the risks and concerns associated with it. As a savvy marketer, it’s your responsibility to adopt ethical practices, prioritize the customer experience, and be transparent about the information being shared on WhatsApp. By doing so, we can mitigate the risks and optimize our marketing strategy for success – without being that guy who shows up uninvited to the party.



¹ (2023) WhatsApp Revenue and Usage Statistics (2023) [online] Available at:

² (2023) WhatsApp Statistics 2023 – Usage, Users, Revenue & More [online] Available at:,to%20surpass%201.2%20billion%20users.

³ (2023) 50 Stats Showing The Power Of Personalization [online] Available at:

⁴ (2023) Two-Thirds of Singaporeans Prefer WhatsApp When Communicating with Businesses [online] Available at:

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