Almost everyone in Singapore uses WhatsApp. It's fast, it's read, and it feels personal. That's exactly why it's tempting for sales, and exactly why it goes wrong so often.
Used well, WhatsApp shortens sales cycles. Used badly, it gets your number blocked, reported, and possibly into trouble with the regulator.
Not legal advice. This article covers general principles. Check the current rules at pdpc.gov.sg and have your process reviewed by a lawyer.
First, the rules
Three things apply to marketing messages on WhatsApp.
The DNC Registry. Treat a marketing WhatsApp to a Singapore number like an SMS. Before you send one, check the number against the DNC Registry's No Text Message Register, unless you hold clear consent from the person. Results are valid for 30 days. Our PDPA and DNC guide explains how.
The Spam Control Act. Sending unsolicited commercial messages in bulk, including by instant messaging, brings extra obligations. Mass-messaging a purchased list is the fastest way to trigger them.
WhatsApp's own rules. WhatsApp's business policies expect people to have agreed to hear from you. When recipients block or report your number, WhatsApp can restrict or ban it. That applies whatever the law says.
Why cold WhatsApp backfires in Singapore
Singaporeans have been trained, rightly, to be suspicious of unexpected messages. Scam awareness is high, and many people use tools like ScamShield to report and block suspicious numbers.
A message from an unknown number, with a link, about an "opportunity", looks exactly like a scam. Even a genuine one gets reported.
When WhatsApp makes sense
WhatsApp works best as a second step, not a first touch:
- After a phone call where the person said, "WhatsApp me the details."
- After a meeting or event where you exchanged numbers and agreed to follow up.
- When they reach out first, such as an inbound enquiry or a reply to your email.
- When they gave you the number for that purpose, for example on a form that clearly said you'd contact them on WhatsApp.
If none of these apply, call or email first.
Do this
- Say who you are, straight away. Put your name and company in the first line.
- Say how you have their number. "We spoke on the phone this morning" or "We met at the logistics conference last Thursday."
- Keep it short. Three or four lines, not an essay.
- Make one clear ask. "Would Tuesday or Wednesday afternoon suit for a 20-minute call?"
- Send during business hours. A message at 11pm feels intrusive, however polite.
- Set up a proper WhatsApp Business profile, with your company name, logo, website and business hours.
- Stop when asked, and record it. If someone says "not interested" or "stop", reply once to confirm, then add them to your suppression list.
Don't do this
- Don't broadcast to purchased or scraped lists. It's the fastest route to a banned number and a complaint.
- Don't open with a link or attachment. It looks like phishing. Send it once they've replied.
- Don't send cold voice notes. Nobody wants to listen to a stranger for a minute and a half.
- Don't add people to groups without asking. Ever.
- Don't chase several times a day. Once, then a polite follow-up a few days later, is plenty.
- Don't pretend to be someone you're not, or imply a relationship you don't have.
Templates you can adapt
After a phone call
Hi Mr Tan, this is Priya from ABC Solutions. Thanks for your time on the phone just now. As promised, here's a quick summary: we help logistics teams cut timesheet admin. Would Thursday 3pm work for a 20-minute call?
After an event
Hi Siti, it's Daniel from ABC Solutions. We met at the HR Tech meetup at Suntec on Wednesday, and you mentioned onboarding was a headache with your new outlets. Happy to show you how we handle it. Is next week good for a short call?
Following up on an enquiry
Hi Kenneth, this is Mei Xin from ABC Solutions, following up on your enquiry on our website yesterday. What's the best time for a quick call to understand what you need?
A polite close
Hi Rajesh, I'll assume the timing isn't right, so I won't keep following up. If things change, just reply here. All the best!
Measure it like any other channel
Track how many WhatsApp conversations you start, how many get a reply, and how many turn into meetings. If reply rates are low, check whether you're messaging people who never agreed to hear from you.
Start with the right contacts
WhatsApp works best with the right person on the other end. SG Best Leads helps you find owners, directors and managers at Singapore companies, with direct mobile numbers clearly marked before you unlock. Start with a call, earn the conversation, then continue it on WhatsApp.