Messaging app WhatsApp was designed for peer-to-peer(s) communication rather than for marketing, so it’s always been a slightly awkward tool for the latter use.

Labels and managers have run WhatsApp mailing lists, which can be useful, but using the app’s ‘Groups’ feature has been trickier given the ability of any member of a group to post – and potentially clutter the conversation.

Now there’s an option to avoid that. “Today, we’re launching a new group setting where only admins are able to send messages to a group,” announced WhatsApp yesterday.

“One way people use groups is to receive important announcements and information, including parents and teachers at schools, community centres, and non-profit organisations. We’ve introduced this new setting so admins can have better tools for these use cases.”

Or, indeed, for marketers running a WhatsApp group on behalf of an artist. Note: a single group can only have up to 256 members still.

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Music Ally's Head of Insight

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