Segmentation
Dividing contacts into targeted groups using tags, custom fields, lifecycle stage, purchase history or consent state, so a message reaches only the people it is relevant to.
One term from the WhatsApp Business Platform glossary. Last updated 2026-07-25.
Segmentation is the primary defence against both cost and quality problems. Under per-message pricing every extra recipient costs money, and every irrelevant recipient raises block rate — the two failure modes push in the same direction.
Useful segments come from data the business already holds: purchase category, recency, lifecycle stage, source campaign, and above all the consent record for the purpose being messaged about.
Related terms
- Broadcast
- A single WhatsApp template message sent to a defined segment of contacts at once. Each recipient receives it as an individual conversation, not a group chat.
- Consent ledger
- A record of when and how each contact gave permission to be messaged, for which purpose, and whether that permission has since been withdrawn.
- Block rate
- The proportion of recipients who block your business after receiving a message. It is the single strongest negative input into a WhatsApp number's quality rating.
See Segmentation in a real workspace
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