Publishers love Whatsapp’s potential, but struggle with execution

For publishers such The Huffington Post UK and Daily Mirror, which use WhatsApp to send breaking news alerts to readers, the big challenge is the work involved in getting people signed up for the alerts. It’s an arduous process on both ends. To get the alerts, readers have to send a message to a dedicated number setup by a publisher, which is more lengthy process than clicking a “Like” or “Follow” button.

But that’s only the beginning of the process: To get those alerts out to readers, publishers have to add every signed up user to a Broadcast List, which is what lets WhatsApp users send messages to many people at once. That’s a long process for publishers’ small social media teams, and it’s made more complicated by WhatsApp limiting each broadcast list to 256 users.

Read the rest of this story at Digiday.

More like this

Media owners take early steps with chat apps

Dark social hints at a brighter future for traditional media

Demystifying five key terms that were big in 2014

Your first step to joining FIPP's global community of media leaders

Sign up to FIPP World x