OMR shows how it's done: WhatsApp newsletters with 98% open rates instead of the email graveyard at 20%. But most companies only copy the surface – and then wonder why there's no revenue coming in.
The problem? They confuse WhatsApp Channels with real newsletters. Or they blast messages without any strategy. Or they're still using the Business App with its 256-contact limit. In 2026, that's not just outdated – it's dangerous (GDPR violations, number bans).
In this guide, I'll show you how to build a WhatsApp newsletter that isn't just "nice to have" but actually drives revenue. With real numbers, real case studies, and the knowledge the OMR community has been using for years.
Why OMR Bets on WhatsApp (And What You Can Do Better in 2026)
OMR isn't just another WhatsApp user – they've significantly shaped the conversational commerce trend in the DACH region. Philipp Westermeyer and his team use WhatsApp for podcast updates, event communication, and community building. This isn't a gimmick – it's strategic customer retention.
And the numbers speak for themselves: At the OMR Festival 2025, the Podstars team revealed that the OMR Podcast's WhatsApp newsletter achieves an open rate of 66%. That might sound lower than the typical 90-98% in e-commerce – but context matters here: OMR operates a massive, broad community list without granular segmentation by purchase behavior. Even under these conditions, 66% is still more than 3x higher than email (~20%). Imagine what's possible with targeted segmentation.
What most people don't know: Through OMR X (their investment arm), OMR has also entered the WhatsApp market financially – including an investment in Charles, one of the bigger players in the DACH region. This shows: OMR understands that WhatsApp isn't just a channel, but an entire ecosystem.
The question is: What can you learn from this?
OMR primarily uses WhatsApp for reach and community. That works for a media company. But if you're in e-commerce – if you're selling products – you need more than reach. You need a revenue engine.
The difference: Email delivers an average ROI of about $36 per dollar spent. Solid. But WhatsApp? With proper automation and segmentation, the numbers range from $90 to $130. That's not a marketing promise – those are numbers from real e-commerce campaigns.
Learn more about WhatsApp marketing and how it differs from email in our comparison.
WhatsApp Channels vs. Newsletter: The Difference Most People Don't Get
Since Meta introduced WhatsApp Channels (in the "Updates" tab), there's been confusion. Let me clear this up once and for all:
WhatsApp Channels (Pull principle): A public one-to-many feed. You post something, and whoever actively checks it sees it. No push notification on the lock screen. No personalization. No reply option. No API connection, so no data ownership. Good for reach and branding – bad for revenue.
WhatsApp Newsletter via API (Push principle): The message lands directly in the personal chat. Push notification on the lock screen. 98% open rate, 80% of which within the first 5 minutes. The recipient can reply, you can respond automatically. This isn't a one-way street – it's a sales channel.
If you want to sell or retain customers like OMR does, you need the API newsletter – not just the channel.
The 4 Pillars of a WhatsApp Newsletter That Actually Drives Revenue
1. Relevance Over Volume – Understanding Frequency Capping
Meta tightened "Frequency Capping" in 2025/2026. The rule: Maximum 2 marketing templates per user within 24 hours – and that's across all brands combined. Not just from you. From everyone.
What does this mean in practice? You're competing for "attention slots" in the inbox. If Zalando and ASOS have already sent their two messages, yours won't get through. No matter how good it is.
Pro tip on frequency: Beyond Meta's technical limit, there's a strategic recommendation: 1 to 2 marketing campaigns per week is optimal for the awareness phase. Anything more significantly increases block rates. Transactional messages (order confirmation, shipping) are exempt from this.
The solution: Segmentation on steroids. Not everyone gets everything. The customer who bought 3 days ago doesn't need a "Hey, buy something!" message. The one who hasn't ordered in 6 months does.
At Chatarmin, customers like Olakala use exactly this strategy for pre-access campaigns: VIP customers get exclusive early access to new drops – segmented by purchase history from Shopify. The result? Sold-out collections before anyone else even knows about them.
Learn how to use Shopify and Klaviyo data for WhatsApp segmentation in our CRM guide.
2. Perfect Timing – When You Should Send
It's not irrelevant when you send. Behavioral data shows clear patterns:
The best time windows are 11:00 AM–1:00 PM (lunch break) and 6:00–8:00 PM (after work). Messages achieve the highest open and response rates during these periods. Makes sense: people have time to check their phones.
What you should avoid: Early morning (stress), late evening (privacy), weekends (if you're B2B). In e-commerce, however, Sundays can work well – test it for your audience.
The difference between "well-timed" and "poorly-timed" can mean a 20-30% engagement difference. That's not a detail – that's revenue.
3. From Chatbot to AI Agent – "Static" Is Out in 2026
The term "chatbot" sounds like "fax machine" in 2026. The reality: AI Agents. These aren't dumb if-then machines, but AI-powered assistants that do real jobs.
Product finder: "I'm looking for a gift for my girlfriend, budget €50" → The agent searches your catalog and suggests 3 matching products.
FAQ resolution: "When will my order arrive?" → The agent checks the tracking status and responds in seconds. No human intervention needed.
Cart recovery: This is where it gets really interesting. While email reminders are often ignored, industry data shows: Automated WhatsApp follow-ups can reduce cart abandonment by up to 89%. That's not a typo – that's the difference between "nice channel" and "revenue engine."
An example: bedrop, a Chatarmin customer, achieves an ROI of 195x with this combination of segmented newsletters and AI-powered product finder. Those aren't fantasy numbers – that's documented performance.
Learn how to build such flows in our WhatsApp marketing guide.
4. Integration Over Isolation – Your Tech Stack Must Connect
A WhatsApp newsletter running in isolation is like a sales rep without CRM access. They don't know what the customer bought before, what emails they received, or whether they currently have an open support ticket.
The solution: Your newsletter must be synchronized with your tech stack. Shopify, Klaviyo, Shopware – everything needs to flow together. Otherwise, this happens: Customer receives a WhatsApp discount offer while they have an open support complaint. Embarrassing and revenue-destroying.
Creating a WhatsApp newsletter is easy – professionally integrating it into your e-commerce stack is the real art.
What's New in 2026: Usernames, AI Status, and the Future
WhatsApp continues to evolve. Here are the trends that matter in 2026:
Usernames instead of phone numbers: WhatsApp is currently testing usernames in beta. This increases privacy for users and reduces dependence on phone numbers. For brands, this means: The opt-in process could change.
AI tools for the Status feature: Meta is rolling out AI features that allow brands to generate status updates directly in the app. Another touchpoint alongside the newsletter.
Frequency Capping as a quality filter: The 2-message limit per user/24h isn't a bug – it's a feature. Meta wants to prevent spam and rewards relevant senders. Those with good engagement rates get prioritized.
The message is clear: Quantity loses, quality wins. And that's good for everyone who's serious about this.
GDPR & Data Protection: Why "Made in EU" Isn't Just Marketing Speak
The topic that keeps marketing managers up at night: GDPR.
Meta has recently experimented with "Legitimate Interest" – legally a minefield. The reality for professional marketing: You need clean double opt-in. Real consent. Documented. Verifiable.
Why does this matter? Because a GDPR violation doesn't just mean fines, but also loss of trust. And trust is everything on WhatsApp – you're in the customer's most personal channel.
The difference with EU-based solutions: Hosting in Europe, no data transfer to the USA, clean opt-out management. This genuinely minimizes your risk.
Learn more about the legal foundations for WhatsApp newsletters in our GDPR guide.
Why the WhatsApp Business App Is Not an Option
Short and painless: The WhatsApp Business App is unsuitable for professional marketing.
The facts: Broadcast lists are limited to 256 contacts. No API connection, so no automation, no integration, no CRM. And most importantly: You're not GDPR compliant. When Meta bans your number (and it happens regularly), everything's gone.
The professional way: WhatsApp Business API through a certified Business Solution Provider. Unlimited contacts, full automation, CRM integration, and legal security.
We've put together a comparison of WhatsApp newsletter providers here.
Competition: Where Do the Others Stand – And Where Do You?
The market for WhatsApp marketing tools is growing. Here's the honest assessment:
Charles: Funded through OMR X, strong in the enterprise segment, especially fashion and large D2C brands. Broader focus, higher price points. If you're a fast-growing e-commerce brand that needs deep Shopify/Klaviyo integration and revenue focus, there are more specialized alternatives.
Superchat: Strong in "Unified Inbox" – all channels in one. Good for support teams, less focused on marketing revenue and e-commerce-specific conversion flows.
MessengerPeople (Sinch): Broadly positioned, but more support-oriented. Less specialized in revenue optimization for e-commerce.
Chatarmin: Focused on e-commerce and D2C. Deep Shopify and Klaviyo integration, AI Agents, revenue tracking. Made in Austria, EU hosting. No revenue share, transparent pricing.
The question isn't which tool is "the best" – but which fits your use case.
What Top Brands Achieve with WhatsApp – Real Numbers
Theory is nice. Practice is better:
Open rates: 95-98% is standard on WhatsApp. Email sits at 15-25%. There's no comparison.
Click-through rates (CTR): WhatsApp achieves 45-60%, while email sits at 2-5%. The difference is brutal.
ROI: Email delivers an average of $36 per dollar spent. WhatsApp with professional automation: $90 to $130.
Cart recovery: Automated WhatsApp reminders reduce abandonment by up to 89% – a game-changer for every e-commerce manager.
Case study bedrop: 195x ROI through the combination of segmented newsletters and AI-powered product finder.
Case study Olakala: Pre-access campaigns for VIP customers lead to sold-out drops within hours.
Find concrete case studies with numbers in our WhatsApp KPI study for e-commerce.
Conclusion: WhatsApp Newsletter Is No Longer an Experiment in 2026
OMR led the way and even invested in the market: Conversational commerce is here to stay. WhatsApp is no longer a "nice addition" in 2026 – it's table stakes for customer retention in e-commerce.
But: A simple newsletter isn't enough. You need segmentation (frequency capping), AI Agents (not static chatbots), the right timing, and deep integration into your tech stack.
The good news: Building this isn't complicated – if you know how. The bad news: Your competition probably knows it soon too.
Want to find out if WhatsApp is your next big revenue channel?
No sales pitch. No PowerPoint battle. Let's look at whether this makes sense for your setup in a demo.
FAQ: The 14 Most Important Questions About OMR WhatsApp Newsletter
What is an OMR WhatsApp Newsletter?
An OMR WhatsApp Newsletter refers to professional marketing via the WhatsApp Business API, as used by OMR for podcast updates and community communication. Unlike simple broadcast lists, it enables push messages directly in chat with automation and personalization.
What's the difference between WhatsApp Channel and Newsletter?
WhatsApp Channels are public one-to-many feeds in the "Updates" tab without push notifications (pull principle). API newsletters land directly in personal chat with push notifications on the lock screen and enable 1:1 dialogues (push principle).
What does a WhatsApp newsletter tool cost?
Professional tools typically start at around €100 per month. Additionally, there are Meta fees per conversation of about 11 cents in DACH / 8 cents in the US. Reputable providers work with transparent fixed prices without revenue sharing.
Is a WhatsApp newsletter GDPR compliant?
Yes, if sent via the WhatsApp Business API with a certified provider that operates servers in the EU. The prerequisite is explicit double opt-in from users with documented consent.
What tool does OMR use for WhatsApp?
OMR is strategically connected to provider Charles through OMR X and uses different solutions for various formats. For e-commerce brands focused on revenue and Shopify integration, Chatarmin is the more specialized alternative.
What's the open rate for WhatsApp newsletters?
The open rate averages 90 to 98 percent. About 80 percent of messages are read within the first 5 minutes. For comparison: Email typically reaches 15-25 percent.
What does Frequency Capping mean on WhatsApp?
Meta limits marketing messages to a maximum of two marketing templates per user within 24 hours – across all brands combined, not just per sender. This protects users from spam and rewards relevant content.
Can I use the WhatsApp Business App for newsletters?
No. The app is limited to 256 contacts per broadcast list, offers no API connection for automation, and is not GDPR compliant. Professional marketing requires the WhatsApp Business API through a certified provider.
What are WhatsApp Flows?
Flows are interactive forms directly in WhatsApp chat. Users can book appointments, select products, complete surveys, or configure orders – without leaving the app. This significantly increases conversion.
Is WhatsApp marketing worth it for B2B?
Yes, especially for account-based marketing, quick coordination in sales, and recruiting. Direct communication significantly shortens decision-making processes. The personal channel builds trust that's crucial in B2B relationships.
When is the best time for a WhatsApp newsletter?
Behavioral data shows that messages between 11:00 AM–1:00 PM (lunch break) and 6:00–8:00 PM (after work) achieve the highest open and response rates. You should prioritize these time windows.
How often should I send a WhatsApp newsletter?
For marketing messages, a frequency of 1 to 2 campaigns per week is recommended. More significantly increases block rates. Transactional messages (order confirmation, shipping updates) are exempt and can be sent more frequently.
How do I get the green checkmark on WhatsApp?
Companies must use the WhatsApp Business API and complete business verification in Meta Business Manager. Additionally, a certain level of brand recognition is required – Meta checks whether the company has an established presence.
How do I collect opt-ins for my WhatsApp newsletter?
Opt-ins can be collected GDPR-compliantly via website popups (widgets), QR codes on product packaging or invoices, and through "Click-to-WhatsApp" ads on Facebook and Instagram. Documented consent is essential.
