- WhatsApp is a direct, personal channel and requires explicit, clearly documented consent.
- Send shorter, less frequent messages than email, and tie each one to a relevant occasion.
- Use a business process instead of private employee accounts.
- Have the unsubscribe process, privacy information and implementation professionally reviewed before launch.
WhatsApp feels more personal than a newsletter, which calls for restraint. A relevant message can highlight last-minute availability or a special menu. Frequent advertising can feel intrusive in a private space.
This guide is an editorial practical aid and not legal advice. Check consent, privacy policy, used solution and documentation suitable for your company.
1. Obtain clear, separate consent
Before signup, explain which messages you send through each channel and how often. Consent must be actively given and separate from essential reservation confirmations. Record when it was given and what it covered.
Make a specific promise: “Seasonal menus, events and selected available dates, at most twice a month on WhatsApp.” Promise only a schedule you can maintain.
2. Good occasions for WhatsApp
- Last-minute availability for a special menu
- Start of a seasonal menu
- Event with few remaining places
- Reopening after annual closures
- Personal birthday greeting with appropriate consent
- Important change for already booked guests
A generic weekly advertisement is rarely enough for such a personal channel. Ask before sending: would I welcome this information as a guest right now?
3. Keep it brief and offer one action
Start with the occasion rather than a long greeting. Four to six lines are often enough. Give the message one main action: view the menu, book a place or reply.
Seasonal opening template
“Our mushroom menu is here 🍄 From Friday, enjoy dishes including chanterelle goulash and porcini risotto. See the full menu: [Link]. Reserve a table: [Link]. Best wishes from the team at …”
Last-minute availability template
“Four places have just become available for our winemaker’s evening tomorrow. We start at 6:30 pm: five courses with wine pairings, €119. Book here: [Link].”
4. Choose a sensible sending frequency and time
One or two relevant messages a month is a reasonable starting point for many restaurants. Send when guests can make plans, rather than late at night or during typical work or family commitments. Any urgency should be genuine.
5. WhatsApp or newsletter?
| E-mail newsletter | |
|---|---|
| Short and immediate | More room for your story |
| Few clear occasions | Regular editorial rhythm |
| One main action | Room for several topics |
| Very personal channel | Easier to archive and forward |
Do not automatically send the same message through both channels. Give each a purpose: WhatsApp suits short, timely updates; a newsletter can introduce a new menu in more detail.
6. Unsubscribing and team responsibilities
Every marketing message needs an easy way to unsubscribe, such as “Reply STOP to unsubscribe”. Act on requests immediately. Make sure replies reach a business-managed channel with defined response times, not one employee’s private phone.
- Determine purpose and target group.
- Check the consent and data protection process professionally.
- Choose a suitable business tool and assign responsibility.
- Create two templates and test them internally.
- Start with a small group and evaluate reactions.