How charities can use WhatsApp Channels

The exciting thing about digital technology is that new tools are always arriving to transform the way we work. In June 2023, that new tool was WhatsApp Channels, launched by Meta and rolled out more globally in September of the same year. 

Described by the messaging App as ‘a private way to follow topics you care about,’ WhatsApp Channels offers users a new way to share information, updates, photos, and videos to their followers. 

Below, we explore the features of WhatsApp Channels in more detail and how charities can apply them to the work they do.

Where to find WhatsApp Channels 

On WhatsApp, Channels can be found under the Updates tab, which used to be the Status tab. You’ll find the Channels you’re following under the Status updates from your contacts. You can also find and search for Channels that you’d like to follow. 

How Channels works 

Channel updates are completely separate to private calls and chats. 

Unlike normal WhatsApp chats and groups, Channels is a one-way broadcasting channel. Charities can post updates about their work, via video or voice notes, create polls, share links to articles, or signpost to their website. 

Followers can react, via emoji, to an update but they cannot reply or post on the Channel themselves. There is no direct messaging feature either. 

By default, notifications are muted. Followers can turn on notifications to be alerted to new updates or they can view the Channel any time by going to the Updates tab.  

Updates are stored on the server for 30 days, meaning that followers will only be able to scroll back to a maximum of 30 days to see updates.  

The prioritisation of privacy 

People can’t see who is in a Channel or who has reacted to an update. Channel Admins may be able to see a profile photo next to emoji reactions, depending on the follower’s privacy settings.  

Admins won’t be able to see a follower’s name or phone number. Likewise, the Channel Admin’s name, photo, and number is completely private. However, Channel Admins will be visible to each other.  

As the aim of Channels is to reach as wide an audience as possible, currently they are not end-to-end encrypted. However, in a blog, they stated, “We do think there are some cases where end-to-end encrypted channels to a limited audience might make sense, such as a non profit or health organization, and we’re exploring this as a future option as well. 

The benefits of creating a WhatsApp Channel 

Greater reach 

In some countries, WhatsApp is more popular and active than social media channels such as Meta (Facebook) and X (Twitter). Having a Channel and a presence on WhatsApp could help your charity reach more ‘hard to reach’ people. 

Improved wellbeing

The one-way broadcast nature of Channels is particularly useful for charities who may generate hostility and hate on social media channels. An ‘angry’ emoji will not affect the wellbeing of a Channel Admin as much as a hateful or threatening comment or private message on Facebook will. 

Minimised reputational risk

A social media crisis is less likely to occur on this platform as updates disappear after 30 days and admins can choose to block screenshots and forwards from their channel. 

Less resource needed

Whilst, of course, you will need the resource to manage the Channel in terms of posting updates, there is no community management needed as followers are only able to ‘react’ with an emoji to updates.