Viber broadcast without bans: how to message clients and keep your sender

People open Viber every day. That’s why senders are remembered here — the ones they waited for, and the ones they grew tired of.

In Ukraine and several Eastern European countries, Viber is the main messenger for many people. They use it to talk to family and to get messages from stores, delivery services, and banks. For a company, that is a direct line to the client. It is also a direct path to complaints if you write to the wrong people, at the wrong time, in the wrong way.

General principles are in our piece on broadcasts without bans. Viber deserves its own conversation: a company has two different ways to send there, and the cost of a mistake is not just a number but the name clients are used to seeing.

Two paths: an account on a number and official business messages

A company on Viber has two fundamentally different ways to reach clients.

A regular account on a number. A rep or a department writes from a phone number, like any other user. It is a live conversation with a person. But that number follows the messenger’s general rules, and mass sending from it is judged by behavior: how often, to whom, and what.

Official business messages. These are sent through platform partners. The recipient sees the company name, not a number. This path has its own terms: sender name approval, templates, rules on content and on who may be messaged. The terms vary by partner and country. Learn them before launch, not after the first rejected send.

Neither path is better on its own: one is closer to a conversation, the other to a notification with a clear signature. Many companies use both: the official channel for mass messages, the number for the live follow-up. Whether a specific scenario is allowed depends on the platform’s rules, recipients’ consent, and the law of the country. Ask a lawyer.

Rules for the company

These rules apply to both paths.

• Recipient consent. Write to people who have already talked to you, bought from you, or left their contact themselves. Someone else’s list is the shortest road to complaints.
• An easy opt-out. Every message offers a clear way to say “stop writing to me” with a single word.
• Whoever asked not to be contacted is not contacted. Not in the next broadcast, not from another number, not from another department. An opt-out belongs to the company, not to a single launch.
• The recipient’s working hours. Not at night, not at dawn, not on a day off unless it is urgent. Go by the client’s time zone, not the office’s.
• A recognizable sender. From the first line it is clear who is writing and how you know each other. A faceless “Hello, we have a sale” reads as spam.
• Personalization. The client’s name, their order, their city — whatever makes the message a note to one specific person.
• A small part of your client base first. Send to a small group, look at replies and opt-outs, then decide whether to continue.

How much you can send is covered in the piece on daily message limits: there is no safe figure, and other people’s advice knows nothing about your number. And a new number never goes straight into mass sending — warm it up first.

What the company risks

A failed Viber broadcast costs more than it seems on launch day.

• Complaints. Every “this is spam” lowers trust in the sender. Complaints pile up faster than replies.
• A restricted number. The number may lose the ability to write to new people, or to send at all.
• Lost history. When a number is gone, the conversations go with it: agreements, questions, client promises.
• Landing in spam. The message is technically delivered, but the client doesn’t see it or deletes it right away.
• The sender name’s reputation. Clients see the company name before the text. If that name is tied to pushy messages, the next one, even an important one, gets opened reluctantly. On the official channel, complaints can also affect your terms with the partner.

How not to lose the sender

The sender is a company asset, like a storefront sign or a website domain.

• The number and name are registered to the company. Not to a rep’s personal SIM card and not to their account. See also moving to work numbers.
• A backup. A number prepared and warmed up in advance, in case the main one gets restricted. A backup set up on the day of the ban is not a backup.
• History stays with the company. A conversation with a client should not exist only on one person’s phone.
• Don’t rush a new number. A fresh number sent straight into a broadcast means near-certain complaints and a restriction.
• One person in charge. One person is responsible for the number and the sender name and decides when a broadcast goes out. When an employee leaves, passwords change the same day.

What you measure as the sales lead

“Everything was sent” is not a report. You need different answers.

• Replies. How many people replied, and with what: interest, a question, a refusal.
• Opt-outs and complaints. Are they growing from launch to launch? That is an early sign the list or the text has burned out.
• Deals and revenue after the broadcast. How many recipients bought or paid after it, and whether that would have happened without the message.
• Cost per reply. Everything the launch took (people’s time, payment for official messages, risk to numbers), divided by meaningful replies.
• Comparing launches. Text against text, segment against segment, morning against evening. Change one thing at a time, or you won’t know what worked.

Counting the money from each launch honestly is covered in which broadcast brought money. How we work with it is easier to show when we meet.

Short checklist

• Recipients gave consent or have already talked to the company
• Every message has an easy way to opt out
• Nobody in the company writes to people who opted out
• The broadcast runs during the recipient’s working hours
• The first line makes it clear who is writing
• Texts are personal: it is clear who they are for and why
• A small part of the client base goes first
• The number and sender name are registered to the company
• There is a warmed-up backup number
• Results are counted by replies, complaints, deals, and revenue

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A message people were waiting for isn’t treated as spam. It gets opened.