When to Use Mass Reply
Use mass reply only for a known-affected segment: conversations tied to one event that you can filter to precisely, such as an incident, a shipped fix, or a mistake that hit many customers at once. Never use it for marketing, outreach, or contacting people who didn’t write in — every selected conversation receives a real, customer-visible reply that cannot be recalled.
What you’re committing to
Mass reply is high-blast-radius. Before you click Send:
- You cannot recall it. Once dispatched, replies go out per-channel and there is no batch undo. If you sent to the wrong selection, the only remedy is a follow-up message and an apology.
- Each conversation is billed and counted like a normal reply. Channel fees (SMS segments, WhatsApp template costs) apply per conversation, not per send. A 500-conversation SMS mass reply is 500 SMS messages.
- It is not for marketing or outreach. Mass reply replies inside existing conversations. Customers who are not in an active or recent conversation with you should not be reached this way. Sending unsolicited content via existing support threads will look like spam and damage trust.
- The selection is exactly what gets the message. “All matching” in the bulk bar selects every conversation that matches your current filter — including rows you haven’t scrolled to. Always verify the count in the action bar before sending.
- Channel mismatch is silent. If a selected conversation’s original channel can’t carry your message (an SMS thread but your message has an image attachment, for example), that specific delivery may be dropped or degraded without stopping the batch. See Mass reply channel behaviour.
If any of the above gives you pause, send to a smaller sample first.
Good uses
Legitimate uses are narrow:
- Incident-end status note — “Our payments provider is back up — sorry for the disruption.”
- Resolved-issue follow-up — A fix shipped; everyone tagged with the issue gets a note.
- Single mistake that hit many — A bad shipping email went out; one apology covers the affected segment.
- Known-affected segment after a change — Pricing change rolling out — everyone with an open billing question gets the update.
When not to use mass reply
- For people who didn’t write in. Use a marketing or transactional channel instead — mass reply is not a broadcast tool.
- To “speed up” a backlog of unrelated conversations. One message can’t resolve different questions.
- To send promotional content. Customers experience promo material on a support thread as spam.
- When the affected segment isn’t clearly identifiable. If you can’t filter cleanly to “the right people,” the wrong people will receive it.
When the use case fits, follow the steps in Send a mass reply.