WhatsApp Campaigns

Send WhatsApp Business messages to your contacts with approved templates, rich media (images, videos, PDFs), interactive buttons, and high engagement rates (70-90% open rates).

What You Can Do

• Marketing Messages: Product launches, promotions, announcements
• Transactional Updates: Order confirmations, shipping notifications
• Appointment Reminders: Booking confirmations, calendar reminders
• Customer Support: Proactive outreach, follow-ups
• Rich Media: Send images, videos, documents, PDFs
• Interactive Elements: Quick reply buttons, call-to-action buttons

Prerequisites

1. Connect WhatsApp Business API

Navigate to Settings → Integrations and connect a WhatsApp Business API provider:

Provider	Best For	Features
Meta Cloud API	Direct integration	Official API, no middleman
Gupshup	India market	Local support, competitive pricing
WATI	SMBs	Easy setup, CRM features
Tata Tele	Enterprise	Reliable delivery, support
AiSensy	Marketing teams	Campaign features, automation

Setup Requirements:

1. WhatsApp Business Account: Verified business profile
2. Phone Number: Dedicated number for WhatsApp Business
3. Business Verification: Meta business verification (required for marketing messages)
4. API Access: Approved access to WhatsApp Business API

2. Create WhatsApp Template

IMPORTANT: WhatsApp requires pre-approved templates for marketing messages.

Template Creation Process:

1. Go to Channel → Templates
2. Click + New Template → Select WhatsApp
3. Design your template:
   • Template Name: Unique identifier (lowercase, no spaces)
   • Category: MARKETING, UTILITY, or AUTHENTICATION
   • Language: Select language (supports multiple)
   • Header (optional): Text, image, video, or document
   • Body: Main message content with variables
   • Footer (optional): Small text at bottom
   • Buttons (optional): Quick replies or call-to-action
4. Submit for approval
5. Wait for Meta approval (typically 1-24 hours)

Template Structure Example:

Header: [IMAGE: product_launch.jpg]

Body: Hi {{1}},

We're excited to launch our new {{2}}!

As a valued customer, you get *exclusive early access* and 20% off.

Offer valid until {{3}}.

Footer: Reply STOP to opt out

Buttons:
[Shop Now] → https://yourstore.com/launch
[Learn More] → https://yourstore.com/info

3. Create Audience Segment

Define who receives your campaign:

1. Go to Channel → Segments
2. Click + New Segment
3. Add filters:
   • Phone is not empty: Required
   • WhatsApp Opted In: Ensure consent
   • Additional filters as needed
4. Save segment

Important: Only message contacts who have explicitly opted in to receive WhatsApp messages from you.

WhatsApp Message Guidelines (Meta Requirements)

Template Categories

Category	Purpose	Examples	Approval Time
MARKETING	Promotional content	Sales, offers, announcements	24 hours
UTILITY	Account updates, transactions	Order status, delivery updates	2-6 hours
AUTHENTICATION	OTPs, verification codes	Login codes, 2FA	1-2 hours

Content Rules

Allowed:

• ✅ Product updates and launches
• ✅ Sales and promotions
• ✅ Event invitations
• ✅ Customer surveys
• ✅ Order updates
• ✅ Appointment reminders

Not Allowed:

• ❌ Cryptocurrency, gambling, tobacco, alcohol
• ❌ Adult content
• ❌ Political content
• ❌ Misleading information
• ❌ Content that violates Meta policies

Template Variables

Use dynamic variables to personalize messages:

{{1}} = First parameter (e.g., contact name)
{{2}} = Second parameter (e.g., product name)
{{3}} = Third parameter (e.g., expiry date)

Example usage in campaign:
Parameter 1: {{contact.first_name}}
Parameter 2: {{deal.product_name}}
Parameter 3: {{campaign.end_date}}

Variable Types:

• Text: Any text value
• Currency: Formatted amounts (e.g., $19.99)
• Date/Time: Formatted dates
• URLs: For buttons

Creating a WhatsApp Campaign

Step-by-Step Guide

Step 1: Basic Details

1. Navigate to Channel → Campaigns
2. Click + New Campaign
3. Fill in basic information:
   • Campaign Name: Internal identifier
   • Description: Campaign purpose
   • Channel: Select WhatsApp

Step 2: Select Approved Template

1. Choose from APPROVED templates only
   • Pending templates cannot be used
   • Rejected templates need to be revised
2. Preview template structure
3. Review template parameters (variables)

Step 3: Configure Template Parameters

For each variable in your template, map to contact data:

Example Template:

Hi {{1}},

Your order {{2}} will be delivered on {{3}}.

Track here: {{4}}

Parameter Mapping:

1. Parameter 1 → Contact Field: first_name
2. Parameter 2 → Contact Field: order_id
3. Parameter 3 → Contact Field: delivery_date
4. Parameter 4 → Contact Field: tracking_url

Parameter Source Options:

• Contact Fields: Map to contact properties (name, email, phone, etc.)
• Company Fields: Map to company properties (name, industry, etc.)
• Deal Fields: Map to deal properties (value, stage, etc.)
• Custom Fields: Map to any custom field values
• Static Text: Enter fixed text
• Date/Time: Current date or custom date

Step 4: Select Audience

1. Choose your target segment
2. Critical Check: Ensure all contacts have:
   • ✅ Valid phone number (with country code)
   • ✅ WhatsApp opt-in consent
   • ✅ All required parameter data (no missing values)
3. Preview audience size
4. Review sample contacts

Step 5: Configure WhatsApp Settings

Sender Information:

• Business Name: Your verified business name (from WhatsApp setup)
• Phone Number: Your WhatsApp Business number

Message Options:

• Track Delivery: Monitor delivery status (default: on)
• Track Reads: Monitor read receipts (default: on)
• Enable Replies: Allow contacts to reply (default: on)

Compliance:

• Opt-out Message: Include unsubscribe instructions
• Business Hours: Optional delivery window

Step 6: Scheduling Options

Choose when to send:

Option	Description	Best For
Send Now	Immediate delivery	Time-sensitive updates
Schedule	Specific date and time	Planned campaigns
Recipient's Timezone	Same local time for all	Global audiences
Business Hours Only	9 AM - 9 PM local time	Respect recipient availability

Important: WhatsApp has a 24-hour message window. After a contact replies, you have 24 hours to send free-form messages. Outside this window, only approved templates can be sent.

Step 7: Advanced Settings (Optional)

Batch Configuration:

• Batch Size: Messages per batch (default: 200)
  • Smaller batches = slower but more controlled
  • Larger batches = faster but less granular control
• Delay Between Batches: Seconds between batches (default: 30s)
• Rate Limiting: Prevent exceeding provider limits

Delivery Settings:

• Retry Failed Messages: Auto-retry temporary failures
• Max Retries: Number of retry attempts (default: 3)
• Fallback Channel: Send via SMS if WhatsApp fails (optional)

Step 8: Review & Launch

1. Preview Message:
   • Review template with sample data
   • Check media displays correctly
   • Verify buttons work
   • Test parameter substitution
2. Send Test Message: Send to your WhatsApp number
3. Final Checklist:
   • ✅ Template is approved
   • ✅ All parameters are mapped correctly
   • ✅ Audience has valid phone numbers
   • ✅ Opt-in consent verified
   • ✅ Message complies with Meta policies
   • ✅ Media files are accessible
4. Launch: Click Send Now or Schedule

Campaign Execution & Monitoring

Real-Time Progress Tracking

Monitor WhatsApp campaign delivery:

Campaign Dashboard Shows:

• Sent: Messages dispatched to WhatsApp API
• Delivered: Messages delivered to recipients
• Read: Messages opened by recipients
• Replied: Contacts who responded
• Failed: Delivery failures

Delivery States:

• Queued: Waiting to be sent
• Sent: Sent to WhatsApp servers
• Delivered: Delivered to recipient's device
• Read: Opened by recipient
• Failed: Delivery failed (see error details)

Campaign States

State	Description	Actions Available
Draft	Not sent yet	Edit, Delete, Launch
Scheduled	Queued for future send	Edit, Cancel
Sending	Currently processing	Pause, Cancel
Paused	Temporarily halted	Resume, Cancel
Sent	Delivery complete	View Analytics
Cancelled	Stopped	View Details

WhatsApp Campaign Analytics

Key Metrics

Access detailed analytics in Channel → Campaigns → [Campaign Name]:

Delivery Metrics:

• Sent: Total messages sent to API
• Delivered: Successfully delivered to devices
• Delivery Rate: Delivered / Sent × 100
• Failed: Delivery failures
• Bounce Rate: Failed / Sent × 100

Engagement Metrics:

• Read: Messages opened (read receipts)
• Read Rate: Read / Delivered × 100
• Replied: Contacts who responded
• Reply Rate: Replied / Delivered × 100
• Click-Through: Button clicks
• Click Rate: Clicks / Delivered × 100

Time-Based Insights:

• Time to Deliver: Average delivery time
• Time to Read: How quickly contacts read messages
• Time to Reply: Response time
• Engagement by Hour: Best time to send

Why WhatsApp Rates Are Higher

Typical Performance:

• Delivery Rate: 95-99% (vs. 85-90% for email)
• Read Rate: 70-90% (vs. 15-25% for email)
• Reply Rate: 10-30% (vs. 1-3% for email)

Reasons:

• Mobile-first platform
• Push notifications enabled
• Personal communication channel
• Less competition (inbox not crowded)
• Rich media engagement

Individual Contact Activity

View detailed activity timeline:

1. Open campaign analytics
2. Click Activity Timeline
3. See per-contact:
   • Send timestamp
   • Delivery timestamp
   • Read timestamp
   • Reply content
   • Device information

Best Practices

Getting Opt-In Consent

Required by Meta and Law:

• Explicit opt-in before sending marketing messages
• Cannot use WhatsApp for cold outreach
• Must have prior relationship or explicit consent

How to Get Consent:

1. Website Form: Checkbox for WhatsApp opt-in
2. SMS: Send link to opt-in via WhatsApp
3. In-Person: Customer provides number and consents
4. Existing Relationship: Purchase, inquiry, support ticket

Consent Language Example:

☑ I agree to receive WhatsApp messages from [Your Company]
  including promotions, updates, and offers. I can opt out
  anytime by replying STOP.

Message Frequency

Guidelines:

• Maximum 1 marketing message per day per contact
• Space out campaigns (don't send multiple in one day)
• Respect opt-outs immediately
• Monitor complaint rates

Recommended Frequency:

• Promotional: 1-2 per week
• Transactional: No limit
• Reminders: As needed
• Surveys: Monthly maximum

Content Best Practices

Effective Messages:

• Keep it concise (under 1000 characters)
• Personalize with contact name
• Include clear call-to-action
• Use emojis sparingly (1-2 per message)
• Make value proposition clear immediately

Message Structure:

✅ Good:
Hi Sarah,

Your order #12345 is ready for pickup!

Location: Downtown Store
Hours: 9 AM - 6 PM

[View Order] [Get Directions]

✗ Bad:
Hello,

Your recent purchase from our establishment has
been processed and is now available for collection
at your earliest convenience at our downtown
location during regular business hours...

Rich Media Guidelines:

• Images: Max 5MB, JPG/PNG
• Videos: Max 16MB, MP4
• Documents: Max 100MB, PDF
• Always include alt text
• Test on mobile devices

Button Best Practices

Quick Reply Buttons:

• Maximum 3 buttons
• Keep text short (20 characters max)
• Use action words ("Yes, interested", "Not now", "Tell me more")

Call-to-Action Buttons:

• URL Button: Link to website, product page
• Phone Button: Direct call to business
• Maximum 2 CTA buttons

Button Text Examples:

✅ Good:
[Shop Now] [View Details] [Contact Us]

✗ Bad:
[Click Here] [More Information] [OK]

Template Optimization

Subject Matter:

• Focus on one offer/topic per template
• Make value clear in first line
• Use variables for personalization
• Include expiry/urgency when appropriate

Approval Tips:

• Follow Meta template guidelines exactly
• Avoid spam trigger phrases
• Don't mislead or exaggerate
• Include opt-out language
• Use proper grammar and spelling

Troubleshooting

Template Rejected

Common Reasons:

1. Violates Meta commerce policy
2. Contains prohibited content
3. Variables used incorrectly
4. Missing opt-out language
5. Unclear or misleading content

Solutions:

1. Review Meta's template guidelines
2. Keep templates generic (no specific prices/dates in template itself)
3. Use clear, conversational language
4. Include opt-out instructions
5. Resubmit with corrections

Low Delivery Rate

Possible Causes:

• Invalid phone numbers
• Numbers not on WhatsApp
• Blocked by recipients
• API rate limits exceeded

Solutions:

1. Validate phone numbers (must include country code)
2. Verify numbers are WhatsApp users
3. Clean blocked numbers from list
4. Reduce batch size
5. Check API rate limits with provider

Messages Not Being Read

Possible Causes:

• Sent at wrong time
• Not relevant to audience
• Too frequent messages
• Poor message quality

Solutions:

1. Test different send times
2. Improve targeting/segmentation
3. Reduce message frequency
4. Improve message content and value
5. A/B test templates

High Opt-Out Rate

Possible Causes:

• Too many messages
• Irrelevant content
• Didn't provide value
• Unclear opt-in initially

Solutions:

1. Reduce frequency
2. Improve targeting
3. Provide clear value in each message
4. Review opt-in process
5. Segment based on interests

Advanced Features

Template Components

Header Options:

• Text: Short title or greeting
• Image: Product photos, branding
• Video: Demonstration, testimonial
• Document: PDF catalog, invoice

Body Variables: Use dynamic content based on contact data:

Hi {{1}},

Your {{2}} order for ${{3}} will arrive on {{4}}.

We've included a special gift worth ${{5}} as a thank you!

Footer:

• Small text at bottom
• Typically opt-out message or disclaimer
• Max 60 characters

Interactive Buttons

Quick Reply Buttons: Predefined response options for contacts:

Template:
Would you like to receive our weekly newsletter?

Buttons:
[Yes, sign me up]
[No, thanks]
[Maybe later]

Call-to-Action Buttons:

• Visit Website: Open URL
• Call Phone Number: Direct dial
• Copy Offer Code: Copy to clipboard

List Messages

Send messages with interactive lists (requires approval):

Choose your preferred appointment time:

📋 Available Slots
├ Monday, 2 PM
├ Tuesday, 10 AM
├ Wednesday, 3 PM
└ Thursday, 11 AM

[View Times]

Catalog Messages

Send product catalogs directly in WhatsApp:

1. Set up WhatsApp Business catalog
2. Create catalog template
3. Link products in message
4. Contacts can browse and inquire

Compliance & Regulations

WhatsApp Business Policy

Must Follow:

• Only send to opted-in contacts
• Respect 24-hour message window
• Use approved templates for marketing
• Include opt-out option
• Don't spam or abuse platform

Violations Can Result In:

• Account warnings
• Rate limiting
• Account suspension
• Permanent ban

Data Privacy

GDPR Compliance:

• Store consent records
• Honor data deletion requests
• Secure phone number storage
• Clear privacy policy

Opt-Out Management:

• Process immediately (within 24 hours)
• Never message after opt-out
• Maintain suppression list
• Easy opt-out method

Related Resources

• WhatsApp Templates → - Create approved templates
• Segments → - Target the right audience
• Campaign Analytics → - Track performance
• Integrations → - Connect WhatsApp API providers
• Meta Template Guidelines - Official template rules