WhatsApp campaigns

WhatsApp is the world's top mobile messaging app. You can chat with customers in real time, send marketing messages, and share order updates. Use Bloomreach Engagement to create WhatsApp campaigns at scale.

📘

Note

WhatsApp is only available in some Bloomreach Engagement packages. Contact your CSM or CS team to start using WhatsApp.

We send WhatsApp messages through these providers:

• Infobip Mobile Messaging
• Sinch Mobile Messaging

Message types and pricing

The type of message you can send and how much it costs depends on the message type and timing.

Template messages

Template messages are pre-approved by Meta and include 3 categories:

• Marketing: Promotional content and offers.
• Utility: Account updates, order confirmations, and service notifications.
• Authentication: One-time passwords and verification codes.

🚧

Important

You're charged for each template message regardless of the type or timing, even within the 24-hour customer service window.

Free-form (non-template) messages

Free-form messages are outbound messages that weren't registered by Meta. Each delivered free-form message (text, list, choice, or media) is charged regardless of the customer service window.

Unless we state otherwise, all message types in Bloomreach Engagement are free-form messages.

Limitations

• Free-form messages can't start conversations with customers.
• If you send free-form messages outside the 24-hour window, they won't be sent to customers.
• You can only send free-form messages inside the 24-hour window.
• You're charged for each delivered free-form message regardless of the customer service window.

24-hour customer service window

This window starts when you receive a user-initiated message. The window restarts each time the customer sends you a new message, giving you a fresh 24-hour period to respond with free-form messages.

How the 24-hour window works

• Customer sends a message at 9:00 AM Monday. The 24-hour window opens until 9:00 AM Tuesday.
• Customer sends another message at 3:00 PM Monday. A new 24-hour window opens and is now valid until 3:00 PM Tuesday.

Each new message from the customer resets the window. During this time:

• Meta doesn't charge for utility template messages.
• You can send free-form messages, but providers still charge processing fees.

When customers start the chat

Customers can start a message thread by messaging your brand first.

• No prior opt-in required.
• Customers can message you at any time.
• You can respond with free-form messages inside the 24-hour customer service window.
• Free-form messages are fully customizable and don't require pre-approval.

When you start the chat

Your brand starts a message thread by messaging the customer first.

• Requires prior opt-in for WhatsApp specifically.
• Requires a pre-approved template message by Meta.
• You pay for template messages regardless of timing.

🚧

Template message restrictions for US numbers

Since April 1, 2025, template messages are no longer supported for US phone numbers (+1). Use MMS or RCS channels instead or get your customers to message you first. You can still send free-form messages after customers message your brand first.

Get customers to message you first

Getting customers to message you first saves money on WhatsApp marketing. When customers start conversations, you can reply with free-form messages for 24 hours. Free-form messages can cost much less than template messages, depending on your location. This is especially important for US customers since template messages don't work for US phone numbers.

Direct ways to connect

• QR codes: Place WhatsApp QR codes on marketing materials, product packaging, or physical stores. Users can scan the code and start chatting with your WhatsApp Business Account (WABA).
• wa.me links: A WhatsApp chat-in link takes the person clicking it to a WhatsApp chat with your business profile. You can add a pre-written message to make it easier for customers to communicate with you. Use wa.me links in:
  • Website popups.
  • Product page chat-ins.
  • Thank you pages.
  • Email campaigns.
• Click to WhatsApp ads: Run paid social media campaigns that connect customers to your WABA. These ads appear on Facebook and Instagram and include a "Send Message" button that opens a WhatsApp conversation with your business.
• Use other channels: Use other Bloomreach channels (email, SMS, in-app messages) to collect phone numbers, get consent, and tell customers they can connect via WhatsApp.

Make the most of customer service windows

Once a customer messages you, maximize the 24-hour customer service window:

• Reply quickly to customer messages by automating messages within Bloomreach Engagement.
• Use the full 24 hours to provide value and build relationships.
• Prepare helpful replies that encourage more conversation, like product recommendations or quizzes.
• Use interactive message types like choice messages that make it easy for customers to respond to brand messages.

Remember that utility template messages are free from Meta during this window, but free-form messages still have provider processing fees.

Best practices for US customers

Since template messages don't work for US phone numbers (+1), getting customers to message you first is even more important:

• Focus on QR codes and wa.me links in your US marketing.
• Use MMS or RCS for outbound marketing to US customers.
• Focus on reply-based engagement strategies.

WhatsApp replies are free for customers, so they're more likely to respond than with SMS.When customers start conversations, you can reply with free-form messages for 24 hours.

Use cases

WhatsApp's rich media capabilities and 98% open rate make it ideal for high-impact customer communication. The platform's conversational nature builds stronger relationships than traditional channels, while its global reach ensures your messages connect with customers wherever they are.

Here's how you can use WhatsApp:

Keep customers engaged

• Convert abandoned carts: Send personalized reminders with product images and direct cart links. Use Bloomreach Predictions to target customers most likely to complete their purchase, increasing conversion rates by focusing on high-intent users.
• Share personalized recommendations: Leverage customer purchase history and browsing behavior to suggest relevant products. Rich media support lets you showcase items with compelling visuals that drive engagement.
• Send renewal and top-up reminders: Alert customers when subscriptions, plans, or services are due for renewal. Automated timing ensures you reach customers at the optimal moment.

Manage products and inventory

• Send product updates: Inform customers when wishlist items are back in stock or prices drop on products they've viewed. Real-time alerts capture purchase intent when it's highest.
• Launch new products: Create excitement with rich media previews and exclusive early access. Target your most valuable customers first to build momentum before broader announcements.
• Send price alerts on promotions: Deliver targeted offers based on customer behavior and preferences. Location-based and seasonal promotions (like swimwear during summer holidays) increase relevance and conversion.

Handle orders and services

• Track delivery updates: Keep customers informed throughout the entire order journey with automated status updates. Proactive communication reduces support inquiries and builds trust.
• Upsell related products: Suggest complementary items based on recent purchases - offer car rentals after flight bookings or accessories after main product purchases. Timing recommendations around delivery creates natural upsell opportunities.
• Send targeted offers: Create audience-specific campaigns that feel personal rather than mass-marketed. Behavioral segmentation ensures customers receive offers that match their interests and purchase patterns.

For detailed examples and implementation strategies, check out our WhatsApp marketing use cases blog post.

WhatsApp onboarding process

The WhatsApp onboarding process involves multiple steps and typically takes 3-4 weeks to complete. For detailed setup instructions and timeline information, see our WhatsApp onboarding article.

Create WhatsApp messages

Learn how to create, format, and test WhatsApp messages with our implementation guide. It covers everything from choosing the right message type to getting customer consent and tracking results.

Two-way messaging

Two-way mobile messaging lets customer messages come to Bloomreach Engagement, where they're processed and tracked as campaign events in real time. It also lets you set up keyword auto-responses that give customers a user-friendly way to unsubscribe, subscribe, or ask for help.

Refer to the following documentation:

• Two-way messaging requirements
• Configure two-way messaging and keywords auto-responses

📘

Note

When a new customer profile is created from an incoming WhatsApp message, the phone number format from Project settings > Campaigns > Channels > SMS / MMS / RCS > SMS / MMS Settings > Phone number format is used. If the phone number format isn't configured in SMS project settings, the "00" format is used by default.

Stay compliant

Make sure your WhatsApp campaigns follow these rules:

• Opt-in and opt-out: All messages on the WhatsApp channel must start with an "Opt-in" by the customer. You can collect opt-ins through any third-party channel, for example, in an SMS message, web form, or email. You must also provide a method by which customers may opt out of receiving future messages.
• WhatsApp policies: You must comply with all WhatsApp Business Messaging Policies and WhatsApp Terms of Use while using WhatsApp as a communication channel.
• SHAFT compliance: You must ensure CTIA's SHAFT compliance in the US and other relevant regions. Examples of restricted content include sex, hate, alcohol, firearms, or tobacco.