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Checklist for Message Broadcasts and Campaigns

If you are using On-Premise API, remember that it is being discontinued by Meta. No new signups will be allowed with this type of integration from May 15, 2024.
Numbers registered before this date will still be supported, but should start planning a change of hosting type as soon as possible.
Effective message broadcasts and campaigns can be a powerful tool for engaging with customers and promoting a brand or product. However, there are several best practices that should be followed in order to ensure that the campaign is successful and reaches its intended audience.
Here we have outlined some of the key steps that should be taken before any message is sent out or a campaign is launched. If you need further guidance, please don't hesitate to reach out to us. Our team is always available to discuss your needs and provide support throughout the process.

1. Check the Capacity of the Account

When sending out campaigns, it's important to check the capacity of your account and the messaging limit of the WhatsApp Business Account (WABA). These two factors determine how many messages you can send and receive, and how many messages your WABA can handle at a given time.

Messaging Limits

As of October 31, 2023, all 360dialog clients are not required to go through Business Verification to have access to higher Messaging Tiers or have Display Name shown in conversations. Read more about this in our Messaging Limits and OBA documentation.
An important factor to consider is the messaging limit of the WABA. This limit determines the maximum number of messages that can be sent through a WhatsApp Business Account within a certain period. If you exceed this limit, your account may be flagged or suspended, which could negatively impact your business.
Checking message limit: Businesses with Shared WABA can view their message limits via the WhatsApp Manager > Overview Dashboard > Insights tab. If the WABA is registered under the On-Behalf-Of model (OBO), message limits can be checked in the 360dialog Client Hub under account details. See our Messaging Limits documentation.

Capacity Rate Limits

The account's capacity rate limit also plays a critical role in the efficiency and effectiveness of a messaging campaign. By optimizing the processing of the stack, businesses can prevent overloading the account's capacity of messages traffic per second (counting responses), increasing the speed and accuracy of their message delivery.
If the WABA is registered with On-Premise API
We primarily suggest changing your setup Cloud API. Using Cloud API aligns with Meta Cloud-first strategy, and has more features available, such as reactions, stickers, and in-thread/quoted replies.
It is possible to change the hosting type of a WABA to the Cloud API directly through the 360dialog Hub.
Standard On-premise accounts can process up to 25 messages per second. To increment an account's infrastructure, we can add more cores (or shards), which increases its capacity to process higher messages simultaneously. We have two plans for High-volume accounts available: Half-scale (which processes up to 120 messages per second) and Full-scale (which can process more than 120 messages per second). These plans also include Premium Package.
Upgrades should be requested at least 10 days before the increased capacity is expected to be used. You can see the current capacity details available here.
If the WABA is registered with Cloud API
Under ideal conditions, accounts with Cloud hosting can handle up to 80 messages per second. Ideal conditions include your webhook responding in less than 200ms and having sufficient technical resources to ensure optimal performance.
Feel free to reach out to our Support Team in case you have any questions regarding Cloud API throughput capabilities.
Upgrades should be requested at least 10 days before the increased capacity is expected to be used.

2. Building the Send out

Any successful messaging campaign involves several key steps. The steps includes defining the target audience, crafting the message content, and strategically scheduling send-outs according to the account's Capacity Limits.

Defining your target audience

The first thing you need to get in place to send out messages is a list of your target audience. If you’re going to be communicating with different groups of people, try segmenting your list and experimenting the send outs with different frequencies. It’s important that these groups are clearly defined and that the messaging aligns with the needs of each group, to avoid having your messages being reported.

Crafting the template content

When it comes to creating effective template content for your send outs, it's not enough to simply craft an eye-catching template and hit send. To truly engage your audience and drive results, there are several key considerations to keep in mind. Here are some hints to help you while creating template content for your campaign:

Select the correct category for your message

By selecting the correct category while creating the template can reduce the chances of it being rejected and can help avoid getting your account flagged. See the category descriptions here.

Create the template in advance, writing clear and healthy content

We recommend creating the template at least 2 business days before the campaign launch, as it provides sufficient time to make any necessary adjustments or revisions.
Write healthy content that is relevant and valuable to the users. This means avoiding spammy or misleading language and focusing on providing useful information or a compelling offer that benefits the recipient.
Use Seasonal Campaigns keywords
Meta is evolving its marketing message measurement to expand capabilities and boost performance, and we're committed to helping enrich marketing efforts with valuable data, especially during seasonal campaigns.
To achieve this, we recommend including keywords related to specific seasonalities (such as November-December, 2023, Black Friday BR, Buen Fin MX, and Christmas) in the template names for these campaigns. This strategy will enable Meta and 360dialog to accurately track conversation volumes associated with these seasonal moments.
We appreciate your support in providing valuable insights to optimize the capabilities of marketing messages.

Include an opt-out option for recipients

It's also crucial to guarantee that the customer journey is seamless and that an opt-out option is included to respect their preferences and privacy. By focusing on creating a positive customer journey and providing options for customers to control their experience, businesses can differentiate themselves and stand out in a crowded marketplace.

Ensure that the template is approved

Before starting a campaign, make sure that the template is with the approved status and that it complies with Meta's guidelines and policies.
Edit and Resubmit: In the event of template rejection, edit the rejected template with necessary corrections, include an example for context, and resubmit it for review. See Template Rejection and Appeal.
Handling Specific Types of Rejected Templates
Here's some advice for handling template points:
  • Spam/Scam Templates: Templates categorized as spam or scams, including unsolicited communications, chain letters, pyramid schemes, or any other illegal or impermissible communications, are subject to immediate rejection in accordance with Business Terms of Service. Always ensure the template content is compliant and legitimate.
  • Duplicate Templates: Templates that share the same name, content, and language are usually flagged for being duplicates and are subsequently rejected.
  • Unclear Business Relationship: Templates lacking a clear connection to the business will be quickly identified and rejected. Make sure that it has a direct and recognizable association with the business or the services/products offered.

3. Plan the send out

Planning a successful send-out is a critical step in any campaign. It involves ensuring that the message is delivered to the right audience at the right time, with the right content and format. In this context, optimizing media messages is an essential aspect that should not be overlooked.

Ensure that Media Messages aren't heavy and use media ID instead of media URL

When sending campaigns with media messages such as images, videos, or audio files, it is important to ensure that they are not heavy, as processing heavy media files at once can cause delays in transmission and lead to issues with message delivery.
To optimize bulk messaging, we suggest uploading media beforehand using the /media endpoint and then utilizing the media_id obtained from the response when sending messages.
By following this approach, you can ensure that the media file is processed accurately without causing any delays or latencies during send-outs. See our Media Messages documentation for reference.
Please keep in mind that, even while using media_id, you should always throttle requests sending to avoid heavy stack load. If the business needs to send many media messages in a short period of time, please consider upgrading the WABA MultiCore (MC) setup which will have better resources and higher throughput. See our scalable plans here.

Separate your audience in batches

Instead of sending all messages at once, it's important to separate your audience in batches to send a limited number of messages per minute, respecting the account's capacities.

Test your send outs

Before launching your campaign, test your send-outs to ensure that they are working correctly.
Send test messages to a small group of recipients and check if they are received and processed correctly. If you notice any unexpected behavior, please contact our Support Team immediately.

Template Pacing Mechanism

Template pacing is a process that manages the distribution of templates within marketing campaigns. It does so by initially sending these templates to a small subset of users, subsequently assessing the quality of the content based on initial feedback.
Depending on this quality assessment, it either:
  1. 1.
    Proceeds to deliver the remaining messages to a broader audience, or
  2. 2.
    Notifies the business to update the template and halts the delivery of queued messages that have received negative feedback from users. This pause allows the business to make necessary edits and subsequently resume the campaign automatically.
When preparing your campaigns, consider this Template Pacing mechanism as a strategy. Design content that is likely to resonate well with the initial audience, as their feedback will dictate the broader campaign's success. See Template Pacing.

4. Monitor the Account Quality

Monitoring the quality of your messaging account is also critical to ensuring that your campaigns are successful. By monitoring the account's quality of the WhatsApp Business Account (WABA) you can identify and address issues before they affect your message delivery or account status.

Monitor the response time of the webhook

You should furthermore monitor the response time of the webhook to ensure optimal performance for any type of campaign. Meta recommends having a response time of 80ms or less to prevent any deliverability issues.

Monitoring the quality of your templates

By monitoring your templates, you can ensure that they comply with the guidelines and that they are not rejected or flagged. You can subscribe to the template_category_update, which will notify you of the status changes to any of your templates. You must subscribe to each WhatsApp Business Account you'd like to get the updates.

Monitor the quality of the WABA and phone number

WhatsApp Business API accounts are subject to WhatsApp's business policies, and any violations can result in account suspension or termination. By monitoring your quality of the WABA and phone number, you can ensure that you are following the guidelines and that you are providing a good user experience to your customers. See more about the Quality Rating here.​​​