Best Practices for Outbound Messaging
These are the recommendations that Atom gives you for your campaigns and sending templates.
Here you will read about:
User consent
Segmentation and personalization
Monitoring and analysis
Continuous training
Best practices for templates
Introduction:
WhatsApp Business API is a powerful tool to connect with customers directly and efficiently. However, its misuse can lead to sanctions, including account suspension, according to Meta's policies. Some good practices may be the following:
User consent
Before sending messages to users, make sure to obtain their explicit consent. This is especially important for promotional or marketing messages. Consent can be obtained through online forms, text messages, or previous interactions where the user has agreed to receive communications.
Segmentation and Personalization
Avoid sending unsorted mass messages. Use the information available to personalize messages according to user preferences and behaviors. This not only improves the customer experience, but also reduces the likelihood that users will mark your messages as spam.
Monitoring and Analysis
Implement monitoring tools to analyze the metrics of your campaigns, such as delivery, reading and response rates. This will allow you to quickly identify and correct any practice that may be in conflict with WhatsApp policies.
Continuous Training
Regularly train your team on WhatsApp Business policies and best communication practices. Make sure everyone understands the importance of compliance and the consequences of violations.
Best practices for templates
The use of templates is mandatory when you want to contact a user outside the 24-hour window from their last message. In the case of marketing messages, these templates must follow strict guidelines to be approved by Meta and to avoid user reports.
The main aspects to consider are detailed below:
Clarity and transparency
Be direct with the intention of the message. Avoid ambiguous or misleading wording.
The user must immediately understand why they are being contacted and what they can expect if they interact.
Correct example:
"Hello [Name], we have an exclusive 20% discount for you on our new collection. Would you like to receive the coupon?"
Incorrect example:
"Hello, we have news for you. Reply for more details."
(This may be perceived as spam or phishing.)
Clear value for the user
The template should offer something useful or relevant to the recipient, such as promotions, news, event reminders, or exclusive benefits.
Avoid generic or mass content without segmentation.
Correct example:
"Hello [Name], as a frequent customer, we invite you to our private pre-sale this Friday. Limited spots."
Friendly and non-invasive language
Do not use pressuring, threatening or insistent language (for example, "respond now or you will lose your opportunity").
Avoid excessive use of capital letters, exclamation marks, and emojis.
Clear options for the user
It is always recommended to include an option for the user to decide not to receive similar messages anymore.
Although Meta does not require including an "opt-out" option within the message, it is a good proactive practice to reduce reports.
Recommended example:
"If you prefer not to receive more news, reply with 'NO'."
Compliance with permitted content
It is not allowed to send messages related to:
Gambling or betting
Unregulated cryptocurrencies
Sexual, violent or discriminatory content
Unrealistic or fraudulent promises
Sale of restricted products or services (such as medicines or weapons)