WhatsApp Marketing Best Practices

Learn how to leverage WhatsApp Business API effectively for customer communication, maintain compliance with Meta's policies, and drive meaningful engagement through the world's most popular messaging app.

Understanding WhatsApp Business

Why WhatsApp Marketing?

WhatsApp has over 2 billion active users worldwide, with impressive engagement metrics:

• 98% open rate (vs 21% for email)
• 45-60% click-through rate (vs 2-3% for email)
• Preferred channel for customer support in 175+ countries
• Real-time communication with instant message delivery
• Rich media support for images, videos, documents, and locations

WhatsApp Business vs WhatsApp Business API

WhatsApp Business App:

• Free
• Small businesses (1-5 employees)
• Basic automation
• Limited to one device
• Manual messaging

WhatsApp Business API (via Oblic):

• Paid (per message pricing)
• Medium to large businesses
• Advanced automation
• Multi-user access
• Programmable messaging
• CRM integration
• Analytics and reporting

Getting Started

Account Verification

Green Checkmark Verification:

1. Register your business with Meta
2. Provide business documentation
3. Verify phone number ownership
4. Set up display name (reviewed by Meta)
5. Complete business profile

Benefits of Verification:

• Increased trust and credibility
• Higher message delivery rates
• Access to advanced features
• Official verified badge

Business Profile Optimization

Essential Elements:

Business Name: Clear, recognizable brand name
Description: What you do (512 characters max)
Category: Choose relevant industry
Profile Photo: High-quality logo (640x640px)
Business Hours: When customers can expect responses
Website: Link to your site
Email: Contact email
Address: Physical location (optional)

Profile Best Practices:

• Use consistent branding across channels
• Keep description concise and benefit-focused
• Update business hours for holidays
• Respond to messages during stated hours

Message Types and Pricing

Understanding Message Categories

Session Messages (Lower Cost):

• Replies within 24 hours of customer message
• Free-form content (no template approval needed)
• ₹0.45 per message in India
• Best for: Customer support, conversations

Template Messages (Higher Cost):

• Proactive messages to customers
• Requires Meta approval
• ₹0.65 per message in India
• Best for: Notifications, marketing, alerts

Template Message Categories

Utility (Transactional):

• Order confirmations
• Shipping updates
• Appointment reminders
• Payment receipts
• Account notifications

Authentication:

• OTP codes
• Password resets
• Two-factor authentication
• Login verification

Marketing:

• Promotional offers
• Product launches
• Event invitations
• Newsletter updates
• Cart abandonment

Template Design Best Practices

Creating Effective Templates

Template Structure:

Header (Optional):
- Text (60 char limit)
- Image (JPEG/PNG, <5MB)
- Video (MP4, <16MB)
- Document (PDF, <100MB)

Body (Required):
- Main message (1024 char limit)
- Use variables for personalization
- Clear, conversational tone

Footer (Optional):
- Additional context (60 char limit)
- Terms, disclaimers, contact info

Buttons (Optional):
- Call-to-Action (URL or Phone)
- Quick Replies (up to 3)

Template Approval Guidelines

Example: Approved Marketing Template

Header: 🎉 Special Offer Just for You!

Body:
Hi {{1}},

Great news! Get {{2}}% off on your next purchase at {{3}}.

This exclusive offer is valid until {{4}}.

Shop now and save big!

Footer: Reply STOP to unsubscribe

Buttons:
- Shop Now [URL: https://yourstore.com/offer]
- View Terms [URL: https://yourstore.com/terms]

Template Variables Best Practices

Use Variables For:

• Customer names
• Order numbers
• Dates and times
• Product names
• Discount amounts
• Tracking links

Variable Naming:

❌ Bad: {{1}}, {{2}}, {{3}}
✓ Good: {{customer_name}}, {{order_id}}, {{delivery_date}}

Opt-in and Compliance

Required Opt-in Consent

Meta's Opt-in Requirements:

• Explicit consent to receive WhatsApp messages
• Clear disclosure of message type and frequency
• Privacy policy link accessible
• Opt-out instructions provided

Valid Opt-in Methods:

✓ Website checkbox during signup
✓ SMS with confirmation
✓ Paper form with written consent
✓ Phone call with recorded consent
✓ QR code scan with consent screen

✗ Pre-checked boxes
✗ Purchased lists
✗ Inferred consent

Opt-in Best Practices

Example Website Opt-in:

<form>
  <label>
    <input type="checkbox" name="whatsapp_opt_in" required>
    ☐ I agree to receive promotional messages from [Company] 
    on WhatsApp. Message frequency varies. 
    <a href="/privacy">Privacy Policy</a>
  </label>
  
  <input type="tel" name="phone" placeholder="WhatsApp Number" required>
  
  <button type="submit">Subscribe</button>
</form>

Double Opt-in Confirmation:

Hi [Name]! 👋

Thanks for subscribing to [Company] on WhatsApp.

Reply YES to confirm and start receiving:
✅ Exclusive offers
✅ Order updates
✅ New arrivals

Reply STOP anytime to unsubscribe.

Managing Opt-outs

Automatic Opt-out Triggers:

• Customer replies: STOP, UNSUBSCRIBE, QUIT, CANCEL
• Customer blocks your business number
• Meta quality rating drops

Opt-out Message Example:

We're sorry to see you go! 😢

You've been unsubscribed from [Company] WhatsApp messages.

You can re-subscribe anytime at [website.com]

Have a great day!

Best Practices:

• Process opt-outs immediately (within 24 hours)
• Don't send marketing messages post opt-out
• Maintain opt-out list permanently
• Transactional messages may continue (with opt-out option)

Content Guidelines

Writing Effective Messages

Tone and Voice:

• Conversational and friendly
• Professional but approachable
• Use emojis sparingly (1-2 per message)
• Match your brand personality

Message Length:

• Keep messages concise (2-3 sentences ideal)
• Break long messages into multiple sends
• Use bullet points for lists
• Mobile-friendly formatting

Personalization:

Generic: "Hello customer, check out our new products!"
Score: 2/10

Better: "Hi Sarah! 👋 We just launched 3 new products 
you might love based on your recent purchases."
Score: 8/10

Best: "Hi Sarah! 👋 Remember those red sneakers you 
viewed last week? They're now 30% off – just for you! 
Only 2 pairs left in your size."
Score: 10/10

Timing and Frequency

Best Send Times:

Frequency Guidelines:

• Marketing: Maximum 3-4 messages per week
• Transactional: As needed (no limit)
• Customer support: Respond within 2 hours
• Never send multiple messages in quick succession

Respect Quiet Hours:

• Don't send messages before 8 AM or after 9 PM local time
• Consider cultural holidays and weekends
• Use Oblic's timezone-aware scheduling

Rich Media Best Practices

Images:

• Resolution: 1080x1080px (square) or 1200x628px (landscape)
• File size: Under 5MB
• Format: JPEG or PNG
• Include text overlay for context
• Ensure mobile readability

Videos:

• Duration: 15-60 seconds (shorter is better)
• File size: Under 16MB
• Format: MP4
• Include captions (many watch without sound)
• Vertical or square for mobile

Documents:

• File size: Under 100MB
• Format: PDF (most reliable)
• Name files descriptively
• Include page numbers
• Use for: Catalogs, menus, invoices, tickets

Location Sharing:

• Use for: Store locations, delivery tracking, event venues
• Include name and address
• Add business hours in message

Interactive Features

Quick Reply Buttons

Best Use Cases:

• Customer preference collection
• Survey responses
• Appointment scheduling
• Product selection
• Support ticket categorization

Example:

Hi! How can we help you today?

Select an option:
[Order Status] [Product Inquiry] [Speak to Agent]

Button Best Practices:

• Maximum 3 buttons
• Short button text (20 characters max)
• Action-oriented labels
• Logical order (most common first)

Call-to-Action Buttons

URL Buttons:

Check out our summer collection! 🌞

[Shop Now] → https://store.com/summer

Ends midnight tonight! ⏰

Phone Buttons:

Need immediate assistance?

Our team is ready to help!

[Call Us Now] → +91-XXX-XXX-XXXX

Available 9 AM - 6 PM

Button Guidelines:

• Use specific action verbs
• Set clear expectations
• Track button clicks
• Test all links before sending

Lists and Forms (Advanced)

List Messages:

• Present up to 10 options
• Good for product catalogs
• Menu selections
• Service options

Form Collection:

• Gather customer information
• Order customization
• Appointment booking
• Feedback collection

Automation Strategies

Welcome Messages

First Message Best Practices:

Hi {{name}}! 👋

Welcome to {{company}}!

I'm here to help you:
• Track orders
• Find products
• Get support

What can I help with today?

[Browse Products] [Track Order] [Contact Support]

Set Expectations:

• Response time
• Available hours
• What you can help with
• How to reach a human

Chatbot Integration

Use Chatbots For:

• FAQs and common questions
• Order status inquiries
• Product recommendations
• Appointment scheduling
• Initial triage before human agent

When to Escalate to Human:

• Complex issues
• Complaints or frustration
• Sales opportunities
• After 3 failed bot interactions
• Customer requests human

Chatbot Best Practices:

• Make it clear it's automated
• Provide easy escalation option
• Keep responses concise
• Use natural language
• Test thoroughly before launch

Workflow Automation

Abandoned Cart Recovery:

Sequence:
1. (1 hour) "You left items in your cart"
2. (24 hours) "Still interested? Free shipping!"
3. (72 hours) "Last chance: 10% off code"

Timing: Stop sequence if purchase completed
Exit: Remove from sequence after 7 days

Order Updates:

Trigger events:
- Order confirmed → Confirmation message
- Order shipped → Tracking link
- Out for delivery → ETA notification  
- Delivered → Request feedback

Each includes: Order details, next steps, support option

Quality Rating and Best Practices

Understanding Quality Rating

Meta assigns quality ratings based on:

User Feedback:

• Block rate
• Report rate
• Opt-out rate
• Response rate

Message Quality:

• Template approval rate
• Delivery success rate
• Engagement metrics

Quality Tiers:

Maintaining High Quality

Recovering from Low Quality Rating

Action Plan:

1. Immediate Actions:

   • Pause all marketing campaigns
   • Review recent messages for policy violations
   • Check opt-in sources
   • Clean contact list

2. Investigation:

   • Identify high block/report sources
   • Analyze template performance
   • Review message frequency
   • Check for content issues

3. Improvements:

   • Update templates with clearer value
   • Reduce send frequency
   • Improve opt-in process
   • Segment audience better
   • Enhance personalization

4. Monitoring:

   • Check quality rating daily
   • Track metrics closely
   • Gradually resume sending
   • Test with small segments first

Use Case Strategies

E-commerce

Product Launches:

🚀 NEW ARRIVAL ALERT! 

Hi {{name}}, 

The {{product}} you wishlisted is now available!

✨ Features: {{features}}
💰 Price: {{price}} (Launch offer: 20% off)
📦 Free shipping on orders over ₹500

[Shop Now] [View Details]

Limited stock – order today! 🏃‍♂️

Order Confirmations:

✅ Order Confirmed!

Hi {{name}},

Thanks for your order #{{order_id}}!

📦 Items: {{items}}
💳 Total: {{total}}
🚚 Estimated delivery: {{date}}

[Track Order] [View Details]

Questions? Reply to this message anytime!

Service Businesses

Appointment Reminders:

📅 Appointment Reminder

Hi {{name}},

Your {{service}} appointment is confirmed:

📍 Location: {{address}}
🕐 Date & Time: {{datetime}}
👨‍⚕️ With: {{provider}}

Need to reschedule?
[Reschedule] [Cancel] [Add to Calendar]

See you soon! 👋

Service Updates:

🔧 Service Update

Hi {{name}},

Your {{service}} is now {{status}}!

✅ Work completed: {{details}}
💰 Amount due: {{amount}}
📸 Before/After photos attached

[Make Payment] [View Invoice] [Leave Review]

Thanks for choosing us! 🙏

Customer Support

Support Ticket Updates:

🎫 Ticket #{{ticket_id}} Update

Hi {{name}},

Status: {{status}}
Priority: {{priority}}

Latest update:
"{{update_message}}"

⏱️ Expected resolution: {{eta}}

[View Ticket] [Add Details] [Speak to Agent]

We're on it! 💪

Compliance and Regulations

GDPR Compliance (EU)

Requirements:

• Explicit consent (not implied)
• Right to access data
• Right to erasure ("right to be forgotten")
• Data portability
• Breach notification (72 hours)

GDPR-Compliant Opt-in:

By providing your WhatsApp number and checking this box, 
you explicitly consent to receive promotional messages 
from [Company] via WhatsApp.

☐ I agree to receive WhatsApp messages

You can withdraw consent anytime by replying STOP.
See our [Privacy Policy] for how we handle your data.

India's Data Protection Laws

Key Requirements:

• Consent must be informed and specific
• Data minimization (collect only necessary info)
• Purpose limitation (use only for stated purpose)
• Data security measures
• User rights (access, correction, deletion)

Meta Commerce Policies

Prohibited Content:

• Adult content
• Alcohol and tobacco
• Weapons and dangerous goods
• Gambling
• Healthcare products (without approval)
• Financial services (without license)

Restricted Content (Requires Approval):

• Supplements
• Online dating
• Real money gaming
• Political content

Analytics and Optimization

Key Metrics to Track

Delivery Metrics:

• Messages sent
• Delivered rate (aim for >95%)
• Failed deliveries
• Time to deliver

Engagement Metrics:

• Read rate (aim for >80%)
• Response rate (aim for >30%)
• Click-through rate on links/buttons
• Conversation rate (user-initiated replies)

Quality Metrics:

• Block rate (keep less than 0.5%)
• Report rate (keep less than 0.1%)
• Quality rating (maintain green)
• Template approval rate

Business Metrics:

• Conversion rate
• Revenue per message
• Customer acquisition cost
• Customer lifetime value
• ROI

A/B Testing

Test Variables:

• Message timing
• Content length
• Emoji usage
• CTA button text
• Image vs video
• Personalization level

Testing Process:

1. Define hypothesis
2. Split audience (minimum 1,000 per variation)
3. Test one variable at a time
4. Run for 24-48 hours
5. Analyze results
6. Implement winner

Next Steps