This article describes the setup and approval processes for using WhatsApp outbound with CloudTalk.
User Level:
Admin
WhatsApp Outbound Conversations
By submitting WhatsApp Outbound Message Templates, you can initiate conversations with your customer. You will be able to proactively reach out to new clients and prospects using your numbers that have been activated in CloudTalk's WhatsApp Integration.
All of the valuable insights captured in your WhatsApp message exchanges will be saved and organized on one platform, along with the rest of your call and SMS data, thanks to our CloudTalk + WhatsApp integration.
Prerequisites
ONBOARDING AND NEW SIGN-UPS TO CLOUDTALK'S WHATSAPP INTEGRATION HAVE BEEN TEMPORARILY PAUSED DUE TO SUPPLIER CONSTRAINTS.
*EXISTING INTEGRATIONS WILL NOT BE AFFECTED AND ARE FREE TO SUBMIT NEW MESSAGE TEMPLATES
Have an active CloudTalk WhatsApp Integration
After your integration is active, submit templates for outbound messaging.
Be ready to provide the following resources as you compile your request:
Outbound message templates to be submitted to Meta
Your list of requested WhatsApp numbers
Our Numbers team may require additional documents depending on your business case. Many of these requirements are set by our carrier partners and Meta, and are designed to ensure customer protection and business continuity. We are not able to influence these compliance regulations.
WhatsApp Chat Limitations
24-Hour Response Windows
Outbound agents using WhatsApp will only be allowed to start chats using message templates that have been submitted through us and approved by Meta. Once a first message has been sent, a 24-hour response window is opened. If the customer responds within the 24-hour window, the agent will be allowed to message freely.
Each time a customer sends a message, a response timer of 24 hours will reset, in which the agent will have 24 hours to reply back to the customer. If at any point the agent stops replying within their given 24-hour window, the agent will be once again restricted to using templates if they want to reach out proactively to the customer.
Daily Message Limit
Daily message limits will differ depending on what tier your business has been placed in according to Meta’s guidelines. There are four tiers a business can fall in, with higher tiers allowing more daily outbound messages. Tiers change based on customer feedback and following certain best practices.
Outbound Templates
Meta requires businesses who are messaging customers through WhatsApp to submit message templates, which help ensure customer trust and consent. These templates are required for initial outbound messages. Templates fit into categories based on their function, and they must comply with certain standards set by Meta to be approved.
Submitting Templates
Registration for our WhatsApp integration (including Meta Business verification for the outbound use case) must be completed before submitting templates.
When you're ready to fill out the template submission form, you will need to compile the following information:
CloudTalk Account name
Meta Business manager ID
This can be found on the Business Settings page within Facebook Business Manager, under Business Information
a name for the template
can only contain lowercase alphanumeric characters and underscores
e.g.,
opener1,order_management2
Template Category—Every template must fit into one of our two supported WhatsApp template categories:
Marketing
personalized messages or new, prompted conversations
promotional offers
product announcements
brand awareness and engagement
templates that are a mix of marketing + utility
Utility (Transactional Service)
order management (order confirmation templates must contain a variable for order number)
account alerts or updates
important information related to a specific, agreed-upon transactional service or subscription: confirmations, suspensions, or changes to a transaction
feedback surveys
Template Language
Message body
1024 characters or less
Use curly braces
{{ }}for dynamic values. These will be the values outbound agents fill in when using the template.Utility example: "Your {{1}} is scheduled for {{2}}. Let us know if you need to reschedule!"
Marketing example:
"Diwali is around the corner! Join us at {{1}} on October 24 to celebrate with friends and family. For more details about our event, click {{2}}."
Optionally, you can include suggested value types for your templates, such as
{{1}}, date or{{2}}, name.
Additional Template Limitations
While there are no limitations on the amount of dynamic variables {{}} used in a template, there is a limit on what kind of content can be used within those variables. Variables should only contain text or URLs.
Please do not include:
clickable buttons
CTAs (“call to action” functions)
character counts exceeding 25 for text
character counts exceeding 2000 for URLs
We do not currently support Authentication category templates.
Anything regarding submitting, changing, or deleting templates currently must be done through the submission forms or communicating with our Numbers team. There is no way to view or edit existing templates from the dashboard.
Template Best Practices
Time Sensitive Messages
Templates might be a cause for concern when it comes to time sensitive messages. For example, imagine you want to send a message like: "Today, we are having a company-wide announcement at 11am." Though most templates are approved immediately, the time sensitive nature makes the process of submitting and waiting for approval stressful and difficult to replicate for future announcements.
In such cases, using a generic template which can cover a range of situations is recommended. Consider this example:
Hello {{1}}, we have a new update regarding your account. Please respond to this message to receive it. Have a nice day!
Re-Opening the 24-Hour Window
It is good to use templates which ask for customer consent to receiving non-templated messages. In case of the 24-hour window running out, you can have a template which prompts the customer whether they want to receive more information from your business.
Clear but considerate wording can be used to create a template which agents can use to try and re-open the 24-hour window for free communication:
I’m sorry that I wasn’t able to respond to your concerns yesterday, but I’m happy to assist you now. If you’d like to continue this discussion, please reply with YES.
The Right Amount of Detail
While templates should be worded generic enough for flexibility with dynamic variables, they should not be overly vague. For example, a company may have three distinct templates that represent their three common use cases: one template for order management, one for meeting reminders, and one for promotional offers. It is recommended to include the company name (especially in a chat opener) and imply a clear purpose of the message.
Templates should:
Make it clear to Meta’s approval teams how the template will be used.
Make it clear to the user why they are receiving the message.
FAQ
I have a WhatsApp number enabled for inbound messages. Can I use this same number for outbound messaging?
Once your integration and numbers are activated, you can use the same numbers for outbound conversations as soon as you have an a approved template.
If you need any further assistance please do not hesitate to reach out to our Support team, we are always happy to help!