Send and Analyze WhatsApp Messages

Learning Objectives

After completing this unit, you’ll be able to:

  • Send WhatsApp messages in Journey Builder.
  • Review WhatsApp Performance.

Send It Out

Now that all of your messages are created and ready to go, it’s time to send them! Well, more like prime them for sending. Remember that in WhatsApp, you can send template messages as part of a transaction, or you can reply to incoming messages via session messages. In any case, WhatsApp requires that you make sure customers explicitly agree to receive your messages. Consider one of these steps.

  • Gather opt-in information from a website or landing page.
  • Include an opt-in field when a customer purchases a product or service.
  • Record an opt-in using some other message type, such as email, voice, or SMS.
  • Add an opt-in field when you gather contact information in a sign-form.

Customers must send a chat message first so that you can engage them. If you don’t answer in 24 hours, WhatsApp requires that you wait until they send another message. Consider using embedded links in other channels, such as SMS or email messages, to prompt that initial chat message.

Template Messages

After you get permission, you’re ready to send out your template messages (that is, messages sent as part of a transaction or event). Here’s how.

  1. In Journey Builder, click Create New Journey.
  2. Click Build under Multi-Step Journey.
  3. Drag your entry source onto the canvas. You can use Data Extension or API Event.
  4. To configure your entry source, click it.
  5. Click Summary.
  6. Click Done.
  7. Drag the WhatsApp activity onto the canvas.
  8. To configure your message, click it.
  9. Add an activity name and description.
  10. Click Select Message.
  11. In the Content Builder Messages screen, select the template message you want to use.
  12. Click Summary.
  13. Next to Message Configuration, click Edit.
  14. Select the App Channel you want to use from the dropdown.
  15. Click Summary.
  16. Click Done.
  17. Configure the rest of your journey, and click Activate.

Session Messages

And, of course, to answer all of your customer’s incoming questions, you need to send out your session messages. Here’s how.

Note

Note

When you use this feature, a data extension that captures your user responses is created. This data extension has the name format “Inbound Chat YYYY-MM-DD” and can be found under Data Extensions in Contact Builder.

  1. In Journey Builder, click Create New Journey.
  2. Click Build under Multi-Step Journey.
  3. Drag the Inbound Chat entry source onto the canvas.
  4. Configure your Inbound Chat data extension entry source.
    1. Click the entry source, and then click Edit next to App Channel.
    2. Select the App Channel you want to use from the dropdown.
    3. Choose whether you want to use data extension logging.
    4. To configure your Keywords, click Keywords.
  5. Click Summary.
  6. Click Done.
  7. Drag the WhatsApp activity onto the canvas.
  8. Add an activity name and description.
  9. Click Select Message.
  10. Select a previously created session message.
  11. Click Summary.
  12. Next to Message Configuration, click Edit.
  13. Select the App Channel you want to use from the dropdown.
  14. Click Summary.
  15. Click Done.
  16. Configure the rest of your journey, and click Activate.

Check In On Your Messages

After you activate your journeys and start sending your messages, you can use the Journeys Dashboard in Journey Builder to evaluate the effectiveness of your messages.

  1. In the Journeys Dashboard, click the journey you want to view.
  2. Click the WhatsApp activity.
  3. Select the time frame you want analytics for.
  4. View message delivery and open rates.

Long-time marketers may notice the lack of an unsubscribe count. After all, if you must get permission to send messages, knowing how many customers unsubscribed is an important number to track. However, WhatsApp doesn’t provide information on opt-out, so Marketing Cloud provides a report on bounced messages for each user you send to. You can use this bounce information to help determine who opted out and stop sending messages. Monitor these reports consistently—too many bounces can result in a lower quality score for your business.

Get Going

You’re good to go. Get your messages ready, build your journeys, and talk to your customers using WhatsApp!

Resources 

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