Sending WhatsApp message campaigns without being penalized
Sending mass messages on WhatsApp is a great attraction for business.
There are two things you need to consider to do it properly, the first that you must have an OFFICIAL Business account with access to WhatsApp API and the second that the content to be sent provides real value to the client.
Why real value is so important?
WhatsApp takes care of the reputation of the channel by strongly monitoring these interactions. This is good for everyone, on the user side since they do not receive unwanted communications and on the company side since the channel is not saturated.
Should I make massive campaigns on WhatsApp?
There are countless cases in which mass campaigns are successful, however this does not mean that we can abuse this possibility and send mass messages at all times. We must do so with caution. WhatsApp currently prohibits SPAM messages, the promotion of products or services in an invasive and annoying way.
Users have the ability to tag your message as SPAM and report it to WhatsApp. That is why messages must be carefully designed.
Understand the differences between the different types of messages on WhatsApp
Session Messages and Highly Structured Messages (HSM)
Session messages are reactive messages written in response to a customer inquiry. WhatsApp calls them <<session messages>>, since they can only be sent within the 24-hour customer service window.
In other words, WhatsApp gives you 24 hours to answer the query for free.
These messages, being part of a private conversation between your company and your client, are not subject to a specific format or content rules. You can send text messages, gifs, pictures, videos, and even voice messages.
After 24 hours from the last message from the user, the session is closed.
If you want to restart a conversation after that period of time, the message you can send has a cost and must meet certain characteristics, this type of message is called <<HSM>> comes from the acronym in English "Highly Structured Message".
One of the confusions that usually occurs about the messages authorized by WhatsApp, is that there are several terms to refer to them: HSM, templates, templates, notifications or WTM (WhatsApp Template Messages). It is important to clarify that they are all synonyms and refer to the same type of message.
Proactive (started by companies)
Subject to Approval (before sending, the message must be sent to pre-approve by the WhatsApp team in this way it guarantees that the allowed content guidelines are met)
Highly Structured (they have to meet very strict structure guidelines)
Reusable (once the message is approved, the template can be used as many times as you want)
They can be personalized through variables (they allow a level of personalization through simple variables)
Multi-lingual (templates allow you to pre-design the same message in multiple languages to connect with users from different countries)
Before, even with the unofficial WhatsApp business account, only very few messages could be sent at a time to a group or broadcast list. In that sense, HSM templates are a quite revolutionary step in the history of WhatsApp as well as one of the most attractive advantages of the API.