Learn about essential elements, best practices, and real-world examples to guide your WhatsApp campaign design.
To achieve and maintain a high Meta (WhatsApp) quality score, your campaign must focus on relevance, personalization, compliance, and engagement.
Warm up your WhatsApp account
- Begin by sending messages to your most engaged WhatsApp subscribers during the first month—such as those who have subscribed or clicked a WhatsApp message in the last 30 days. This approach ensures high engagement rates from the start.
- In month two, expand your segment to include subscribers active in the past 60 days, and then to 90 days in month three.
- Gradually increasing your sending volume in this way helps you steadily build your WhatsApp audience while maintaining strong engagement rates, which is key to keeping your Meta message score high.
Content & tone
- Use a conversational tone to create a friendly, approachable message. Avoid overly formal or robotic language. Write like a real person is speaking.
- Always include a clear call to action (CTA).
- Always provide an easy way to unsubscribe: This is crucial for maintaining a high quality rating and respecting user preferences (e.g., "Reply 'STOP' to unsubscribe")
- For your first message, it’s highly recommended to offer a discount or incentive to drive immediate engagement.
Segmentation and personalization
- Segment your audience based on interests, purchase history, or behavior to ensure messages are highly relevant
- Personalize content with the recipient’s name, recent purchases, or preferences
Sending cadence
- Send new subscribers a campaign message within the first 30 days after they complete the WhatsApp welcome flow.
- Ensure that each subscriber receives at least 1 message per month before sending any major promotional campaigns.
- Goal is to ensure customers are expecting whatsapp messages from your brand & are excited to receive them
Start with flows