Sending mass messages via WhatsApp is a great attraction for businesses. What you have to keep in mind to do it well are two things, the first is that you must have a official company account with access to the WhatsApp API and the second is that the content to be sent provides real value to the customer.
Because?
WhatsApp takes care of the channel's reputation by monitoring these interactions closely. This is a positive thing for everyone, on the user's side, since they do not receive unwanted communications, and on the company's side, since the channel is not saturated.
Is it advisable to run mass messaging campaigns on WhatsApp?
There are countless cases where mass campaigns are successful, but this does not mean that we can abuse this possibility and send mass messages at all times. We must do so with caution.
WhatsApp seeks to avoid SPAM messages, which is why until recently, the promotion of products or services in an invasive and annoying way was penalized. Users have the possibility to label your message as SPAM and report it to WhatsApp. That is why messages must be carefully designed. Think about your client, what do they need? How can you give them value?
Understanding the differences between different types of messages on WhatsApp
Session Messages and Highly Structured Messages (HSM)
Session messages are reactive messages written in response to a customer query. WhatsApp calls them “session messages” as they can only be sent within the 24-hour customer support window.
In other words, WhatsApp gives you 24 hours to respond to the query in a timely manner. free.
These messages, as part of a private conversation between your company and your client, are not bound by a specific format or content rules. You can send text messages, gifs, images, videos, and even voice messages.
After 24 hours from the user's last message, 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 < > comes from the English acronym “Highly Structured Message”.
One of the confusions that often arises about messages authorized by WhatsApp is that There are several terms to refer to them: HSM, 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.
Features of HSMs
- Proactive (they are started by companies)
- Subject to Approval (Before sending, the message must be sent to pre-approve by the WhatsApp team in this way it ensures that the allowed content guidelines are met)
- Highly Structured (they have to comply with very strict structural guidelines)
- Reusable (once the message is approved, the template can be used as many times as you want)
- They can be customized through variables (allow a level of customization through simple variables)
- Multi-lingual (Templates allow you to pre-design the same message in multiple languages to connect with users from different countries)
Previously, even with the unofficial WhatsApp business account, you could only send very few messages at a time to a group or broadcast list. In that sense, HSM templates are a quite a revolutionary step in the history of WhatsApp as well as one of the most attractive advantages of the API.
You want to start using HSM and you don't have your official account:
