WhatsApp marketing guide: end-to-end campaign management
A free guide for marketing teams sending WhatsApp marketing messages on Meta's Cloud API: how to set up, grow your sending limits, run campaigns and measure the results.
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What's inside
Four parts, one path: from the first set-up step to reading the results of a campaign.
01Preparation and getting started
Before the first marketing message there are eight things to get right, and two of them take weeks. The guide walks through each one in order.
- The sectors Meta's Commerce Policy keeps off the channel
- The Meta Business Account, the WhatsApp Business Account and the payment method
- Your first message template, and the consent Meta requires
02Growing the limits
Every account starts at 250 people a day. How that number grows to 2,000, 10,000, 100,000 and unlimited, and what keeps it from growing.
- What the messaging limit actually counts
- Two routes to 2,000, and the two conditions after it
- Template quality, number quality and the template limit
03Campaign management
Segment, offer and message have to fit each other. Then each part of the message has one job, and Meta's review has its own rules.
- The anatomy of a marketing message
- Six common reasons templates are rejected, and six habits that help
- Action buttons and opt-out
04Measurement
Each button leaves its trace somewhere different. Where to read the result of a website link, an offer code and a quick reply.
- The four numbers Meta reports for every template
- UTM links, and why Meta's clicks and GA4's sessions never match
- A measurement plan to choose before you send
Everything above, with every figure, in one file you can share with your team.