Best Practices for Messaging
Understanding the Importance of a Healthy Ecosystem
The WhatsApp Business API follows Meta’s guidelines to ensure that messages sent to users are relevant, expected, and useful. When a large number of messages are marked as irrelevant or unwanted, the platform may trigger error #131049, indicating that the delivery was blocked to maintain the health of the ecosystem.
Sending Best Practices
We recommend always considering the following points:
Send Relevant and Expected Messages
Obtain consent: Ensure that the contact has clearly agreed to receive your communications.
Offer value: Send helpful information, relevant promotions, or important updates.
Use Proper and Personalized Templates
Follow the policies: Create templates that comply with Meta's content guidelines (no prohibited or potentially offensive content).
Personalize as much as possible: Add variables like the contact’s name or product details to make the message feel more genuine and less generic.
Message Frequency
Avoid overload: Don’t send multiple messages in a short period unless it’s part of an active conversation within the 24-hour window.
Schedule wisely: If you need to send mass messages (e.g., campaigns, reminders), schedule them in smaller batches to avoid high rejection rates.
Respect the 24-Hour Messaging Window
Restart conversations: If the customer replies, the 24-hour window resets and you can send personalized messages.
Use approved templates: If the window has expired, only pre-approved templates can be sent.
Keep Your Contact List Clean and High-Quality
Clean your database: Remove invalid, duplicate, or outdated numbers.
Segment properly: Send messages only to contacts genuinely interested in the topic.
Monitor Interaction and Open Rates
Track metrics: Keep an eye on how many contacts reply, block your number, or report messages as spam.
Adjust your strategy: If engagement is low, revisit your content, frequency, and audience targeting.
Document and Train Your Team
Internal procedures: Establish clear guidelines for each type of message (support, marketing, reminders).
Training: Make sure your team understands WhatsApp’s policies and the consequences of violations.
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