Campaign best practices

A good WhatsApp campaign feels like a message from a business the customer already knows, not an advert. These habits get more replies, fewer opt-outs, and keep your number in good standing with Meta.

Send to people who expect to hear from you

• Message customers who have dealt with you, gave you their number, or agreed to hear from you. Never send to bought or scraped lists.
• Make the audience as narrow as the message. A new branch in Jeddah is news to customers in Jeddah, not to everyone. Use tags and smart groups, for example customers tagged “Jeddah” or active in the last 30 days. See Choose who receives a campaign.
• Respect opt-outs. tkana leaves out customers who stopped marketing messages automatically. See How customers opt out of marketing messages.

Pick the right moment

• Send during your customers’ waking and working hours, in your organization’s time zone. Avoid late at night and very early in the morning.
• Think about the week and the season: weekends, paydays, Ramadan evenings, and holidays can all change when customers read their messages.
• Use Schedule For to send at the right time even when your team is not at their desks. See Send a WhatsApp campaign.

Do not send too often

Every marketing message is a chance for a customer to block or report you. Space your campaigns out, and do not send the same audience several promotions in a short time. Use a campaign’s Details to see who read the previous one before you plan the next.

Write a message people want to read

• Say who you are and why you are writing in the first line.
• Keep it short, with one clear offer or piece of news.
• Give one clear next step, such as a Quick Reply button (“I’m interested”) that starts a conversation your AI agent can take over, or a Visit Website button.
• Write in your customers’ language. Create an Arabic and an English version, and send each to the right audience.
• Choose the honest category: offers go in Marketing. See Marketing, Utility, and Authentication templates.

Personalize

Greeting customers by name makes a broadcast feel personal. Fill variables with customer details and set a friendly fallback for customers whose details are missing. See Personalize a campaign with customer details.

Test before you send

Create a small group with your own and your teammates’ numbers and send the campaign to it first. Check the text, the variables, the image, and every button on a real phone before you send to customers.

Be ready for the replies

Replies land in Conversations. Make sure your AI agent knows about the offer (add it to your knowledge base) so it can answer questions, and that someone on your team can step in for customers who want to buy or book.

Watch your number’s quality

Meta rates your number’s quality from how customers react to your messages. If many block or report you, your quality drops, Meta can pause the template, and your number can be limited in how many customers it can reach. Check the WhatsApp Health card on the Marketing page after each campaign. See Understand your WhatsApp health.

Caution

If the WhatsApp Health card warns that your number quality is dropping, stop sending marketing campaigns until it recovers, and review your audience and message before the next one.