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:

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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.

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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.

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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.

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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.

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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• Clean your database: Remove invalid, duplicate, or outdated numbers.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.

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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.

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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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