Launch a proactive messaging project with WhatsApp

You want to proactively send messages to your audience using WhatsApp. This article details how to deploy this feature.

1. Prerequisites

In order to run a proactive messaging project on WhatsApp, your brand must have:

  • a WhatsApp Business live account,
  • WhatsApp verified message template(s),
  • an opt-in collection strategy,
  • an identification token,
  • an opt-in and opt-out management system in its customer journey (iAdvize only intervenes to
  • redirect the visitor to the place where he can unsubscribe),
  • a specific distribution strategy for proactive messages

2. Create a WhatsApp account in iAdvize

This step takes place on the iAdvize platform (Engagement > Settings > Whatsapp)
There is an article in the knowledge base that tells you how to activate the channel.


3. Customize your message templates

This step takes place in WhatsApp Manager.

Note: The brand's Whatsapp Manager is shared between the brand and iAdvize if (and only if) the brand has created/associated its WhatsApp account using the iAdvize platform funnel.


4. Gather consent from your visitors

Your visitors must actively give consent to receive a message on WhatsApp from your brand.
iAdvize does not record in its system either the opt-in or the opt-out of a visitor.
On the other hand, iAdvize helps you collect this information by directing your visitors to the right place to leave their opt-in or unsubscribe.


⚠ contrary to what the documentation WhatsApp specifies, iAdvize does not collect consent in the Whatsapp conversation.


The information you collect as a brand must feed your customer databases, in order to keep track of visitors' choices. iAdvize intervenes before the consent and therefore will not verify that a visitor has actively given consent, or actively withdrawn consent.


4.1. Collect the opt-in

You have the option of including the opt-in collection:

  • in the purchase funnel,
  • in the customer area of the site
  • via a dedicated landing page.

You must warn your visitors that they will receive messages. To do this:

  • group the different categories of messages sent in your consent request (e.g., order updates, relevant offers, product recommendations, etc.) ;
  • nevertheless make a distinct request for each specific category of message. This way they limit the risk of being blocked by users for receiving unsolicited messages.
  • give clear instructions on:
    • how your visitors can opt-out of receiving specific categories of messages
    • the processes in place to give or withdraw consent
    • the interest of receiving this information in WhatsApp.

4.2. Collect the unsubscribe request

When a visitor asks to unsubscribe from proactive communications, the respondent (advisor or bot) must share an unsubscribe link with them. Some iAdvize features help your respondents in this process

  • If the responder is a bot: provide an intent that detects the visitor's willingness to unsubscribe and the appropriate bot response (which includes, for example, the unsubscribe landing page url). To do this, go to the Automation section of the iadvize platform.
  • If the respondent is an agent: write canned answers to send to the visitor to unsubscribe.

5. Set up the campaign in iAdvize

You need to launch an Outbound engagement campaign on iAdvize if you want to distinctly associate conversations originating from "outbound" messages in your reports, or if you want these conversations to be directed differently from conversations initiated by visitors.

First, create the campaign in Engagement > Campaigns > Create a campaign

Then, customize the campaign by giving it a name and select the Outbound strategy type :


Select WhatsApp as the channel :

Then, add a filtering rule :

Select your WhatsApp account :

If necessary, define an attribution period :

Set your campaign goal :


Finally, publish your campaign!

6. What is expected in the API call?

In order for iAdvize to send a proactive message to a visitor, your brand must send us specific data via an API call to iAdvize. You need to know the expected data in order to prepare the call in your IS (and to perform tests).

iAdvize expects the following data:

  • the authentication token of the user on the project;
  • Campaign ID : campaign identifier in the campaign creation interface
  • [template_name] : identifier of the template message, available in Whatsapp Manager;
  • [senderId] Sender identifier (WA phone number of the brand)
  • [bodyVariables (Key: "{{1}}", value: "john"), headerVariables(Key: "{{1}}", value: "john")] The values to take to fill the header and body variables
  • [language] the language in which the message should be sent
  • [recipientId] the phone number of the visitor to contact


Create your access token by following this dedicated documentation.
You will need to authenticate with an account with administrator rights on iAdvize on the project (sid) that carries the Whatsapp account.


mutation { whatsAppOutboundMessageSend(

whatsAppOutboundMessageSendInput: {

senderId: "33644646081"

recipientId: "33757907173"

templateName : "test_outbound_message_v1"

language: "fr"

headerVariables : [],

bodyVariables : [ {key: "1", value: "foo1"},{key: "2", value: "foo2"},{key: "3", value: "foo3"}]

campaignId: "5dd2be5a-6aeb-4ef2-8c8d-c78d51e21acf"


) {







{ "data": {

"whatsAppOutboundMessageSend": {

"messageText": "Bonjour foo1, votre commande foo2 est disponible dans votre magasin foo3.",

"messageId": "gBGGM2UQQhYvAgkYAvhLxeUE5kE"





In order to associate visitor responses in iAdvize with a campaign, it is necessary to specify the correct campaign identifier. Each outbound campaign has a deadline, beyond which any visitor response to the brand's initial message will not be linked to the outbound campaign.

Ensure that API calls use the correct templateId and campaign ID.


7. Launch the project

Follow the steps below to start your project:

  • Make sure the campaign is active.
  • Make sure all rules are routed
  • Make sure that the API calls use the right templateId and the right campaign-names
  • Make sure that the messages reach the visitor (do a test)
  • Ensure that visitor responses reach the operators
  • Make sure conversations are attached to the right campaign
  • Launch the opt-in collection campaign
  • Launch API calls in production
  • Follow the statistics


Good to know: WhatsApp message volume limit

Reference documentation from Meta for Developers

"Messaging limits determine the maximum number of company-initiated conversations each phone number can initiate in a 24-hour period. These limits do not apply to visitor-initiated conversations. A company-initiated conversation begins when the first message is delivered to the visitor and ends 24 hours later."
If your company has completed business verification and you are using a phone number with an approved display name, you can initiate conversations with the following number of unique visitors over a continuous 24-hour period:
- 1K unique visitors
- 10,000 unique visitors
- 100,000 unique visitors
- Unlimited number of unique visitors
These amounts automatically increase based on the status of your phone number, the quality of your phone number, and how often you engage in conversations with unique customers."