WhatsApp Campaigns

WhatsApp is a high-engagement messaging channel with open rates that often exceed 90%. For businesses with customers in markets where WhatsApp is the dominant communication platform (Latin America, Europe, Southeast Asia, India), it can be the most effective dunning channel available.

When to Use WhatsApp

WhatsApp is particularly effective when:

• Your customer base is concentrated in WhatsApp-dominant markets
• Email open rates are low for your audience
• You want a conversational recovery experience
• Customers expect business communication via messaging apps

Setting Up WhatsApp Business

Prerequisites

To use WhatsApp as a campaign channel, you need:

1. WhatsApp Business API account — Apply through a WhatsApp Business Solution Provider (BSP) or directly through Meta's Cloud API
2. Verified business — Your business must be verified by Meta
3. Phone number — A dedicated phone number registered with WhatsApp Business

Connecting to LostChurn

1. Navigate to Settings > Channels > WhatsApp
2. Enter your WhatsApp Business API credentials (phone number ID, business account ID, and access token)
3. LostChurn verifies the connection and syncs your approved template list
4. Send a test message to verify end-to-end delivery

Message Types

WhatsApp enforces strict rules about when and how businesses can message customers. Understanding the two message types is critical:

Template Messages

Template messages are pre-approved message formats that you can send to customers at any time, even if they have not recently messaged you. This is the message type used for dunning campaigns.

• Must be submitted to Meta for approval before use
• Support dynamic parameters (mapped to LostChurn's personalization variables)
• Can include buttons, headers, and media
• Approval typically takes 24-48 hours

Session Messages

Session messages can be sent freely within a 24-hour window after the customer last messaged you. These are used for conversational follow-ups if a customer replies to a template message.

• No pre-approval required
• 24-hour window resets with each customer message
• Useful for answering customer questions about their payment issue

LostChurn uses template messages for campaign steps and session messages for automated replies when a customer responds.

Template Approval Process

WhatsApp requires all outbound business-initiated messages to use approved templates. Here is how to create and submit them through LostChurn:

Step 1: Create the Template

Navigate to Campaigns > Templates and click New Template. Select WhatsApp as the channel. Compose your message using the supported format:

• Header (optional) — Text, image, video, or document
• Body — Main message text with personalization variables
• Footer (optional) — Small text below the body
• Buttons (optional) — Up to 3 quick reply or call-to-action buttons

Step 2: Map Variables

WhatsApp templates use numbered parameters ({{1}}, {{2}}, etc.) rather than named variables. LostChurn automatically maps your named variables to WhatsApp's numbered format:

Step 3: Submit for Approval

Click Submit for Approval in the template editor. LostChurn submits the template to Meta via the WhatsApp Business API. You can track the approval status in the template list:

Approval Tips

• Use clear, professional language
• State the purpose of the message upfront
• Avoid promotional or marketing language (dunning is transactional)
• Include a way for the customer to take action (button or link)
• Do not use URL shorteners other than LostChurn's built-in shortener

Media Support

WhatsApp templates support rich media in the header:

Media is useful for including invoices (PDF), branded header images, or short explainer videos. For most dunning use cases, a simple text template with a call-to-action button is most effective.

Example WhatsApp Template

Header: [Image: company_logo.png]

Body:
Hi {{customer_name}},

Your {{amount}} payment for your subscription could not be processed.
Please update your payment method to avoid losing access.

Footer: Reply STOP to opt out

Buttons:
[Update Payment Method] -> {{update_url}}

Compliance

Opt-In

WhatsApp requires explicit opt-in before you can send template messages to a customer. Acceptable opt-in methods include:

• Checkbox during checkout or sign-up
• WhatsApp click-to-chat link where the customer initiates contact
• Existing SMS opt-in with clear disclosure that WhatsApp will also be used

LostChurn checks the customer's communication_preference for the WhatsApp channel before sending.

Opt-Out

Customers can opt out by replying "STOP" to any message. LostChurn automatically processes opt-out replies and updates the customer's communication preferences.

Rate Limits

WhatsApp enforces messaging limits based on your business tier:

Your tier increases automatically as you maintain good quality ratings. LostChurn monitors your messaging quality score and alerts you if it drops.

What's Next

• Email Campaigns — Use email alongside WhatsApp for multi-channel coverage
• SMS Campaigns — Compare SMS and WhatsApp for your audience
• A/B Testing — Test WhatsApp against other channels to find the best performer