About WhatsApp for Business
WhatsApp for Business is not the same as the consumer app used for one-to-one or group messaging. Instead, it’s a programmable messaging platform built on APIs that enables businesses to communicate with their audience at scale.
By default, you can send from 2 WhatsApp enabled numbers and you can purchase more through your Account Executive.
Mogli configures up to two Whatsapp-enables numbers for clients, but you can purchase more by contacting your Account Executive.
You can send outbound MMS up to 16MB in a singular WhatsApp MMS attachment - the maximum inbound MMS attachment size is 6MB.
WhatsApp is automatically included with all Elite & Enterprise plans. We also offer a WhatsApp Only plan. Contact Tech Support at help@mogli.com or your Account Manager directly.
Meta Business Account
Your organization must have a Meta Business Account to register WhatsApp Senders and use WhatsApp on Mogli. It’s strongly recommended that you verify your organization’s Meta Business Account to increase messaging limits and streamline the process. For instructions on verifying their Meta Business Account, refer to Meta’s article.
Messaging Limits
Messaging limits define the maximum number of business-initiated conversations that a phone number can start within a rolling 24-hour period. These limits apply to conversations initiated through templates for marketing, utility, or authentication purposes.
Unverified Meta Business Accounts: Limited to 250 unique business-initiated conversations in a 24-hour period.
Verified Meta Business Accounts: Messaging limits increase incrementally as follows:
250 business-initiated conversations: Typically applies if the phone number has a low-quality score.
1,000 business-initiated conversations
10,000 business-initiated conversations
100,000 business-initiated conversations
Unlimited conversations
To unlock higher messaging limits, businesses must meet certain criteria, such as maintaining a high-quality score or successfully completing additional verification steps. For more details, refer to Meta’s guide on increasing messaging limits.
By understanding these restrictions, your organization can better manage WhatsApp communications and ensure you’re prepared to scale outreach as needed.
Types of Messages
WhatsApp divides messages into two different types:
Template messages: Outbound messages sent using one of your pre-approved templates. These are generally unsolicited transactional messages (delivery alerts, appointment reminders, etc.) or marketing messages (generating awareness, prospective client communications, event invitations, etc.) sent to users who have opted in to receive messages from you.
Session messages: All incoming messages, or outgoing replies to these messages within 24-hours. A messaging session starts when a user sends your application a message, and lasts for 24 hours from the most recently received message. Session messages do not need to follow a template, and can include media attachments.
Acceptable Use Cases
Refer to Twilio’s article to ensure your WhatsApp use case isn’t prohibited.
WhatsApp Configuration
Mogli integrates with Twilio, our WhatsApp partner, through a Self Sign-up API. On a live call, your Mogli rep will guide you through using the Self Sign-up process to set up a new WhatsApp Business Account and corresponding WhatsApp Senders (i.e. outbound phone numbers). The Embedded Sign-Up process can significantly reduce the time required to register new WhatsApp Senders, often taking as little as 1 day for approval.
Please note that approval timelines are controlled by Meta and in some cases delays may happen. In these instances Mogli will work with the client to support the approval as quickly as possible. Additionally, the process is fully integrated with your organization’s Meta account to ensure greater efficiency and insight into your WhatsApp Business status.
Preparing For Your Set-up Call
To ensure a smooth and efficient WhatsApp setup call, please verify the following prerequisites are in place:
Meta Business Account: Your organization has an active Meta Business Account.
Optional: Meta Business Account Verification (Recommended for Higher Messaging Limits): For optimal messaging capacity, ensure your Meta Business Account is verified by Meta.
Meta Business Account Admin Access: A designated representative from your organization must have administrator-level access to your Meta Business Account. This individual will need to be in attendance to complete most of the Self-Sign-Up process.
Number Type Notification: Please inform your Mogli representative whether you plan to bring your own existing phone number(s) (BYON) or use new phone number(s) acquired by Mogli.
Non-US New Numbers: If you intend to use a new non-US phone number, please discuss this with your Mogli representative in advance.
Bringing Your Own Number (BYON) - Verification Readiness: If you are bringing your own number(s), the designated representative on your team attending the call must be able to receive either a text message OR a voice call with a verification code. Important: If the phone number has a phone tree, please ensure it is temporarily disabled prior to the call with your Mogli representative to ensure successful code reception.
Process Overview
The WhatsApp setup process generally follows these steps, depending on whether you are bringing your own number(s) or using new numbers:
BYON vs. New Number Discussion: Your Mogli representative will confirm whether you are bringing your own number(s) or using new numbers.
Live Call & Auto-Login Link: On a scheduled live call, your Mogli representative will share an auto-login link with the designated Meta Business Account administrator from your team.
Screen Sharing & Prompt Guidance: The administrator will click the auto-login link and share their screen with the Mogli representative, who will guide them through the on-screen prompts.
Phone Number Verification (BYON Only): If you are bringing your own number(s), a phone call or SMS text message verification will be initiated. The designated representative managing the number will need to provide the verification code.
Connection Confirmation: Once the Self-Sign-Up process is complete, Mogli will confirm the connection on our end. This may take up to 24 hours.
WhatsApp Sender Configuration: Our Technical Support (TS) team will then configure the WhatsApp sender(s) as Gateways within your Salesforce environment.
WhatsApp Message Templates
When using WhatsApp Business for messaging, your users must initiate conversations with end recipients by sending a pre-approved message template.
Once the recipient responds, you can send freeform messages for up to 24 hours from the recipient’s last reply—these are known as session messages. If the recipient does not respond to the initial template message, you can only send pre-approved template to re-engage the recipient.
A Mogli representative will install our WhatsApp Content Template Builder in your Salesforce environment so you can submit and monitor template approval statuses without leaving Salesforce.
Template Categories
Meta can and will re-categorize templates they deem to not be in the correct category upon submission so it is important to select the correct template category and follow the category guidelines outlined by Meta.
Marketing templates enable businesses to achieve a wide range of goals, from generating awareness to driving sales and retargeting customers. Examples can include new product/service/feature announcements; targeted promotions/offers; or cart abandonment reminders.
Marketing templates can only be sent to non-US recipient numbers
Examples
Did you know? We installed a new tower in your area so you can enjoy a better network experience. To learn more, visit our site {{1}}."
As a thank you for your last order, please enjoy 15% off your next order. Use code LOYAL15 at checkout. Visit our site here {{1}}.
Don't miss out on your favorite shows! Re-subscribe now: {{1}}
Thank you for using our app. We noticed you have not used our latest feature, {{1}}. Click here {{2}} to learn more about how this benefits you!
{{1}}, did you think we’d forget? No way! Happy birthday! We wish you the best in the year ahead.
Remember:
Templates with mixed content (both utility and marketing, e.g., order update with a promo/offer) are categorized as marketing.
Templates where contents are unclear (e.g., contents are only “{{1}}” or “Congratulations!”) are categorized as marketing. Marketing templates enable businesses to achieve a wide range of goals, from generating awareness to driving sales and retargeting customers. Examples can include new product/service/feature announcements; targeted promotions/offers; or cart abandonment reminders.
Utility templates enable businesses to follow up on user actions or requests, since these messages are typically triggered.
For a template to be categorized as Utility, it must meet these criteria:
Non-Promotional: It must not contain any promotional or persuasive intent.
User-Specific or Essential: It must be either:
Specific to, or requested by, the user (clearly related to their order, account, services, or transactions).
Essential or critical to the user (e.g., to ensure user safety).
Examples
Thanks for confirming opt-in! You’re in. You’ll now receive notifications via WhatsApp.
Thank you! Your order {{1}} is confirmed. We will let you know once your package is on its way.
Daily update for account ending in {{1}}: Your balance is {{2}}.
We have delivered your order {{1}}! Please let us know if there was any issue by reaching out here: {{2}}.
Hi! I see you requested support via our online chat. I am the virtual assistant on WhatsApp. How can I help?Best practices
Authentication templates enable businesses to verify user’s identity (usually with alphanumeric codes), potentially at various steps of the customer journey:
New account creation
Account integrity, access or recovery
New or existing orders/transactions
Authentication templates are our most restricted. For a template to be classified as authentication, a business must:
Use WhatsApp’s preset authentication message templates, which include optional add-ons like security disclaimers and expiry warnings.
Configure a one-time password button (copy-code or one-tap).
Follow content restrictions: URLs, media, and emojis are not allowed for authentication template content or parameters. Additional length restrictions of 15 characters also apply to parameters.
Examples
{{1}} is your verification code.
{{1}} is your verification code. For your security, do not share this code.
{{1}} is your verification code. This code expires in 15 minutes.Did you know? We installed a new tower in your area so you can enjoy a better network experience. To learn more, visit our site {{1}}."When you're building WhatsApp templates, think of them as tiny, powerful messages. You want them to be clear, concise, and absolutely error-free. Before you even hit submit, make sure the language and template type perfectly match what you're trying to achieve. And here's a crucial tip: never kick off or wrap up your message with a variable placeholder. Once your template is ready to go, provide WhatsApp with actual examples of the content that will fill those variable spots. This helps them understand the dynamic nature of your messages.
Best practices
When you're building WhatsApp templates, think of them as tiny, powerful messages. You want them to be clear, concise, and absolutely error-free. Before you even hit submit, make sure the language and template type perfectly match what you're trying to achieve. And here's a crucial tip: never kick off or wrap up your message with a variable placeholder. Once your template is ready to go, provide WhatsApp with actual examples of the content that will fill those variable spots. This helps them understand the dynamic nature of your messages.
Remember:
Templates with mixed content (both utility and marketing, e.g., order update with a promo/offer) are categorized as marketing.
Templates where contents are unclear (e.g., contents are only “{{1}}” or “Congratulations!”) are categorized as marketing.
Template Approval and Configuration
WhatsApp Templates can take a few minutes or up to 24 hours to be reviewed and approved by Meta. The review is typically automated leading to a quick turnaround. Using the WhatsApp Content Template Builder means you can configure and track approval of your templates all within Salesforce without requiring Mogli intervention!