Social media marketing has been shown to increase business growth, conversion, and ROI in a variety of industries.

With their diverse applications, instant messaging applications have revolutionized user engagement. Not all communication should be done from behind a desk with a bluetooth headset for calls.

It’s so much easier now.

Instant messaging apps make it effortless for marketers to optimize customer experience and ensure that their users are engaged and satisfied. WhatsApp is one such app that has received plaudits for its adaptability.

It is among the most widely used messaging software with businesses today.

WhatsApp Promotional/Non-Transactional Messages

WhatsApp has been a welcome addition to the toolkit of businesses looking for direct contact with their customers.

To maintain its integrity, however, WhatsApp put policies in place to safeguard its users.

Security measures such as customer consent for business messaging and prohibiting users from registering two phone numbers on one phone discourage illicit activities. These restrictions prevent the indiscriminate usage of the application.

Users must comply with all WhatsApp’s Commerce and Business Policies.

What are promotional/non-transactional messages on WhatsApp?

Messages that include direct offers or discount coupons intending to boost sales are tagged as promotional.

Non-transactional messages contain more indirect notifications about cashback offers, discounts, reminders, alerts, and product recommendations.

Before June of 2021, WhatsApp’s business messaging policy only permitted transactional messages to reach its large user base. This involved pending payment and delivery notifications that businesses sent to customers.

With the introduction of the new update, you can send non-transactional messages to your customers. The new system allows brands better engagement with their audience and ensures both parties are satisfied.

The user (customer) must opt-in to receive messages before you can use this system. The process is similar to email subscriptions.

This type of messaging aims to help you offer relevant customer support to your customers at all stages in the sales funnel.

You will be able to easily reach your target market and generate relevant leads.

Key benefits of sending promotional messages on WhatsApp

The power of promotional messages cannot be ignored. Successful businesses recognize the impact of social media marketing in today’s dynamic world. You must keep all the involved players in your business happy. Investing in social media marketing is as important as investing in employee value propositions.

These are some of the benefits of sending promotional messages via WhatsApp:

a) You can reach a larger audience while working with a limited budget

b) Promotional messages can help boost your ROI

c) You can connect with millions of users with one click

d) Applicable in several industries such as eCommerce, retail, tourism, educational institutions, and real estate

WhatsApp messages have a low opening time and users are more likely to read messages because of the app’s popularity.

WhatsApp Promotional/Non-Transactional Messages

How does the WhatsApp message template work?

You need to use a WhatsApp Business API message template to communicate with your customers.

The WhatsApp Business API employs REST API Architecture.

Message templates are used to create drafts which must go through an approval process. WhatsApp scrutinizes the message for compliance before allowing it to pass on to its users.

Templates use alphanumeric combinations with unique parameters and variables.

How to Define a Template

Transactional and non-transactional templates both apply similar formats. The content of the message is personalized by using numeric placeholders that represent message variables. They can be replaced with order numbers, delivery dates and times, and even customer names.

For example, if you wanted to send this message to a customer: Hello Mary, your order 4567JB has been processed! Your total is EUR 387. Your package will arrive on March 30, 2022.

The message template for this message would look like this: Hello {{1}}, your order {{2}} has been processed! Your total is EUR {{3}}. Your package will arrive on {{4}}.

How to Use WhatsApp Marketing Effectively

Clear communication and a tailored experience for customers is the backbone of a successful marketing strategy.

In today’s technologically fluid environment, digital solutions are evolving at a blinding rate. This evolution continues to create new avenues for businesses to reach their target demographic.

Developers continue to create online platforms and some of the best apps for attorneys, retailers, and other professionals in a bid to complement business activities.

The increasing number of digital platform users places these apps and tools at the forefront of conversion efforts.

WhatsApp has emerged as a major player in the field of business-customer interaction. Users not having to worry about mobile device compatibility testing is among the reasons for this.

Increased popularity has led to the need for policies and guidelines to safeguard the interest of all parties involved.

WhatsApp laid down three principles (expected messages, relevant communication, and timely responses) to restrict indiscriminate use of the messaging system.

WhatsApp Promotional/Non-Transactional Messages

Where to use non-transactional messages on WhatsApp

With non-transactional messages on WhatsApp, you get more wiggle room to build a loyal customer base. This messaging system benefits a wide range of industries from eCommerce and real estate to travel.

Here are some of the use cases for non-transactional messages:

Promotional Messages

You can send several types of promotional messages to your customers including sale announcements, new product launches with discount offers, and vouchers.

You can also keep customers updated with relevant recommendations.

Reminders and Alerts

Reminders and alerts are a great way to keep customers aware of changes and commitments. They help customers to keep track of their subscriptions, appointments, and bookings. This helps the customer get the information they need transparently and conveniently.

Reminders and alerts could include some of these:

a) Cart abandonment reminders

b) Restocking alerts

c) Reorder alerts

d)Appointment reminders

e) Price changes

Cross-Selling and Upselling

You now have access to your customer’s purchase history to offer them tailored products and services. You can use the information obtained from past transactions to promote trending offers on products that would suit the client’s needs.

Personalized Offers

Products and services can be personalized to each customer to meet their needs more closely. This would help to boost conversions and ROI. You can offer your customers discount vouchers on specific products or send relevant offers on special occasions like weddings and birthdays.

Rebranding

Every business could use a facelift from time to time. Customers like to see that a brand is keeping up with the times and is looking for new ways to improve its service delivery.

Rebranding helps to breathe new life into a struggling venture.

Even the biggest brands in the world recognize the need for rebranding.

Your customers must be kept in the loop during the rebranding process. Keep them informed on what the new changes would mean for them and provide assurances.

These messages could be about your name rebranding, opening a new store, anniversaries, or special milestones. It keeps customers connected with your brand and builds a sense of belonging.

WhatsApp Promotional/Non-Transactional Messages

What are the dos & don’ts of WhatsApp promotional messages?

When sending promotional messages, you must adhere to the regulations laid out in the WhatsApp Commerce policy.

There are several rules to guide you on your journey towards using the messaging system to reach audiences. Putting these points into practice will help you avoid issues in the long run.

Get Consent

Consent is the golden rule of WhatsApp’s promotional messaging feature.

The customer willingly gives consent and then expects to receive relevant, actionable information.

To get this done, ask customers to opt-in for a particular form of non-transactional messaging. It could be current service updates or even new product recommendations.

The opt-in policy must be clear from the customer’s end. Confirmation from the customer is necessary before promotional messages can be sent to them.

Personalize and Streamline Messages

By personalizing your messages and being transparent, you can avoid getting blocked by your customers. This is often the case when they are bombarded with irrelevant material.

Customers who believe they are being spammed have the means to block or report the offender. WhatsApp closely monitors blocking stats and repeat offenders will – inevitably – be banned.

The system goes one step further to allow the customer to explain why they want to block the business.

If you constantly spam users with incessant messaging or form the habit of sending inappropriate content, WhatsApp will systematically take action.

Communicate Clearly

Clear communication is another important consideration for promotional messaging. It is the only way to effectively meet customer standards and expectations and offer lasting solutions.

Customers must choose the opt-in option through a clearly defined process that includes the name of your business. Don’t take advantage of random customer requests for information and classify them as non-transactional messaging opt-ins.

Provide Opt-out Option

You must always offer your customers a means of opting out of receiving further messages. They should be able to navigate the opt-in and opt-out sections easily based on their preferred products and services.

WhatsApp Promotional/Non-Transactional Messages

Get started with promotional messaging

Now you know what to do, it’s time to get cracking.

WhatsApp is a major medium for businesses to reach out to their clients more efficiently and conveniently than it used to be.

People today use WhatsApp not only to communicate with their friends and family but also to engage with their top brands through their favorite messenger service.

Marketers and organizations from numerous industries can increase brand awareness, improve online communication, and produce meaningful experiences by using non-transactional messages.

Frequent Questions

What are promotional/non-transactional messages on WhatsApp?

Messages that include direct offers or discount coupons intending to boost sales are tagged as promotional.

Non-transactional messages contain more indirect notifications about cashback offers, discounts, reminders, alerts, and product recommendations.

This type of messaging aims to help you offer relevant customer support to your customers at all stages in the sales funnel.

What are the benefits of sending promotional messages on WhatsApp?

These are some of the benefits of sending promotional messages via WhatsApp:

  • You can reach a larger audience while working with a limited budget
  • Promotional messages can help boost your ROI
  • You can connect with millions of users with one click
  • Applicable in several industries such as eCommerce, retail, tourism, educational institutions, and real estate
  • WhatsApp messages have a low opening time and users are more likely to read messages because of the app’s popularity
964aef37cbd523c1a8d2250157bf3829x100 - WhatsApp Promotional/Non-Transactional Messages: Everything You Need to Know

About the author: Hello! I am Alan and I am the marketing manager at Callbell, the first communication platform designed to help sales and support teams to collaborate and communicate with customers through direct messaging applications such as WhatsApp, Messenger, Telegram and Instagram Direct