WhatsApp Overview

Marketing cloud growth/advanced WhatsApp Getting Started Overview

This video walkthrough covers how to set up WhatsApp as a communication channel within Salesforce Marketing Cloud Growth and Advanced, and how it integrates with Meta Business Suite.

Key Takeaways
1. Setup Assistant as Home Base: The "Setup Assistant" is the starting point for enabling Marketing Cloud and its basic data kits, including the WhatsApp data kit.
2. Integration with Meta: Salesforce connects to WhatsApp through Meta's Business Suite. It's crucial to be logged into the correct Meta account when linking your WhatsApp phone number.

Types of WhatsApp Messages:
Session Templates: Required to initiate a conversation with a customer. These must be created and approved within Meta Business Suite before they can be used in Salesforce.
Session Messages: Free-form messages that can be sent only within a specific "session window" (default 10 minutes, max 12 hours) after a template message has been sent.
1. Message Personalization: Salesforce Marketing Cloud allows for personalization using merge fields (e.g., First_Name) in both template and session messages.
2. Campaign Orchestration: WhatsApp messages are integrated into Salesforce's campaign flows, allowing you to schedule sends, define segments, and even include wait steps.
3. Importance of Consent: Even with Meta's approval, a customer's consent for receiving WhatsApp messages must be acknowledged and managed within Salesforce.
4. Performance and Insights: Both Salesforce and Meta provide analytics. While Salesforce manages outbound message data and consent, Meta provides deeper reporting for messages initiated from its platform.