SMS & WhatsApp: Core Concepts and Execution

The expert coaching session focused on the prerequisite steps and foundational compliance for launching SMS and WhatsApp channels via the Marketing Cloud Growth and Advance (MCGA) platform. The core topics included mandatory licensing for two-way conversational messaging, strict data governance requirements for phone numbers, the multi-step process for securing compliant sender codes, and building two-way conversational flows using Salesforce Flow.

Key Takeaways:
- Licensing: Marketing Cloud Advanced Edition plus Digital Engagement is required for full conversational (two-way) SMS and agent handoff.
-,Data Standard: All mobile numbers must be formatted to the E.164 international standard to ensure message delivery and correct customer profile unification in Data Cloud.
-,Data Mapping: The E.164 number field must be explicitly mapped in Data Cloud from the source to the Contact Point DMO for the mobile execution engine to work.
- Code Procurement: Securing a sender code (like 10DLC) involves a lengthy, sequential three-tiered approval process: Brand, Campaign (use case), and Code request.
- Compliance: Mandatory configuration requires setting consent to explicit opt-in and linking legally mandated opt-out keywords (e.g., "stop," "cancel").
- WhatsApp Setup: Requires external verification of a WhatsApp Business Account (Wobba) via Meta and pre-approval of all outbound Template Messages by Meta.
- Execution: Two-way messaging and agent handoff are built using the Salesforce Flow builder with elements like Wait Until Event to process customer replies.

Deck: http://sfdc.co/RKsUQ