Consumers can sign up to receive time-sensitive, urgent alerts like flight status changes, or multiple informational notifications like shipping order updates from a business. These are known as business-initiated conversations and they require the used of Templated Messages.
Consumers can reach out to your business on WhatsApp which initiates a 24-hour conversation session. Businesses can only send non-templated message replies (plain text, rich text, or media) during this 24-hour window. Typical use cases for customer-initiated conversations are customer support, status update inquiry, or chat banking.
Any message sent from a business to a consumer for the first time (or more than 24 hours after the consumer last messaged the business) is known as a “re-engagement conversation”. This is a variation of the business-initiated conversation. All such messages are required to be a templated message. Regular text messages or media messages (i.e. any non-template messages) attempted in this a scenario will fail to be delivered to the consumer and an error will be returned by the Clickatell API. Typical use cases for re-engagement conversations include status updates on a support ticket after more than 24 hours the consumer enquiring or confirmation of issue resolution after 24 hours.
Businesses are urged to register a valid template message for this scenario or reconsider their engagement process with the consumer to ensure a good experience.
Please Note – Unless it is a customer-initiated conversation, or a customer responds to the business, the business is required to always send a template message. Any non-template message will fail to be delivered. This applies to re-engagement conversations as well.