‹   Back

What different types of business conversations are available in WhatsApp?

Business-initiated conversations

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.

Customer-initiated conversations

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.

Re-engagement conversations

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.

Read more about WhatsApp's templated messages here.

Other resources

Ask the community

Visit Stack Overflow to join our community of developers and find the answer you need.
Visit Stack Overflow

Contact support

Contact our support team and one of our agents will be in touch with you to answer any questions you have.
Contact us

SMS Platform

Clickatell SMS Platform is a bulk SMS system that enables you to send messages securely, reliably and instantly, sparking a dynamic dialogue between business and customer.

Find out more