How to plan a WhatsApp marketing campaign

1. Choose one audience and one goal

Start with an outcome you can recognize: a reply about a product, a booking enquiry, or a visit to a specific offer page. Then choose the people for whom that outcome makes sense. A new prospect and a returning customer rarely need the same message.

In BotMust, keep recurring groups in Contact Lists or use tags and lifecycle stages. Give each list a useful name, such as “Autumn workshop enquiries,” instead of keeping every imported contact in one campaign audience.

Importing a number does not create permission to market to it. Obtain consent and honor opt-outs before sending. See the WhatsApp Business Messaging Policy.

2. Give the message one useful next step

Write down the actual offer, who it is for, the date if relevant, and what the customer should do next. Give those facts to BotMust AI to create a draft. Check every price, condition and deadline before using the result.

For example, a fitness business could invite interested prospects to ask about available classes. This illustrative draft makes no promise about availability or a discount:

Hello {{1}}, thanks for your interest in our classes. We’re sharing details of our upcoming open day. Reply DETAILS and our team will help you find a suitable session. Reply STOP to opt out.

A quick-reply button can make a response easier. A website button is useful when you have a specific destination. Choose the action that fits the offer; a button is optional. Preview the template and variable values before submitting it for review.

On the WhatsApp Business Platform, an approved template is required to start a conversation or message outside the 24-hour customer service window. Review Meta’s template and messaging rules.

3. Review the audience, then schedule

Build the campaign around the approved template and the intended list. Check the sending channel, language, personalisation fields, recipient count, schedule and time zone. Ask a teammate to check the preview when the offer is time-sensitive.

Before a larger send, use a small list of consenting test recipients. Confirm that the message is understandable on a phone, the link opens the correct page and a reply reaches the team inbox. A successful draft is not evidence that every recipient will receive it.

For recurring activity, BotMust Autopilot lets you maintain offers and schedules and review generated campaigns. Keep expired offers out of future sends and coordinate overlapping promotions so customers receive a coherent sequence.

4. Review delivery and the conversations it creates

Separate attempted sends from delivered messages. Open the recipient-level result when some contacts did not receive a campaign; the reason can be a contact eligibility check, a channel problem, or a provider rejection. An approved template alone does not guarantee delivery to every person.

Match the result to the original goal. Replies tell your team who needs help; website analytics can show what happens after a link visit. Use the same measurement window when comparing campaigns, and avoid treating missing read receipts as proof that a person ignored the offer.

Keep a simple campaign record: audience, message version, date, delivery result, replies and next action. That gives the next campaign a useful starting point.