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Improving Model Engagement

  • Updated

Index:

  1. What?
  2. As?
  3. Why?
  4. When?
  5. How does the pause work?
  6. How to track reading rate?
  7. How will I know if my message template has paused?

 

Meta has been exploring ways to empower companies to deliver engaging and relevant marketing conversations, as we saw with Model Regularity.

 

What?

New system to determine the quality of marketing message templates, now evaluating read rate, in addition to blocking and reporting phone numbers that are already in place.

 

As?

When sending a message from the marketing category, Meta will evaluate whether the reading rate is in accordance with the parameters imposed by them. We don't know what cutoff value is used, but it has been mentioned that brands with high reading engagement are between 65-80%.

 

Why?

Meta increasingly wants to encourage brands to deliver value and relevance to their customers.

 

When?

From April 1st worldwide.

 

How does the pause work?

If the message template reaches the lowest quality, it will be automatically paused to protect the quality of the phone number that used the template. The break follows some rules:

1st instance: paused for 3 hours

2nd instance: paused for 6 hours

3rd instance: disabled

 

The model will automatically unpause after completing the predetermined time, but it is possible to unpause it within the WhatsApp Manager using the unpause button.

 

How to track reading rate?

No Portal or Blip:

If the trigger was carried out via Growth -> Active messages, it is possible to see how many people read the message on screen or via report

In WhatsApp Manager:

  • Access Business Manager and select your company.
  • click in
  • Click on WhatsApp Manager.
  • In Overview, hover your mouse pointer over the Account Tools suitcase icon in the left sidebar.
  • Select Message Templates. The metrics are displayed in the table.
  • Select any message template and click on the template in the Insights tab to see other metrics, including read rate.

 

How will I know if my message template has paused?

  • All Business Manager account administrators will receive an email
  • An alert will be sent in the Business Manager notification center
  • And also an alert in banner format within the WhatsApp Manager

In addition to the error code in the report for shipments made via Growth -> Active messages

If your number is hosted on Cloud API

Paused message templates:

  • Fault code: 132015
  • Fault message: Template is temporarily unavailable to use because it was paused due to low quality

Disabled message templates:

  • Fault code: 132016
  • Fault message: Template is permanently disabled due to consistent low quality and multiple pauses. It is no longer available to use

If your number is hosted On-Premises

Paused message templates:

  • Fault code: 2061
  • Fault message:  Template status is PAUSED so cannot be sent

Disabled message templates:

  • Fault code: 2062
  • Fault message: Template status is DISABLED so cannot be sent

 

But what about people who don't read messages at certain times, such as work hours?

The Meta system takes into account several variations available for them to analyze reading trends over an appropriate period of time, that is, it is not an analysis based only on the immediate moment when the active message is triggered. The goal is to ensure a realistic and fair analysis of message engagement.

 

Good practices suggested by Meta to improve reading rate

  • Target Audience: Personalize your messages to specific user segments for more relevant communication.
  • Timing: To maximize the chances of engagement with your templates, consider not sending on days when many companies are competing for your customers' attention, such as weekends or seasonal peaks.
  • Message Frequency: Monitor how many marketing conversations a customer receives per day and week to avoid overwhelming the customer.
  • Breaks: Give customers who have stopped engaging with your models a break. Always include the option to unsubscribe from marketing conversations on WhatsApp.
  • Opt-in: Customer consent is required prior to any company-initiated messaging, but an additional opt-in is recommended for marketing content to avoid negative feedback.
  • Opt-out: Always include the option to opt-out of marketing conversations on WhatsApp.
  • Message Relevance: Make sure the subject line or preview text clearly indicates the relevance of the message. Likewise, if previous interactions have been negative, this may discourage people from reading messages.
  • Optimize the first 60-65 characters: This is what people see first when previewing the message on WhatsApp. Make it engaging, get the point across, personalize it, and test different approaches to see what works best.

 

For more information, visit the discussion on the subject in our community or the videos on our channel. 😃





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