[Beta] Direct Sending for Utility Messages

Index

1. Introduction

2. Supported content

3. Eligibility Verification

4. Sending direct messages

5. Compliance Policy and Strikes

6. Frequently Asked Questions (FAQ)

Introduction 

This year, Meta is testing the Direct Send solution, which simplifies the sending of Utility messages by eliminating the model creation stage. The goal is to bring the WhatsApp experience closer to the agility of SMS/RCS, automating template management in the background. Among the benefits we highlight:

• Agility: Acceleration of time-to-market for utility campaigns.

• Flow Simplification: Integration in a single step, similar to SMS/RCS.

• Cost Consistency: Ensures that messages remain in the "Utility" category, avoiding higher charges due to re-categorization to "Marketing".

• Content Reuse: Ease of reusing ready-made texts from other channels, such as SMS notifications.

Behind the sending process, Meta will use its own models, ensuring that companies maintain access to detailed insights and troubleshooting, in addition to ensuring message compliance with Utility category guidelines.

Supported content 

Direct Send is intended for simple text messages. Check the specifications:

What is not supported: Messages with media (images, videos, PDFs), carousels, location, contacts, stickers, or reactions. This type of content can still be sent through Growth using approved templates.

Eligibility Verification 

In addition to the company being verified, it is necessary to submit samples of the utility message use cases that will be sent to ensure alignment with the Utility category guidelines. 

The Meta team will review these content samples and return with two possible feedbacks:

• If the content is aligned with Meta's utility guidelines, the company will become eligible for the solution.

• If the template is not aligned with the policies, the company must review the content and make a new submission for review.

Upon passing the approval of the template samples, the functionality will be enabled for users eligible for Beta testing. 

In the platform, we have created an experience to facilitate the submission of utility message samples. Simply access the Growth tab and, in the Active Messages menu, go to Direct Send (Beta).

When clicking to submit the samples, a modal will appear for completion. We require at least 4 samples of Utility messages, and we recommend providing examples of each use case that will be used (Text messages, Call-To-Action URL, and Reply Buttons). 

If one of these resources (Call-To-Action URL or Reply Buttons) is not used, simply send another example that fits into a simple text message (Text messages).

Sending direct messages 

After approval from Meta, to start sending messages, simply follow the same process as template-based sending. Access the Growth menu, click on Create broadcast in the menu, and after selecting the WhatsApp channel, the sending screen should be filled in following each of the steps. 

After selecting the broadcast mode and filling in the audience, the Message box will open with two cards: WhatsApp Message Template or Direct Send Message. Select the second option and the screen for filling in the message content will open. 

Note that the field is free. The message can be written however you wish, respecting the Utility message policies.

In addition to customizing the message body, you can include a footer and a header. In the Suggested Actions tab, you are allowed to configure buttons that direct to links or phone numbers, while the Quick Replies tab accepts up to three interaction options.

Compliance Policy and Strikes 

Direct Send offers an enhanced enforcement experience, ensuring that all messages remain classified as Utility, avoiding re-categorization to Marketing. 

If messages violate guidelines and are considered "Marketing", the WABA may face sanctions through a "strikes" system. Check the penalty levels below:

• Notification (Full Access): When inappropriate content is detected, Meta issues a notification at the template level. You will have the opportunity to correct the content or open an appeal if you disagree with the classification.

• Warning (Normal Access): If violations persist, a formal warning is issued at the account level (WABA). Access to the functionality remains normal, but it serves as a critical alert that the account is at risk.

• Suspension (Limited Access): At this stage, you may incur up to 2 strikes; the first results in a temporary 7-day suspension, while the second extends the suspension to 30 days. During this period, sending new messages via Direct Send is blocked until the suspension period ends or the contestation is accepted.

• Ban (No Access): In cases of serious recidivism or lack of adjustment after previous warnings, permanent removal of access to the Direct Send API occurs.

If the content is not corrected and no review is opened during the suspension, Meta reserves the right to remove the account from the functionality permanently. In this scenario, the direct message sending button will be disabled.

Frequently Asked Questions (FAQ)

1. Where do I see the created templates? 

It is possible to view the templates generated by Meta through the Message Models option, in the Content tab of the Blip Portal, or through the WhatsApp Manager. It is important to reinforce that the templates created by Meta, in Direct Send, will be created with the prefix “auto_generated”.

2. Will my number quality be affected? 

Yes, the health of the number continues to be monitored and you will receive notifications via Business Manager if there are problems.

3. Using Direct Send will I still have cases of template re-categorization? 

No, this new functionality aims to simplify the process of sending utility messages without the need for prior template creation. However, it is important to reinforce that Meta's policy flow exists for cases of misuse or non-compliance with policies.

4. Is it mandatory to send samples before every new utility message broadcast? 

No, the sample submission process is mandatory only the first time. This process is the way found by Meta to validate the use case, sent as a sample, with the concepts and policies of what qualifies as a utility message.

5. I am interested in using Direct Send. How do I do it? 

Currently, Direct Send is in the Beta phase and only with a few pre-selected customers. In case of doubts or interest, please contact your focal point at Blip.

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