[Open Beta] Direct Send for Utility Messages

1. Introduction
2. Why use Direct send
3. Supported content
4. How to activate Direct send
5. Sending direct messages
6. Compliance Policy and Strikes
7. Frequently Asked Questions (FAQ)

Introduction

Direct send is a Meta solution that simplifies sending Utility messages on WhatsApp by eliminating the prior step of creating templates. The goal is to bring the WhatsApp experience closer to the speed of SMS/RCS: you write the message directly, and template management happens automatically in the background.

Recently, Meta made Direct send generally available. This means that from now on, the client performs the eligibility process directly in the Meta Manager, without relying on manual approval mediated by Blip.

At Blip, the feature remains in Open Beta phase, focused on Utility messages with quick reply buttons and call-to-action (CTA) buttons. Meta is evolving the feature with new formats, but not everything available in Meta has yet been incorporated into the Blip product, so what we offer today is as described in this article.

Why use Direct send

• Speed/time-to-market: launch utility campaigns without waiting for template creation and approval.

• Simplified flow: sending in a single step, similar to SMS/RCS.

• Cost consistency: messages remain in the Utility category, avoiding higher charges due to recategorization to Marketing.

• Content reuse: makes it easier to leverage texts already prepared for other channels, such as SMS notifications.

• Preserved insights: even with templates generated automatically by Meta, you maintain access to metrics and troubleshooting.

Supported content

Direct send, in Blip’s current scope, is intended for text messages with interaction options:

What is not supported today: messages with media (images, videos, PDFs), carousels, location, contacts, stickers, or reactions. These contents remain available via Growth using approved templates.

Important: Meta may present additional formats in its documentation. Not every feature available in Meta is currently incorporated into the Blip product. The supported scope today is as described in this table.
 

How to activate Direct send

Activation involves two distinct and sequential processes. First, you ensure eligibility in Meta; then, you request the feature to be enabled within the Blip Portal.

Step 1: Enable in Meta Manager

Access the WhatsApp Manager and check the availability of Direct send for your account. A banner will indicate if your account is eligible.

If your account is not yet eligible, you can express interest through the form provided by Meta.

Eligibility may require submission of utility message samples for Meta’s review, ensuring alignment with category guidelines. Once approved, your account will be eligible on Meta’s side.

Step 2: Request enablement in Blip

Since the feature is in Beta at Blip, after gaining eligibility in Meta you must contact your Blip point of contact (CSM or KAM) and request access enablement.

The Blip team will enable the feature on your account, and then you can start using Direct send in the Portal.

Summary: Eligibility in Meta → Request to your CSM/KAM at Blip → Access enablement → Use of the feature.

Sending direct messages

After enablement, sending follows the same flow as template sends:

1. Access the Growth menu and click Create send.
2. Select the WhatsApp channel and fill in the steps (send mode and audience).
3. In the Message box, choose the Direct send Message card.
4. Write the message freely, respecting Utility message policies.

Besides the message body, you can include a header and footer. In the Suggested Actions tab, configure buttons that lead to links or phone numbers; in the Quick Replies tab, add up to three interaction options.

Compliance Policy and Strikes

Direct send ensures messages remain classified as Utility, avoiding recategorization to Marketing. If a message violates guidelines and is considered Marketing, the WABA may face sanctions through a strikes system:

• Notification (Full Access): upon detecting inappropriate content, Meta issues a notification at the template level. You can correct the content or file an appeal.
• Warning (Normal Access): if violations persist, a formal warning is issued at the account (WABA) level. Access continues normally but serves as a critical alert.
• Suspension (Limited Access): up to 2 strikes — the first suspends for 7 days and the second for 30 days. During this period, new sends via Direct send are blocked.
• Ban (No Access): in severe recurrence or lack of adjustment, permanent removal of Direct Send API access occurs.

If content is not corrected and no review is opened during suspension, Meta may permanently remove the account from the feature, and the Direct send button will be disabled.

Frequently Asked Questions (FAQ)

1. Is the typed text sent exactly as written or does it undergo a Meta pre-evaluation?

The typed text is sent exactly as you wrote it, without a prior manual approval step before delivery.

2. What is the main benefit of this type of sending?

The main benefit is avoiding inadvertent recategorization of utility messages (utility), as well as simplifying and speeding up the creation and sending flow.

3. Is the sent message saved as a template for later use?

Yes. The sent message is automatically saved as a template. To send it again in the future, you can use it following the standard active message sending flow.

4. Where can I see the created templates?

Through the Message Templates option, in the Content tab of the Blip Portal, or via WhatsApp Manager. Templates generated by Meta in Direct send appear with the prefix auto_generated.

5. Will my number’s quality be affected?

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

6. Will I still have cases of template recategorization?

No. Direct send simplifies sending Utility templates without prior template creation. Still, Meta’s policy flow applies in cases of misuse.

7. Do I need to send samples for each new send?

No. Sample submission (when required by Meta) occurs only at the eligibility stage, not at each send.

8. I already have eligibility in Meta. How do I enable it in Blip?

Since the feature is in Open Beta at Blip, contact your CSM/KAM (Blip point of contact) to request access enablement.

9. What happens if I try to use this feature without being enabled for it?

If your account is not yet eligible and you attempt a direct send, the send will not complete and messages will return with error 81: WhatsApp API response status code does not indicate success: 400 (BadRequest). Error: (#100) Invalid parameter. The 'category' value requires Direct Send, which isn't enabled for this account. Use an approved message template instead.

10. What happens if the sent message is outside Meta’s guidelines?

The message is sent normally at first. However, if the content violates platform guidelines, your account will receive a non-compliance notification (warning/strike) to prompt correction.

Attention: Make sure your utility messages strictly follow Meta’s policies to avoid account restrictions.

11. Are all features that Meta offers already available in Blip?

No. Meta is evolving Direct send, but not all features are yet incorporated into the Blip product. Today we offer Utility messages with quick reply and CTA buttons, as described in this article.

Need more help? Explore our content at Blip Academy or Blip Community, watch tutorials on our YouTube channel or ask your questions in our support channel 😃