[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 can perform the eligibility process directly in the Meta Manager, without depending on manual approval mediated by Blip.

At Blip, the feature remains in Open Beta, 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 on Meta has yet been incorporated into the Blip product, so what we offer today is what is described in this article.

Why use Direct Send

• Agility/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 reclassification as Marketing.

• Content reuse: facilitates leveraging pre-existing texts from 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 through approved templates.

Important: Meta may present additional formats in its documentation. Not every feature available on 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 on Meta; then, you request the feature activation 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 submitting samples of utility messages for Meta's review, ensuring alignment with category guidelines. Once approved, your account will be eligible on Meta's side.

Step 2: Request activation in Blip

Since the feature is in Beta on Blip, after achieving eligibility on Meta, you should contact your Blip point of contact (CSM or KAM) and request access activation.

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

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

Sending direct messages

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

1. Access the Growth menu and click Create send.
2. Select the WhatsApp channel and complete the steps (sending 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 link to URLs 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 reclassification to Marketing. If a message violates guidelines and is considered Marketing, the WABA may face sanctions through a strike 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 remains normal 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 Direct Send submissions are blocked.
• Ban (No Access): in cases of serious recurrence or failure to adjust, the Direct Send API access is permanently removed.

If the 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. 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.

2. Will my number’s quality be affected?

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

3. Will I still have cases of template reclassification?

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

4. Do I need to send samples with each new send?

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

5. I already have eligibility on Meta. How do I enable it on Blip?

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

6. Are all features Meta offers already available on Blip?

No. Meta is evolving Direct Send, but not every feature is 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 on the Blip Academy or Blip Community, watch tutorials on our YouTube channel, or get your questions answered on our support channel 😃