Any mistakes you see when launching WhatsApp programs?

The biggest pitfall I see is brands starting to send, only to have their messages reported or blocked by end-users. There are a few reasons why this can happen: 

- Not collecting consent prior to messaging: The WhatsApp channel requires brands to  collect opt-ins before sending messages. Failing to do so can result in blocks and reporting. Even though Meta recently relaxed their policy—eliminating the requirement for channel-specific consent (so you don’t need to get consent specifically for WhatsApp messages as you previously did)— Braze strongly recommends you collect explicit consent to message users on the WhatsApp platform to ensure they actually want to receive communications on the channel. 

- Not sending relevant, engaging content: The best way to avoid being “spammy” is to make sure your messages are highly relevant, engaging, and useful (e.g. personalized and targeted!). To a user, that means they’re received in the right moments, on the right channel, and with the right content included. Refer back to the previous question about maximizing ROI on the channel for more. 

- Not offering an opt-out option: While the WhatsApp channel does not require an opt-out method in order to send messages, Braze recommends it as a best practice for this very reason! Consider setting up an opt-out word like ‘STOP’ and letting users know they can use it to unsubscribe. You can also include a “marketing opt-out” button within your WhatsApp template message.