Marketing and Broadcast Campaigns Overview

Overview and Purpose

Outbound communication on WhatsApp represents one of the highest-converting channels for modern businesses, boasting average open rates exceeding 95% and rapid customer engagement. However, executing large-scale outbound messaging requires strict compliance with Meta's messaging policies, intelligent pacing to safeguard phone number health, and precise audience targeting.

The Marketing Module in Wabixo is a high-throughput, enterprise-grade broadcast engine built directly on the official Meta WhatsApp Cloud API. It empowers marketing teams, customer success leads, and operational administrators to design, schedule, and deliver personalized broadcast campaigns to targeted audiences while maintaining complete compliance and real-time delivery transparency.

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Core Submodules of Wabixo Marketing

The marketing module unifies template creation, audience targeting, queue orchestration, and delivery analytics across dedicated submodules:

Marketing Submodule	Route / Tab	Key Capabilities
1. Template Messages	/dashboard/marketing/templates	Design and submit official Meta-approved templates with rich media headers (image, video, document), dynamic variables ({{1}}, {{2}}), footers, quick replies, CTA buttons, and multi-card carousels.
2. Broadcast Campaign Wizard	/dashboard/marketing/campaigns	Structured 6-step creation wizard featuring live audience estimation, dynamic variable mapping, automated cost and wallet verification, and one-click launch capabilities.
3. Scheduled Broadcasts	/dashboard/marketing/scheduled	Plan campaigns ahead of time for peak customer engagement. Supports one-time future launches as well as recurring cadences (Daily, Weekly, Monthly) with minute-by-minute automated background execution.
4. Broadcast History & Analytics	/dashboard/marketing/campaigns/:id	Live funnel analytics tracking Sent, Delivered, Read, and Failed message counts, along with searchable, per-recipient audit logs with error diagnostics.
5. Coupons & Vouchers (Wabixo Mode)	/dashboard/marketing/coupons	Create promotional discount codes and voucher keys that can be embedded directly into marketing campaign templates and variables.

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WhatsApp Messaging Rules and Business Protection

Before launching an outbound broadcast, it is essential to understand how Meta governs WhatsApp business messaging:

1. The 24-Hour Service Window vs. Message Templates

• Inside the 24-Hour Window: When a customer initiates a conversation or sends an inbound message, a 24-hour customer service window opens. During this window, your team can send regular, freeform text and media messages.
• Outside the 24-Hour Window: Once 24 hours elapse since the customer's last message, freeform messages are blocked by Meta. To initiate communication or send a broadcast, your business must use an official, pre-approved WhatsApp Message Template.

2. Phone Number Quality and Messaging Tiers

Meta assigns a quality rating (High, Medium, Low) and a daily messaging tier to each connected WhatsApp Business Number:

• Tier 1: 1,000 unique business-initiated conversations per 24 hours.
• Tier 2: 10,000 unique business-initiated conversations per 24 hours.
• Tier 3: 100,000 unique business-initiated conversations per 24 hours.
• Tier Unlimited: Unlimited business-initiated conversations per 24 hours.

[!IMPORTANT] Wabixo automatically monitors campaign volumes and queue pacing to ensure broadcasts do not exceed your current tier limit, preventing quality downgrades or temporary sending pauses.

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End-to-End 6-Step Campaign Workflow

Launching a broadcast campaign follows a structured six-step wizard workflow:

[1. Template] -> [2. Segment] -> [3. Cost & Wallet] -> [4. Variables & Preview] -> [5. Schedule] -> [6. Review & Launch]

Step 1: Template Selection

Select an approved template from your library that aligns with your campaign objective:

• Marketing Templates: Promotional announcements, seasonal sales, discount vouchers, or new service launches.
• Utility Templates: Order confirmations, account alerts, appointment reminders, or transaction notifications.

Step 2: Audience Segment Selection

Target the precise group of recipients using Wabixo’s segmentation engine:

• Select an active Chat-Based Segment (filtered by conversation activity, tags, or message history) or an Invoay POS Segment (filtered by spend, visit recency, or branch location).
• The system automatically deduplicates identical phone numbers and filters out invalid numbers.

Step 3: Cost & Wallet Pre-Flight Audit

Before committing to message transmission, the wizard performs a pre-flight financial audit:

• Multiplies the eligible recipient count by Meta's per-conversation rate based on template category and recipient country code.
• Compares estimated costs against your prepaid conversation balance, providing a quick recharge modal if funds are insufficient.

Step 4: Variables & Mobile Preview

Match template placeholders ({{1}}, {{2}}) to customer attributes:

• Map {{1}} to the recipient’s first name, and subsequent variables to dates, amounts, or coupon codes.
• Provide fallback default values (e.g. "Valued Customer") for missing attributes.
• Review real-time rendering on the interactive mobile device mockup.

Step 5: Scheduling & Dispatch Mode

Choose how and when your broadcast should be delivered:

• Send Now: Immediately queues the campaign for transmission.
• Schedule for Later: Schedule for a specific future date, time, and timezone (one-time or recurring Daily, Weekly, Monthly).

Step 6: Review & Launch

Review the pre-flight checklist summarizing campaign name, template, audience size, estimated cost, and launch time before clicking Launch Broadcast.

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Automated Scheduling and Background Execution

Wabixo's broadcast engine is backed by a resilient, minute-by-minute background scheduling service (campaign-schedule-monitor):

1. Minute-by-Minute Monitor (* * * * *): A background cron service checks every 60 seconds on the server for campaigns reaching their scheduled execution timestamp.
2. Atomic Job Claiming: Scheduled jobs are claimed using database transactions to prevent duplicate dispatches or double-sending.
3. Pre-Execution Wallet Validation: Prior to dispatching messages, the worker verifies that the sending WABA account has sufficient prepaid conversation credits.
4. Rescheduling & Cancellation: Until a campaign begins executing, administrators can reschedule or cancel scheduled jobs directly from the Scheduled Broadcasts console with zero credit penalties.

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Real-Time Delivery Tracking and Analytics

Once a broadcast is launched, the system provides live telemetry into customer engagement:

Metric	Meaning	Business Significance
Sent	The message has been successfully handed off to the WhatsApp Cloud API.	Confirms account balance was sufficient and template was accepted.
Delivered	The message has reached the recipient's physical device (two checkmarks).	Validates that the recipient's phone is active and connected to network.
Read	The recipient opened and viewed the message thread (two blue checkmarks).	Measures audience attention and message reach.
Failed	The message could not be delivered (e.g. invalid number, blocked contact).	Highlights invalid contacts for list hygiene.

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Role-Based Access Controls (RBAC)

Access to marketing features is regulated by granular system permissions:

Permission Key	Operational Scope	Ideal Role Assignment
CanAccessMarketing	Grants access to the /dashboard/marketing layout, templates library, and broadcast history.	Marketing Staff, Auditors
CanDraftCampaigns	Allows creating campaign drafts, mapping variables, and running pre-flight recipient estimates.	Content Creators, Marketing Specialists
CanExecuteCampaigns	Authorizes launching immediate broadcasts, setting schedules, and cancelling queued campaigns.	Marketing Directors, Workspace Admins
CanManageTemplates	Enables designing, editing, duplicating, and submitting templates to Meta for review.	Brand Managers, Creative Leads

[!NOTE] Restricted Staff Policy: Restricted branch/staff users are restricted from executing MARKETING-category campaigns even if their role includes execution rights, ensuring enterprise budget control.

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Detailed Marketing Manuals & Guides

Explore in-depth documentation for each marketing submodule:

Guide	Description
Creating & Submitting Templates	Designing WhatsApp templates, media headers, buttons, variables, and carousels.
WhatsApp Template Guidelines	Meta review policies, rejection triggers, variable syntax rules, and compliance tips.
Launching Broadcast Campaigns	6-step campaign creation wizard, audience mapping, cost estimation, and instant launch.
Scheduled Broadcasts	Managing the scheduled queue, one-time vs recurring cadences, and editing upcoming runs.
Broadcast Analytics & Funnel	Real-time delivery funnel, per-recipient audit logs, failure reason diagnostics, and filtering.