How agencies run WhatsApp campaigns for clients

The campaign process

1. Brief: goal, audience segment, offer, timing, budget.
2. Opt-in check: confirm every contact in the segment opted in.
3. Draft the template and submit it to Meta.
4. Client sign-off on the final copy, audience and send time.
5. Cost preview and client approval of the spend.
6. Staged send, starting with the most engaged segment.
7. Report within 48 hours.

Template approval

Meta reviews every marketing template. Submit at least a few days before the send date, and explain to clients that approval is Meta's decision, not yours. A template studio that explains rejections in plain words saves rounds of resubmission.

Client sign-off in writing

Get written approval of the exact copy, the audience and the time. It protects both sides if something goes wrong, and it makes clients think carefully about what they are sending to their customers.

Cost preview

Marketing messages to Indian numbers cost ₹0.8631 each from 1 October 2026; rates differ by country. Show the client the cost before sending, based on the segment size. With a tool that adds no markup, that figure is the message bill.

Protect the client's quality rating

• Every template has a quality rating based on usage, customer feedback and engagement; low ratings can lead to template pacing or pausing.
• Send to engaged, opted-in segments first.
• Space campaigns out; weekly blasts to the full list drive blocks.
• Make opting out easy and honour it immediately.

Messaging limits

New business portfolios start with a messaging limit of 250 people in a moving 24-hour period, which can rise to 2,000, 10,000, 100,000 and then unlimited as you send high-quality messages and use at least half of your limit in 7 days. Stagger large sends when a client's list is bigger than their current limit.

What to report

A campaign calendar per client

Plan each client's campaigns a month ahead in a shared calendar: dates, segments, offers and template status. It keeps sends spaced, gives time for Meta approvals, and makes monthly reporting simple.

Agreeing campaign frequency with clients

Clients often want to send more than their audience wants to receive. Agree a maximum, such as two marketing messages a month to the same contact, and explain why: blocks lower the quality rating, and a low rating can pause templates the client relies on.

Who pays for messages

If the WhatsApp Business Account is in the client's own Meta business account, Meta bills the client directly, which keeps your invoices simple and transparent.

Red lines

• No sends to purchased or scraped lists.
• No templates the client has not approved.
• No health, financial or other regulated claims without the client's compliance sign-off.
• If your business is in a regulated category, follow Meta's WhatsApp Business Messaging Policy and Commerce Policy, and keep medical, health and investment claims out of your messages.