What is Proactive Messaging?
When a business initiates a conversation with a customer via messaging rather than waiting for the customer to reach out first.
Detailed Explanation
Proactive messaging flips the traditional reactive customer service model by having the business initiate contact at moments that matter — when an order ships, when a subscription is about to expire, when a restock occurs, or when a customer hasn't purchased in a while. Via the WhatsApp Business API, proactive messages require pre-approved template messages sent to opted-in contacts. Proactive messaging campaigns consistently outperform email for open rates (often 90%+) and click-through rates, making them among the highest-ROI marketing channels available.
FAQs about Proactive Messaging
- Can I send proactive WhatsApp messages to anyone?
- No. You can only send proactive WhatsApp messages to users who have opted in to receive them. This protects against spam and is enforced by Meta's WhatsApp Business Policy.
- What are the best triggers for proactive WhatsApp messages?
- High-performing proactive messages include order shipped notifications, restock alerts, subscription renewal reminders, cart abandonment follow-ups, and birthday/anniversary offers.
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