What Counts as Marketing
A marketing message is a template message intended to promote, re-engage, or drive new user action. Examples include product or feature announcements, promotional campaigns, and seasonal reminders or win-back campaigns.
If content mixes utility and promotional intent, it is usually treated as marketing.
This section covers standard marketing template messaging on WhatsApp Cloud API. It does not cover Marketing Messages API (MM API) or performance-marketing-specific endpoints.
Prerequisites
Before sending marketing templates:
- Use an approved template with category
MARKETING. - Make sure recipient opt-in is properly captured and documented.
- Send from a healthy number state (
AVAILABLEpreferred).
How to Send
- Create a template in Meta/WhatsApp Manager (or manage via Dualhook's template workflows).
- Wait for
APPROVEDstatus. - Send with the standard Cloud API template message endpoint.
- Track delivery and quality outcomes through webhook statuses.
Billing and Windows
- Marketing template messages are billed by Meta under current rate-card rules.
- In a 72-hour free-entry-point window (for eligible entry points), marketing messages may be free under Meta rules.
- Outside eligible free windows, marketing template sends are billable.
Dualhook does not charge per message and does not change Meta billing classification. See Pricing.
Content and Compliance
- Keep claims accurate and avoid misleading urgency.
- Do not send prohibited content categories.
- Use clear, user-friendly language with explicit brand identity.
- Respect opt-out handling and suppress users who revoked consent.
Quality and Deliverability
Marketing sends affect quality rating more quickly than transactional traffic. If quality degrades:
- Slow down campaign volume.
- Review audience targeting and opt-in quality.
- Reduce repetitive or low-value promotional content.
Persistent negative feedback can reduce messaging limits or lead to restrictions by Meta.