Topic: Alongside branded tracking emails and SMS, you can notify your customers by WhatsApp whenever their parcel reaches a delivery milestone. Follow this article to learn how to enable Business WhatsApp messaging for your parcels.
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Using Business WhatsApp for Tracking
WhatsApp Business is a specialized version of the messaging app designed to help businesses connect with their customers in a more personalized and efficient way. By connecting a separate WhatsApp Business Account (WABA) with Sendcloud, you can brand your messaging and manage your account's quality rating. Meta requires each WABA to be linked to a single platform or service, so you need to connect it exclusively to Sendcloud.
With Sendcloud, you can use your WABA to send tracking updates and delivery notifications, keeping your customers informed at every stage of the delivery process. You can choose which tracking steps send a message to your customer, as long as the template for that country is enabled (or 'Other Countries"). The message language will automatically match the destination country chosen when the label is created.
All WhatsApp conversations for this Business account are accessible within Sendcloud. You can only respond to WhatsApp messages when the customer initiates the conversation. If a customer replies to a template message, you will have a 24-hour window to respond without additional charges. If the customer does not initiate contact, you will not be able to reply or send messages through your panel until they do.
What you need to get started
Before you get started with Business WhatsApp, you will need the following:
- An approved Meta Business. By using an existing approved account, you avoid potential delays.
- A new phone number that is not already linked to WhatsApp. To set up your WhatsApp Business account in Sendcloud, please create a new WhatsApp Business account with a new number. Once connected, this number will be permanently tied to Sendcloud and cannot be used for any other purposes.
How to set up Business WhatsApp
Follow these steps to set up Business WhatsApp for tracking updates. You’ll learn how to connect your Meta Business account and configure your WhatsApp profile in the Sendcloud panel.
- In your Sendcloud account, go to Tracking > Tracking Messages > WhatsApp.
- Select ‘Use your own WhatsApp number’ and click ‘Connect or create your WhatsApp Business Account’. This option will remain greyed out until all required steps are completed and your Meta Business Account is successfully connected to Sendcloud.
- A new window will pop up asking you to connect your Meta Business account to our partner 360Dialog to access WhatsApp Business. If you don’t have a 360Dialog account yet, you can create one.
- Select a WhatsApp Business number. Use a new number to start the setup. To connect a new number, choose ‘No, this number is not connected to a WhatsApp Business API’ and ‘No, this number is not connected to a personal WhatsApp account,’ then click ‘Confirm number details.’
- Complete the Meta's embedded signup by clicking on Start Embedded Signup.
- You will be redirected to Facebook/Meta. Select the Meta Business Account you want to connect, click Continue, and then Get Started. We recommend using an existing account, as new accounts are likely to get blocked by Meta.
While connecting WhatsApp Business, you will be asked to approve billing permissions. This won’t affect your Sendcloud setup—billing is all taken care of through your regular Sendcloud invoices. - Enter the required company details.
- Click Next to proceed to the WhatsApp Business account selection step.
- Configure your WhatsApp Business account by adding your business name and logo. Click Next.
- Enter a phone number (mobile or landline) that is not linked to an existing WhatsApp account. Verify this number using the SMS or call verification.
Important: If you’re using a landline number, choose "Call" for verification. Ensure the number is not linked to a switchboard. You can reconnect it, after receiving the verification code.
- Your WhatsApp Business account will be in pending status until approved by Meta, usually within 10 minutes to 2 hours. Please review Meta’s WhatsApp Business Messaging Policy to ensure the product you sell complies with their guidelines.
- Once Meta approves your account, your phone number will be integrated with the Sendcloud platform via 360Dialog. You can now use Business WhatsApp tracking templates to send delivery updates and notifications directly to your customers via WhatsApp.
What can I do if Meta blocks my WhatsApp Business account?
If your account is not approved by Meta and gets blocked, you can try to resolve the issue by following Meta’s guidelines. InBusiness Manager, review the details and make any necessary changes, then click If you're unable to resolve the issue, contact Meta for support. If you don’t receive a response within 48 hours, reach out to 360Dialog by creating a support ticket.If 360Dialog does not respond within 24 hours, please contact our customer support team and provide your 360Dialog ticket number for further assistance.
In the meantime, you can start sending WhatsApp Tracking messages using the Sendcloud number until your account is approved.
Tracking statuses
Once you've enabled Business WhatsApp notifications, you can choose which tracking statuses will trigger the sending of tracking updates. You can choose any combination of the following statuses:
Shipping:
- Ready for Shipment
- Out for delivery
- Delayed
- Ready for pick-up
- Delivered
Returns:
- Label Created
- Handed in at drop-off
- Return received
Post-purchase: Post purchase. Post-purchase
- Post-purchase
Delayed post-purchase messages
Send post-purchase WhatsApp messages to your customers at the perfect time. Use this template to request reviews, share product tips, offer discount codes, and more. Unlike standard templates, you can set a delay to send the message after delivery, giving you full control over timing.Meta approval is required before use, just like with all templates.
Each status can be toggled on or off , and can be toggled on or off per shipping Country. This configuration is unique per brand— For example, if you enable the "Ready for shipment" status for the Sendcloud brand, it will remain disabled for all your other brands and countries until you enable it for each one.
Countries
You can choose shipping countries for your WhatsApp message configuration from the Add country drop-down menu. Enabling a country adds it to the current brand being configured for WhatsApp messages. You can independently select countries for SMS, WhatsApp, and email tracking notifications, creating a custom setup for each channel. Unlike email and SMS tracking, WhatsApp countries can be enabled separately for each brand.
Templates
There are two types of templates for Business WhatsApp: standard templates and customized templates.
Standard templates are pre-defined and cannot be edited. Once activated, they are automatically submitted to Meta for approval. Even though these templates are standard, they still need to be reviewed and approved by Meta before they can be used.
Customized templates allow you to personalize messages with dynamic content and brand-specific language. These also require Meta’s approval. After creating or modifying a customized template, you will need to click "Send for Approval" to submit it for review.
Customized templates
To create or edit customized templates, go to Tracking > Tracking Messages > WhatsApp > Use your own WhatsApp number > Select the right brand and country > Edit template.
If you're editing an existing template, the draft will be sent for approval again. Meanwhile, the previously approved and active template will continue to be used until the new template has been approved.
It is also possible to createa button that will be shown in the WhatsApp message, this is called: Call To Action. While creating the button, you can choose what the button will be called and where it will be linked to:
- Website
- Phone number
- Tracking link
- No button
Template approval
The review process usually takes a few minutes to a few hours. You can track the template’s approval status by going to WhatsApp Manager > Overview, then hovering over the suitcase icon (Account Tools) and clicking Message Templates.
If a template is rejected, you will need to modify it and resubmit for approval. Rejected templates cannot be used until the quality rating is improved or any policy violations are resolved. To view details on why a template was rejected: go to Account Overview > View my accounts (button) > (your Meta Business Account) > (your WABA) > Rejected message templates. Rejection info will also be sent via email.
For better approval chances, follow the template guidelines.
Once a template is approved, you will see a confirmation in the Sendcloud panel, and you can start sending tracking messages. If a template is still pending approval, you’ll see the message “Pending approval from Meta”. The approval process can take up to 24 hours.
Common Rejection Reason
- Ensure goods/services descriptions, prices, fees, taxes, and legal disclosures comply with WhatsApp's Commerce Policy.
- Do not request sensitive identifiers (e.g., full payment card numbers, National IDs).
- Avoid content that is potentially abusive or threatening, such as legal action warnings or attempts to publicly shame a customer.
- Check for duplicate templates with the same wording in the body and footer.
Pricing
Italy
- Lite plan: 0.14 EUR per template message*
- Growth plan: 0.12 EUR per template message*
- Premium plan: 0.10 EUR per template message*
Spain
- Lite plan: 0.12 EUR per template message*
- Growth plan: 0.12 EUR per template message*
- Premium plan: 0.12 EUR per template message*
Austria, Belgium, France, Germany, Netherlands
- Lite plan: 0.16 EUR per template message*
- Growth plan: 0.14 EUR per template message*
- Premium plan: 0.12 EUR per template message*
United Kingdom
- Lite plan: 0.16 GBP per template message*
- Growth plan: 0.14 GBP per template message*
- Premium plan: 0.12 GBP per template message*
*Messages sent using templates (Sendcloud or your own) are charged. Received messages and subsequent replies will not be charged.
Invoicing
- You are charged according to 2 criteria: the country where your company is registered and your Sendcloud subscription plan. This means that the country you send the WhatsApp message to does not affect the pricing.
- You will be invoiced for WhatsApp tracking messages on a monthly basis.
- You will still receive invoices on a bi-weekly basis.
Understanding Standard WhatsApp Tracking Messaging vs. Business WhatsApp
Sendcloud provides two ways to send tracking updates through WhatsApp. You can start using pre-approved templates with Sendcloud as the sender, known as Standard WhatsApp Tracking Messaging, which allows you to begin sending updates immediately without additional setup.
You can also use your own Business WhatsApp account to send tracking messages under your store’s number and name, providing a more personalized way to communicate with your customers and strengthen your brand identity.
Differences between Standard WhatsApp Tracking Messaging vs. Business Whatsapp
Standard WhatsApp Tracking Messaging |
Business WhatsApp |
| Messages sent via Sendcloud's WhatsApp account | Messages sent via your WhatsApp Business account |
| Sendcloud's number and logo is shown in WhatsApp conversation | Your number and logo is shown in WhatsApp conversation |
| You cannot view WhatsApp conversations in Sendcloud. While your customer can reply to WhatsApp tracking messages, their responses are sent to the Sendcloud WhatsApp number, and you won’t be able to see them. | You can view and manage WhatsApp conversations directly in Sendcloud. Your customers can reply to your messages, and you will see their responses within Sendcloud. You can also respond to their messages through the panel, ensuring smooth communication without needing to use this phone number outside the platform. |
| Lite plan and up | Growth plan and up |
| Immediately get started | Set up needed: Meta WhatsApp Business account verification, register for 360, templates need to be approved by Meta |
Enable or disconnect your Business WhatsApp
To disconnect your Business WhatsApp, click Disconnect this WhatsApp Business Account. You’ll receive an email stating that Sendcloud has revoked the payment. Since Sendcloud is the primary account holder and partner with 360Dialog, the "Payment revoked" message means your phone number has been disconnected and is now pending deletion. It may take up to a month before you can link that number to another service.
If you want to reactivate your Business WhatsApp account within that month, please contact our customer support team. If it’s been more than a month, you’ll need to follow the setup steps again as described in this article.
Terms and conditions
Sendcloud and the partner we use to send tracking messages via WhatsApp will use the phone number and other information submitted to us to provide the messages associated with the service. Customers can easily stop receiving messages from the brand by clicking the unsubscribe link.