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WhatsApp notifications

Overview​

To send WhatsApp notifications to your customers, connect your account to ZigZag by following the integration steps. Once your account is set up, optimising your messages is key to ensuring a smooth and engaging customer experience.

Note before you start​

You cannot send WhatsApp notifications through an API without Meta’s approval first. Meta has four conversation categories on WhatsApp Business with different pricing levels:

  • Utility
  • Service
  • Marketing
  • Authentication

Before sending anything, you must submit a template for Meta to review and assign to the right category.

Review can take up to 24 hours.

Important

Meta will reject a utility template if it includes marketing content (promo codes, discounts, etc.).

Best practices​

1.Save time with our ready-to-use templates​

When you customise your messages, Meta initiates a review process that can take up to 24 hours. To avoid delays while waiting for your custom messages to be approved, you can start sending tracking notifications right away using our Meta-approved templates. This lets you leverage WhatsApp from day one.

You will find our default templates in each notification you want to activate - the pre-set text appears directly in the message body.

2.Enable the right notifications​

Nobody likes receiving too many messages. Make sure to activate only the notifications that truly add value for your customers.

Here are the top priorities:
Excitement-boosting notifications - Make every key order milestone a memorable experience for your customers!

  • Order confirmed
  • Package shipped
  • Package out for delivery
  • Package delivered

Anxiety-reducing notifications - Proactively address customer concerns with real-time updates.

  • Package lost
  • Package delayed
  • Severe delay
  • Delivery failed: package redirected to a pickup point

Notifications requiring quick customer action - When immediate action is needed, do not let customers miss out!

  • Awaiting recipient information
  • Unexplained issue: contact support
  • Contact the carrier to schedule delivery
  • Delivery failed: awaiting recipient details

Delivery updates requiring urgent action - Help your customers retrieve their packages on time.

  • Package available at a pickup point
  • Package waiting at the pickup point
  • Package at the wrong pickup point

General delivery updates

  • Order without tracking
  • Order without tracking (Severe)
  • Tracking unavailable for this package
  • Customs issue
  • Pickup point unavailable today
  • Package returned due to expired pickup deadline
  • Remote delivery area: package redirected to a pickup point
  • Package rerouted to another pickup point
3. Style your messages to match your brand​

WhatsApp lets you add a touch of style to make your messages more readable and engaging.

  • Bold - To bold your text, place an asterisk on each side (*text*)
  • Italic - To italicise your text, use underscores (_text_)
  • Strikethrough - To strike through text, use tildes (~text~)
  • Monospace - To format text in monospace , use triple backticks: (```text```)

Use these styles in moderation to keep your messages clear and effective!

4. Add visuals to the header for a more engaging message​

Images can grab attention and strengthen your message. Here are some best practices to optimise your visuals:

  • Recommended format - JPG or PNG
  • Max file size - 5 MB
  • Ideal aspect ratio - 1.91:1 (landscape format)
  • Suggested dimensions - 1146x600 px for optimal display
  • Avoid text on images – use clear and explicit visuals instead.
  • Add a background – ensure readability in both light and dark mode on WhatsApp.

Check compatibility across devices. Use the preview feature or send a test message to your own number (note that previewing may incur a charge).

Measure the impact of WhatsApp notifications​

Once WhatsApp is activated in ZigZag, you can monitor your performance directly from the Marketing Dashboard using the WhatsApp widget.

This widget provides clear insights into the impact of your WhatsApp notifications through key metrics:

  • WhatsApp opt-in sources - See where your customers are opting in.
  • Opt-in and opt-out - Track how many customers accept or decline receiving your messages.
  • WhatsApp link performance - Measure clicks on links included in your notifications.
  • Performance per notification category - Compare the effectiveness of different types of messages (e.g. delays, pickup reminders, etc.).
  • Global conversion rate - Understand WhatsApp’s impact on sales.
  • Global open rate - Measure how many customers see your notifications.
  • Global click-through rate (CTR) - Evaluate customer engagement.
  • Notifications delivered - Keep an overview of your total sends.
  • Repurchases from WhatsApp - Assess how WhatsApp contributes to customer loyalty.

These insights help you measure the real performance of your WhatsApp strategy and optimise your post-purchase communication.