This guide provides instructions for customer admins who need to send automated communications to candidates outside the United States using WhatsApp.
Why It Matters
Engagement rates depend on reaching candidates through their preferred channels. In the U.S., SMS sees high response rates (98% read, 45% reply). However, outside the U.S. and Canada, SMS is costly, lacks key features, and faces regulatory restrictions. WhatsApp is the dominant messaging platform in Europe, South America, and India, making it a crucial alternative for international engagement.
Platform Limitations
While WhatsApp business messaging shares similarities with SMS, it has unique constraints that affect implementation and usage.
Brand Registration, WABA Setup, and Sender Verification
WhatsApp Business API requires brand registration similar to the 10DLC registration process for SMS in the U.S. Meta handles this registration, which can take several weeks. During customer onboarding, the Messaging Operations team will manage this process.
Customers can bring their own numbers (BYON), but this requires additional setup time. Engage must stay informed about implementation plans but does not need to take action.
Opt-Outs
- WhatsApp supports opt-out keywords like "STOP," which we automatically process.
- Candidates can also opt-out directly in the WhatsApp app, but we do not receive a report on these opt-outs.
Configuring WhatsApp Node
Similar to using WhatsApp for Messaging, WhatsApp requires that the communication sent to candidates be previously reviewed and approved templates.
If the template includes variables (e.g., contact, city, etc.), you will be asked to map them on the next page.
Settings
Once you select the template, you will be able to determine from whom the template should be sent, and to whom it should be sent. Messages can be sent from a static number or from a dynamic recruiter’s WhatsApp number based on an ATS field. If the message is sent from a recruiter’s number and receives a response, the recruiter will get tagged into the conversation to continue communications 1:1.