Each channel does a different job. WhatsApp is conversational and rich, SMS reaches anyone with a phone number, and email carries longer content. Use them in a deliberate order rather than sending everywhere at once.
Channel roles
| Channel | Strength | Limit |
|---|---|---|
| Two-way chat, buttons, images, catalogues | Needs opt-in and approved templates | |
| SMS | Works on every phone, ideal for codes and urgent alerts | Short, text-only, sender ID rules by country |
| Long content, receipts, newsletters | Slower to be read |
Three sequences
1. Order and delivery
- Order placed: WhatsApp utility template with order summary.
- Shipped: WhatsApp utility template with tracking link.
- If the WhatsApp message is not delivered within an hour: SMS with the tracking link.
- Delivered: email receipt and review request.
2. Abandoned cart
- Cart idle for 1 hour: WhatsApp marketing template with the cart link.
- No action after 24 hours: email with product images.
- No action after 3 days: one final SMS or WhatsApp message with a deadline, not both.
3. Appointment
- Booking: WhatsApp confirmation with a reschedule button.
- One day before: WhatsApp reminder.
- Two hours before: SMS reminder for customers who have not replied.
Rules that keep it respectful
- Cap contact frequency per customer across all channels.
- Stop all marketing on a channel when the customer opts out there.
- Do not send the same message on two channels at the same moment.
Build these journeys in marketing automation, and see how SMS and WhatsApp compare in SMS vs WhatsApp.
Frequently asked questions
Should I send the same message on all channels?
No. Send on the preferred channel first and use the next channel only if the first fails or gets no response in the time you set.
Which channel first for GCC customers?
WhatsApp is widely used in the GCC, so it is a strong first channel for opted-in customers. Keep SMS as a fallback.
Talk to us on WhatsApp
Tell us your country, message volume and use case. We reply with a clear setup plan.
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