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            Set Your Default Cloud and Routing Options for Unified WhatsApp

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            Set Your Default Cloud and Routing Options for Unified WhatsApp

            Determine how incoming customer messages are directed across Marketing Cloud Engagement (MCE), Marketing Cloud Next (MCN), and Digital Engagement (DE). We recommend that you establish your Unified WhatsApp default app first, and then determine if custom routing logic via a marketing journey (MCN), marketing flow (MCE), or Omni flow (DE) is necessary.

            Available in: Lightning Experience

            Available in:

            • Enterprise and Unlimited Editions for Service Cloud
            • Growth or Advanced Editions Marketing Cloud Next
            • Pro+, Corporate+, and Enterprise+ Editions for Marketing Cloud Engagement

            Your inbound routing settings consist of two main options: Setting a default app (MCE, MCN, or DE) to receive messages, and a checkbox to prioritize marketing keywords. If Marketing Cloud Engagement is not enabled in your org, Digital Engagement will be the only default option available, and the marketing keyword checkbox is hidden.

            Understand the Default Inbound Message Flow

            When a customer sends an inbound message, the system relies on a specific hierarchy to process it, prioritizing compliance and active conversations over default settings. Fully configured marketing flows (MCN), marketing journeys (MCE), or Omni flows (DE) kick in after the default flow leads the customer there.

            Diagram of the default routing cycle for Unified WhatsApp.
            1. Compliance Check: The system first checks for opt-out compliance keywords. These are processed immediately, closing out the flow. If the message contains an opt-in or help keyword, the system checks for an active ongoing Digital Engagement conversation before processing the compliance action. These keywords are defined in the Consent tab of the settings page for your Unified WhatsApp number.
            2. Active Service Conversations: If the system detects an active Digital Engagement conversation, the message routes to an agent or Service rep.
            3. Marketing Keywords: If there isn't an active service conversation, the system checks if the Allow Marketing Cloud Engagement Reserved Keywords setting is enabled. If it is enabled and the inbound message matches a reserved keyword set up in MCE or an active journey that applies to the user, the response is sent to Marketing Cloud, which then handles it via a journey.
            4. Active Marketing Flows: The system then checks if MCN has an available marketing flow to resume.
            5. Default Application: If MCN isn't enabled or lacks an applicable flow, and you have MCE or DE enabled, the message is routed to the default application you set in your configuration. The default setting acts as the final decision point when the system cannot find an exact action to take for a message. If Digital Engagement is your default, an agent or Service rep conversation may start based on your DE routing logic, and all subsequent messages enter the active conversation Omni-flow.

            Set Your Default Cloud

            Choose whether inbound conversations route to Service or Marketing Cloud by default. The Default App for Incoming Messages dropdown options are based on the capability or capabilities that you configured previously. We recommend selecting Digital Engagement as the default because inbound conversations typically require the attention of an agent or Service rep. If MCE is enabled, additionally choose whether marketing keywords can send customers to Marketing Cloud automatically.

            1. In Setup, in the Quick Find box, enter Your Numbers, and select Your Numbers.
            2. Under Messaging Platform Key, select the number associated with your WhatsApp Business Account.
            3. Under Process Incoming Messages, select Digital Engagement (recommended) from the Default App for Incoming Messages dropdown field.
            4. To automatically send a conversation from Omni-Channel to Journey Builder when a marketing keyword is sent, select Allow Marketing Cloud Engagement Reserved Keywords.

            Routing Recipes for Common Customer Scenarios

            Depending on your business needs and cost-sensitivity, you can configure your routing logic to support different scenarios. These might include a scenario where marketing broadcasts outbound messages and relies on digital engagement to handle all inbound responses. Or a scenario where you're concurrently running MCE and MCN campaigns, and you clearly define your MCE keywords so that the system knows how to operate. The marketing journeys, marketing flows, or Omni flows that you create beyond the default settings help guide your unique use case.

             
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