How Conversation Transitions Work in WhatsApp Unified Messaging

Marketing-to-Service Transitions

Unified WhatsApp often follows a workflow in which an outbound marketing campaign is sent to a customer. When the customer replies with anything other than a pre-defined marketing keyword that would keep them in the campaign journey or if your org doesn't have Marketing Cloud Next set up, their response is routed to Service Cloud for support.

What Determines a Conversation's Default Context

You control the default cloud that receives an inbound, customer-initiated Unified WhatsApp message. We recommend using Service Cloud as the default, even if you've also connected Marketing Cloud Engagement or Marketing Cloud Next to your Unified WhatsApp channel. Typically, an inbound, customer-initiated message requires agent or service rep support, as opposed to being routed through a marketing campaign. You can view your default app setting by clicking a number on the Your Numbers page in Setup and finding the Configure Incoming Message Settings section.

Alternatively, you can select Marketing as your default app to treat all incoming interactions as marketing first. Incoming interactions are then routed by a marketing flow (Marketing Cloud Next) or a journey (Marketing Cloud Engagement) if the user isn't involved in an open Service Cloud messaging session. Learn more at Set Your Default Cloud and Routing Options for Unified WhatsApp.