Starter plan & up

Campaigns — WhatsApp

Send template-based WhatsApp campaigns to segmented customer lists, track delivery, and measure response rate.

Ordinary Written by The Ordinary Team · Updated

Campaigns — WhatsApp

WhatsApp campaigns require Starter or higher and a connected WhatsApp Business account (Meta Business Platform).

Send approved-template messages to segmented customer lists. Left nav → Campaigns → WhatsApp.

The list

One row per campaign you’ve ever created. Columns:

  • Name — internal label.
  • Template — the approved template name from your Meta Business.
  • Sent / Succeeded / Failed — delivery breakdown.
  • Response rate — percent of recipients who replied.
  • Status — Draft / Scheduled / Sending / Completed.
  • Sent at — when the campaign fired (or will fire).

Creating a campaign

Click New campaign.

  1. Name your campaign (internal only).
  2. Pick a template from the dropdown. Only templates Meta has approved for your WhatsApp Business account appear.
  3. Fill in any template variables (e.g. first name, discount code).
  4. Select your audience using the customer filter. Common filters:
    • Lifecycle = Due Reorder (reminder campaign)
    • Last order > 90 days (winback)
    • Email subscriber = true (opt-in-aware)
  5. Schedule — send now or pick a future time.
  6. Review the estimated recipient count.
  7. Send (or Schedule).

Template rules

WhatsApp requires templates be pre-approved by Meta. Ordinary doesn’t let you bypass this. If a template you want doesn’t exist:

  1. Create it in Meta Business Manager.
  2. Wait for Meta’s approval (typically under an hour).
  3. Refresh the campaign form — the new template will appear.

Delivery outcomes

Ordinary tracks each recipient’s delivery status (pending / sent / failed) individually. Failures usually mean:

  • Invalid phone number format
  • Recipient blocked the business on WhatsApp
  • Rate-limit from Meta (rare; retries auto-handle this)

Individual failures don’t block the rest of the campaign.

Compliance notes

  • Recipients must have opted into SMS/WhatsApp marketing in Shopify. The audience filter only includes recipients who gave that consent.
  • Template messaging falls under WhatsApp Business Policy — review Meta’s guidelines before sending transactional-coded templates to marketing lists.

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