Campaigns

A campaign sends one approved WhatsApp template to many contacts at once — either to All contacts or to a segment you’ve built. Think of it as your broadcast tool: webinar reminders, weekly offers, product announcements, event invitations.

Because campaigns use templates, they work regardless of the 24-hour messaging window. That’s exactly what templates are for: they’re pre-approved by Meta, so you’re allowed to start the conversation. You’ll find campaigns in the app under Campaigns.

This guide walks you through everything: when to use a campaign, how to create and send one, what happens while it runs, how to read the results, what it costs, and how to run campaigns without hurting your sender quality.

Campaign or automation?

Both can send messages — but they answer different questions:

	Campaign	Automation
Who	A whole audience at once (all contacts or a segment)	One contact at a time, whenever they trigger it
When	The moment you click Create & send	Automatically, on a trigger (tag added, form submitted, webinar signup, …)
What	One approved template	A multi-step flow: messages, waits, conditions, tags, and more
Typical use	”Tell everyone about Friday’s offer, now"	"Whenever someone signs up, send a confirmation, wait a day, then follow up”

Rule of thumb: a campaign is a one-time push you start manually; an automation runs by itself for each contact. They combine well — for example, a campaign announces your webinar, and an automation handles the confirmations and follow-ups for everyone who responds.

Note

Campaigns start sending as soon as you click Create & send — there’s no built-in scheduler. If you want messages to go out at a specific time automatically (e.g. “exactly 1 hour before the webinar”), that’s a job for an automation with a wait step. For a campaign, you simply open the page at the right moment and send.

What you need before you start

1. A connected WhatsApp number — see Connect WhatsApp.
2. An approved template. Campaigns only offer templates whose status is approved. If your dropdown is empty, create one on the Templates page and wait for Meta’s approval — see Creating templates and Template approval.
3. Opted-in contacts. Campaigns only go to contacts whose opt-in status is confirmed. Contacts who opted out — or who never gave consent in the first place — are excluded automatically. This isn’t optional: sending marketing messages without consent violates both WhatsApp’s policies and GDPR. See Opt-in management.
4. The right role. Creating and sending campaigns requires an admin or editor role in the workspace — see Team settings.

Creating a campaign, step by step

Open Campaigns in the app. The builder is at the top of the page; on the right you’ll see a live Audience count and a Preview of your message.

1. Name — give the campaign an internal name, e.g. “June webinar campaign”. Recipients never see this; it’s how you’ll recognize the campaign in your history later.

2. Audience (segment) — choose who receives the message:

   • All contacts (the default) sends to every opted-in contact in your workspace.
   • Or pick one of your segments from the dropdown. Each segment shows how many contacts currently match. Use the Manage segments link to create or edit segments — see Segments.

   Segments are dynamic: the audience is recomputed the moment you send. If 20 new people joined the segment since you built it, they’re included; if someone opted out this morning, they’re not.

3. Template (approved only) — select the approved template to send. The dropdown shows each template’s name and language. The Preview card on the right immediately shows the message as it will look in WhatsApp — header, body text, footer, and buttons included.

4. Placeholders (same value for everyone) — this section appears only if your template contains custom variables. Templates can have two kinds of placeholders:

   • Contact fields (like the contact’s name or phone number) are filled in per recipient, automatically. You don’t enter anything — every recipient gets their own name. If a contact has no name saved, their phone number is used instead.
   • Custom placeholders (like a date, a discount code, or a link) get one value that’s the same for everyone. Enter each value in the builder — the campaign won’t send while a custom placeholder is empty. The preview updates live as you type.

5. Check the Audience card. It shows approximately how many opted-in contacts will receive the campaign — this is the real, messageable number, already excluding anyone who opted out or never consented. If the number surprises you, check your segment or your contacts’ opt-in status before sending.

6. Click Create & send. The campaign starts immediately. It appears under Your campaigns with a progress bar and live stats that update every few seconds while it’s running.

Tip

If your template has an image, video, or document header, there’s nothing extra to fill in here — the media you saved on the template is used for every recipient. See Creating templates for how to set up media headers.

What happens while a campaign is sending

Once you hit Create & send, Nybero takes a snapshot of your audience and starts working through it. A few things happen automatically:

• Controlled sending speed. Messages go out at a steady, rate-limited pace per WhatsApp number — not all at once. This protects your number’s standing with Meta. A campaign to a few hundred contacts finishes in well under a minute; very large audiences take proportionally longer. The progress bar shows you exactly where things stand.
• Opt-outs are skipped. Anyone who opted out is skipped and counted under skipped — even if they opted out seconds before their turn. Each recipient is re-checked at the moment of sending, not just when the campaign starts.
• Invalid numbers are skipped. Contacts whose number is known not to be on WhatsApp are skipped rather than failed.
• Plan limits are respected. If your plan has a monthly send limit and you reach it mid-campaign, the remaining recipients are skipped with a note — see Plans.
• Temporary errors are retried. If Meta briefly rejects a message (a hiccup on their side, for instance), Nybero automatically retries a couple of times before marking that recipient as failed. One failed recipient never stops the rest of the campaign.

Pause, Resume, Cancel, Delete

While a campaign is running you can control it from the list under Your campaigns:

• Pause — stops sending immediately. Recipients who haven’t been messaged yet stay queued.
• Resume — continues a paused campaign right where it left off. Nobody receives the message twice.
• Cancel — stops the campaign for good. Messages already sent are out (WhatsApp messages can’t be recalled), and everyone still queued is marked as skipped.
• Delete — removes a finished (completed, canceled, or failed) campaign and its recipient list from your history. You can’t delete a campaign that’s still running — cancel it first.

Campaign statuses

Each campaign in your list carries a status badge:

Status	Meaning
running	Actively sending right now
paused	You paused it; remaining recipients are waiting
completed	Finished — every recipient was sent, skipped, or failed
canceled	You canceled it; remaining recipients were skipped
failed	The campaign couldn’t run at all (e.g. the WhatsApp channel or template became unusable) — the reason is shown on the campaign row
draft / scheduled	Created but not yet sending (rare in normal use, since Create & send starts campaigns immediately)

Reading the stats

Every campaign row shows a progress bar plus live per-recipient counts:

• queued — waiting to be sent.
• sent — handed to WhatsApp; not yet confirmed on the recipient’s phone.
• delivered — arrived on the recipient’s device.
• read — the recipient opened it. Counted only for recipients who have read receipts (the blue check marks) enabled in WhatsApp — so your true read rate is usually a bit higher than the number shown.
• skipped — deliberately not sent: opted out, not a WhatsApp number, monthly limit reached, or the campaign was canceled.
• failed — WhatsApp permanently rejected the message for this recipient, even after retries.

Statuses update live: a recipient typically moves from queued → sent → delivered → read over seconds to hours. Above your campaign history you’ll also see lifetime totals across all campaigns — number of campaigns, total recipients, percent delivered, percent read, and total failures.

What’s a good result? Delivery rates on WhatsApp are typically very high (well above 90% for a clean, opted-in list). Read rates of 60–80% within a day are common — dramatically higher than email. If your delivered count is unusually low, your contact list probably contains stale or non-WhatsApp numbers; if reads are low, look at your message content and timing.

Note

There is no “replied” stat on the campaign itself — replies land in your Inbox as normal conversations, where you (or your automations) take over. A reply also opens the free 24-hour service window with that contact.

What a campaign costs

WhatsApp template messages are paid messages, and Meta bills them directly to your Meta Business account — Nybero shows you the cost but never charges you for WhatsApp fees itself. Two things determine the price:

• Template category. Marketing templates cost the most; utility templates (order updates, appointment reminders tied to a user action) are cheaper. Meta assigns the category at approval and may reclassify a template if its content reads like marketing.
• Volume and country. Pricing is per message and varies by the recipient’s country.

A campaign to 1,000 recipients means up to 1,000 billable template messages (skipped recipients cost nothing). Check WhatsApp costs for details on rates and where to see your spend.

Caution

The 24-hour window does not make campaign messages free. Templates exist precisely so you can message people outside that window — and that’s what Meta charges for. The free window applies to your replies in conversations a customer started or responded to.

Worked example 1: webinar reminder, 1 hour before start

You’re running a webinar at 6 p.m. and want a reminder to hit every registrant’s phone at 5 p.m. Reminders like this are the single highest-leverage WhatsApp message in a webinar funnel — they routinely lift show-up rates far beyond what email reminders achieve.

Preparation (days before):

1. Make sure your registrants are in a segment — say, one called Webinar signups (for example, everyone with the tag webinar-june). See Segments and Tags.

2. Create and submit a reminder template, e.g. body text:

   Hi {{1}}, your webinar “The 5-Step Funnel” starts in 1 hour! 🎯 Join here: {{2}} — see you there!

   Here {{1}} is a contact-field placeholder (the contact’s name) and {{2}} is a custom placeholder for the join link. Wait for Meta’s approval — see Template approval. Don’t leave this to the last minute; approval usually takes minutes but can take longer.

On webinar day, at 5 p.m.:

1. Open Campaigns.
2. Name: “June webinar — 1h reminder”.
3. Audience (segment): select Webinar signups. Because segments are recomputed at send time, even people who registered ten minutes ago are included.
4. Template (approved only): select your reminder template. The name placeholder needs no input — each registrant gets their own name.
5. Under Placeholders (same value for everyone), paste the webinar join link.
6. Check the Preview and the Audience count (does it roughly match your registration numbers?), then click Create & send.

A few hundred registrants receive the reminder within a minute. Watch delivered and read climb in real time — and watch replies (“Can I get the recording?”) arrive in your Inbox.

Tip

Want the reminder to send itself, at exactly the right offset, for every future webinar? Build it once as an automation triggered by the signup — with wait steps timed to the webinar. Campaigns are perfect for the manual, ad-hoc version; automations are perfect for the always-on version.

Worked example 2: a restaurant’s weekly special

Trattoria Bella collects WhatsApp opt-ins from guests (“Want our weekly menu on WhatsApp?”) via a sign-up form and a QR code on the tables. Every Thursday at 11 a.m. — right before people decide where to spend the weekend — they announce the weekend special to everyone.

One-time setup: create a template with an image header (a photo slot for the dish), and a body like:

Ciao {{1}}! 🍝 This weekend’s special: {{2}}. Reserve your table — just reply to this message!

{{1}} is the contact’s name (filled per guest automatically); {{2}} is a custom placeholder for the dish. Submit it as a marketing template and wait for approval.

Every Thursday (takes about two minutes):

1. Update the template’s header image to this week’s dish photo if you like — see Creating templates.
2. Open Campaigns. Name: “Weekly special — July 9”.
3. Audience (segment): leave it on All contacts — the whole opted-in guest list.
4. Select the template, and under Placeholders (same value for everyone) enter this week’s special: “Homemade truffle ravioli with sage butter — €18.50”.
5. Glance at the Preview, then Create & send.

Guests who reply to reserve show up in the Inbox — and because they replied, the free 24-hour window is open, so the back-and-forth about the reservation costs nothing extra. Anyone who no longer wants the weekly message just opts out and is automatically excluded from every future campaign.

Why this works: it’s consistent (same day, same time — guests start expecting it), visual (the photo does the selling), and low-pressure (one message a week, easy to leave). That last point is what keeps the list healthy for years.

Best practices

Segment instead of blasting. “All contacts” is the right choice for a genuinely universal message (like the restaurant’s weekly special). For everything else, a targeted segment beats a full-list blast every time: relevance drives reads and replies, while irrelevance drives opt-outs and spam reports. Someone who attended your webinar shouldn’t get the “last chance to register” push. See Segments.

Mind your sending frequency. WhatsApp gives every business number a quality rating, based heavily on how often recipients block or report you. Too many marketing pushes in a short period is the fastest way to damage it — and a lowered rating restricts how many people you’re allowed to message per day. As a rule of thumb, one to two marketing campaigns per week per contact is a sensible ceiling; the restaurant’s one-per-week rhythm is a good model. Every message should give the recipient something — an offer, useful information, a real reason to be glad it arrived.

Pick a good send time. Messages land better when people can act on them: late morning (10–12) and early evening (18–20) in your audience’s timezone usually perform well. Avoid the middle of the night — WhatsApp is a personal channel, and a 3 a.m. buzz gets you blocked. Time campaigns to the decision they support: lunch specials before noon, weekend offers on Thursday or Friday, webinar reminders shortly before start.

Honor opt-outs — beyond the automatic part. Nybero skips opted-out contacts on every campaign without you doing anything. Your part: make opting out easy (many teams add a “Reply STOP to unsubscribe” hint or an unsubscribe button to marketing templates) and never try to re-add someone who left. A clean, willing list outperforms a big, grudging one on every metric that matters. See Opt-in management and GDPR.

Preview before you send — every time. The Preview card shows exactly what recipients get, with your placeholder values filled in. Check for typos, a broken link, or a leftover value from last week’s campaign. There’s no undo on a sent WhatsApp message.

Watch the first minutes. Stats update live. If failed or skipped climbs unexpectedly right after the start, hit Pause, investigate (wrong segment? template issue? see Troubleshooting), and Resume when you’ve fixed it — the remaining recipients are still waiting, and nobody gets a duplicate.

Have a plan for replies. A good campaign generates conversations — that’s the point of the channel. Make sure someone is watching the Inbox after a send, or let your AI agent or an automation handle the first response.