How does Smart Utility Fallback Work?
What is Smart Utility Fallback?
The Smart Utility Fallback feature ensures that when a marketing message fails to deliver, it is recovered by converting it into a utility message + session message. This utility message seeks permission from the customer to deliver the original marketing message as a session message.
Cost Implications: Each failed marketing message incurs an additional utility message cost as the system sends a follow-up message to request the customer’s consent.
Conversion to Session Message: Once the customer engages with the utility message, the marketing message is converted into a session message, which is charged the same as a marketing message.
Best Practice: To minimize costs, we recommend enabling the Smart Utility Fallback after auto-retries (in a broadcast) so that only necessary utility messages are sent.
Supported Templates: Currently, Smart Utility Fallback supports standard marketing templates only.
How it Works
When the Smart Utility Fallback feature is enabled (e.g., for a WhatsApp broadcast), it applies to failed message deliveries.
If a marketing message fails to deliver, the customer receives a utility message requesting permission to re-deliver the failed message.
The customer can then engage with the utility message and allow the re-delivery.
Once the customer permits re-delivery, the marketing message is converted into a session message and delivered to the user.
This feature ensures smooth transitions between marketing messages and session messages, allowing customers to continue interacting without disruption, even if their query is related to the original marketing message.
How different marketing templates are transformed into session messages
SCENARIO 1
If interactive elements (like quick reply buttons or media) are not involved in the marketing message, the session message remains basic and straightforward. The fallback keeps the interaction simple and allows the conversation to be easily understood without additional complexity.
Message Elements in the Original Marketing Message
Media: No
Quick reply button: 0
Call To Action button: 0 or 2
Phone button: Optional
SCENARIO 2
When the marketing message has a call-to-action, it’s converted to a session message. The user is prompted to take action (e.g., clicking the CTA). The conversation flow continues based on the user’s response to the CTA.
Message Elements in the Original Marketing Message
Media: No
Quick reply button: 0
Call To Action button: 1
Phone button: Optional
SCENARIO 3
In this scenario, the message contains quick reply options (1-3 buttons), making the conversation more interactive. The fallback handles the transition by allowing the user to choose from predefined responses. This helps businesses guide the conversation while providing structured options.
Message Elements in the Original Marketing Message
Media: No
Quick reply button: 1-3
Call To Action button: Optional
Phone button: Optional
SCENARIO 4
With more interactive buttons (4-10 options), the session message becomes a detailed list that the user can engage with. This allows for more nuanced responses and a better user experience, where customers can select from several predefined options.
Message Elements in the Original Marketing Message
Media: No
Quick reply button: 4-10
Call To Action button: Optional
Phone button: Optional
SCENARIO 5
This scenario involves a media element, such as an image or video. The Smart Utility Fallback allows for the smooth conversion of this media-based message into a session format, providing the user with an enriched experience through visual content while maintaining clear CTAs.
Message Elements in the Original Marketing Message
Media: Yes
Quick reply button: 0
Call To Action button: 0-2
Phone button: Optional
SCENARIO 6
When media (such as an image or video) is included in the marketing message, followed by a CTA, the session message keeps the media and prompts the user to take action. The fallback ensures that the visual content is paired with the call-to-action, providing clear guidance on next steps.
Message Elements in the Original Marketing Message
Media: Yes
Quick reply button: 0
Call To Action button: 1
Phone button: Optional
SCENARIO 7
This scenario introduces an extra level of interactivity with quick reply buttons (1-3). When media is involved, the fallback ensures the user can interact with both the media and the quick reply options. The session message is designed to maintain engagement with multiple interactive options.
Message Elements in the Original Marketing Message
Media: Yes
Quick reply button: 1-3
Call To Action button: Optional
Phone button: Optional
SCENARIO 8
In this case, the message contains both media and a larger set of quick reply buttons (4-10 options). The session message adapts by allowing users to select from a list of options, making the interaction more dynamic and providing a variety of responses. The presence of media enhances the user experience, and the fallback ensures a structured flow through a list message.
Message Elements in the Original Marketing Message
Media: Yes
Quick reply button: 4-10
Call To Action button: Optional
Phone button: Optional
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