Set up a WhatsApp Business catalogue and commerce features that let customers browse and order inside a conversation.
Marketing & Sales
WhatsApp and Messaging-App Commerce for Direct-to-Consumer Brands
Learn to build WhatsApp and messaging-app commerce journeys for direct-to-consumer brands, covering catalogue setup, automated flows, broadcast messaging rules and conversational sales handover.
🗓️Duration5 training days
📚Content4 modules · 8 sessions
🎓On completionAccredited attendance certificate
About the programme
Course Overview
Direct-to-consumer customers increasingly expect to shop where they already message, but many brands still run WhatsApp as an informal customer service line rather than a structured commerce channel with its own catalogue, automation and compliance rules. This course covers setting up a WhatsApp Business catalogue and commerce features, designing automated conversation flows that handle ordering, delivery and return questions without human intervention, and writing message templates that meet platform approval requirements for marketing and utility notifications. You will plan click-to-WhatsApp advertising that opens a conversation directly from a paid placement, manage broadcast segmentation and consent in line with platform policy, and design handover rules that route complex or high-value conversations to a human sales agent at the right moment. The course ends with measuring messaging commerce performance through conversation-to-order conversion and response time, rather than message volume alone.
Expected Learning Outcomes
Design automated conversation flows that handle common order, delivery and return questions without human intervention.
Write and submit message templates that comply with platform rules for marketing and utility notifications.
Plan click-to-WhatsApp advertising campaigns that open a conversation directly from a paid social placement.
Segment broadcast lists and manage opt-in and opt-out consent in line with messaging platform policy.
Design handover rules that route complex or high-value conversations from automation to a human sales agent.
Measure messaging commerce performance using conversation-to-order conversion and response time metrics.
Who Should Attend
Direct-to-consumer brand marketers building a WhatsApp or messaging-app sales channel.
Customer experience managers converting an informal WhatsApp support line into a structured commerce channel.
Marketing automation specialists designing conversational flows for messaging platforms.
Performance marketers running click-to-WhatsApp or click-to-Messenger advertising campaigns.
E-commerce operations teams handling order and delivery updates through messaging channels.
Regional marketing managers in markets where messaging apps are a primary shopping channel.
Course Modules
Select any module to see its sessions and points.
01Setting Up Messaging-App Commerce
2 sessions · 8 points
Session 1WhatsApp Business Catalogue and Profile Setup
- Configure a WhatsApp Business profile with verified business information, category and contact details.
- Build a product catalogue with images, pricing and descriptions that customers can browse inside a chat.
- Connect catalogue inventory to existing product data to keep pricing and availability synchronised.
- Set up cart and basic checkout or payment link features available within the messaging platform's commerce tools.
Session 2Choosing Between Messaging Platforms
- Compare commerce features and audience reach across WhatsApp, Messenger and other regional messaging apps.
- Assess the WhatsApp Business API requirements against the simpler WhatsApp Business app for growing message volume.
- Select a business solution provider or platform partner suited to the brand's technical integration needs.
- Plan a phased rollout starting with customer service before expanding into full conversational commerce.
02Automating Conversation Flows
2 sessions · 8 points
Session 1Designing Order and Support Flows
- Map common customer questions around ordering, delivery and returns into a structured conversation flow.
- Design decision-tree logic that routes customers to the right catalogue section or support answer based on their input.
- Write conversational copy that reads naturally within a chat interface rather than as a formal web page.
- Test automated flows for dead ends where a customer cannot reach a human agent or a resolution.
Session 2Message Templates and Compliance
- Write utility, marketing and authentication message templates that meet platform approval requirements.
- Distinguish template categories to avoid marketing content being sent through a utility-only template.
- Manage template approval turnaround and rejection reasons when submitting new message formats.
- Version and archive approved templates so campaign teams reuse compliant copy rather than drafting new templates each time.
03Advertising and Growing the Messaging Channel
2 sessions · 8 points
Session 1Click-to-Message Advertising
- Plan click-to-WhatsApp or click-to-Messenger ad campaigns that open a pre-filled conversation from a paid placement.
- Write ad creative and opening messages that set clear expectations for what the conversation will offer.
- Set attribution tracking that links a paid ad click through to a completed order inside the conversation.
- Test ad-to-conversation conversion rate against a standard landing page campaign for the same offer.
Session 2Broadcast Messaging and Consent Management
- Segment broadcast lists by purchase history, engagement recency and stated preferences to avoid blanket messaging.
- Record and manage opt-in consent in line with platform policy before sending marketing broadcasts.
- Set frequency caps on broadcast messaging to protect opt-out rates and long-term channel trust.
- Process opt-out requests immediately and confirm suppression across every connected messaging workflow.
04Managing Handover and Measuring Performance
2 sessions · 8 points
Session 1Designing Automation-to-Human Handover
- Define trigger conditions, such as order value or sentiment, that escalate a conversation from automation to a human agent.
- Design a handover message that gives the human agent full conversation context without asking the customer to repeat themselves.
- Set service-level targets for human response time once a conversation has been escalated.
- Train sales agents on tone and product knowledge needed to close a sale started by an automated flow.
Session 2Measuring Messaging Commerce Performance
- Track conversation-to-order conversion rate separately from broader marketing click-through metrics.
- Measure response time and resolution rate for both automated and human-handled conversation segments.
- Compare customer lifetime value for customers acquired or served through messaging against other channels.
- Use conversation transcripts as a source of frequently asked questions to refine catalogue content and automated flows.
What the participant receives
4 course modules
A structured syllabus
8 training sessions
across 5 days
32 detailed points
Applied, detailed content
Accredited attendance certificate
On completing the programme
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