Campaigns

Campaigns are outbound initiatives — proactive messaging to a defined audience, scheduled or one-shot. Distinct from the inbox (reactive, one-on-one) and from recipes (which run when a customer triggers them), campaigns push first.

What campaigns do

Audience selection — pick contacts via a filter tree (operators like eq, in, contains, tag_has, attr_eq, last_inbound_within_days), or reuse a saved audience segment.
Templated messaging — send pre-approved WhatsApp HSM templates (required outside the 24-hour customer-service window). Templates configure their own variable strategies (mapped field, fallback value, etc.) at the template level; the campaign just picks an approved template.
Scheduling — fire immediately (Send now), schedule for a future moment, or recur on a cadence using an RRULE string (RFC 5545 — FREQ=DAILY, FREQ=WEEKLY;BYDAY=MO,WE,FR, etc.).
Approval workflow — every campaign must be reviewed before it ships. Drafters submit; an admin approves or rejects with a reason; only approved campaigns can launch.
Drift hold — if the resolved audience differs from the creation-time estimate by more than the configured threshold (default 25%), the campaign pauses and waits for an admin to confirm before sending.
Reply handling — pick how recipient replies are routed: no action, opt-out keywords only, trigger a specific recipe, or route directly to an agent queue.
Delivery tracking — every send is logged. Per-campaign analytics (sent / delivered / read / replied / failed funnel) ride on top of the channel adapter as it accumulates verified production traffic.

How campaigns relate to recipes

A campaign sends the first message; the recipient’s reply (if any) re-enters the platform as a normal inbound message. From there, the campaign’s reply-handling mode decides what happens — the reply can hit the standard trigger pipeline, fire a specific recipe with campaign context, route directly to a team queue, or be silently dropped (with opt-out keywords still respected).

This separation is intentional: campaigns own the outbound side; recipes own the conversational logic afterwards.

Campaigns can only target opted-in contacts (PDPL + WhatsApp commerce policy). The audience preview filters non-consenting contacts out of the count automatically.
Templates must be pre-approved by Meta — the wizard only lists approved templates.
Opt-out keywords (STOP, CANCEL, UNSUBSCRIBE, plus the Arabic equivalents لا and إيقاف) are checked first on every reply, in every reply-handling mode — including No action. Opted-out contacts are excluded from future sends platform-wide.

Working with campaigns

The Campaigns surface lives in the main left-rail nav. From there:

Campaigns list — every campaign in the workspace, with status pill, schedule mode, audience size, and next run. Status filter chips along the top: All, Drafts, Pending, Approved, Scheduled, Running, Paused, Drift hold, Completed, Cancelled.
New campaign — six-step wizard: Basics → Audience → Template + variables → Schedule → Reply handling → Review + submit. Save as a draft at any point; resubmit for approval when ready.
Audiences — saved audience definitions reusable across campaigns. Each campaign snapshots its filter at creation, so later edits to a saved audience do not affect campaigns already pointing at it.
Campaign detail — shows the status pill, lifecycle action buttons (Submit / Approve / Reject / Launch / Pause / Resume / Cancel / Approve drift / Edit, gated by current status), a KPI strip (estimate, resolved size, drift threshold, reply mode, next run), and a configuration panel with the template ID, audience binding, schedule, and the frozen filter snapshot.

The campaign lifecycle

Campaigns walk through a strict status flow. The list filter chips mirror it:

Draft — created, editable, not yet submitted. Drafter can edit freely.
Pending approval — drafter clicked Submit for approval. An admin sees Approve / Reject buttons on the detail page.
Approved — admin approved. The Launch button is now available.
Scheduled — launched, but the start time hasn’t arrived yet.
Running — actively sending.
Paused — operator paused mid-flight. Resume button re-enters the previous state.
Drift hold — automatic pause: the resolved audience drifted past the threshold versus the creation-time estimate. Banner explains the gap (e.g. “estimate 8,200 → resolved 12,400”). Admin clicks Approve drift to release.
Completed — finished sending.
Cancelled — operator cancelled. Irreversible; pending sends do not fire.

Rejection sends the campaign back to Draft with the rejection reason shown in a banner. The drafter can revise and resubmit.

Audiences

A campaign needs an audience — either a saved segment selected from a dropdown, or an ad-hoc filter tree authored inline.

Filter tree is JSON with up to 3 levels of nesting. Top-level shape: {"op":"AND","children":[ ... ]} or {"op":"OR","children":[ ... ]}.
Available operators: eq, neq, in, contains, gt, lt, between, is_null, is_not_null, tag_has, attr_eq, attr_contains, last_inbound_within_days.
Click Preview audience size in the wizard to count how many opted-in contacts currently match. Counts may be capped — the preview tells you when capping kicks in.
Saved audiences live at Campaigns → Audiences. Each row shows last resolved size, when it was resolved, and when it was last used by a campaign.
The filter is snapshotted at campaign creation. Editing a saved audience does not retroactively change campaigns that already point at it.

Scheduling and runtime guards

The Schedule step has three modes:

Send now — fires when the campaign launches.
Scheduled — runs once at a future DTSTART.
Recurring — runs on the RRULE cadence starting at DTSTART. Examples: FREQ=DAILY, FREQ=WEEKLY;BYDAY=MO, FREQ=MONTHLY;BYMONTHDAY=1.

Timezone defaults to Asia/Dubai; change it to any IANA zone.

Two workspace-wide guards override the schedule at runtime:

Quiet hours (Settings → Quiet hours) — outbound sends inside the window are deferred. Default is 22:00–08:00 Asia/Dubai.
Blackout dates (Settings → Blackout dates) — days on which sends are skipped or blocked entirely.

If the recipient is in a window that crosses these guards, the platform defers or drops the send rather than firing it.

Reply-handling modes

The Reply step picks how recipient responses are routed. Opt-out keywords are checked first in every mode.

No action — replies hit the standard inbound pipeline (recipe triggers, agent inbox).
Opt-out only — listen for STOP / CANCEL / UNSUBSCRIBE / لا / إيقاف keywords; ignore other replies.
Trigger recipe — replies start the configured bot recipe with campaign context attached. Requires a recipe ID.
Route to queue — replies go directly to the configured agent team queue. Requires a team ID.

Healthcare compliance blocklist (Settings → Compliance → Blocklist) — patterns automatically blocked from HSM template bodies (PDPL safeguard for the MENA healthcare deployment).
Blackout dates (Settings → Blackout dates) — workspace-wide non-send days.
Quiet hours (Settings → Quiet hours) — workspace-wide non-send window.
Templates (Settings → Integrations → Templates) — where HSM templates are authored, submitted to Meta for approval, and configured with variable strategies. The wizard’s Template step only lists templates whose status is approved.