SMS and WhatsApp Marketing Playbook

Plans opted-in WhatsApp broadcast, WhatsApp Business API sequence and SMS campaigns for Ugandan and East African businesses, with copy, consent handling and monthly metrics. It assumes the WhatsApp Business account is fully configured: if not, complete platform-whatsapp first (app setup, catalogue configuration, broadcast list creation, opt-in capture and the 30-day broadcast calendar); this playbook extends that foundation into campaign strategy, automated sequences and SMS marketing.

Use When

• Choose between SMS and WhatsApp for a promotion and decide which suits each kind of message.
• Plan a month of WhatsApp broadcast campaigns using the five-part message formula, for example for a Kampala retail shop.
• Write welcome, abandoned-enquiry and re-engagement sequences on the WhatsApp Business API.
• Write short SMS promotions and reminders sent through Africa's Talking or another bulk gateway.
• Collect opt-ins, honour STOP requests and report delivery, reads, replies and sales each month.

Do Not Use When

• platform-whatsapp for the WhatsApp Business account, profile, catalogue and channel plan.
• playbook-chatbot-strategy for inbound bot replies.
• 07-email-marketing-strategy for the email programme.
• Stop before sending to any number without recorded opt-in under the Uganda DPPA 2019 or the client's approval of the message and send date.

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