With strict regulations, demanding users, and platform-specific restrictions, businesses need to move smartly and carefully to run effective campaigns.
In this article, we’ll explore the most common challenges you’ll face in the world of business messaging and how you can successfully handle them.
1. Compliance and Consent Management
Perhaps the biggest challenge in messaging is complying with regulations and the policies of each platform. Whether it’s Viber, WhatsApp, or SMS, you can’t simply send a message just because you have someone’s phone number. Without obtaining proper consent, your message could be blocked or, worse, you might face legal consequences.
The key is to maintain a clear and straightforward opt-in process.
Your customer should know exactly what they are signing up for and always have the option to easily opt out. For example, when collecting phone numbers during checkout, make sure to inform them about the nature and content of your communications (e.g., promotional messages) and how they can unsubscribe anytime if they change their mind.
Tip: Additionally, a double opt-in process—where the customer confirms their subscription via an extra message—builds trust and protects you.
2. Audience Fatigue and Indifference
Another serious pitfall is overwhelming your audience with too many messages. Unlike emails that can easily be ignored, messages demand immediate attention. If your customers start feeling “bombarded,” they’ll stop reading your messages or choose to unsubscribe.
The solution is simple: focus on quality over quantity. There’s no need to keep sending the same mass messages to everyone. It’s much more effective to send targeted messages that bring real value to each customer segment.
For instance, you could send an exclusive offer to your VIP customers, reach out to inactive customers with a special discount, or create a welcome series for new customers. The more targeted and relevant your messages are, the greater their impact and the lower the risk of exhausting or losing your audience.
3. Platform-Specific Limitations
Each messaging channel comes with its own technical constraints and operational rules. SMS, for example, is limited to 160 characters, so the message must be short and to the point. On WhatsApp, promotional messages must use pre-approved templates. Viber offers more flexibility with images, buttons, and links, but still has content restrictions.
To succeed, you need to tailor your content to each channel. For SMS, emphasize immediacy and clear information, like a special offer or an alert. On Viber, you can create more engaging messages with images and buttons for instant action. On WhatsApp, transactional messages like order confirmations and shipping notifications are perfect places for subtle related suggestions.
For example:
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An SMS might say:
"FLASH SALE! -30% today only [link]" -
The same message on Viber might include a product photo and buttons like:
[Buy Now] and [Learn More] -
On WhatsApp, a shipping notification might continue with:
"Check out similar products [link]"
4. Measuring Results
It’s crucial to track the right metrics and continually test different approaches. Pay attention to delivery success, click rates, and unsubscribe rates. Use unique links for each campaign and channel so you know exactly which message performed best.
For example, you can test two different SMS messages:
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One says: "30% off today only [Link A]"
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The other says: "Just for you: -30% for a few hours [Link B]"
This way, you’ll identify which style drives more clicks and adjust your next campaign accordingly.
5. Deliverability
Even if you’ve crafted the perfect campaign, you might still face delivery issues. This can happen if your content is flagged as spam or if you have a high unsubscribe rate.
The solution is to steadily build a strong sender reputation. Keep your lists clean by removing inactive or incorrect contacts. Avoid spammy phrases with excessive capitals, overpromises, or clickbait. Start with smaller, targeted sends to build your reputation and gradually improve delivery rates.
For example, avoid sending a message like:
"FREE!!! CLICK NOW FOR CRAZY DEALS!!!"
Instead, send:
"Exclusive: -30% this weekend only [link]. Unsubscribe: STOP."
This way, you maintain a professional image and build long-term trust.
Business messaging is a powerful tool, but to truly deliver results, it requires the right strategy. By understanding the nuances of channels like Viber, WhatsApp, and SMS, and applying best practices, you can build campaigns that not only reach your customers but also engage them.
Always ask yourself: Would my customer want to receive this message? If the answer is yes, you’re on the right track. Every message should offer real value—whether it’s a unique offer, helpful information, or a positive experience.
