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Run compliant WhatsApp messaging at lifecycle scale

Build approved templates, personalize rich media, and send high-volume transactional or lifecycle campaigns through Sortment.

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Templates

Build messages that meet Meta's standards

Create template messages in every category Meta allows, personalize them with customer data, and send them at the right step of the journey.

Pre-approved HSM templates

Build Marketing, Utility, and Authentication templates for messages sent outside the 24-hour window.

Variable personalization

Fill template fields with profile data at send time; fallback values prevent blank variables.

Rich media

Include images, documents, or video in template messages where the category supports it.

Compliance

Reach compliantly, at global scale

Opt-in enforcement and Meta policy compliance are built in — not bolted on.

Opt-in required

Users without a WhatsApp opt-in are excluded before every send.

Template category compliance

Marketing, Utility, and Authentication templates follow Meta's content and pricing rules per category.

Global reach

Available in every market where the WhatsApp Business API is supported.

“Before Sortment, one campaign took most of a week. With Content AI, we brief it, get copy, variants, and QA in hours, then push. We went from eight campaigns a month to over thirty.”

— Divyeshwari Singh, PMM, Shopflo

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Capabilities

Everything WhatsApp can do

The full capability set: templates, conversations, compliance and reach.

Templates

Pre-approved HSM templates ✓
Marketing · Utility · Authentication ✓
Variable personalization + fallbacks ✓
Rich media — image, doc, video ✓
CTA buttons — URL, phone, quick-reply ✓

Conversation

24-hour service window ✓
Free-form replies ✓
Inbound reply routing ✓

Compliance & reach

Opt-in enforcement ✓
Meta policy compliance ✓
Global via WA Business API ✓

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FAQs

Do templates need to be approved before I can send?
Yes. All HSM templates for messages sent outside the 24-hour window must be approved by Meta. This happens through your WhatsApp Business API provider and typically takes minutes to a few hours.
Can I send free-form messages without a template?
Only within the 24-hour customer service window — when a user has messaged you first and you respond within 24 hours.
What is the 24-hour window?
When a user sends your business a WhatsApp message, you have 24 hours to reply with any content. After 24 hours, only approved templates can be sent.
Which markets is WhatsApp best for?
WhatsApp has the highest adoption in India, Brazil, Southeast Asia, Latin America, and much of Europe. It is less commonly used as a business messaging channel in the US.
How do I submit templates for approval?
Template submission is managed through your WhatsApp Business API provider. Once approved, templates are available in Sortment by name.

See what Sortment can do for your goals.

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No migration · Works alongside your existing stack