SMS and WhatsApp Marketing Playbook

Foundation: This playbook assumes the WhatsApp Business account is fully configured. If the account is not yet set up, complete the platform-whatsapp skill first. That skill covers 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.

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Use when

• Generates a complete narrowcast marketing playbook covering WhatsApp campaign strategy (broadcast lists, automated sequences, catalogue marketing) and SMS marketing — the two highest open-rate direct communication channels in East Africa. Invoke when a client needs structured campaign plans, automated message sequences, SMS gateway setup, or a performance framework for WhatsApp or SMS marketing. Builds on platform-whatsapp (app setup and basic broadcast strategy) — read that skill first for the account configuration foundation.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.

Workflow

1. Collect the required inputs or source material before drafting, unless this skill explicitly generates the intake itself.
2. Follow the section order and decision rules in this SKILL.md; do not skip mandatory steps or required fields.
3. Review the draft against the quality criteria, then deliver the final output in markdown unless the skill specifies another format.

Anti-Patterns

• Do not invent client facts, performance data, budgets, or approvals that were not provided or clearly inferred from evidence.
• Do not skip required inputs, mandatory sections, or quality checks just to make the output shorter.
• Do not drift into out-of-scope work such as code implementation, design production, or unsupported legal conclusions.

Outputs

• A structured markdown document, plan, playbook, or strategy ready for client-facing or internal use.

References

• Use the inline instructions in this skill now. If a references/ directory is added later, treat its files as the deeper source material and keep this SKILL.md execution-focused.

Required Input

Collect the following before generating any campaign deliverable:

• Client name and industry
• Country/city (default: Uganda/East Africa)
• Primary campaign objective — sales / appointments / awareness / retention
• Contact list size — WhatsApp and SMS counts separately
• Current opt-in process — how contacts are currently added (or "none yet")
• WhatsApp Business account type — app (free) or API (paid, via a BSP)
• Monthly SMS gateway budget (in UGX or USD)
• Telecom operators used by the target audience — MTN Uganda / Airtel Uganda / other

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1. Channel Comparison and Decision Framework

Channel	Open rate	Best for	Cost	Limitation
WhatsApp Broadcast (app)	85–98%	Existing customers, value content, offers, relationship maintenance	Free (WhatsApp Business app)	Only reaches contacts who have saved the business number; list cap of 256 per broadcast
WhatsApp Business API	85–98%	Automated sequences, lists over 256, CRM integration, triggered messages	Paid — per message, via a Business Solution Provider (BSP)	Requires pre-approved message templates for outbound messages
SMS	90%+ within 3 minutes	Non-smartphone users, transactional alerts, wider reach, guaranteed delivery	Paid — telecom rates in UGX via a gateway provider	160-character limit per message; no images; no native click tracking

Decision framework — apply in order:

1. List under 256 contacts, manual sending, no automation needed → WhatsApp Business app (free, no technical setup).
2. List over 256, or automation and triggers required, or CRM integration needed → WhatsApp Business API via a BSP.
3. Reaching non-smartphone users, sending transactional alerts, or needing guaranteed delivery regardless of WhatsApp account status → SMS.
4. For highest-value campaigns, use all three in parallel: API for opted-in WhatsApp contacts, SMS as a fallback for non-smartphone or non-WhatsApp contacts.

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2. WhatsApp Broadcast Campaign Strategy

Campaign Types

Type	Purpose	Frequency
Promotional	Limited-time offers, flash sales, seasonal promotions	Max 2× per week; max 4× during a campaign fortnight
Educational	Tips, guides, how-to content — value-first, builds trust and list retention	1–2× per week
Transactional	Order confirmations, appointment reminders, payment receipts	Triggered; not counted against broadcast frequency
Re-engagement	Win-back messages for contacts silent 60+ days	3-message sequence, once per quarter per lapsed contact
Loyalty	VIP early access, exclusive content, personal thank-you messages	2× per month for VIP segment

The 5-Part Campaign Message Formula

Apply this structure to every broadcast:

1. Greeting + personalisation — "Hi [Name]," — always open with the recipient's first name.
2. Value hook — lead with the benefit to the recipient, not the brand name. One sentence.
3. Offer or content — specific, clear, and limited if promotional. State the price, the saving, or the tip plainly.
4. One CTA — a single, unambiguous action: "Reply YES", "Click the link", "Show this message", or "Call us on [number]". Never include two CTAs in one message.
5. Opt-out line — "Reply STOP to unsubscribe." Always include. No exceptions.

4-Week Broadcast Calendar — Kampala Retail Business

Week	Day	Time (EAT)	Segment	Type	Message brief
1	Mon	7am	Prospects	Educational	Tip: how to identify authentic [product category] — positions the brand as a trusted expert
1	Wed	12pm	Active Customers	Promotional	Mid-week offer — 15% off a specific product line, valid 48 hours; include catalogue link
1	Fri	6pm	VIP	Loyalty	Weekend early-access preview of new stock arriving Monday; reply YES to reserve
2	Mon	7am	All	Educational	Industry tip relevant to the audience's daily life — no selling
2	Wed	12pm	Prospects	Social proof	One customer result or testimonial (2–3 sentences, first name only); CTA: reply TELL ME MORE
2	Fri	6pm	Lapsed	Re-engagement	Message 1: warm re-introduction, one new development, no pressure CTA
3	Tue	12pm	Active Customers	Promotional	Back-to-school or seasonal promotion (Jan/Aug); specific product, specific saving, deadline
3	Thu	7am	Prospects	Educational	FAQ: answer the single most common objection; CTA: reply for more information
3	Sat	10am	All	Seasonal	Weekend greeting tied to a local moment (e.g. Independence Day, Eid, Christmas) — no hard sell
4	Mon	7am	Lapsed	Re-engagement	Message 2: exclusive returning-customer offer with a clear expiry date
4	Wed	12pm	VIP	Loyalty	Personal thank-you message; loyalty reward (discount or free item) valid until end of month
4	Fri	6pm	Active Customers	Promotional	End-of-month flash sale — clear urgency, specific stock level if applicable

Timing rationale: 7am catches the morning commute; 12pm catches lunch; 6pm catches post-work. These three windows produce the highest read rates in the EAT timezone.

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3. WhatsApp Automated Sequences (API)

For clients on WhatsApp Business API via a BSP — recommended EA providers: WATI, Interakt, and Twilio (Twilio has EA-specific pricing). All outbound messages require pre-approved templates.

Welcome Sequence

Trigger: new contact sends first message or saves the business number.

Message	Timing	Content
1	Immediate	"Hi [Name], welcome to [Business Name]! I'm [Name]. We help [target customer] with [key benefit]. You'll hear from us [frequency] with [content type]. Reply any time — I read every message. Reply STOP to unsubscribe."
2	Day 2	"Hi [Name], here's the most useful tip we share with new customers: [one specific, actionable tip]. Save this number so you don't miss future updates. Reply STOP to unsubscribe."
3	Day 5	"Hi [Name], [Customer first name] from [city] came to us with [problem]. After [solution], they [result]. If that sounds familiar, reply 'TELL ME MORE' and I'll share exactly how we can help you. Reply STOP to unsubscribe."
4	Day 7	"Hi [Name], we'd love to help you with [key offer]. [Specific invitation — e.g. 'Book a free consultation', 'Visit us this week', 'Order online at [link]']. No obligation. Reply STOP to unsubscribe."

Abandoned Enquiry Sequence

Trigger: contact enquired about a product or service but did not purchase within 4 hours.

Message	Timing	Content
1	4 hours after enquiry	"Hi [Name], just checking in — did you get all the information you needed about [product/service]? Happy to answer any questions. Reply STOP to unsubscribe."
2	Day 2	"Hi [Name], one thing we hear a lot about [product/service]: '[most common objection].' Here's the honest answer: [2–3 sentence direct response]. Still interested? Reply 'YES' and I'll sort you out. Reply STOP to unsubscribe."
3	Day 5	"Hi [Name], [number] people ordered [product/service] this week — it's been popular. [If genuine stock urgency: 'We have [N] remaining.'] If you'd like yours, reply 'ORDER' and I'll walk you through it. Reply STOP to unsubscribe."

Re-engagement Sequence

Trigger: contact has been silent for 60+ days.

Message	Timing	Content
1	Day 1	"Hi [Name], it has been a while — I hope all is well! A lot has changed at [Business Name] recently: [one new development or improvement]. Reply 'HELLO' if you'd like to reconnect. Reply STOP to unsubscribe."
2	Day 3	"Hi [Name], as a thank-you for coming back, here's an exclusive offer just for returning customers: [specific offer with expiry date]. Reply 'BACK' to claim it. Reply STOP to unsubscribe."
3	Day 7	"Hi [Name], we do not want to fill your inbox unnecessarily. If you'd prefer not to hear from us, reply STOP and we'll remove you immediately — no hard feelings. Otherwise, we'd love to keep in touch. [Business Name]."

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4. WhatsApp Catalogue Marketing

The catalogue is the WhatsApp Business equivalent of a product page. Use it as a sales tool, not just a reference.

Catalogue entry setup — required fields for each item:

• Product or service name (clear, searchable)
• Description: under 200 characters — state the key benefit and one differentiator
• Price (or "Contact us for pricing" if pricing is dynamic)
• Photo: 800×800px, well-lit, clean background, product filling 80% of the frame
• Link: direct URL to a product page, booking form, or ordering mechanism

How to share the catalogue:

• In broadcast messages: "Browse our full range here: [catalogue link]"
• In replies to product enquiries: share the specific catalogue item, not just the link
• As a pinned message in customer groups
• Via WhatsApp Status with a swipe-up link (if the account is linked to a Meta Business page)
• In the business profile — the catalogue is the first thing new contacts see when they view the profile

Seasonal catalogue updates — key EA shopping periods:

Period	Timing	Action
Back-to-school	January and August	Update with school-season relevant products; add seasonal pricing
Eid al-Fitr	Varies (lunar calendar)	Highlight gifting options, festive products, special packages
Christmas / New Year	December	Festive products, gift bundles, end-of-year promotions
Uganda Independence Day	9 October	National pride promotions; local-angle messaging
Valentine's Day	February	Gifting and experiences

Catalogue metrics: check monthly in WhatsApp Business → Business Tools → Catalogue → View stats. Track catalogue views month-on-month; target 10% monthly growth after the first three months.

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5. SMS Marketing Campaign Strategy

SMS reaches non-smartphone users, delivers to any mobile number, and achieves 90%+ open rates within three minutes of sending. Use it for wider reach and guaranteed delivery.

Recommended gateway for Uganda and East Africa: Africa's Talking — competitive per-SMS rates for MTN Uganda and Airtel Uganda, a simple API, a USSD module, local support team, and a free sandbox for testing. Alternatives: Beem Africa, Onfon Media, and Twilio (international rates apply).

Register a branded sender ID with the telecom operator (e.g. "KampalaSpa" or "ShopABC" rather than a random number). Available from MTN Uganda and Airtel Uganda through their bulk SMS business portals, or automatically through Africa's Talking's sender ID registration process. A branded sender ID increases open rates and prevents messages being marked as spam.

SMS Message Templates

Promotional: "Hi [Name], [saving or offer in plain language] at [Business Name] this [day/period]. [Product/service] at UGX [price]. Book now: [bit.ly link]. Reply STOP to opt out. [Business Name]" (Check character count: keep under 160 for one-message billing.)

Appointment reminder: "Reminder: Your appointment at [Business Name] is tomorrow, [date] at [time]. Reply YES to confirm or call [number] to reschedule. See you then!"

Payment reminder: "Dear [Name], invoice #[N] of UGX [amount] is due [date]. Pay via MTN MoMo [number] or Airtel Money [number]. Ref: [client name]. Thank you. [Business Name]"

Flash sale alert: "FLASH SALE — [duration, e.g. '3 hours only']. [Product] at UGX [price]. Only [N] remaining. Reply ORDER or call [number]. [Business Name]. Reply STOP to opt out."

Post-purchase follow-up: "Hi [Name], thank you for your purchase from [Business Name]! Your [product/order] is [status]. Questions? Reply here or call [number]. We appreciate your business."

SMS Writing Rules

• 160 characters = one SMS, billed as one message. 161–306 characters = two messages, billed as two. Always check the character count before sending.
• Include the business name in every message — recipients often do not save business numbers and will not recognise a number-only sender.
• Never abbreviate in a way that reduces professionalism. "u", "ur", and "2moro" are not acceptable in business communications.
• Always include an opt-out instruction — "Reply STOP to opt out." This is both ethical practice and a requirement under the Uganda Data Protection and Privacy Act 2019.
• Use a URL shortener (bit.ly or Africa's Talking short links) for any links — long URLs consume most of the character allowance and cannot be tracked.

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6. Opt-in and Opt-out Management

Legal foundation: Uganda's Data Protection and Privacy Act 2019 requires informed consent before sending marketing communications. Sending marketing messages to individuals without consent is a breach of this Act. Apply these standards to both WhatsApp and SMS lists.

Opt-in methods:

Method	Channel	How to implement
WhatsApp message opt-in	WhatsApp	"Reply YES to receive our updates." The act of replying is documented consent.
QR code at point of sale	WhatsApp + SMS	WhatsApp QR from Business Settings; for SMS, a QR linking to a form
Verbal consent at purchase	Both	"May I add you to our updates list? You can unsubscribe any time by replying STOP." Log: date, staff member, customer name.
Lead magnet keyword	Both	"Send 'GUIDE' to [number] to receive our free [resource]." The keyword send is the opt-in.
Website or landing page form	Both	Form collects name, number, and explicit consent checkbox ("I agree to receive marketing messages")

Opt-out process — apply immediately:

1. Remove the contact from all active lists — same session if possible.
2. Acknowledge: "You have been unsubscribed. You will not receive further messages from us. [Business Name]."
3. Label the contact as "Opted Out" in the system — do not delete the record.
4. Do not re-add the contact to any list without fresh, documented consent.

List hygiene — quarterly review:

• Remove all opted-out contacts from every active list.
• Remove numbers that have bounced or shown as undeliverable for 60+ days.
• Move contacts with no opens or responses in six months to a final re-engagement sequence before removing them.

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7. Campaign Performance Metrics

WhatsApp Metrics (WhatsApp Business app)

Metric	How to measure	Target
Delivery rate	Sent ÷ delivered (two grey ticks = delivered)	95%+
Estimated open rate	Read ÷ delivered × 100 (two blue ticks = read)	85%+
Reply rate	Replies ÷ sends × 100	5–15% for well-targeted broadcasts
Conversion rate	Purchases or enquiries ÷ broadcast size × 100	2–5%
Opt-out rate	STOP replies ÷ sends × 100	Under 2% per broadcast
Catalogue views	Monthly from WhatsApp Business Insights tab	10% month-on-month growth after Month 3

SMS Metrics (Africa's Talking or gateway dashboard)

Metric	How to measure	Target
Delivery rate	Delivered ÷ sent × 100 — visible in gateway dashboard	95%+
Click rate	Clicks on short link ÷ sends × 100 — use bit.ly or Africa's Talking short links	2–8% depending on offer relevance
Reply rate	Replies ÷ sends × 100 — for interactive SMS campaigns	1–5%
Conversion rate	Attributed purchases or enquiries ÷ SMS recipients × 100	1–3% for cold lists; 3–8% for warm lists
Cost per conversion	Total gateway spend ÷ conversions	Set a target in Month 1; reduce by 10% per quarter

Monthly Reporting Template

Record the following for every campaign:

Campaign	Channel	Sends	Delivered	Read/Opened	Replied	Converted	Cost (UGX)	Cost per conversion
[Campaign name]	WhatsApp	—	—	—	—	—	0	—
[Campaign name]	SMS	—	—	—	—	—	—	—

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Quality Criteria

Output from this skill meets the standard when it:

• Contains complete, ready-to-use message templates — every template requires only name, date, and product substitutions with no placeholder descriptions left in place
• References the Uganda Data Protection and Privacy Act 2019 by name in the opt-in/opt-out section and links consent requirements to both WhatsApp and SMS practices
• Names Africa's Talking as the recommended SMS gateway for Uganda and East Africa with a clear rationale (EA pricing, local support, API quality, sender ID registration)
• Presents the 4-week broadcast calendar with specific days, times in EAT, segment targets, and message types — not just a list of content categories
• Provides a clear, actionable decision framework distinguishing WhatsApp Business app, WhatsApp Business API, and SMS by list size, automation need, and audience type
• Assigns a numerical target to every metric in Section 7 — no metric appears without a benchmark figure
• References platform-whatsapp explicitly as the setup foundation and does not duplicate the account configuration or basic broadcast content covered in that skill
• Uses British English throughout — organisation, catalogue, programme, behaviour, enquiry, recognise, analyse — with no American spellings