Drip campaign
A scheduled sequence of WhatsApp messages spaced over days or weeks, usually triggered by an event and able to stop early when the contact responds or converts.
One term from the WhatsApp Business Platform glossary. Last updated 2026-07-25.
Where a broadcast sends once to everyone, a drip sends several messages over time with conditions between them. That structure needs a workflow builder, because each step depends on what the contact did after the previous one.
The step that protects a number's quality rating is the exit condition. A sequence that keeps sending after a customer has converted, replied negatively or opted out is exactly the pattern that produces blocks and reports.
Related terms
- Broadcast
- A single WhatsApp template message sent to a defined segment of contacts at once. Each recipient receives it as an individual conversation, not a group chat.
- Segmentation
- Dividing contacts into targeted groups using tags, custom fields, lifecycle stage, purchase history or consent state, so a message reaches only the people it is relevant to.
- Opt-out
- A customer's withdrawal of permission to be messaged. Honouring it promptly is both a WhatsApp policy requirement and the most direct way to protect a number's quality rating.
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