Launching WhatsApp automation without a pre-launch review is how businesses end up sending an outbound campaign with a broken payment link, a chatbot that quotes the wrong price, or a reminder flow that fires at 2 AM. Every one of these mistakes is avoidable with a structured pre-launch process.

This is the checklist we run through before going live with any WhatsApp automation project. Fourteen steps. Non-negotiable.

Why a pre-launch checklist matters more for WhatsApp than for other channels

The stakes are higher than email or website. The checklist is your insurance.

The 14-step WhatsApp automation pre-launch checklist

Step 1 BSP account verified and compliant

Confirm your Facebook Business Manager is verified. Confirm your WhatsApp Business Account is approved. Confirm your display name and business profile are correct and professional.

Step 2 Templates approved by Meta

Every outbound template you plan to use must have "Approved" status in your BSP dashboard. Do not launch until all required templates are approved. Check the category is correct a utility template used for marketing will be rejected post-launch.

Step 3 Opt-in database verified

Review your contact list. Every number in your outbound campaign must have a verified opt-in record when they opted in, from which channel, and for which message type. Remove any contacts without clear opt-in records.

Step 4 Variables tested in every template

Every personalisation variable in your templates ({{1}} = name, {{2}} = appointment date) must be tested with real data. Send a test to your own number. Confirm the variable populates correctly and does not show a broken placeholder.

Step 5 Flow logic tested end to end

Walk through every branch of every automation flow as if you were a customer. Including the branches that require a specific customer response. Test what happens when the customer types an unexpected response. Test the fallback.

Step 6 Human handoff tested

Trigger the human handoff manually. Confirm the conversation routes to the correct agent inbox or WhatsApp number. Confirm the transcript is visible to the agent. Confirm the agent can respond without breaking the automation.

Step 7 All integrations tested with real data

If the automation connects to your CRM, Shopify store, or booking calendar run a full end-to-end test. Place a real test order. Book a real test appointment. Confirm the WhatsApp message fires, the data logs in the CRM, and the calendar updates.

Step 8 Opt-out mechanism tested

Send yourself a marketing message and test the opt-out. Reply "STOP" or whatever opt-out word you have configured. Confirm the system removes the number from future campaigns immediately. This is both a compliance requirement and a courtesy.

Step 9 Timing rules verified

Check the scheduling configuration for all automated messages. Confirm no messages are scheduled outside 9 AM 9 PM. Even if your business operates 24/7, automated outbound marketing messages should respect reasonable hours.

Step 10 Template language and tone reviewed

Read every template aloud. Does it sound like your brand? Is there a typo? Is the price correct? Is the link live? Are the branch office hours accurate? Check every factual claim in every template before going live.

Step 11 Fallback for non-WhatsApp customers

For campaigns targeting all customers, confirm you have an alternative channel (SMS, email, phone) for the percentage of your database that does not use WhatsApp or has not opted in.

Step 12 Quality score monitoring enabled

Log into your BSP dashboard and confirm you can see your WhatsApp quality rating. Know what green, yellow, and red mean. Set an alert if your rating drops below green.

Step 13 Team briefed on the automation

Every team member who will receive escalations, check the shared inbox, or handle handoffs must know: what the automation does, what it does not do, where to find the conversation transcript, and how to respond without triggering duplicate messages.

Step 14 Day-3 and Day-7 review scheduled

Before you go live, put a Day-3 and Day-7 review in your calendar. Read real conversation logs. Identify where customers got confused. Patch those gaps immediately.

Frequently asked questions