Glossary / WhatsApp

Industry terms

Release flow

A release flow is a set of messages sent automatically around a release: an announcement before it, a reminder the day before, an out-now message and a follow-up.

Also called: WhatsApp release flow, release sequence, release-day messages

By Aulto · Last reviewed

Why more than one message?

Release day is a single moment, and one message is easy to miss. A short sequence meets fans when they're ready: curious two weeks out, reminded the day before, given the link on the day, and nudged again a few days later.

What does a release flow look like?

  1. Announcement, about two weeks before
  2. Out tomorrow, the day before
  3. Out now, on release day
  4. Follow-up, a few days after

Each goes only to fans who opted in, and nothing should arrive late at night.

Example

An artist's fans get four WhatsApp messages over three weeks, from the announcement to a "thank you, here's the video" follow-up.

Doing it with Aulto

Connect your own WhatsApp number and Aulto sends the four messages for each release, respecting quiet hours. It's enabled per account, so ask us to switch it on.

See how it works →

  • WhatsApp broadcast

    A WhatsApp broadcast is one message sent to many opted-in contacts at once, each receiving it as a private chat rather than in a group.

  • Message template

    A message template is a pre-approved WhatsApp message format a business must use to start a conversation with someone on the WhatsApp Business Platform.

  • Pre-save

    A pre-save lets a fan sign up for a song or album before it comes out, so it reaches them the moment it is released.

  • Opt-in

    An opt-in is a person's clear permission to receive your messages, like ticking a box or entering their email to get updates.

  • 24-hour customer service window

    On the WhatsApp Business Platform, when someone messages a business, the business can reply freely for 24 hours; after that it must use an approved template.

  • WhatsApp Business Platform

    The WhatsApp Business Platform (the WhatsApp Business API) lets businesses message customers at scale through software, using Meta-approved templates and opted-in contacts.

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