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Journey best practices

A Journey is most effective when it supports one clear customer outcome. Build focused flows, keep follow-up relevant, and review the Journey before you activate it.

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Start with one customer outcome

Define the outcome before you add components. For example, your Journey might aim to:

• Welcome new contacts.
• Follow up after a template message.
• Identify contacts who have replied.
• Apply tags that help your team organize follow-up.

Keep one Journey focused on one outcome. If you need to support a different audience or follow-up goal, create a separate Journey.

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Define the right entry conditions

Use the Trigger to define who should enter the Journey. Before you activate the Journey, review:

• The conditions under When to send.
• The selected Sender.
• Any optional Audience conditions.
• Blocklist and WhatsApp unsubscribe filters.
• Whether contacts should enter once or every time they match the conditions.

Choose the entry rule carefully. Re-entry can be useful for recurring use cases, but it can also cause contacts to enter the same follow-up flow more than once.

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Keep messages relevant

Use templates that match the reason a contact entered the Journey. Before sending a template:

• Confirm that the template is available for the selected Sender.
• Configure every required template variable.
• Make the next action clear to the contact.
• Avoid adding unnecessary follow-up messages.

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Use timing and response paths thoughtfully

Use Wait when the next action should happen after a defined delay. Use Message status rule when the next action depends on whether a contact reads or replies to a template message. Configure both the matched and unmatched paths so that each contact has an appropriate next step. For example:

1. Send a template message.
2. Check whether the contact replies.
3. Add a tag for contacts who reply.
4. Send one relevant follow-up to contacts who do not reply.

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Define completion and stopping conditions

Use a Goal to measure whether the Journey achieves its intended outcome. Use an Exit rule when a contact should stop receiving the remaining Journey steps after they meet a condition. A Goal records completion but does not stop the Journey by itself.

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Review before you activate

Before you save a Journey as Active, check:

• Every required component is configured.
• Every connection leads to the intended next step.
• Both paths of each Message status rule have an appropriate follow-up.
• The Sender and template message match the intended audience.
• The Journey has a clear Goal or Exit rule when you need to measure completion or stop follow-up.

For setup instructions, see Create a Journey.