Key takeaways
- A drip campaign is a timed sequence of WhatsApp messages started by a trigger, not a one-off broadcast.
- Steps sent outside the 24-hour customer service window must use approved templates and are charged by category.
- Three to five steps over one to three weeks is enough for most sequences.
- Exit rules matter as much as the messages: stop the drip when the contact buys, books, replies or opts out.
- Chatbox AI includes drip campaigns on the Growth (₹2,999/month) and Scale plans.
A broadcast is a single shout to your whole list. A drip campaign is a conversation that unfolds over time, one contact at a time: welcome today, a helpful tip in two days, an offer at the end of the week. On WhatsApp, where messages are read quickly and replies are easy, a well-built drip can do the follow-up work of a sales or success team.
This guide covers how WhatsApp drips work, how to plan one, five sequences you can adapt, and the mistakes that get numbers flagged.
What is a WhatsApp drip campaign?
A WhatsApp drip campaign (also called a sequence) is a set of messages sent automatically after a trigger, with a delay between each step. Each contact moves through it on their own clock.
Common triggers:
- Joining via a keyword, QR code or click-to-chat link
- Submitting a lead form or WhatsApp Flow
- Placing a first order
- Booking a demo, trial or appointment
- A CRM stage change, such as "Site visit done"
Chatbox AI's automation gives a simple example: Day 1, welcome; Day 3, tips and tricks; Day 7, special offer.
How do WhatsApp rules shape a drip campaign?
WhatsApp is stricter than email, and your drip design has to respect that.
- Opt-in first. You need the contact's permission to message them on WhatsApp. Read WhatsApp opt-in rules.
- Templates outside the window. If the customer hasn't messaged you in the last 24 hours, each step must be an approved template. Inside the 24-hour window you can send free-form messages.
- Category decides cost. Marketing steps cost more than utility steps. Approximate India rates listed on Chatbox AI's pricing page: marketing ₹0.58, utility ₹0.14.
- Quality counts. If many contacts block or report your messages, your quality rating drops and Meta can restrict your messaging limit.
How do you plan a WhatsApp drip campaign?
1. Pick one goal
"Book a demo", "Make a second purchase", "Complete KYC". One sequence, one goal. If a message doesn't move the contact toward it, cut it.
2. Define the trigger and entry conditions
Who enters, and who shouldn't? Exclude existing customers from an acquisition drip and people already in another active sequence.
3. Map the steps and delays
Start with three to five steps. Space them so each one has room to work: usually one to three days apart for leads, longer for post-purchase education.
4. Write each step for WhatsApp
- One idea per message, under 500 characters where possible.
- Personalise with name and context (product viewed, city, plan).
- Add a button, quick reply or call to action, so the next step is a tap away.
- Use images or short videos when they explain faster than text.
5. Set exit rules
Stop the sequence when the contact converts, replies with a question (hand over to a human), taps "Not interested" or sends STOP. Exit rules protect both the customer experience and your quality rating.
6. Measure and iterate
Track read rate, reply rate, button clicks and conversions for each step in analytics. Rewrite or remove the weakest step first.
Which WhatsApp drip sequences should you start with?
Lead nurture (considered purchases)
| Day | Message | Button |
|---|---|---|
| 0 | Thanks for your enquiry, here's the brochure you asked for | "Talk to an expert" |
| 2 | Answer the top question people ask before buying | "See pricing" |
| 5 | Short customer-style walkthrough or video of the product | "Book a demo" |
| 9 | Time-bound reason to act, such as a slot or launch offer | "Reserve now" |
Great for real estate, education and B2B.
New customer onboarding
| Day | Message | Button |
|---|---|---|
| 0 | Welcome and what to expect | "Track my order" |
| 3 | How to get the most from the product | "Watch the guide" |
| 10 | Check-in: is everything working? | "Yes" / "I need help" |
The "I need help" reply opens a free service window, route it straight to the team inbox.
Second purchase (D2C)
| Day after delivery | Message |
|---|---|
| 2 | Care or usage tips for the product bought |
| 7 | Feedback request with a one-tap rating |
| 21 | Complementary product recommendation from the catalogue |
| 35 | Replenishment reminder for consumables |
Trial to paid (SaaS and subscriptions)
| Day | Message |
|---|---|
| 1 | Quick win: one setup step that shows value |
| 3 | Feature most successful users adopt early |
| 5 | Trial ending soon, with the plan comparison |
| 7 | Last day reminder with a payment link |
Webinar or event
| When | Message |
|---|---|
| On registration | Confirmation with date and calendar link |
| 1 day before | Reminder and agenda |
| 1 hour before | Join link |
| After the event | Recording and next step |
See WhatsApp for events and webinars.
How do you time and personalise each step?
- Anchor delays to behaviour, not just the calendar. "Two days after the brochure was read" beats "two days after sign-up" when your platform can see read statuses.
- Respect the customer's day. Send in local daytime hours and avoid late nights, even if the delay technically expires at 11 p.m.
- Personalise beyond the first name. Reference the product viewed, the course enquired about or the city chosen, details stored as contact attributes.
- Branch on replies. A contact who taps "Tell me more" should get a different next step from one who ignores the message.
What mistakes should you avoid with WhatsApp drips?
- Copying email sequences. A 12-step email nurture becomes spam on WhatsApp.
- Ignoring replies. If a contact asks a question at step 2, don't send step 3 on autopilot. Pause and let an agent answer.
- No exit on conversion. Sending "Still thinking about it?" to someone who bought yesterday is the fastest way to earn a block.
- Every step as marketing. Where a step is genuinely transactional, an order confirmation, a booking reminder, keep it utility-only so it is cheaper and more welcome.
- Sending at odd hours. Schedule steps for local daytime hours.
- No opt-out. Include a simple way to stop messages and honour it automatically.
How much does a WhatsApp drip campaign cost?
Multiply contacts by steps by the rate for each category. For 1,000 new leads in a four-step marketing sequence, if everyone receives every step: 1,000 × 4 × ₹0.58 ≈ ₹2,320 in Meta charges before taxes. In practice the cost is lower, because contacts who convert or opt out exit early, and steps sent while a customer's service window is open are free-form service replies with no template charge.
Use the WhatsApp pricing calculator to model your own volumes, or read our India pricing guide.
How do you build a drip campaign in Chatbox AI?
- Create and submit your step templates, start from the WhatsApp template library.
- Choose the trigger: keyword, tag, form, Shopify event or API call.
- Add steps and delays, with personalisation from contact attributes.
- Set exit conditions: tag added, reply received, purchase made, opt-out.
- Launch to a small segment, check results, then scale.
Drip campaigns are included on Chatbox AI's Growth (₹2,999/month) and Scale plans. For more automation ideas, see 20 WhatsApp automation ideas.
Start your 7-day free trial and build your first WhatsApp sequence today.
Frequently asked questions
It is an automated series of WhatsApp messages sent to a contact on a schedule after a trigger, such as downloading a brochure or making a first purchase. For example: Day 1 welcome, Day 3 tips, Day 7 offer. Each contact moves through the sequence individually.
What is a WhatsApp drip campaign? It is an automated series of WhatsApp messages sent to a contact on a schedule after a trigger, such as downloading a brochure or making a first purchase. For example: Day 1 welcome, Day 3 tips, Day 7 offer. Each contact moves through the sequence individually.
How many messages should a WhatsApp drip have? Most effective sequences have three to five messages over one to three weeks. WhatsApp is a personal channel, so fewer, more useful messages work better than long email-style sequences. Stop early when the contact converts.
Do drip messages need template approval? Yes, if the step is sent when the customer has not messaged you in the last 24 hours, which is usually the case. Each such step must be an approved template. If the customer replied recently, the next step can be sent as a free-form message.
How much does a WhatsApp drip campaign cost? Each template step is charged by Meta by category. Chatbox AI lists approximate India rates of ₹0.58 per marketing and ₹0.14 per utility message. A five-step marketing drip to 1,000 contacts is roughly ₹2,900 in Meta charges if everyone receives every step.
What is the difference between a drip campaign and a broadcast? A broadcast sends one message to a whole segment at the same time. A drip sends a sequence to each contact based on when they entered it, so a person who signed up today and one who signed up last week receive different steps.
