Send WhatsApp Messages in Bullhorn Messaging

WhatsApp messages are sent from the same Inbox used for SMS in Bullhorn Messaging. This article covers how WhatsApp differs from SMS, how the 24-hour service window works, and how to send a WhatsApp message.

What Makes WhatsApp Different from SMS in Bullhorn Messaging

WhatsApp and SMS are both available as messaging channels in Bullhorn Messaging, but they work differently. This table summarizes the key differences to help you choose the right channel for each situation.

Feature WhatsApp SMS
Sender identity Verified, branded business name visible to recipient Phone number; no business name displayed
Read receipts Yes. You can see when a message has been read. No
Per-message cost No per-message charge Charged per message
File size limit Up to 5 MB Up to 525 KB
Rich media Yes: images, documents, interactive buttons Limited
Message bubble color in inbox Green Blue
Freeform messaging Only within 24 hours of the contact's last reply Any time (subject to opt-out)
Templates required Yes, required to initiate contact and after the 24-hour window closes No
Registration required Yes; requires a Meta business portfolio connection No

Note: WhatsApp and SMS conversations with the same contact appear in the same inbox thread in Bullhorn Messaging. WhatsApp messages display in green bubbles and SMS messages display in blue bubbles. Each message is labeled with its channel and timestamp so you can see the full communication history in one place.

How the 24-Hour Service Window Works in WhatsApp Messaging

WhatsApp limits when freeform messages can be sent to protect recipients from unsolicited contact. This limit is called the 24-hour service window.

Until a contact sends you an inbound WhatsApp message, all outbound WhatsApp messages must use an approved template. Once a contact replies, a 24-hour service window opens from the time of their most recent message. During this window, you can send freeform messages without using a template. When the 24-hour window closes (because the contact has not replied), you must use an approved template to re-initiate the conversation. The 24-hour window resets each time the contact sends a new inbound message.

A countdown timer appears in the conversation after a contact replies, showing how much time remains in the service window.

Important: If a contact does not respond to a WhatsApp message, avoid sending multiple follow-up messages. Sending repeated messages with no response can result in your account being flagged as spam by WhatsApp.

Send a WhatsApp Message in Bullhorn Messaging

Prerequisites

  • WhatsApp must be registered and connected for your organization.
  • If you are initiating contact or the 24-hour service window has closed, you must have at least one Active WhatsApp template available.

Steps

  1. Navigate to your Inbox in Bullhorn Messaging.
  2. Open the conversation with the contact you want to message, or select Compose to start a new conversation.
  3. Select the channel dropdown in the compose box, which displays Text/SMS by default.
  4. Select WhatsApp from the dropdown.
  5. If the 24-hour service window is open (the contact has replied within the last 24 hours), type your freeform message and select Send. If the 24-hour service window is closed or you are initiating contact for the first time, select Choose Template and continue to step 6.
  6. In the Template Library, select an Active template and select Use.
  7. Fill in any required freeform variables (Text or Date type) and button choices (quick reply, call a number, or go-to-website). Personalization variables populate automatically. The send button is not available until all required variables are filled in.
  8. Select Send.

The WhatsApp message is sent and appears in the conversation thread as a green bubble, labeled with the WhatsApp channel and timestamp.

Watch this demo for a walkthrough of sending a WhatsApp message.

Troubleshoot WhatsApp Messages

If a WhatsApp message to a US number fails to send, check the template category

If a message to a US (+1) number fails, the template may be categorized as Marketing. Marketing templates cannot be sent to US numbers as of April 2025. Check the template's category in the Template Library under Settings > Messages > Templates > WhatsApp. If the template is Marketing, create a new Utility template for that use case.

When a message fails due to a blocked template, the conversation displays a not delivered status with an error code in a dark blue notification box. Note the error code for your records. Bullhorn Messaging will include actionable next steps alongside error codes in a future update.

Where to Find More Information