Direct send guide

Understand what Direct Send is, who's eligible, what it supports, and how it works alongside Frictionless Messaging on DoubleTick.

Direct Send is a Meta feature that lets eligible businesses send Utility messages without creating a WhatsApp template first. With DoubleTick, Direct Send and Frictionless Messaging are provided together. This means you can use Direct Send for supported messages, while Frictionless automatically takes over when Direct Send can't be used.

To purchase this add-on or enable Frictionless Messaging and Direct Send, contact your account manager or DoubleTick Support.

What's covered

• Who can use Direct Send?

• What can you send using Direct Send?

• What can't you send using Direct Send?

• Direct Send vs Frictionless

• Following Meta's messaging guidelines

• Can Direct Send access be restricted?

• Key takeaways

• Frequently asked questions

Who can use Direct Send?

Direct Send is available only to businesses that Meta has marked as eligible. To check if your business is eligible:

• Open your Meta Business Manager.

• Check your WhatsApp Business Account for a Direct Send eligibility notification.

• If your business is eligible, contact the DoubleTick team to enable Direct Send.

Meta decides which businesses are eligible based on its own criteria. These criteria aren't fully disclosed.

What can you send using Direct Send?

Currently, DoubleTick supports Utility text messages through Direct Send. Utility messages are messages related to something the customer has already done or requested, such as:

• Order confirmations

• Shipping or delivery updates

• Appointment updates

• Account or transaction updates

For example: "Your order #1234 has been shipped and will arrive tomorrow."

You don't need to create and wait for approval of a template for these supported Utility messages.

What can't you send using Direct Send?

At the moment, DoubleTick's Direct Send supports text messages only. If you try to send a media message — such as an image, video, or document — DoubleTick automatically uses Frictionless instead. You don't need to change the sending method yourself.

Direct Send vs Frictionless

Direct Send	Frictionless
Used for supported Utility text messages	Used when Direct Send can't send the message
No template creation required beforehand	Supports message types Direct Send currently doesn't
Available only to Meta-eligible businesses	Available as part of DoubleTick's messaging flow
Text messages only in DoubleTick	Acts as the automatic fallback

With DoubleTick, you get both. Direct Send is used whenever the message is supported — if it can't be used, DoubleTick automatically falls back to Frictionless.

Following Meta's messaging guidelines

Direct Send doesn't mean you can send any message without restrictions. Your message must still follow Meta's WhatsApp messaging policies and Utility messaging guidelines. Make sure your message:

• Is genuinely related to a transaction, account, order, appointment, or another action taken by the customer.

• Contains information the customer would reasonably expect.

• Doesn't contain promotional content, discounts, offers, or sales messages.

• Isn't a Marketing message presented as a Utility message just to avoid template approval.

Example

• Allowed: "Your order #1234 has been shipped. You can track your delivery using the link below."

• Not allowed as Utility: "Your order has been shipped! Get 20% off your next purchase with code SAVE20."

The second message includes a promotional offer, so Meta may treat it as a Marketing message instead.

Can Direct Send access be restricted?

Yes. Meta checks Direct Send messages for compliance with its guidelines. If a business repeatedly sends messages that don't follow the Utility category or other applicable policies, Meta may restrict its Direct Send access. Restrictions can become more serious if the misuse continues, including temporary or permanent loss of Direct Send access. Even though you don't need to create a template for supported Utility messages, you're still responsible for making sure your message follows Meta's guidelines.

Key takeaways

• Direct Send lets Meta-eligible businesses send supported Utility text messages without creating a template first.

• DoubleTick provides Direct Send and Frictionless together, at the same cost.

• Only text Utility messages go through Direct Send today — media messages automatically use Frictionless.

• Your messages must still follow Meta's Utility messaging and content guidelines.

• Repeated misuse can lead to temporary or permanent restriction of Direct Send access.

Frequently asked questions

How do I know if my business is eligible for Direct Send?

Check your WhatsApp Business Account inside Meta Business Manager for a Direct Send eligibility notification. If you're eligible, contact the DoubleTick team to get it enabled on your account.

Can I send media messages using Direct Send?

No. DoubleTick's Direct Send currently supports text messages only. If you try to send media, DoubleTick automatically uses Frictionless instead — you don't need to switch methods yourself.

Do I need to create a template to use Direct Send?

No. For supported Utility text messages, Direct Send lets you send without creating or waiting for approval of a template.

What happens if I send a promotional message through Direct Send?

It may be flagged as a Marketing message rather than Utility, since Direct Send is only meant for messages tied to something the customer has already done or requested. Repeated misuse can lead to Meta restricting your Direct Send access.

What's the difference between Direct Send and Frictionless?

Direct Send is used for supported Utility text messages and doesn't need a template. Frictionless is the automatic fallback DoubleTick uses whenever Direct Send can't send the message — for example, for media. With DoubleTick, you get both.

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Frictionless Messaging in DoubleTickSend Template MessagesHow to schedule a message