SMS and WhatsApp have different eligibility and compliance rules. Choose the channel based on the recipient and message, not only on cost or reach.
Use SMS when
The contact has a valid SMS-capable number, your workspace has an eligible SMS provider, and you have the required consent. Campaign SMS must include compliant STOP language on the first message and can be limited by cooldown rules.
Use WhatsApp when
The recipient uses WhatsApp, your workspace is connected and approved, and the message fits Meta's policy. Outside the customer-service window, use an approved template with correctly mapped variables.
Know the US marketing restriction
Meta blocks WhatsApp marketing messages to US phone numbers. Yada's campaign preflight identifies those recipients so they can be skipped or reached through an eligible alternative.
Format international numbers
Store phone numbers with country code in E.164-style format. Avoid guessing a country from local formatting.
Honor preference and consent
A technically deliverable number is not automatically eligible for marketing. Apply contact consent, opt-outs, suppression lists, and applicable law before sending.