Meta Direct

This guide explains how to set up Meta Direct WhatsApp with Sortment, allowing you to onboard quickly, manage templates seamlessly.

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Prerequisites

Before starting, ensure:

• Access to Meta Business Manager

• An active or new WhatsApp Business account

• Ability to temporarily disable 2FA (only if reusing an existing number)

• An international credit card (or use Meta Direct Plus)

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Signup Scenarios

The Meta Direct signup flow differs based on your current setup. You’ll fall into one of these three scenarios.

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Scenario 1: Existing WhatsApp Business Account with a BSP

You already have:

• A verified Meta Business account

• WhatsApp connected via another BSP

Possible paths

1. Migrate the same WhatsApp number to Meta Direct via Sortment

2. Add a new WhatsApp number under the same Meta Business account (e.g., marketing vs support)

⚠️ Disable 2FA on the WhatsApp number if reusing the same number.

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Scenario 2: Add WhatsApp to an Existing Meta Business Account

If you already have a Meta Business account but no WhatsApp number attached:

• Log in to Sortment

• Go to Settings → Sender Profiles → WhatsApp

• Select Meta Direct

• Follow the embedded signup flow

The steps are almost identical to Scenario 1.

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Scenario 3: Starting from Scratch

If you have no Facebook Business account and no WhatsApp Business account, you’ll need to create both.

What you’ll need

• GST Registration (or incorporation certificate for exemptions)

• Company website showing legal entity name

• WhatsApp phone number (not already active, or personal WhatsApp must be deactivated)

• Credit card with international transactions enabled

⏱️ Meta verification may take up to 48 hours

Once verified, follow the steps in Scenario 1 to complete WhatsApp onboarding.

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How to Set Up Meta Direct in Sortment

Step-by-Step Integration

1. Log in to Sortment

2. Navigate to Settings → Sender Profiles

3. Open the WhatsApp section

4. Click Add Integration

5. Select Meta Direct

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Embedded Signup Flow

1. Enter a Custom Name (Example: Meta-Direct-WhatsApp)

2. Click Login with Facebook

3. Complete the Meta signup flow:

   • Select Business Account

   • Create or select WhatsApp Business Account

   • Add and verify phone number (OTP)

   • Complete business profile details

4. Wait for Meta verification (usually < 2 minutes)

5. Return to Sortment and click Test and Save

🎉 Your Meta Direct WhatsApp sender is now active.

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Enabling MM Lite API (Optional)

Marketing Messages Lite API (MM Lite API) improves delivery for high-engagement marketing campaigns.

Enable it if:

• You have a Meta Ads account

• You want enhanced marketing delivery & analytics

Key Benefits

• Higher delivery potential vs Cloud API

• Engagement-based message scaling

• Template performance benchmarks

• Conversion reporting

• Expiring messages (TTL-based campaigns)

🔗 Learn more: https://developers.facebook.com/docs/whatsapp/marketing-messages-lite-api/

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Message Limits & Quality Guidelines

• New accounts start at 1,000 messages/day

• Positive engagement unlocks 10k → 100k tiers

• Low quality (blocks, spam reports) can:

  • Block tier upgrades

  • Pause templates

  • Lead to account suspension

Maintain good content and targeting hygiene.