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Meta Direct

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

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)

Signup Scenarios

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

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.

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.

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.

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

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.

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/

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.

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