Explore the capabilities of WhatsApp channels in Unified Messaging and compare them with WhatsApp channels in Service Cloud Digital Engagement and Marketing Cloud Engagement.
Availability:
- Available in: Salesforce Enterprise and Unlimited Editions with Marketing Cloud Growth and Advanced Editions
- Enterprise and Unlimited Editions for Marketing Cloud Engagement, Growth, and Advanced Editions
- Not supported in Government Cloud Plus
If a capability is listed as “Not applicable” for a particular channel type, it is because the capability does not align with the channel’s purpose or limitations. For example, agent capabilities are not relevant for Marketing Cloud Engagement, as marketing interactions primarily involve automated responses rather than human agent interactions.
Setup and Routing
| Capability | Unified Messaging WhatsApp Channel | Enhanced WhatsApp Channel in Service Cloud Digital Engagement | WhatsApp Channel in Marketing Cloud Engagement |
|---|---|---|---|
| Automated channel setup (no case required) | Yes | Yes | Yes |
| Message routing method | Journey Builder for marketing interactions, Omni-Channel for service interactions | Omni-Channel | Journey Builder |
| Tab-based capacity | Yes, during service interactions | Yes | Not applicable |
| Status-based capacity | Yes, during service interactions | Yes | Not applicable |
Messaging Session Start and End
| Capability | Unified Messaging WhatsApp Channel | Enhanced WhatsApp Channel in Service Cloud Digital Engagement | WhatsApp Channel in Marketing Cloud Engagement |
| Customer can start session | Yes | Yes | Yes |
| Agent can start session | Yes, via the Send Message global action | Yes, via the Send Message global action | No |
| Automated outbound messages | Yes | Yes, via the Send Conversation Messages invocable action | Yes, via Journey Builder |
| Agent can end session | Yes | Yes | Not applicable |
| Agent can mark session inactive | Yes | Yes | Not applicable |
| Available session statuses | Yes: New, Consent, Waiting, Active, Inactive, Ended, Error | Yes | Not applicable |
| Send and receive messages via an API | No | No | Yes, via the Marketing Cloud LLTS WhatsApp API |
Customer Experience
| Capability | Unified Messaging WhatsApp Channel | Enhanced WhatsApp Channel in Service Cloud Digital Engagement | WhatsApp Channel in Marketing Cloud Engagement |
| Typing indicator: customer side | No | No | Not applicable |
| Typing indicator: agent side | No | No | Not applicable |
| Read receipts: customer side | No | No | Not applicable |
| Read receipts: agent side | No | No | Not applicable |
| Delivered receipts: customer side | No | No | Not applicable |
| Delivered receipts: agent side | Yes | Yes | Not applicable |
| Desktop application support | Yes | Yes | Not applicable |
Agent Experience
| Capability | Unified Messaging WhatsApp Channel | Enhanced WhatsApp Channel in Service Cloud Digital Engagement | WhatsApp Channel in Marketing Cloud Engagement |
| Quick text | Yes | Yes | Not applicable |
| Message templates | Yes | Yes | Not applicable |
| Einstein recommended replies | Yes | Yes | Not applicable |
| Agent-to-agent transfer | Yes | Yes | Not applicable |
| Agent-to-flow transfer | Yes | Yes | Not applicable |
| Agent-to-queue transfer | Yes | Yes | Not applicable |
| Flag raise | Yes | Yes | Not applicable |
| Supervisor whisper to agents | Yes | Yes | Not applicable |
| Conversation transcripts | Yes | Yes | Not applicable |
| After-conversation work timer | Yes | Yes | Not applicable |
| Einstein Bots integration | Yes | Yes | Not applicable |
| Individual-object linking | Yes | Yes | Not applicable |
| Channel menu | Yes | Yes | Not applicable |
Content Sharing
| Capability | Unified Messaging WhatsApp Channel | Enhanced WhatsApp Channel in Service Cloud Digital Engagement | WhatsApp Channel in Marketing Cloud Engagement |
| File sharing | Yes | Yes | Yes |
| Text | Yes, up to 4,096 characters | Yes, up to 4,096 characters | Yes, up to 4,096 characters |
| Emoji | Yes | Yes | No |
| Images | Yes, size limits vary | Yes, up to 25 MB outbound | Yes, up to 5 MB |
| Documents | Yes, size limits vary | Yes, up to 30 MB inbound | Yes, up to 100 MB via public URL |
| Audio files | Yes, size limits vary | Yes, up to 25 MB outbound | Yes, up to 16 MB via public URL |
| Video files | Yes, size limits vary | Yes, up to 25 MB outbound | Yes, up to 16 MB via public URL |
| GIFs | Yes (inbound only) | Yes (inbound only) | No |
| Enhanced links | Yes | Yes | Yes |
| Automated notifications | Yes | Yes | Yes, via Journey Builder |
| Payment requests | Yes, during service interactions | Yes | No |
| Authentication requests | Yes | Yes | Yes, via Journey Builder |
| Right-to-left languages | Yes | Yes | No |
Automated Responses
| Capability | Unified Messaging WhatsApp Channel | Enhanced WhatsApp Channel in Service Cloud Digital Engagement | WhatsApp Channel in Marketing Cloud Engagement |
| Auto-responses | Yes, via Service channel settings and Journey Builder | Yes, after user sends an initial message | Yes, via default responses |
| Keyword-based auto-responses | Yes | Yes | Yes |
Security and Consent Management
| Capability | Unified Messaging WhatsApp Channel | Enhanced WhatsApp Channel in Service Cloud Digital Engagement | WhatsApp Channel in Marketing Cloud Engagement |
| Sensitive data rules | Yes, during service interactions | Yes | No |
| Encryption at rest | Yes | Yes | Yes |
| Channel consent levels | Implicit opt-in, explicit opt-in | Implicit opt-in, explicit opt-in, double opt-in | Explicit opt-in |
| Customers can opt out | Yes | Yes | Yes |
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