Writing on customer messaging

Plain explanations of how WhatsApp business messaging actually works, what it costs, and how to judge the software built on top of it.

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How to evaluate an AI customer messaging platform

July 21, 2026AI for customer support6 min read

WhatsApp platform: How Meta's WhatsApp Business Platform actually behaves: the conversation window, templates, pricing, and the choice between the free app and the API. 4 posts.
Deliverability and consent: Quality rating, messaging limits, and opt-in records: the mechanics that decide whether your number keeps working and your messages keep arriving. 2 posts.
AI for customer support: What an AI support agent can answer, where it should stop, and the questions that separate one product in this category from another. 2 posts.

July 21, 2026AI for customer support6 min read
How to evaluate an AI customer messaging platform
Twelve questions that separate products in this category, plus what to do during a trial. Most of the differences only surface after you have committed.
July 14, 2026AI for customer support6 min read
What grounding means for an AI support agent
A language model produces a plausible answer whether or not it has one. Grounding is the difference, and the test is what the system does when it finds nothing.
July 2, 2026WhatsApp platform6 min read
WhatsApp Business app or the API: how to decide
One is a free phone app for one person. The other is a platform with per-message charges and rules. What changes when you move, and when not to bother.
June 25, 2026Deliverability and consent6 min read
WhatsApp opt-in, and how not to get blocked
Meta requires opt-in before you message someone on WhatsApp. What counts as one, what a usable record holds, and the behaviour that gets numbers restricted.
June 16, 2026Deliverability and consent6 min read
WhatsApp quality rating and messaging limits
Two things that get confused constantly. One measures how recipients react to you, the other caps how many conversations you start. How they meet.
June 4, 2026WhatsApp platform5 min read
Template categories, and why templates get rejected
Marketing, utility, authentication: Meta picks the category, not you, and it sets both what a template may say and what it costs. What fails review, and why.
May 26, 2026WhatsApp platform6 min read
The WhatsApp 24-hour window, explained properly
The customer service window runs 24 hours from the customer's most recent message, not from yours. What resets it, what closes it, and what you can send after.
May 14, 2026WhatsApp platform6 min read
WhatsApp Business API pricing, and what you pay
Meta bills you per template message by category and country. Your software vendor bills you separately. How the two add up, and what moves them.

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