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Sequences lets you schedule a series of messages that go out to customers in a fixed time order, without sending each one manually. You can use Sequences to welcome new contacts, send appointment reminders, follow up after a purchase, or nurture customers over days and weeks. For example, when someone signs up for a consultation, they can receive a welcome message right away, a helpful guide after one day, a reminder or update after three days, and a promotional offer later — all triggered automatically the moment a customer subscribes to the sequence.

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Understand the 24-Hour Policy Before Building a Sequence

Before setting up a Sequence, you need to understand the messaging limits for each platform. These rules determine whether you can send a free-form message or whether you need to use a specific message type or approved template.

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Messenger Policy Summary

  • Within 24 hours of the customer’s last message, you can send any content directly.
  • After 24 hours, split by use case:
    • Utility Message — for non-promotional content such as order updates, appointment reminders, or account notifications
    • Marketing Messages on Messenger — for marketing content to contacts who have opted in

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WhatsApp Policy Summary

  • Within 24 hours, WhatsApp allows free-form messages without templates.
  • After 24 hours, all messages must use pre-approved templates in one of three categories: Marketing, Utility, or Authentication.
Placing promotional content inside a Utility template — on either Messenger or WhatsApp — violates platform policies. Use the correct message category for each use case to protect your channel’s sending access.

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How to Set Up a Sequence

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Step 1: Create Separate Flows First

Each step in a Sequence is its own Flow. Build all the individual message Flows before assembling the full Sequence. Example Flows for a 7-day WhatsApp sequence:

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Step 2: Open Sequences

From the left menu, navigate to Sequences.

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Step 3: Create a New Sequence

1

Add a new sequence

Click + Add to create a new sequence.
2

Name the sequence

Give it a clear, descriptive name such as New Customer Care - WA or 7-Day Nurture - Messenger.
3

Save

Click Save to continue to the sequence editor.

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Step 4: Add Messages and Define the Schedule

1

Add a message step

Click + Add Message to add a step to the sequence.
2

Choose the Flow

Select the matching Flow you prepared in Step 1.
3

Set the delay

Define how long to wait before sending this step — immediately, after X hours, or after X days.
4

Activate the step

Toggle the step to active so it fires when the delay expires.
Repeat this for each step in the sequence until all messages are added in order.

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Step 5: Create the Subscription Point

A Sequence does not run on its own — it needs a trigger point where customers subscribe to it. Option A — Via Flow Builder (automatic):
1

Add an Action block

In any Flow, add an Action block at the point where you want the subscription to happen.
2

Choose Subscribe to Sequence

Select Subscribe to Sequence and choose the correct Sequence from the list.
From the moment a customer passes through that Action block, the system starts the schedule and sends each step in order. Option B — Via Inbox (manual): When an agent is in a live conversation and wants to subscribe a customer directly, they can attach a Sequence from the Inbox interface without going into Flow Builder.

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Example Sequence Setups

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Post-Purchase Care Sequence on WhatsApp

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Win-Back Sequence for Older Messenger Contacts

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Safe Operating Strategy

  • Classify every message before building the Flow — decide whether it is Utility or Marketing and design the content accordingly.
  • Do not place promotional content inside the Utility path. This applies to both Messenger and WhatsApp and can result in channel penalties.
  • Keep the 24-hour window open by ending messages with a question that encourages the customer to reply. Each reply from the customer resets the 24-hour clock.
  • For longer nurture flows, choose the correct channel and message type from the start rather than applying the same logic to all steps. A Day 1 welcome can be free-form; a Day 14 promotional offer requires the appropriate template.