Let’s say your brand is running a festive promotional campaign on WhatsApp. Your team has lined up everything – striking creatives, engaging copy, personalised offers, and is ready to go live just as the festive buzz peaks.
As the campaign kicks off, countless messages start flowing, engagement spikes, and conversions soar! But suddenly, everything stops.
Your WhatsApp Business Account gets flagged for spam due to a policy breach or user complaints, blocking your messages. The team frantically works to fix the issue, escalate it, and redirect the traffic… but it’s too late.
To avoid such disruptions due to WhatsApp Business Account, WhatsApp Business Phone Number, or Message Template failures, you need an automated, intelligent system that ensures your messages deliver to customers, no matter what.
This is where ‘Multi-Level Association Mapping’ comes in!
What is Multi-Level Association Mapping?
Multi-Level Association Mapping (MLAM) is a dynamic messaging fallback mechanism built for WhatsApp message delivery.
When your business sends a WhatsApp message using a combination of messaging resources:
- WhatsApp Business Account
- WhatsApp Business Phone Number
- Message Template
and if any one of them is unhealthy, MLAM automatically switches to a healthy combination of resources to make sure your message still gets delivered to your customer.
Why Enterprises Need This
High messaging volumes cannot afford downtime, especially during product launches, flash sales, urgent and crucial customer communications. Yet, messaging failure can occur due to:
- Messages flagged as spam
- Deactivated WhatsApp Business Account or Phone Number
- Poor quality of Message Template, WhatsApp Business Account or Phone Number
- Meta policy violations
- Disapproved templates
- Quality or Tier limits being breached
‘Multi-Level Association Mapping’ mitigates these risks through a real-time fallback mechanism so that your messages don’t fail to reach your target customers.
How It Works
When a message request is received, the system promptly:
- Checks the status of WhatsApp Business Account
- Confirms the Phone Number is active
- Verifies that the Message Template is approved.
If all the components pass the health check, the message is delivered to the customer. If any component fails, the system automatically switches to a healthy, alternative combination of the three to ensure successful message delivery.
Health Criteria
| Healthy WhatsApp Business Account |
Healthy Message Template |
Healthy WhatsApp Business Phone Number |
|---|---|---|
| Not flagged as spam | Approved template | The phone number is connected |
| Not disabled | Good quality (‘Green’ or ‘Yellow’) | Acceptable quality (‘Green’ or ‘Yellow’) |
| Not deleted | – | Follows messaging limits |
Benefits of Multi-Level Association Mapping
- Zero Manual Intervention: The fallback happens automatically; your team doesn’t have to monitor the health status of phone number, business account or message templates.
- Uninterrupted Campaigns: The system adapts in real-time thus preventing campaign disruptions and potential revenue loss due to message failures.
- Higher Deliverability: Redirecting the traffic via healthy resources ensures messages are successfully delivered to every customer.
- Resource Optimisation: By smartly balancing across phone numbers, message templates and WhatsApp Business Account, MLAM avoids overloading any single point of failure.
Disruptions happen, but your messaging shouldn’t stop.
Multi-Level Association Mapping gives your business the reliability and intelligence it needs to keep your communications running smoothly.
So, the next time your primary messaging resources fail, don’t panic! This feature acts as a lifeline, automatically switching to a healthier plan B.
Jul 2025
