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Choose channels and understand Smart routing

Routing chooses an eligible delivery channel. Convert has different routing contracts for API messages, campaigns, and automations. Select the behavior deliberately; the word Smart does not imply the same channel set everywhere.

Single-message and batch API

Explicit channels are whatsapp, sms, and email. A strict channel reports readiness or recipient errors instead of selecting a different channel. Email must be explicit and uses an email destination.
smart is the default when channel is omitted, including template requests. It uses a phone destination and selects WhatsApp when a number is connected and the recipient is eligible/reachable; otherwise it selects SMS. Email is not part of this API Smart routing contract.
A selected channel can still fail. Sender approval, consent, suppression, funds, provider requirements, and OTP controls apply after the routing decision. Do not assume a failed provider submission will be safely resent on another channel.

Campaign strategies

  • whatsapp_only: WhatsApp audience; recipients outside WhatsApp eligibility are skipped.
  • sms_only: SMS delivery using the configured approved sender.
  • email_only: email delivery to valid, eligible addresses.
  • whatsapp_first: prioritizes WhatsApp and routes the remaining audience toward SMS according to the campaign's delivery flow.
  • smart_fallback: eligible, opted-in WhatsApp contacts use WhatsApp; remaining active contacts use SMS. It does not retry a failed WhatsApp submission over SMS.
Segment campaigns require one delivery channel. Their preview reports that channel's eligibility, and recipient expansion rechecks the published rules and preferences.

Automation Smart Channel

Automation Smart Channel has explicit priorities such as WhatsApp → Email → SMS. Configure content and a valid sender/connection for each selected channel. The engine sends through the first eligible channel.
Each channel needs usable content. An email action needs its own subject/body or template, SMS needs appropriate text and sender readiness, and WhatsApp must satisfy its provider's connection and template rules.
Next: choose single-message integration, campaigns, or automation steps.
Ambiguous provider acceptance needs reconciliation. Creating another send or switching channel after a timeout can duplicate a notification. Reuse the original idempotency key when retrying an identical API request.