Messenger Protocol Support in Email Clients and Platforms

As messaging apps become a primary communication channel, you can incorporate messenger protocols into your campaigns. Protocols such as whatsapp:// allow contacts to open messaging apps directly from messages with a single click.

However, support for these protocols varies across email clients and services. Before implementing them, you should understand compatibility limitations, fallback behavior, and best practices to ensure a consistent user experience.

Messenger Protocols in Email Marketing

Messenger protocols work similarly to standard email protocols such as mailto: and tel:.

Instead of opening an email client or a phone dialer, these links attempt to open a messaging app and start a conversation.

Examples of supported actions include:

• opening a direct chat;
• starting a conversation with a business account;
• opening a group or channel.

This approach can simplify customer interactions, such as:

• contacting support;
• asking a quick question;
• starting a conversation with a brand.

How Do Messenger Protocols Work?

Messenger protocols use URL schemes.

When a contact clicks a messenger link:

• The email client processes the link.
• The device attempts to open the corresponding messaging app.
• The messaging app executes the predefined action.

Example: whatsapp://send?phone=YourNumber . This link attempts to open a WhatsApp chat with the specified number.

Challenges with Messenger Protocol Support

Although embedding messenger links in your campaigns can improve engagement, not all email clients and platforms fully support these protocols. Compatibility varies by device and platform, which can affect the user experience.

The following table summarizes test results for several popular messenger protocols evaluated for compatibility across email clients and platforms.

Protocol, Email Client, and Platform Compatibility Table

Protocol, Email Client, and Platform Compatibility Table

Based on June 2021.

Tested on iOS 14.6, Android 10, 11 and MS Office2019.