Messenger Protocol Support in Email Clients and Platforms

As messaging apps become a primary communication channel, email marketers increasingly incorporate messenger protocols into their campaigns. Protocols such as whatsapp:// allow recipients to open messaging apps directly from emails with a single click.

However, support for these protocols varies across email clients and services. Before implementing them, marketers 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 recipient clicks a messenger link:

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

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 emails 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.

We tested several popular messenger protocols to evaluate their compatibility across email clients and platforms. The table below summarizes the test results.

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.