Advanced Capabilities

Beyond sending and receiving individual messages, the 8x8 platform enables you to build sophisticated, multi-step customer journeys and rich interactive experiences. This section covers how to use 8x8's tools to create guided conversations that automate common tasks.

Rich Interactive Experiences

WhatsApp provides native interactive components that enable rich, engaging customer experiences without leaving the chat interface. These interactive elements can be combined to create seamless, guided conversations.

Interactive Message Types

WhatsApp supports several interactive message types for collecting user input and presenting options:

Carousels

Horizontally-scrolling sets of up to 10 cards, each with its own image/video, text, and buttons. Ideal for product discovery, marketing showcases, or presenting multiple options visually.

Use Cases:

• Product catalogs
• Service packages
• Featured offers
• Multi-option comparisons

See: Template Message API Library for complete carousel implementation.

Interactive Lists

Pop-up menus displaying up to 10 selectable items, perfect for structured option selection without cluttering the chat.

Use Cases:

• Support menu navigation
• Appointment time selection
• Department routing
• FAQ topic selection

See: Interactive Message API Library for list implementation examples.

Reply Buttons

Quick-reply buttons (up to 3) that users can tap to respond instantly, ideal for simple choices or confirmations.

Use Cases:

• Yes/No confirmations
• Quick action triggers
• Simple menu options
• Callback requests

See: Interactive Message API Library for button examples.

WhatsApp Flows

WhatsApp Flows take interactive experiences to the next level by enabling structured form-based data collection within the WhatsApp conversation. Unlike button or list messages that capture single selections, Flows provide a complete form interface with validation, multi-screen navigation, and complex data structures.

What Makes Flows Different

Flows are designed for scenarios requiring structured, validated multi-field input:

Feature	Interactive Buttons/Lists	WhatsApp Flows
Input Method	Single tap selection	Multi-field forms with text inputs, dropdowns, date pickers, checkboxes
Validation	None (any button tap is valid)	Built-in validation (required fields, format checking, conditional logic)
Data Collection	One choice per message	Multiple fields in single submission
User Experience	Chat-based taps	Native form UI with screens and navigation
Best For	Quick selections, menus	Data capture, onboarding, complex forms

Key Benefits

• Native Form Experience: Professional, mobile-optimized forms inside WhatsApp
• Built-in Validation: Ensure data quality before submission reaches your backend
• Reduced Message Volume: Collect 10+ data points in one Flow instead of 10+ messages
• Structured Output: Receive consistent JSON payloads for easy processing

Common Use Cases

• Product Preference Capture: Size, style, budget, preferences
• Appointment Scheduling: Location, service type, date/time selection
• Lead Qualification: Company info, needs assessment, timeline
• Account Onboarding: Profile creation, document collection, consent capture
• Customer Feedback: Multi-question surveys with ratings and comments
• Service Requests: Issue details, category selection, priority level

When to Use Flows vs. Buttons/Lists

Use Flows when you need to:

• Collect multiple related fields (3+ inputs)
• Validate input format (email, phone, date)
• Guide users through multi-step processes
• Capture both selections AND free-text input
• Ensure data completeness before submission

Use Buttons/Lists when you need to:

• Get a single quick selection
• Provide simple menu navigation
• Trigger an action (not collect data)
• Keep conversation flow lightweight

Getting Started with Flows

Flows require design, configuration, and integration work:

1. Design: Build Flow UI using Meta's WhatsApp Flows Playground or JSON editor
2. Create: Upload Flow definition via Flow Configuration API
3. Publish: Make Flow available for use
4. Send: Trigger Flow via Template button or Interactive message
5. Receive: Process structured submissions via webhook

See: WhatsApp Flows for complete documentation on creating, managing, and sending Flows, including API reference and integration patterns.

See: Flow Examples Library for production-ready implementations across retail, healthcare, financial services, logistics, and more.

Combining Templates + Interactivity

The most powerful experiences combine business-initiated templates with user-initiated interactive messages. This pattern is the foundation for almost all automated customer journeys.

The Template-to-Interactive Pattern

Step 1: Business Initiates (Template Message)

You cannot send interactive messages to start a conversation. You must send a pre-approved Template Message.

Example:

Template (UTILITY): "Your order has shipped!
Would you like to track it or see related products?"
[Button: Track Order] [Button: View Products]

Step 2: User Replies (Service Window Opens)

The customer taps a button or replies with text. This opens the 24-hour customer service window.

Your webhook receives the inbound_message_received event with the user's choice.

Step 3: Business Responds (Interactive)

Now you can reply with freeform interactive messages—buttons, lists, or even Flows—without template approval.

Example:

Interactive List: "Select a product category:"
- Electronics
- Clothing
- Home & Garden
- Sports Equipment

Or trigger a Flow for detailed preference collection.

Advanced Pattern: Template → Interactive → Flow

For complex data collection journeys:

1. Template: Initiate conversation - "Ready to schedule your appointment?"
2. Interactive Buttons: Quick pre-qualification - "New patient or returning?"
3. Flow: Detailed data capture - Appointment form with location, date, time, reason

This layered approach balances engagement (quick wins with buttons) and data quality (comprehensive capture with Flows).

See: Scenarios & Tutorials for complete end-to-end examples of template-to-interactive patterns.

Interactive Journeys with 8x8 Automation Builder

While WhatsApp provides native interactive components (buttons, lists, Flows), the 8x8 Automation Builder orchestrates complete multi-step journeys by combining these components with business logic, external APIs, and conditional branching.

What is Automation Builder?

A visual, no-code workflow builder that creates stateful conversational journeys that react to customer input in real-time.

Key Difference from Interactive Components:

WhatsApp Interactive Components	8x8 Automation Builder
Single interaction (one button tap, one Flow submission)	Multi-step workflows with branching logic
WhatsApp-native UI (buttons, Flows)	Orchestration layer combining messages, APIs, data
Data collection	Data processing + decision-making

How They Work Together

Automation Builder uses WhatsApp interactive components as building blocks:

1. Send Interactive Message → Wait for user selection
2. Branch on Response → Different paths based on user choice
3. Call External API → Fetch data or perform action
4. Send Flow → Collect detailed information
5. Process Flow Submission → Store data, trigger workflows
6. Send Confirmation → Complete the journey

Common Use Cases

Appointment Booking with API Integration

Flow:

1. User sends "book appointment" → Automation triggers
2. Automation sends interactive list → User selects service type
3. Automation calls your API → Fetch available time slots
4. Automation sends Flow → User fills appointment details
5. Flow submitted → Automation calls booking API
6. Automation sends confirmation message

Lead Qualification & Routing

Flow:

1. User replies to marketing template → Automation triggers
2. Automation sends buttons → "Existing customer?" Yes/No
3. Branch on response:
   • Yes: Send login Flow → Route to support
   • No: Send qualification Flow → Route to sales
4. Flow submitted → Automation calls CRM API
5. Automation sends personalized next steps

Customer Feedback Loop

Flow:

1. Order delivered → Automation triggers (time-based)
2. Automation sends template → "Rate your experience"
3. User taps button → Automation sends NPS Flow
4. Flow submitted → Automation analyzes score
5. Branch on score:
   • High: Thank you message
   • Low: Route to customer success team
6. Store feedback in analytics system

Key Automation Builder Steps

• Trigger: Inbound Chat Apps - Start on message received
• Action: ChatApps Message - Send templates, interactive messages, Flows
• Action: Wait For Reply - Pause workflow until user responds
• Action: Branch - Conditional logic based on user input
• Action: HTTP Request - Call your APIs or third-party services
• Action: Delay - Time-based actions (send reminder in 24 hours)

Configuration Example: Appointment Booking

Scenario: Customer wants to book an appointment. Automation Builder orchestrates the entire journey.

Workflow Steps:

1. Trigger: Inbound message containing "book"
2. Send Interactive List: "What service do you need?"
   • General Consultation
   • Specialist Visit
   • Follow-up Appointment
3. Wait For Reply
4. HTTP Request: POST /api/availability with selected service
5. Send Flow: Appointment booking Flow with available slots
6. Wait For Flow Submission
7. HTTP Request: POST /api/bookings to create appointment
8. Send Confirmation: "Appointment confirmed for {date} at {time}"

See: Automation Builder Documentation for complete configuration guides and workflow examples.

Choosing the Right Approach

Use this guide to select the best tool for your use case:

Use Interactive Buttons/Lists When

• ✅ You need a single quick selection
• ✅ Presenting 2-10 clear options
• ✅ Navigation or menu purposes
• ✅ Simple user actions (yes/no, select topic)

Example: "Would you like to track your order or contact support?"

Use WhatsApp Flows When

• ✅ Collecting multiple related fields (3+ inputs)
• ✅ Data validation is critical (email, phone, dates)
• ✅ Multi-screen guided processes
• ✅ Combining selections with free-text input
• ✅ Structured form submissions needed

Example: Account onboarding with name, email, company, preferences, consents

Use Automation Builder When

• ✅ Multi-step journeys with branching logic
• ✅ External API calls needed (fetch data, create records)
• ✅ Stateful workflows (remember previous answers)
• ✅ Conditional paths based on user input
• ✅ Time-based triggers or delays
• ✅ Orchestrating multiple interactive components

Example: Complete appointment booking system with service selection → availability check → scheduling → confirmation → reminder

Combine All Three When

• ✅ Building complete customer journeys
• ✅ High complexity with multiple decision points
• ✅ Need both quick wins and deep data collection

Example: E-commerce post-purchase flow:

1. Template: "Your order shipped! Track it?"
2. Button Reply: Opens service window
3. Automation Builder: Branches based on user journey
4. Interactive List: "Need help with: Returns, Support, Feedback"
5. Flow: Detailed return request form OR feedback survey
6. Automation Builder: Processes submission, calls APIs, sends confirmation

Next Steps

Explore Interactive Components:

• Interactive Message API Library
• Template Message API Library

Implement WhatsApp Flows:

• WhatsApp Flows Documentation
• Flow Examples Library

Build Complete Journeys:

• 8x8 Automation Builder
• Scenarios & Tutorials
• Vertical Playbooks