LivePersons Proactive Messaging tool allows brands to engage in two-way conversations with their consumers by creating targeted outbound campaigns using rich channels. Consumer responses are routed into the LivePerson Agent Workspace, where conversations can be handled by humans, automation, or a mix of both.

Proactive Messaging enables brands to increase their ability to connect with a targeted consumer base leading to a higher probability of achieving goals. It enables a richer and more personalized consumer experience, while utilizing all Conversational Cloud capabilities. SMS and WhatsApp are the two supported channels with more coming in the near future.

Proactive Messaging can be leveraged using Proactive API or Web Tool. Proactive Messaging v2.0 API is the latest API with a lot of improvements including rate limiting, support for scheduling guardrails, high send rate and integrates with LE campaign and engagement for conversation routing.

Please see below the instructions for using the Proactive Web Tool.


Only the Conversational Cloud administrators and campaign manager profiles have access to Proactive Messaging once the account has been enabled by the LivePerson account team (assuming the brand has Twilio and WhatsApp).

Login and access

Brands can access the Proactive Messaging tool from within the Conversational Cloud via the Quick Launch menu.

Proactive Messaging supports role-based access. Currently, only users with Campaign Manager or Administrator user profile can access the tool. All other users (those with only Agent or Agent Manager user profile) will not see the tool in the Quick Launch menu.

Landing page

  • After logging into the Proactive Messaging tool, users will be routed to the landing page by default.
  • Users will see a list of the most recent proactive campaigns. This includes campaigns created by all users who have access to the tool. Within the list, users can see the campaign details such as campaign title, messaging channel i.e. SMS or WhatsApp, the number of recipients the message was sent out to, the launch date and the status of whether it was successfully delivered or failed.
  • The landing page also shows high level metrics including:
  • Success rate - Percentage of total sent messages that are successfully delivered to the selected messaging gateway. In the future, this will represent those delivered to the consumer.
  • Response rate - Percentage of the number of messages that get response over the total number of messages successfully delivered to the messaging gateway.
  • Opt-outs - The number of consumers who opted out from receiving messages over the total number of consumers who received the Proactive outbound messages.

Analytics page

  • From the navigation bar, users have the option to click on Analytics tab to access the reporting metrics for Proactive Messaging. The current metrics are aggregated data at the brand level and not per campaign level. Please note, metrics per campaign level will be coming soon.
  • The data can be filtered on this page by date by:
    • Date range from MM/DD/YYYY to MM/DD/YYYY
    • Quick date range, select: Today, This Week, This Month, Last 30/60/90 days, or Year to date
    • Skills - by default all skills are select but you can also select a single or a set of skills. When data is filtered to the full date range for the brand i.e. from the day they onboard to current date
  • These are the metrics available:
    • Success rate - Percentage of the number of messages successfully delivered to the messaging gateway over the total number of messages sent. Soon, this will be updated to be the percentage of the number of messages successfully delivered to the consumer over the total number of messages sent.
    • Response rate - Percentage of the number of messages that get response over the total number of messages successfully delivered to the messaging gateway.
    • Delivery Status - This chart shows the total number of messages sent, the number of messages successfully delivered to the messaging gateway i.e. SMS-Twilio or WhatsApp and the number of messages failed to get delivered.
    • Response Status - This chart shows the total number of messages delivered, the number of messages delivered that got a response and the number of messages delivered that did not get a response.
    • Messages Sent - This chart shows the number of messages sent (success vs failed) per month/day and the number of responses per month/day. Message Sent chart reflects the data either on a daily basis when filter is for 2 or more days or hour basis when data is displayed for 1 day.

Create a new proactive campaign

To create a new proactive campaign, users can click on New Campaign on the landing page and follow the 4-steps below:

Step 1 - Compose Message

  • Campaign Name - Users need to define the campaign name. Choosing a good name for the campaign can be helpful for the agents who get assigned to the conversation once a consumer responds. For example, a campaign named “Subscription renewal for all North America users with licenses expired by 12/31/29019” will be helpful to the agents who receives the consumer response and differentiate it with other outbound campaign.

  • Channel - Select the channel in which the outbound message should be sent on. Currently, there are three options.
    • SMS: SMS with Twilio Gateway
    • WhatsApp: WhatsApp or Prioritized
    • Prioritized: Prioritized is the step down capability from WhatsApp to SMS. This means that a message will initially be sent to the consumer via WhatsApp channel. If the consumer’s phone number isn’t eligible on WhatsApp, then the message will attempt to send via SMS text instead.
  • From number - Select the number you would like to send the outbound message from. If the brand onboards more than one number to the channel i.e. Twilio SMS or WhatsApp, this is where they can select the number they would like to use.

  • Route to skill - Select the skill which the consumer responses should be routed to. These are skills created inside the Conversational Cloud. Currently, not all skills will appear here. Only the skills that brands have specifically requested to be onboarded for Proactive Messaging when setting up will appear will appear

Users can search for the skill in the dropdown. If the brand is onboarded to Proactive 2.0 then all the Conversational Cloud skills should appear in the drop down. If the skill is not listed, it is likely that you are using Proactive 1.0 and you should contact your LivePerson account team to have it added manually.

  • Message content - SMS The content of the outbound message for SMS can be typed in by users. For SMS, 42 characters are reserved by default for the opt-out text, which is required. This helps ensure that consumers who receive the outbound message have instructions on how to opt-out from receiving any future outbound messages if they choose to.

  • Messaging content - WhatsApp

WhatsApp requires that every outbound message sent via WhatsApp channel must use a WhatsApp message template approved by WhatsApp. Messages cannot be sent for outbound.

The content of the outbound message on WhatsApp channel must be approved by WhatsApp first. Users will need to create an outbound message template (MTM), submit to WhatsApp. Once approved, then LivePerson will onboard the message templates users would like to use in Proactive Messaging tool.

WhatsApp message template may contain one or more variables. They have a format of 1. After selecting a WhatsApp message template with variable(s), make sure to replace the variable(s) with an actual content i.e. ‘Hello 1’ with ‘Hello Jane Doe’.

Users can create a WhatsApp message template and submit it to WhatsApp for approval via Proactive Messaging tool. Please see section on “Creating WhatsApp message template” below for more information.

Step 2 - Define Recipients

Users can define recipients by two different methods, uploading the list of recipients via .csv file or typing in the recipient phone numbers and possible message content (if the user would like to have a different message per phone number). Please note that 100K recipients is supported through .csv upload.


  • One recipient per line
  • Recipient’s phone number must start with country code, then area code i.e. US phone number would be 1XXXXXXX
  • For WhatsApp message template that has variable(s),users must enter the value(s) for the variable(s) as well. For .csv file, each variable is specified in a column immediately follow the phone number column. For typing in the recipients, each variable’s value is separated by a comma immediately followed the phone number.
  • There is a 140 character limit for messages. This includes the opt-out text.
  • Phone numbers must include country code and area code and can be added in the following formats:
    • 16001234567
    • +16001234567
    • 1(600)1234567
    • +1(600)1234567
  • Once users specify a list of recipients, whether via .csv upload or typing them in, click Parse button to get a preview of the message being sent per phone number.
  • If there are any syntax errors, users will see the highlighted phone number with the error.

When uploading a .csv file with a list of recipient (up to 100k recipients), if there are any errors, changes will need to be made in the .csv file and re-uploaded. It is not possible to make a manual change inside the tool.


SMS example

Typing in 2 recipient phone numbers phone numbers with the two variables specified in the WhatsApp message template look like: 12223334444 12223334445

WhatsApp example

“Hello 1, your credit card ending in 2 is about to expire. Reply back to chat with an agent to help you update this info” Typing in 2 recipients would be: 12223334444, Nancy, 9999 12223334445, Bob, 8888

Uploading a .csv file with two recipients would look like this:

Step 3 - Schedule Campaign

  • Launch Date - Select the date that you want the campaign to start, meaning the messages will be sent out. Current, it is default to Start now but in the future, we will enable brands to be able to start a Proactive campaign at a future date.
  • Sending Window - Select the time window when you would like your recipients to receive the message based on their time zone, determined by the country code and area code of their phone numbers. The default values for sending window is set to 8am-9pm. When the recipients are not within this send window, the messages will be queued and when this send window opens up for the recipient, Proactive will send that message out. For example, a Proactive campaign was scheduled at 6pm PST to send an outbound message to a recipient phone number in EST time zone. Since the current time would be 9pm EST, the message won’t be sent to this recipient until the next day at 8am.
  • Send Rate - Current the default send rate is 1 message per second. In the future, we will look into increasing this rate.

Step 4 - Preview & Launch

  • The final step is to review the details of the campaign before publishing, including the skill routing, the opt out text, the message content and the recipients.
  • Users must check the box which states that they are responsible for collecting opt-in consent from consumers before reaching out to them and legally abide by the TCPA and GDPR compliance laws.

Customizing messages per recipient

Whether users select SMS or WhatsApp, they can customize the message content per recipient.

Via .csv upload:

For SMS:

For WhatsApp:

WhatsApp message template with two variables “Hello 1, your credit card ending in 2 is about to expire. Would you like some help with renewal?”

Via typing in directly:

For SMS: 12223334444, Hi Jane your subscription is about the expire … 12223334445, Hi Bob, your subscription is about to expire …

For WhatsApp message template with two variables: 12223334444, Jane, 9999… 12223334445, Bob, 8888

Skill Routing

Skills need to be set up first in the the Conversational Cloud in order for them to be available in the Proactive Messaging tool. For more information on skills please click here.

Proactive Messaging 2.0 will automatically show existing skills from the Conversational Cloud. The context of the initial outbound message will be part of the conversation transcript when the consumer responds.

For Proactive 1.0, any skills you’d like to show on Proactive tool must be manually added. Please reach out to your account team and get the skill added. Once the skill is available to use, it will show up in the "skill" dropdown list on the proactive tool. On Proactive 1.0, the context of the initial outbound message will show up in the Voice-to-messaging widget.


There is an analytics section built into the tool. Users can access this by clicking on the "analytics" tab on the top right of the screen. These metrics are aggregated for the entire brand/siteID. See Analytics section above .

Reporting will soon be enabled per proactive campaign via the Analytics Builder.

Downloading Reports

  • On the landing page, an ellipsis next to +New Campaign can be found that will allow users to download the details of all campaigns created from the date of the particular account/siteID.
  • If the user clicks on a proactive campaign to view the details, there is also an ellipsis to download the detailed list of all recipients and messages in that campaign.

Receiving incoming messages

  • When a consumer responds to an outbound message created from Proactive Messaging tool, a conversation is created within the Conversational Cloud and is routed to an available agent with the assigned specific skill to which the Proactive campaign was created.
  • The context of the initial outbound message will be visible to the agent as part of the conversation transcript if the brand is onboarded to Proactive 2.0. If the brand is on Proactive 1.0, the initial outbound message is visible through an agent widget.

Opt Out/In

Generic opt-out service for Proactive Messaging - if a consumer opts out of SMS for a particular brand, we will ensure no future outbound message will be sent to that consumer from any phone number that is associated with that brand (managed by LivePerson) unless the customer re-opts-in.


The following are the known limitations for Proactive Messaging:

  1. Number of lines entered into the text area is limited to 100 lines. If you choose to manually enter phone numbers rather than use a .csv file upload, there is a limit of 100 numbers that can be added. We suggest using a .csv file upload rather than manually typing out numbers for larger call list volumes. 2.The CSV file is limited to 100,000 recipients.
  2. When Prioritized is selected as a channel, there is no opt-out text sent for SMS. For example, if brand configures WhatsApp as primary channel and SMS as fallback channel, when brand detects a consumer isn’t eligible for WhatsApp, we will attempt to send the same message to SMS channel, however there is no opt-out text included in the SMS text messaging being sent i.e. ‘To stop receiving messages just reply STOP’.
  3. For SMS, there is a limit of 140 characters for the message content. This is to ensure your outbound message is sent in a single text instead of being split into two different text messages. When the message is over 140 characters, it will go out over 2 messages.


If I have a LivePerson Conversational Cloud account, can I automatically access Proactive Messaging? No, today we require brands to onboard first before they can start using Proactive Messaging. It is a powerful tool and only authorized users should have access to it. Once onboarded, only users with Campaign Manager or Admin user profile can access this tool from the Quick Launch.

Can anyone access Proactive Messaging? Proactive Messaging is accessed directly within the Conversational Cloud from the quick launch menu. This option will only appear to users with Campaign Manager or Admin user profile.