Intelligent conversation operations
The six-month recall, the appointment reminder, the aftercare note after an extraction and the treatment-plan approval — to patients whose regulator (DHA, DoH, MOH or the Saudi MOH) has rules on what a clinic may advertise. Recalls and reminders about the patient's own care are utility; a whitening promotion is marketing and is regulated twice over.
The category decides everything else: the price, whether it reaches somebody who opted out, and the criteria it is reviewed against.
| Message | Category | What that means |
|---|---|---|
| Reminder: {{treatment}} with Dr {{name}} tomorrow at {{time}} | Utility | About an appointment the patient booked. Name the treatment only as the patient would — "your appointment" is safer than "your root canal" on a screen somebody else may see. |
| It's been six months since your last check-up — book a recall | Utility | A recall tied to the patient's own record is a care message and reaches them whatever their marketing choice. Attach a discount and it becomes marketing — and stops reaching the opted-out half. |
| Aftercare: no hot drinks for 24h, call us if the bleeding continues | Utility | Sent while the window is open after the visit, it can be free text; sent the next morning it is a template. Either way the reply — "is this normal?" — reaches the clinic, not the dentist's personal phone. |
| Whitening offer, invisible-aligner consultation, new branch | Marketing | Opted-in patients only — and the wording has to pass the health regulator's advertising rules before it passes Meta's. "Before and after" claims are the ones that get clinics fined. |
A dental clinic's marketing message is reviewed by Meta for category and by the health authority for content — DHA in Dubai, DoH in Abu Dhabi, MOHAP elsewhere in the UAE, the MOH in Saudi Arabia — and the second review is the one with fines. Discounts on medical procedures, guarantees of results and comparative claims are restricted in every Gulf market, so the promotion that a retail shop sends without a thought is the one a clinic cannot. The messages that are always safe are the ones about the patient's own care: the recall, the reminder, the aftercare, the treatment-plan approval with the itemised cost. Zanii classifies the template before it is submitted and keeps the consent receipt for every marketing send, which is the evidence the health authority asks for first.
Hi {{1}}, it's been {{2}} months since your last visit to {{3}} and a check-up is due. Tap below to pick a time with Dr {{4}}, or reply and we'll find one that suits you.
Category: Utility
The double braces are variables WhatsApp fills per recipient. Meta rejects a template whose numbering has gaps, and Zanii catches that before you submit it.