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Key WhatsApp Data Model Objects for Unified Reporting

In the unified reporting system for Marketing Cloud Engagement+, there are three data model objects (DMOs) that contain helpful data for creating reports related to WhatsApp messaging. These DMOs contain information about your send definitions, engagement data, and message content.

Required Editions

Available in: Marketing Cloud Engagement Pro+, Corporate+, and Enterprise+ Editions

These DMOs contain information that’s useful for creating reports that focus on WhatsApp sends:

  • Bulk Message: Contains metadata about your messages, such as the campaign ID and send method. The data applies to WhatsApp messages that you send from Journey Builder in Marketing Cloud Engagement. It also contains information about API-triggered WhatsApp messages.
  • Digital Content: Contains metadata about the WhatsApp send.
  • Message Engagement: Contains send and engagement data related to WhatsApp messages.

Bulk Message

The Bulk Message DMO contains metadata related to a WhatsApp send, based on the send definition in Marketing Cloud Engagement.

This table lists the fields in the Bulk Message DMO that you’re likely to use when creating WhatsApp-related reports in the unified reporting system.

Field Label Description
Campaign ID The ID of the campaign in Marketing Cloud Next that sent the bulk send. This ID isn’t the same as a campaign ID from Marketing Cloud Engagement.
Data Source ID The ID of the Marketing Cloud Engagement enterprise ID (EID) that the data came from.
Data Source Object ID The ID of the Marketing Cloud Engagement data stream that the data came from.
Engagement Channel ID The messaging channel for the message. For WhatsApp messages, the value of this field is WHATSAPP.
ID

The job ID for the WhatsApp send.

For journey sends, this value contains the ID of the journey activity that sent the message.
Message Purpose

The category of the message send, which impacts the price you pay for each message. Possible values:

  • Promotional—Messages sent for a marketing-related purpose.
  • Transactional—Messages sent in response to a customer action, such as a confirmation or authentication message.
Name

The name of the send definition used to send the WhatsApp message.

For journey sends, this value contains the name of the journey activity that sent the message.
Send Method Type

The mechanism used to send the WhatsApp message. Possible values are:

  • Journey
  • API Triggered

Digital Content

The Digital Content DMO contains information about the content that’s associated with your message sends.

This table lists the fields in the Digital Content DMO that you’re likely to use when you use the unified reporting system to create reports related to WhatsApp messaging.

Field Label Description
Data Source A reference ID for the source of records identified by an external record ID.
Data Source Object The ID of the data source that the object came from.
Id The message ID in Marketing Cloud Engagement. This ID is different from the asset ID.
Name The name of the asset in Content Builder.

Message Engagement

The Message Engagement Data Model Object (DMO) contains information about the sending, delivery, and engagement of WhatsApp messages sent from your account.

This table lists the fields in the Message Engagement DMO that you’re likely to use when you use the unified reporting system to create reports related to WhatsApp messaging. For a complete list of fields, API names, and data types for this DMO, see Data 360 DMO and Mapping Guide: Message Engagement DMO.

Field Description
Bulk Message ID A job ID for the WhatsApp send. Use this field to join to BulkMessageDMO.
Contact Point ID A reference ID that’s associated with the recipient’s phone number.
Country ID An ID associated with the recipient’s country.
Data Source ID The ID of the data source that’s associated with the WhatsApp send.
Data Source Object ID The ID of the data source object that produced the WhatsApp send.
Device Type Indicates whether the recipient viewed the message on a mobile device or on a computer.
Engagement Action Reason Text

A description of the reason that a WhatsApp error occurred.

Available for NOT_SENT, FAILED, and WARNING events only.

Engagement Channel Action

The type of engagement event that occurred. Possible values are:

  • DR—The status of an inbound message is available. Retrieve it in your WhatsApp Business account.
  • INBOUND—A customer sent a message to you.
  • SEND_STATUS—The message was sent and the resulting status is available.

If your account used Data 360 with the Marketing Cloud Engagement channel bundles before the Winter ’26 release, the possible values for this field are:

  • Inbound—A customer sent a message to you.
  • Sent—The message has been sent but hasn’t been delivered to the recipient’s device.
  • Undelivered—The message couldn’t be delivered to the recipient’s device.
Engagement Channel Type ID

A reference ID to the type of engagement channel. For the WhatsApp channel, the value of this field is WHATSAPP.
Engagement Date Time The date and time when the engagement event occurred.
Engagement Event Direction ID

Indicates where the event originated. Possible values:

  • Inbound—The message was sent from a customer to your brand.
  • Outbound—The message was sent from your brand to a customer.
Engagement Notes Indicates the Salesforce product that the message was sent from. Possible value: MARKETING_CLOUD_ENGAGEMENT.
ErrorMessageText

A description of the reason that a WhatsApp error occurred.

Available for NOT_SENT, FAILED, and WARNING events only.

This field contains the same information as the Engagement Action Reason Text field.
ID The unique ID of the engagement event.
Individual ID The ID of the unified individual that the message was sent to.
Internal Organization ID The ID of the business unit or other internal organization that owns the business account. This ID can also refer to a Marketing Cloud Engagement member ID (MID).
Marketing Journey Activity ID The ID of the journey activity that sent the message. Use this value to join to Journey Builder DMOs.
Marketing Batch Number The batch ID for the WhatsApp send.
Message Recipient Send Status

The status of an attempt to deliver a message. Possible values:

  • NOT_SENT—The message wasn’t sent to the WhatsApp platform.
  • SENT—The WhatsApp platform accepted the message.
  • DELIVERED—The message was successfully delivered to the recipient.
  • READ—The recipient viewed the message.
  • FAILED—The WhatsApp platform was unable to deliver the message to the handset.
  • WARNING—The WhatsApp platform flagged the message content.
Message Text The text in the message body.
Messaging Error Code

A status code that indicates the reason a message wasn’t delivered. This field is only provided for messages where the value of the Engagement Channel Action ID field is NOT_SENT, FAILED, or UNDELIVERED.

The error code begins with MC if the error code originated from Salesforce, or WA if the error code originated from the WhatsApp platform.
Recipient Message ID A unique ID for each instance of an outbound or inbound message.
Send Classification ID

The send classification for the message send, which impacts the price you pay for each message. Possible values:

  • Promotional—Messages sent for a marketing-related purpose.
  • Transactional—Messages sent in response to a customer action, such as a confirmation or authentication message.
Sender Code The WhatsApp channel ID that was used to send the message.
Sender Display Name The sender name that was used to send the message.
Send Time Phone Number The recipient’s phone number.