Journey Builder is visual orchestration across channels. A customer draws a flow, and the platform runs it over WhatsApp, RCS, the web widget, Telegram and the other channels on their account.
It is a paid module.
What it is for
Single message automations are already covered elsewhere on the platform. Journey Builder is for sequences, where what happens next depends on what the person did. Onboarding over several days, a renewal nudge that escalates, a post purchase sequence that switches channel if the first one is ignored.
How it differs from the things it gets confused with
| Feature | What it does | When to use it |
|---|---|---|
| Journey Builder | Multi step flows across channels, with branching | A sequence over hours or days |
| Multi-Channel Fallback | Tries the next channel when a message fails | One message that must get through |
| Connector automations (Sheets, CRM, store) | One message when a record appears or changes | A single trigger and a single send |
| AI Agent Builder | A conversation, driven by the person’s replies | Open ended questions |
The common mistake is selling Journey Builder for something fallback already handles. If the requirement is “try WhatsApp, and SMS if it fails”, that is fallback, and it is simpler and cheaper to run.
Questions to settle before building a journey
- Which channels does the account actually have live? A journey that includes RCS is stuck until the brand, bot and templates are approved.
- Are the templates ready? WhatsApp and RCS steps need approved templates, so template work usually gates the launch date, not the flow design.
- What are the exit conditions? Every journey needs a way out: the person converted, replied, unsubscribed, or hit the end. Flows without exits are how someone gets five reminders about something they already paid for.
- What are the quiet hours? Promotional rules and plain courtesy both apply. Check the sending windows for each channel in the destination market.
- Who owns the content? Journeys look clever in a demo and then nobody writes the copy. Agree that in onboarding.
What to watch after launch
Look at the step where people drop out. In most journeys one message is doing the damage, usually the second or third, and shortening the flow does more for results than adding another channel to it.
Related articles
- AI Agent Builder: What It Is and What It Is Not
- Web Chat Widget: Putting an Agent on Your Customer’s Website
- How the Connector Plugins Work
- Getting RCS Running on Your Platform