When something goes wrong: the WhatsApp playbook for outages, sudden closures, product recalls and bad news
When the shop floods, the supplier recalls a product or the power is out, the WhatsApp fills with the same question from everyone at once. The businesses that come out well say one true thing quickly, keep saying it consistently, and follow up when it is fixed. The businesses that come out badly go quiet or improvise. Here is the playbook.
Quick answer
Within 15 minutes: write one honest paragraph (what happened, what it means for customers, when you will update next) into the AI agent's knowledge and set it as the away message, so every reply says the same true thing. Hand anything emotional or specific to a person. Post the same update on Status and Google. Update on the promised schedule even if nothing changed. When fixed, message affected customers individually with what happens next.
The first 15 minutes
- Write the one paragraph. What happened in plain words, what it means for customers (closed today, orders delayed two days, appointments moved), and when the next update comes.
- Put it in the agent's knowledge and instruct it to lead with it for any related question. Every reply is now consistent and accurate.
- Set it as the away message too, for customers who message before the agent replies.
- Post it on Status and, for closures, on Google Business Profile.
- Name the human escalation. Anyone with an affected booking or order gets a person; instruct the agent to hand those over.
During
- Update on the schedule you promised, even to say "no change, next update at 5pm". Silence is what customers punish.
- Keep the agent's knowledge current; delete the old paragraph when you add the new one.
- Do not speculate about causes or blame anyone in writing.
- For a data or security incident, say what you know, what you are doing, and what customers should do; check your legal obligations on notification.
- Log affected customers on their lead cards so follow-up is complete.
After
Message every affected customer individually: what happened, what you did, what happens to their order or booking, and a genuine thank-you for their patience. Offer something concrete where it is warranted, without being asked. Remove the incident paragraph from the agent's knowledge and add any permanent policy change it produced. Then read the conversations from the day and note what customers needed that you did not have ready. The complaint playbook covers the individual conversations.
Frequently asked questions
What should I tell customers first during an outage?
One honest paragraph: what happened, what it means for them, and when the next update comes. Put it in the agent's knowledge and the away message.
Should the AI agent handle crisis questions?
It should state the update consistently and hand anything specific or emotional to a person.
How often should I update?
On the schedule you promised, even if nothing changed.
What about a data incident?
Say what you know and what customers should do, and check your legal notification duties. Do not speculate.
What do I do after it is fixed?
Message affected customers individually, remove the incident text from the agent, and note what you were missing.
One true message, in every reply
Update the knowledge once and every customer hears the same thing. 7-day free trial.
Sources and further reading
- Personal Data Protection Department, Malaysia (PDPA 2010)
- WhatsApp Business Messaging Policy · opt-in, opt-out and prohibited-use rules every business must follow
ReplyKit is an independent product and is not affiliated with or endorsed by Meta or WhatsApp. This article is general guidance, not legal advice. Incident notification duties, including for data breaches, depend on the laws that apply to you.