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A campaign is one message to a list. A sequence is a series of messages triggered by an event — somebody abandoned a cart, placed an order, or asked about a product and never came back.

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How it works

1

Something happens

An event arrives — from your systems via the API, or from something the customer did.
2

A matching contact is enrolled

Consent is checked at enrolment, and again at each send.
3

Steps run on their own delays

“Immediately”, “after 2 days”, “after a week”. Each step is an approved template.
4

It completes, or stops early

A customer who replies, converts or opts out leaves the sequence.

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Sending events

Events come in through the API. See the API reference.

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Variables

Each step’s template blanks bind to contact fields or values carried on the enrolment — so an abandoned-cart message can name the actual product. Checked at enrolment and at each send. A customer who opts out on day one of a seven-day sequence does not receive day three.

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Metering

Sequence sends are metered like any other template send. Most are charged. A utility step is the exception: until 1 October 2026, if it reaches somebody who is still inside their own 24-hour window — which a drip step often does, since it goes out to people who replied recently — Meta gives it away, and so do we.
Sequences run on our side, not from a browser tab — unlike a campaign started in the console. Nothing needs to stay open for a sequence to keep sending.