MoEngage Connector Overview

Table of Contents

1. Introduction
2. Key Benefits
3. Prerequisites
4. Architecture Overview
5. User Roles
6. Choose Your Channel
7. Upgrading from v1.0
8. How to Get Help
9. Frequently Asked Questions

1. Introduction

The Vonage MoEngage Connector is a self-service, no-code application built on Vonage Cloud Runtime (VCR). It connects MoEngage's campaign execution layer to Vonage's messaging infrastructure, enabling brands using MoEngage for customer engagement to send WhatsApp, SMS, and RCS campaigns at scale through Vonage, with delivery analytics (DLRs) fed back into MoEngage's analytics dashboard.

Version 2.0 introduces two operating modes, selected when the connector instance is installed:

• Standalone mode. Campaigns are delivered directly through the Vonage Messages API. This is the one-way broadcast path, functionally equivalent to v1.0 behaviour, and requires no additional Vonage products.
• Conversational Connect mode. Campaigns, delivery status, and inbound consumer messages route through Vonage Conversational Connect, enabling two-way messaging. Brands can apply their own rule-based bot flows to reply automatically to inbound messages, and their agents can respond manually through the Conversational Connect live chat inbox. Conversational Connect is a separate Vonage service with its own configuration and commercial terms.

The mode is fixed per connector instance at provisioning and cannot be switched later. For customers running one-way broadcasts only, selecting Standalone mode preserves the same delivery path as v1.0. Version 1.0 as a separate release track is superseded by version 2.0 in Standalone mode.

End-consumer replies matching the configured opt-out keyword (default: STOP) are processed by the connector and synced back to MoEngage in both modes, so opted-out users are automatically excluded from future sends. Quick-reply button click events are also forwarded to MoEngage in both modes. Free-text replies that do not match an opt-in or opt-out keyword are discarded at the connector in Standalone mode; in Conversational Connect mode they are handled inside the brand's chat flows within Conversational Connect.

Capability comparison, v1.0 vs v2.0

Note: Roadmap items and target release dates are indicative and may change based on product priorities and customer demand.

The connector is deployed on Vonage Cloud Runtime and distributed through the Vonage Cloud Runtime (VCR) Marketplace. A discovery-only listing on the MoEngage Marketplace is targeted for Q3 2026, giving MoEngage customers a second discovery path; actual installation and deployment continue to happen only via the Cloud Runtime Marketplace. Enterprises discover, install, configure their MoEngage tenant, and go live, without any Vonage operational intervention.

2. Key Benefits

• Self-service, no-code setup: Deploy and configure the connector through the Vonage Cloud Runtime Marketplace. No developer resources or custom middleware required.
• Multi-channel delivery: Reliable, scalable delivery for WhatsApp, SMS, and RCS through Vonage's enterprise messaging infrastructure with global reach and carrier-grade routing.
• Native MoEngage integration: Configured as a custom sender in MoEngage's WhatsApp and SMS channel settings. Campaigns are created and launched directly from MoEngage's existing campaign builder.
• Automatic delivery analytics: Delivery status updates (sent, delivered, read, failed) are translated into MoEngage-compatible DLR events and fed back into MoEngage's campaign analytics in real time.
• Built-in opt-out handling: End-consumer STOP and opt-out replies are processed by the connector and synced back to MoEngage's contact records, ensuring compliance with the WhatsApp Business Messaging Policy and SMS carrier compliance requirements.
• Quick-reply button click tracking, both modes: Every quick-reply button tap on a WhatsApp template is captured and forwarded to MoEngage as an inbound event, in both Standalone and Conversational Connect modes, and surfaces both at the campaign-aggregate level and in per-recipient user activity logs. This gives marketing teams direct visibility into which CTAs are landing, per user and per campaign, without needing a URL shortener workaround or a separate analytics integration.
• Two-way conversational capability (Conversational Connect mode): When paired with Conversational Connect, quick-reply buttons can trigger bot flows, marketing opt-in / opt-out actions, and live agent handoff, opening the door to full two-way engagement on the same connector.
• Bearer token authentication with lifecycle control: Access tokens generated in the connector's own admin panel replace static API credentials. Tokens support customer-selected expiry, immediate revocation, and rotation with a grace period so MoEngage configuration can be updated without downtime.
• Speed to value: Self-service onboarding enables sign-up to the first campaign send in under an hour, once your Vonage sender is provisioned.

3. Prerequisites

General prerequisites (all modes and channels):

• An active MoEngage account with the WhatsApp and / or SMS channel enabled.
• Admin access to the MoEngage dashboard to configure sender profiles, templates, and campaigns.
• A Vonage API account with an API Key.
• Access to the Vonage Customer Dashboard and Vonage Cloud Runtime (Advanced Tier).

Additional prerequisites for the WhatsApp channel:

• A provisioned WhatsApp Business Account (WABA) sender.
• At least one approved WhatsApp template registered against your WABA sender.

Additional prerequisites for Conversational Connect mode:

• A Conversational Connect account with the channels you plan to use (WhatsApp, SMS, RCS) already configured.
• A Conversational Connect application with the Templates and Connect Messaging API capabilities enabled.
• The webhook signature secret from the Conversational Connect Developer Portal.

Note: If you do not yet have a WhatsApp Business Account (WABA) provisioned with Vonage, contact your Vonage Customer Success Associate (CSA) or Account Manager to begin the WABA onboarding process. WABA provisioning is a prerequisite to deploying this connector for the WhatsApp channel and is handled outside of the VCR Marketplace flow. Similarly, Conversational Connect account provisioning is handled outside the connector setup flow.

4. Architecture Overview

The connector sits between MoEngage and either the Vonage Messages API (Standalone mode) or Conversational Connect (Conversational Connect mode). MoEngage triggers campaign sends; the connector authenticates, validates, and dispatches the request through the selected downstream service. Delivery status callbacks are normalised into MoEngage-compatible DLR events and posted back to MoEngage. Inbound quick-reply button clicks and opt-in / opt-out keyword replies are processed and synced back to MoEngage.

End-to-end data flow

1. MoEngage's campaign builder triggers an outbound campaign and sends a payload to the connector's send endpoint.
2. The connector authenticates the request using the bearer token generated in the connector's admin panel, validates the payload, and enqueues it for dispatch.
3. In Standalone mode, the connector builds the Vonage Messages API custom template payload and dispatches the message through the Messages API. In Conversational Connect mode, the connector forwards the payload to the Conversational Connect API, which handles delivery.
4. The downstream service delivers the message to the end consumer over the chosen channel and returns a synchronous response containing a message identifier.
5. Delivery status callbacks (submitted, delivered, read, rejected) flow back to the connector. The connector translates these into MoEngage's expected DLR format (sent, delivered, read, failed) and posts them to the MoEngage Delivery URL configured in the connector admin panel.
6. Inbound replies from end consumers are received by the connector. Text matching the opt-in / opt-out keywords is forwarded to MoEngage as normalised START or STOP events. Quick-reply button clicks are forwarded to MoEngage as button click events. In Conversational Connect mode, other free-text replies are handled inside Conversational Connect chat flows and are not forwarded to MoEngage.

Connector responsibilities

5. User Roles

This guide is organized by the primary user role involved in deploying and operating the connector:

6. Choose Your Channel

The MoEngage Connector supports WhatsApp, SMS, and RCS as outbound channels. Each channel has its own setup flow, prerequisites, and operational details. Both Standalone and Conversational Connect modes are available for each channel, though the setup steps differ depending on which mode you choose.

For WhatsApp campaigns

Refer to the Vonage Conversations for MoEngage, WhatsApp Channel Guide - Version 2.0. The WhatsApp guide covers WhatsApp Business Account (WABA) prerequisites, deploying the WhatsApp connector instance on Vonage Cloud Runtime in either Standalone or Conversational Connect mode, connector admin panel configuration and bearer token generation, configuring the sender in MoEngage, managing approved WhatsApp templates (including automated template sync), personalization, and launching WhatsApp campaigns. It also includes WhatsApp-specific troubleshooting.

For SMS campaigns

Refer to the Vonage Conversations for MoEngage, SMS Channel Guide - Version 2.0. The SMS guide covers configuring Vonage as a custom SMS service provider in MoEngage, deploying the SMS connector instance in either mode, connector admin panel configuration, the two-pass sender configuration flow (where you retrieve the Delivery Tracking URL mid-flow), delivery response field mapping, SMS template creation (optional), and launching SMS campaigns.

Setup overlap between channels

Although WhatsApp and SMS share the same underlying architecture (MoEngage triggers, connector dispatches through the selected mode), the dashboard paths, sender configuration fields, and operational considerations differ enough that we maintain a dedicated guide for each. If you plan to use both channels, you can enable both when deploying a single connector instance, or deploy separate instances per channel, subject to sender-per-instance constraints described in the channel guides.

7. Upgrading from v1.0

In-place upgrade from v1.0 to v2.0 is not supported, because the authentication method has changed (from a custom header carrying API key and secret to a bearer token generated in the connector admin panel) and because delivery URLs are now configured through the connector admin panel instead of at deploy time in the VCR form, an existing v1.0 instance cannot be upgraded in place.

To move to v2.0:

1. Deploy a new connector instance on Vonage Cloud Runtime, selecting either Standalone mode or Conversational Connect mode at provisioning time.
2. Complete the connector admin panel configuration for the new instance: enter the MoEngage Delivery URL for each channel in use, and generate a bearer token.
3. In MoEngage, create a new sender configuration pointing at the new instance URL, and use the bearer token as the Authorization header value.
4. Sync your WhatsApp templates in MoEngage against the new sender.
5. Test campaign delivery against the new instance with a limited audience before switching production traffic.
6. When ready to cut over, update your MoEngage campaigns to use the new sender profile. Once satisfied, decommission the v1.0 instance.

Note: If you are running campaigns in production against the v1.0 instance, plan the cutover so both instances are briefly available in parallel. This lets you verify v2.0 end-to-end delivery, DLR reporting, and opt-out sync before retiring v1.0.

8. How to Get Help

Best way (recommended): Vonage Help Center

https://api.support.vonage.com/hc/en-us/requests/new?ticket_form_id=27404957240092 

Select the form titled "Using Vonage Connector", then select your connector, then "Using Vonage Conversations for MoEngage", so the ticket is routed directly to the MoEngage Connector support group.

What to include (for faster resolution)

Note: For issues that are specific to the MoEngage platform itself (campaign builder behaviour, MoEngage user attribute setup, audience segmentation logic), contact MoEngage Support directly. For issues specific to Conversational Connect (bot flows, live chat inbox behaviour, template creation on the Conversational Connect side), contact your Vonage Account Manager. MoEngage-platform issues are outside Vonage's support scope; Conversational Connect issues fall under the Conversational Connect product support path.

9. Frequently Asked Questions

Setup and availability

Q. Is the Vonage Connector for WhatsApp or SMS available by default in MoEngage, or does enabling it require a manual request?

Yes, it is available by default. No manual request, support ticket, or feature flag activation is required from MoEngage's side. Once you complete the connector setup steps in your MoEngage tenant (Settings > Channels > WhatsApp or SMS & RCS > Sender configuration), the Vonage sender is available immediately for use in campaigns.

Q. Is the connector discoverable through the MoEngage Marketplace?

A discovery-only listing on the MoEngage Marketplace is targeted for Q3 2026. Actual installation and deployment will continue to happen only through the Vonage Cloud Runtime Marketplace.

Q. Which channels are supported?

WhatsApp, SMS, and RCS are supported in v2.0. Two-way conversational messaging (bot flows, live agent handoff) is available in Conversational Connect mode.

Q. Do I need a Vonage WhatsApp Business Account (WABA) before I can deploy the connector?

Yes, for the WhatsApp channel. A provisioned WABA sender and at least one approved WhatsApp template are prerequisites. WABA provisioning is handled outside the VCR Marketplace flow, by your Vonage Customer Success Associate or Account Manager. For SMS and RCS, no equivalent pre-provisioning is required beyond an active Vonage API account and, for RCS, an RCS agent registration.

Q. What is the difference between Standalone mode and Conversational Connect mode?

Standalone mode is the v1.0 behaviour: one-way broadcast delivery through the Vonage Messages API, with no dependency on any additional Vonage product. Conversational Connect mode routes campaign traffic, delivery status, and inbound consumer messages through Vonage Conversational Connect, enabling two-way conversations with the brand's own rule-based bot flows, live agent inbox, and quick-reply button payloads that can trigger bot actions. The mode is fixed per connector instance at provisioning and cannot be switched later; deploy a new instance to change modes.

Q. Which Cloud Runtime region should I choose when deploying in Conversational Connect mode?

Conversational Connect is currently hosted in Europe (Frankfurt) and US (Central) regions only. Match your Cloud Runtime deployment region to your Conversational Connect instance region to keep data in the same region and avoid unnecessary cross-border data flows. In Standalone mode there is no such constraint, since traffic goes directly through the Vonage Messages API.

Q. Can I connect multiple WhatsApp or SMS senders through a single connector instance?

No. Each connector instance is bound to one WhatsApp Business number or one SMS sender (a Vonage long virtual number or a Brand Name, but not both). For multiple senders, for example a 10DLC US number plus an alphanumeric sender for the rest of the world, deploy a separate connector instance for each sender.

Q. Can multiple connector instances share a single Conversational Connect account?

Yes. The preferred pattern is one Conversational Connect application per connector instance, but multiple connector instances can be pointed at the same underlying Conversational Connect account.

WhatsApp templates

Q. Which WhatsApp template types are supported?

The connector supports the following Meta-approved WhatsApp template types: plain-text templates without dynamic fields, plain-text templates with dynamic fields (placeholders such as {{1}}, {{2}}), quick reply templates, call-to-action (CTA) templates, carousel templates (see Conversational Connect carousel limitations below), templates with an image header, and templates with a file header.

Q. Do I need to manually create my templates in MoEngage?

No, not for templates that are already approved on the Vonage / Meta side (Standalone mode) or on the Conversational Connect side (CC mode). Use the "Sync Template" action in MoEngage (Settings > Channels > WhatsApp > Approved templates) to pull all approved templates into MoEngage in a single click. Manual template creation in MoEngage is supported as a fallback.

Q. Can I build WhatsApp templates inside MoEngage in Conversational Connect mode?

No. In Conversational Connect mode, templates must be created in Conversational Connect (Developer Portal > Templates) because quick-reply buttons on these templates can be wired to bot flows, live chat actions, and marketing opt-in / opt-out, capabilities that MoEngage's template builder does not model. MoEngage only reads templates via the sync action; it does not push templates back. In Standalone mode, templates continue to be managed via Vonage / Meta template management.

Q. What happens to the payloads and bot actions attached to quick-reply buttons when a template syncs from Conversational Connect to MoEngage?

MoEngage receives the button labels but not the underlying payloads or bot associations, which stay in Conversational Connect. At send time, the connector reads the payloads from Conversational Connect and includes them in the outbound message. When a recipient taps a quick-reply button, the corresponding bot flow, live chat action, or opt-in / opt-out action is executed by Conversational Connect, with no MoEngage-side configuration required.

Q. Which parts of a WhatsApp template can accept dynamic parameters?

Dynamic body parameters, dynamic quick-reply and CTA button values (including button URLs), and dynamic header images are all supported and populated from MoEngage user attributes at campaign send time. Carousel templates have a specific limitation described below.

Q. How do carousel templates work in Conversational Connect mode?

Carousels sync from Conversational Connect to MoEngage, but Conversational Connect does not currently support dynamic parameters on carousel cards. MoEngage assumes carousel media is dynamic by default, which causes a mismatch. After a carousel template syncs, either edit the template in MoEngage and change each card's media from dynamic to static (matching the media configured on the Conversational Connect template), or remove the synced carousel from MoEngage and recreate it manually as a static carousel. Dynamic carousels on the Conversational Connect side are planned for a near-term release, after which this workaround will not be needed.

Throughput and limits

Q. What throughput does the connector support?

The connector's throughput is governed by MoEngage's send rate. MoEngage supports a range of 60,000 to 200,000 send requests per minute, with a default of 60,000 requests per minute. Lower throughput, down to approximately 30,000 requests per minute, can be configured on request. Your effective throughput will also be subject to Vonage Messages API and WhatsApp Business Messaging carrier limits (Standalone mode) or Conversational Connect rate limits (CC mode), which vary by WABA tier and destination market.

Operational behaviour

Q. How are opt-outs handled?

The connector recognises two opt-out paths, both resulting in the same outcome (MoEngage updates the contact record and suppresses the user from future sends):

• Text keyword. If the consumer replies with the configured opt-out keyword (default STOP), the connector normalises it and syncs the opt-out to MoEngage. This works in both modes.
• Quick-reply button with a marketing opt-out action (Conversational Connect mode only). If the recipient taps a button configured with a marketing opt-out action, Conversational Connect processes the action, forwards the event to the connector, and the connector sends a normalised STOP to MoEngage.

Q. Where can I see per-recipient button click events?

Button click events are pushed to MoEngage as inbound events and appear in MoEngage's user activity log per recipient, in addition to the campaign-level aggregate view. Presentation of this data at the user level is a MoEngage platform feature; the connector delivers the event, MoEngage renders it.

Q. Does the connector track clicks on URLs inside WhatsApp templates?

No, and WhatsApp itself does not natively report URL clicks. To track URL clicks, use MoEngage's built-in URL shortener with click tracking. The connector does not add its own URL shortening layer.

Q. Why sometimes the "Sent" count in MoEngage show 0 while "Delivered" and "Read" already show higher numbers just after a campaign send?

MoEngage processes campaign events asynchronously on its side. Sent, delivered, and read counts reconcile once MoEngage completes event processing. This is a MoEngage timing behaviour, not a connector issue.

Q. How quickly do delivery events appear in MoEngage analytics?

Delivery status events (sent, delivered, read, failed) typically appear in MoEngage's campaign analytics within a few seconds of the Vonage Messages API or Conversational Connect receiving the status callback. Actual end-to-end latency depends on the destination carrier and, for WhatsApp, on Meta's status callback timing. If events do not appear within a few minutes of send, refer to the Troubleshooting section of the relevant channel guide.

Q. Where do I find logs when troubleshooting?

Log access depends on the stage of the message lifecycle. The connector instance's logs are accessible through the Vonage Cloud Runtime console under your instance's Logs tab. Provider-side delivery logs are available in the Vonage Customer Dashboard's Message Logs view (Standalone mode) or in the Conversational Connect Developer Portal (CC mode). MoEngage's campaign analytics dashboard captures send-side metrics and delivery outcomes after they are posted back by the connector.

Cost and licensing

Q. Is there a separate charge for the connector itself?

The connector is provided at no additional license or platform fee. Standard Vonage Messages API rates apply for outbound WhatsApp, SMS, and RCS messages, and their delivery events, under Standalone mode. For customers using Conversational Connect mode, Conversational Connect pricing per its own pricing guidelines applies in addition. The connector adds nothing on top.

Upgrading from v1.0

Q. Can I upgrade an existing v1.0 connector instance to v2.0 in place?

No. Because the authentication method changes from Basic Auth (or a custom API-key header) to a bearer token generated in the connector's admin panel, and delivery URLs are now configured through the admin panel instead of at deploy time in the VCR form, in-place upgrade is not possible. To use v2.0, deploy a new connector instance in the desired mode and reconfigure the MoEngage side to point at the new instance. See Section 7 for the recommended migration sequence.