December 16, 2025 - Universal Channel

Universal Channel is a new automation channel that allows you to trigger any external system directly from a Batch automation by calling a third-party API. From a single automation step, you can now:

• Send a message through an external provider

• Trigger a workflow in another tool

• Create or update data in an external system

Universal Channel acts as a generic, extensible channel to connect Batch automations with systems outside of Batch.

See Universal channel for more information.

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Why we built this

Marketing teams use a growing number of channels to communicate with their customers. Some are standard — push, email, SMS — others are highly specific depending on the use case: WhatsApp, wallet notifications, voice messaging, paid media retargeting, support ticketing.

With this proliferation of channels, the need for unified orchestration has become critical. What we heard repeatedly from customers: the ability to test a new channel quickly, without reimporting data, redefining targeting, and above all without thinking in silos. Testing a new channel in isolation is not enough — you can't measure its real impact in the context of a complete customer journey.

Our conviction at Batch: it should be possible to manage all your marketing communications in one place AND activate any channel you want, with the tools you want. Universal Channel is our answer to that challenge.

How it works

Universal Channel lets you activate third-party tools directly from your Batch journeys. For each user, you choose the most relevant channel, create fallback rules, or run A/B tests between different channels. The full power of Batch journeys — segmentation, personalization, event-based triggers — applies equally to external channels, whether through a tool of your choice or through our partner ecosystem.

Four things set Universal Channel apart:

• Unlimited activation — no restrictions on which channels you can activate.

• Omnichannel journeys — external channels integrate natively into the Automation Builder, alongside push, email and SMS.

• No-code setup — configuration in a few clicks, no technical development required.

• Hundreds of eligible partners, ready to connect.

Common use cases

WhatsApp in an omnichannel journey — Connect a WhatsApp Business partner directly into your Batch scenarios. ManoMano uses Batch and Wax together for two main use cases: cart abandonment recovery and loyalty program engagement. Results: 9% conversion rate on cart abandonment follow-ups, 14% engagement rate on loyalty campaigns, 9% click-through rate, and 3x more app downloads via WhatsApp compared to SMS. These numbers illustrate what happens when WhatsApp is orchestrated within a coherent journey rather than used as an isolated channel.

Automated support ticketing on churn — On a churn or dissatisfaction journey, automatically create a ticket in Zendesk so a support agent can call back the customer at the right moment, without leaving the journey.

Wallet notifications — Send notifications directly to your users' mobile wallets at the time of a purchase or loyalty offer.

Paid media retargeting — Automatically add users to retargeting or reactivation segments on Meta or Google Ads, without exiting the journey.

FAQ

Is Universal Channel available to all customers? Universal Channel is a paid add-on. Contact [email protected] to enable it. The feature is activated at the project level in the admin panel.

Does it require technical development to set up? No. Configuration is done in a few clicks from the Automation Builder, without any client-side development. You just need a third-party API to connect to.

Can I A/B test Universal Channel against a native Batch channel? Yes. Universal Channel integrates natively into the Automation Builder alongside push, email and SMS. You can create fallback rules or A/B tests between any combination of channels.

Which partners are compatible? Any system that exposes an API is eligible. Hundreds of partners can be connected. Wax (WhatsApp Business), Zendesk, Meta Ads and Google Ads are among the most common use cases.