The verdict in three sentences
B2B recurring invoicing (software rent, service subscription, maintenance contract) only holds if collection follows. The key: a Wave/OM payment link attached to each invoice, plus a structured dunning sequence across email, SMS and WhatsApp. Well-equipped, an SME halves its DSO (average days to pay) and its overdue rate, freeing decisive cash flow.
The recurring invoicing cycle
A recurring invoice is more than a PDF: it's a cycle of issue -> send -> pay -> dun -> close. Each step must trigger an automatic action.
| Step | Timing | Channel | Action |
|---|---|---|---|
| Invoice issued | D-5 (before due) | Email + PDF | Invoice + Wave/OM payment link |
| Pre-due reminder | D-3 | "Invoice due in 3 days" + link | |
| Due date | D0 | SMS | "Invoice due today" + link |
| Reminder 1 | D+3 | Firm reminder + link | |
| Reminder 2 | D+7 | SMS + call | Late-fee mention |
| Formal notice | D+15 | Formal email | Service suspension announced |
| Suspension | D+30 | — | Service cut until payment |
The per-invoice payment link is the multiplier: it removes transfer friction and lifts the immediate settlement rate.
Dunning model and KPIs for an SME
To manage is to measure. Here are the metrics to track and realistic targets for a Senegalese services SME.
| KPI | No process | Structured dunning | Target |
|---|---|---|---|
| DSO (avg days to pay) | 40-50 days | 15-20 days | < 20 days |
| Overdue rate | 12-18 % | 3-5 % | < 5 % |
| Share paid on time | ~40 % | ~75 % | > 70 % |
| Manually dunned invoices | 100 % | <10 % (rest auto) | minimal |
| First reminder delay | random | D+3 systematic | D+3 |
| Recovery rate at D+30 | ~80 % | ~96 % | > 95 % |
Late fees announced from reminder 2 (and written into the contract) mostly deter: simply mentioning them speeds payment more than they earn.
Mini case study
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Modou's agency bills 30 recurring clients at 150,000 FCFA/month, i.e. 4.5M FCFA monthly. With a 45-day DSO and 15 % overdue, it permanently has ~6.7M FCFA locked and loses ~675,000 FCFA/month in doubtful debt. After adding payment links + J-3/J0/J+7 WhatsApp dunning: DSO at 18 days, overdue at 4 %. Freed cash: ~4M FCFA, doubtful debt down to ~180,000 FCFA/month, nearly 500,000 FCFA recovered each month.
FAQ
What is DSO and why watch it?
DSO is the average number of days to collect an invoice. A 45-day DSO locks up a month and a half of revenue; bringing it under 20 days frees cash that funds growth without bank credit.
Is WhatsApp suitable for B2B dunning?
Yes, it's often the most effective channel in Senegal: over 80 % open rate and fast replies. Combined with a clickable payment link, it turns a reminder into settlement in seconds.
When should I announce late fees?
From the D+7 reminder, provided they're in the contract. Their effect is mostly psychological: the mention speeds payment far more than it generates revenue.
Should I cut service on prolonged non-payment?
Suspension at D+30, announced from the D+15 formal notice, is the final lever. Pre-announced, it drives settlement; abrupt, it loses the client.
Let's talk about your project. We set up your recurring invoicing with Wave/OM payment links and automatic multichannel dunning. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
