Summary
WhatsApp template messages allow businesses to send structured and pre-approved messages to users. These templates fall into three categories: Utility, Authentication, and Marketing. Each category has specific guidelines that must be followed to ensure compliance with WhatsApp's policies. This guide outlines the definitions, examples, and best practices for each template type.
Instructions
1. Utility Templates
Utility templates relate to a specific, agreed-upon transaction and are used to confirm, suspend, or modify a transaction or subscription.
Guidelines
Must be transactional.
Cannot mix utility and marketing content.
Should provide essential information regarding a user's transaction.
Examples:
Confirm or Suspend a Transaction
"Your order #0021 is confirmed."
"Your payment was received! We hope you enjoy the concert!"
"Your consultation is complete, and your prescription is attached below."
"Your order has been canceled; your refund will be processed in 7-10 days."
Change or Update a Transaction
"You have successfully checked in! Here’s your boarding pass."
"Your order has shipped! It will be delivered on Friday."
"Reminder: Your appointment is at 13:00 on Tuesday."
"Your password was changed."
Account, Billing, or Payment Notifications
"Here is the monthly statement you requested."
"Your payment failed, click here to retry."
"Reminder: Your payment is due on Tuesday."
"Your pre-paid balance is low; click here to top up."
Note: These examples are illustrative. The final classification of a template depends on its specific content.
2. Authentication Templates
Authentication templates are used to verify users' identities with one-time passcodes (OTP) at multiple steps in the login process.
Guidelines:
Must use WhatsApp’s preset authentication template structure.
Can include security disclaimers and expiry warnings.
URLs, media, and emojis are not allowed.
Parameters are restricted to 15 characters.
Must include a one-time password button (copy code or one-tap).
Examples:
"{{1}} is your verification code."
"{{1}} is your verification code. For your security, do not share this code."
"{{1}} is your verification code. This code expires in 15 minutes."
3. Marketing Templates
Marketing templates are flexible and can be used for promotions, offers, updates, invitations, newsletters, and customer engagement.
Note: Meta has a new rule for marketing templates: you can’t use more than 550 characters or 10 emojis. If your template has an issue with character limits, you’ll see an error code after delivery: 2388040.
Guidelines
Can contain promotional content, offers, or recommendations.
May include welcoming or closing messages.
May request user responses or encourage transactions.
Can mix multiple marketing elements in a single message.
Examples
Promotions or Offers
"If you buy 2 or more coffees, you’ll get $5 off!"
"Use code SAVE20 for 20% off your next order!"
"Click here to top up! Get a 10% bonus with code EXTRA10."
Welcoming or Closing Messages
"This is Vinny’s Bakery, and we are now on WhatsApp!"
"Hello, welcome to our profile on WhatsApp!"
"Thank you, have a good day."
Updates, Invitations, Newsletters, or Recommendations
"Our store has moved. Come and check us out!"
"We will be closed next Monday for the holiday."
"Join us for our upcoming holiday gala!"
"We think you will love this – check out our new ice cream flavor."
Requests for User Action
"Thank you for your order. We’d love your feedback. Please click here."
"Forgot something? We kept your items, click to check out."
"Your application is waiting for you. Click here to complete."
"You missed your recent appointment, tap here to rebook."
Note: Examples are for reference only. The actual classification of templates depends on content and context.
4. Marketing Opt-Out Button
To improve customer experience, WhatsApp recommends adding a Quick Reply button to marketing templates, allowing users to opt out easily.
Benefits of an Opt-Out Button:
Reduces the likelihood of users blocking your business.
Enhances user trust and engagement.
Allows for better scalability in message volume.
How long does the approval process for a Template Message take?
After submitting a template, it is sent to Meta for approval. While this process usually takes just a few minutes, it may take up to 24 hours in some cases.
WATI does not handle the approval process, but if your template remains in pending status for over 24 hours, we can assist you in raising a ticket with Meta to check the status.
Frequently Asked Questions (FAQs)
General Questions
1. What are WhatsApp Template Messages?
→ WhatsApp Template Messages are pre-approved message formats businesses can use to send notifications, alerts, or promotional content to customers.
2. Why do I need to use a template message instead of a regular message?
→ Template messages are required when initiating conversations with users outside the 24-hour customer support window. They ensure compliance with WhatsApp's policies.
Template Categories
3. What are the different types of WhatsApp template messages?
→ WhatsApp categorizes template messages into three types:
Utility Templates: Used for transaction updates, confirmations, and reminders.
Authentication Templates: Used for sending one-time passcodes for user authentication.
Marketing Templates: Used for promotions, offers, invitations, and general business updates.
4. Can I mix different template categories in one message?
→ No, messages that contain both utility and marketing content will be classified as marketing templates.
Utility Templates
5. What are utility templates used for?
→ Utility templates are used for updates related to a specific transaction, such as confirmations, reminders, and account notifications.
6. Can a utility template include promotional content?
→ No, utility templates should strictly relate to transactional updates. If promotional content is included, it will be classified as a marketing template.
Authentication Templates
7. What are authentication templates?
→ Authentication templates are used to send one-time passwords (OTP) for account verification, login authentication, and security challenges.
8. Can authentication templates contain media or emojis?
→ No, authentication templates cannot contain media, emojis, or additional URLs.
9. Are there length restrictions for authentication templates?
→ Yes, parameters in authentication templates have a 15-character limit.
Marketing Templates
10. What qualifies as a marketing template?
→ Marketing templates include promotions, offers, invitations, newsletters, and customer engagement messages.
11. Can I include opt-out options in marketing templates?
→ Yes, it is recommended to add a Quick Reply button to allow users to opt out of marketing messages.
12. Can I send a marketing template without user consent?
→ No, businesses must obtain user consent before sending marketing template messages.
Template Approval and Usage
13. Do template messages need approval from WhatsApp?
→ Yes, all template messages must be reviewed and approved by WhatsApp before they can be used.
14. How long does it take for a template message to be approved?
→ Approval times vary. Typically, it takes only a few minutes; however, sometimes it can take up to 24 hours.
15. What happens if my template message is rejected?
→ If a template is rejected, review the content to ensure compliance with WhatsApp's guidelines, make necessary modifications, and resubmit it for approval.
Additional Considerations
16. Can I edit a template after it has been approved?
→ No, once a template is approved, it cannot be edited. You will need to create a new template if changes are required.
17. Is there a limit to the number of templates a business can create?
→ There is no strict limit, but excessive or repeated submissions of similar templates may be flagged by WhatsApp.
18. Can templates be used in multiple languages?
→ Yes, you can create and submit templates in multiple languages, but each version needs separate approval.
19. Are there costs associated with sending template messages?
→ Yes, WhatsApp charges businesses based on conversation-based pricing, which varies by region and message type.
20. Where can I find more details on WhatsApp template message policies?
→ You can refer to WhatsApp's official documentation for the latest updates on template message policies.