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 marketing template limits
Meta previously introduced a rule that restricted marketing templates to a maximum of 550 characters or 10 emojis. If a template exceeded these limits, message delivery failed with error code
2388040.
This rule has now been rolled back. Marketing templates once again support up to 1024 characters, and the earlier 550-character limit no longer applies.
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)
WhatsApp template basics
1. What are WhatsApp template messages?
WhatsApp template messages are pre-approved messages that businesses can send to users. They are structured and must follow WhatsApp’s guidelines before they can be used.
2. What types of WhatsApp template messages are available?
There are three types of templates: Utility, Authentication, and Marketing. Each type serves a different purpose and follows specific rules.
Utility templates
3. What are utility templates used for?
Utility templates are used for transactional updates related to an agreed action, such as order confirmations, payment updates, appointment reminders, or account notifications.
4. Can utility templates include marketing content?
No. Utility templates must be strictly transactional and cannot include promotional or marketing content.
Authentication templates
5. What are authentication templates used for?
Authentication templates are used to verify a user’s identity, usually by sending a one-time passcode (OTP) during login or verification steps.
6. Are there restrictions on authentication templates?
Yes. They must use WhatsApp’s preset authentication format, cannot include URLs, media, or emojis, and must include a one-time password button.
Marketing templates
7. What can marketing templates be used for?
Marketing templates can be used for promotions, offers, updates, invitations, newsletters, and requests for user actions, such as feedback or completing a purchase.
8. What is the current character limit for marketing templates?
Marketing templates currently support up to 1024 characters. The earlier 550-character limit has been rolled back and no longer applies.
Template approval and opt-out
9. How long does it take for a template message to be approved?
Template approval usually takes a few minutes but can take up to 24 hours. If a template stays pending longer than 24 hours, Wati can help raise a ticket with Meta to check the status.