Summary
WhatsApp message templates allow businesses to send structured messages to customers for various purposes, including marketing, utility updates, and authentication. This guide explains the different template categories, their objectives, business goals, and examples.
Instructions
Marketing Templates
As of April 1, 2025, the delivery of all marketing template messages to WhatsApp users with United States phone numbers (numbers starting with the +1 country code and a US area code) has been temporarily paused by Meta. This change was made to help improve the overall consumer experience in the US and support better long-term outcomes for businesses.
If you attempt to send a marketing template message to a WhatsApp user with a US phone number, the request will return an error.
Marketing templates offer the most flexibility, helping businesses achieve goals like awareness, sales, retargeting, app promotion, and customer relationship building.
Awareness
Objective: Generate awareness of your business, products, or services.
Examples:
"Did you know? We installed a new tower in your area so you can enjoy a better network experience. Learn more: {{link}}."
"Diwali is around the corner! Join us at {{shop_name}} on October 24 to celebrate with friends and family. More details: {{link}}."
Sales
Objective: Send promotional offers related to sales, discounts, and special events.
Examples:
"Enjoy 15% off your next order! Use code LOYAL15 at checkout. Visit: {{shop_link}}."
"Refer a friend and save! Use code FRIEND for $10 off each."
Retargeting
Objective: Re-engage customers who visited your website or used your app.
Examples:
"You left items in your cart! Complete your purchase now: {{link}}."
"We miss you! Join us for an exclusive event. Book now: {{link}}."
App Promotion
Objective: Encourage customers to install or engage with your app.
Examples:
"Check out our new checkout feature! Download our app: {{link}}."
"In-app only: 20% off this week! Use code SUMMER20. Get the app: {{promo_link}}."
Building Customer Relationships
Objective: Strengthen relationships through personalized messages.
Examples:
"Happy Birthday, {{Name}}! Wishing you a wonderful year ahead."
"Hello, I am your virtual assistant. Let me know how I can help!"
Additional Notes:
Templates with mixed content (e.g., order updates with promotions) are considered marketing templates.
Unclear content (e.g., just "{{variable_name}}" or "Congratulations!") may also fall under marketing.
Utility Templates
Utility templates are triggered by user actions and must include details about transactions, accounts, or interactions.
Opt-In Management
Objective: Confirm opt-ins or opt-outs for WhatsApp messages.
Examples:
"Thanks for opting in! You’ll now receive notifications via WhatsApp."
"You have opted out of our messages. You will no longer receive updates."
Order Management
Objective: Confirm, update, or cancel an order.
Examples:
"Your order {{order_id}} is confirmed! We’ll update you when it ships."
"Your package from order {{order_number}} is on its way! Track it here: {{tracking_id}}."
Account Alerts & Updates
Objective: Send important updates, reminders, and alerts.
Examples:
"Reminder: Your subscription payment will be charged on {{billing_date}}."
"A tornado alert has been issued in your area. Stay indoors until {{time}}."
Feedback Surveys
Objective: Gather feedback from customers.
Examples:
"We’d love your feedback! Click here: {{feedback_link}}."
"How was your recent experience with us? Let us know: {{survey_link}}."
Continue Conversations
Objective: Move a conversation from another channel to WhatsApp.
Examples:
"Hi! You requested support via chat. How can I assist you here?"
"We’re following up on your call from {{date}}. Log in to continue: {{account_link}}."
Authentication Templates
Authentication templates verify users with one-time passcodes (OTP) and must follow strict guidelines.
Requirements:
Use WhatsApp’s preset authentication templates.
Include a one-time password button (copy-code or one-tap).
Restrictions: No URLs, media, or emojis; parameters are limited to 15 characters.
Examples:
"{{1}} is your verification code."
"{{1}} is your code. Do not share it with anyone."
"{{1}} expires in 15 minutes. Use it to log in."
Conclusion
This guide outlines the key categories of WhatsApp message templates. Ensure your templates comply with WhatsApp’s guidelines to avoid rejections and improve communication with your customers.
Frequently Asked Questions (FAQs)
General Questions
1. What are WhatsApp message templates?
→ WhatsApp message templates are pre-approved, structured messages that businesses can use to communicate with customers for marketing, utility updates, and authentication purposes.
2. Why do businesses need to use templates?
→ WhatsApp requires businesses to use templates to initiate messages to ensure policy compliance and prevent spam. Templates provide consistency and allow businesses to send structured, approved messages efficiently.
3. How are message templates categorized?
→ WhatsApp message templates are categorized into three main types:
Marketing Templates: Used for promotions, retargeting, and customer engagement.
Utility Templates: Used for transactional updates such as order confirmations and account alerts.
Authentication Templates: Used to send one-time passcodes (OTP) to verify user identity.
4. Can I edit a message template after it is approved?
→ No, once a template is approved, it cannot be edited. You must submit a new template for approval if changes are needed.
Marketing Templates
5. What are marketing message templates used for?
→ Marketing templates help businesses promote their products, re-engage customers, encourage app installs, and strengthen customer relationships.
6. Can I include promotional offers in marketing templates?
→ Yes, marketing templates can include discounts, sales promotions, referral codes, and special event notifications.
7. What happens if my template contains mixed content (e.g., order updates with a promo)?
→ If a template contains both transactional and promotional content, it will be classified as a marketing template.
8. What are some examples of marketing templates?
"Enjoy 15% off your next order! Use code LOYAL15 at checkout. Visit: {{shop_link}}."
"You left items in your cart! Complete your purchase now: {{link}}."
"Happy Birthday, {{Name}}! Wishing you a wonderful year ahead."
Utility Templates
9. What are utility templates?
→ Utility templates are used for transactional messages triggered by user actions, such as order confirmations, account updates, and subscription alerts.
10. Can I use utility templates for promotional purposes?
→ No, utility templates should not contain marketing content. They should strictly provide information relevant to an ongoing transaction, account update, or service.
11. What are examples of utility message templates?
"Your order {{order_id}} is confirmed! We’ll update you when it ships."
"Reminder: Your subscription payment will be charged on {{billing_date}}."
"A tornado alert has been issued in your area. Stay indoors until {{time}}."
12. How do opt-in management messages work?
→ Businesses can send confirmation messages when users opt in or opt out of WhatsApp communications, such as:
"Thanks for opting in! You’ll now receive notifications via WhatsApp."
"You have opted out of our messages. You will no longer receive updates."
Authentication Templates
13. What are authentication templates?
→ Authentication templates are used to send one-time passcodes (OTPs) for user verification during login, account recovery, or security challenges.
14. Are there any restrictions on authentication templates?
→ Yes, authentication templates must follow strict guidelines:
They must use WhatsApp’s preset authentication message formats.
They must include a one-time password button (copy-code or one-tap).
URLs, media, and emojis are not allowed.
Parameters are limited to 15 characters.
15. What are examples of authentication messages?
"{{1}} is your verification code."
"{{1}} is your code. Do not share it with anyone."
"{{1}} expires in 15 minutes. Use it to log in."
16. Can authentication templates include additional instructions?
→ Yes, they may include security disclaimers or expiry warnings, but they cannot contain marketing content or promotional links.
Compliance and Approval Process
17. How do I submit a message template for approval?
→ Templates must be submitted through the WhatsApp Business Manager. Once submitted, they go through an approval process to ensure compliance with WhatsApp policies.
18. How long does it take for a template to be approved?
→ Template approval times vary but usually take a few hours to a couple of days. If rejected, WhatsApp provides a reason for rejection.
19. Why was my message template rejected?
→ Templates may be rejected for several reasons, including:
Use of prohibited content (spam, misleading information, or restricted words).
Lack of clarity or excessive use of placeholders (e.g., only containing "{{variable_name}}" without context).
Inclusion of URLs, media, or emojis in authentication templates.
20. What should I do if my template is rejected?
→ Review the rejection reason, adjust the template to comply with WhatsApp’s guidelines, and resubmit for approval.