Summary
WhatsApp message templates let businesses send structured messages for marketing, utility updates, and authentication. This guide explains the 3 template categories, their objectives, requirements, and examples. It also covers the current restrictions for Authentication and Marketing templates, including support for zero-tap authentication templates for Android users.
Instructions
1. Marketing Templates
Marketing templates help businesses promote their products or services and build customer relationships. They can be used for awareness, sales, retargeting, app promotion, and personalized customer engagement.
As of April 1, 2025, Meta has temporarily paused the delivery of all marketing template messages to WhatsApp users with US phone numbers. This applies to numbers that start with the +1 country code and have a US area code.
If you try to send a marketing template to a WhatsApp user with a US phone number, the request returns an error.
Awareness
Use awareness templates to introduce your business, products, or services to customers.
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
Use sales templates to promote discounts, special offers, and sales 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
Use retargeting templates to re-engage customers who previously 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
Use app promotion templates to encourage customers to install or use 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
Use these templates to strengthen customer 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!"
Marketing Template Notes
Templates that combine different types of content, such as an order update with a promotion, are considered marketing templates.
Unclear content, such as only
{{variable_name}}or "Congratulations!", may also be classified as marketing.
2. Utility Templates
Utility templates are triggered by customer actions and must include information about transactions, accounts, or customer interactions.
Opt-In Management
Use opt-in management templates to confirm when customers opt in or opt out of 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
Use order management templates to confirm, update, or cancel orders.
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 and Updates
Use account alert and update templates to 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
Use feedback survey templates to collect customer feedback.
Examples:
"We’d love your feedback! Click here: {{feedback_link}}."
"How was your recent experience with us? Let us know: {{survey_link}}."
Continue Conversations
Use these templates to continue a conversation on WhatsApp after it started through another channel.
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}}."
3. Authentication Templates
Authentication templates are used to verify users with one-time passcodes (OTP). They must follow strict requirements.
Authentication Template Requirements
Authentication templates must:
Use WhatsApp's preset authentication templates.
Include a one-time password button, such as a copy-code, one-tap, or zero-tap button.
Not include URLs, media, or emojis.
Use parameters that 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."
Zero-Tap Authentication Templates
Wati supports zero-tap authentication templates for Android users.
Zero-tap authentication allows a verification code to be automatically filled in within WhatsApp. Users can complete authentication without leaving the WhatsApp conversation or manually copying and entering the verification code.
For more information, see Meta's documentation on zero-tap authentication templates.
Authentication Template Access Requirements
Following recent updates from Meta, businesses must complete one of the approved scaling paths to access Authentication template messages:
Meta Business Verification
Partner-led Business Verification
Quality Messaging
Businesses must also have a minimum daily messaging limit of 2,000 business-initiated conversations.
If you cannot submit an Authentication template for approval, check that your daily messaging limit is 2,000 or higher.
Template Categories at a Glance
The 3 WhatsApp message template categories are:
Marketing: Used for promotions, awareness, retargeting, app promotion, and customer relationship building.
Utility: Used for transaction, account, interaction, opt-in, order, and feedback-related updates.
Authentication: Used to verify users with one-time passcodes and must follow specific formatting and eligibility requirements.
Frequently Asked Questions (FAQs)
Marketing Templates
1. What are Marketing templates used for?
Marketing templates are used to promote products or services and build customer relationships. They can support awareness, sales, retargeting, app promotion, and personalized customer engagement.
2. Are Marketing templates delivered to WhatsApp users with US phone numbers?
No. As of April 1, 2025, Meta has temporarily paused delivery of all Marketing template messages to WhatsApp users with US phone numbers that start with the +1 country code and have a US area code. Sending a Marketing template to such a number returns an error.
3. What happens if a template combines an order update with a promotion?
A template that combines different types of content, such as an order update with a promotion, is considered a Marketing template.
4. Can unclear template content be classified as Marketing?
Yes. Unclear content, such as only {{variable_name}} or "Congratulations!", may be classified as a Marketing template.
Utility Templates
5. What are Utility templates used for?
Utility templates are triggered by customer actions and must include information about transactions, accounts, or customer interactions. They can be used for opt-in management, order management, account alerts and updates, feedback surveys, and continuing conversations from another channel.
Authentication Templates
6. What are Authentication templates used for?
Authentication templates are used to verify users with one-time passcodes (OTP).
7. What are the requirements for Authentication templates?
Authentication templates must use WhatsApp's preset authentication templates, include a one-time password button such as copy-code, one-tap, or zero-tap, and must not include URLs, media, or emojis. Template parameters are limited to 15 characters.
8. What is zero-tap authentication?
Zero-tap authentication allows a verification code to be automatically filled in within WhatsApp. Users can complete authentication without leaving the WhatsApp conversation or manually copying and entering the verification code.
9. Does Wati support zero-tap authentication templates?
Yes. Wati supports zero-tap authentication templates for Android users.
10. What are the requirements for accessing Authentication templates?
Businesses must complete one of the approved scaling paths: Meta Business Verification, Partner-led Business Verification, or Quality Messaging. They must also have a minimum daily messaging limit of 2,000 business-initiated conversations. If an Authentication template cannot be submitted for approval, the business should check that its daily messaging limit is at least 2,000.