WhatsApp Business message template: All you need to know
To maintain a spam-free environment, WhatsApp limits businesses from sending messages once 24 hours have passed since the last customer interaction. Beyond this period, businesses can only send messages using pre-approved templates. These templates help businesses comply with WhatsApp’s guidelines while maintaining effective communication with customers.
In this article, we’ll dive into everything you need to know about WhatsApp Business message templates, including the different types, how to create them, and the best practices for using them effectively.
What is the WhatsApp Business API template?
WhatsApp Business message templates are pre-approved, standardized messages that businesses can use to communicate with customers. These templates are especially important when sending messages to customers who have yet to message your business or who have not sent you a message in the last 24 hours.
In addition to individual customer interactions, blast messages—messages sent to a large group of customers—also require the use of approved templates.
The message templates can be used for various types of communication, including transactional messages (like order confirmations), notifications (like shipping updates), and even marketing messages (like promotional offers).
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Types of WhatsApp message templates for businesses
WhatsApp Business classifies message templates into three primary types, each serving a different purpose. It’s important to understand these categories to ensure you use the right template for the right situation:
1. Utility message template
Utility message templates are used for transactional communications that provide essential, actionable information to the customer. These messages often relate to customer transactions or services and typically don’t promote products or services directly.
Utility message template examples:
Order confirmations: Inform customers when an order has been successfully placed.
Hi {{1}}, your order #{{2}} has been confirmed. You will receive an update once it has shipped.
Shipping updates: Keep customers informed about the shipping status of their orders.
Your order {{1}} has been dispatched and is on the way! Track it here: {{2}}.
Appointment reminders: Notify customers about upcoming appointments or meetings.
This is a reminder for your appointment with [Business Name] at {{1}} on {{2}}.
These messages are essential to keeping customers informed and ensuring the smooth operation of services or transactions.
2. Authentication message template
Authentication message templates are used for secure communication, typically involving customer identity verification or account management. Businesses can send an authentication message to maintain security and ensure that only authorized users can access sensitive information or perform specific actions.
Authentication message template examples:
One-time passwords (OTPs): Sent to authenticate login or payment actions.
Your OTP for login is {{1}}. It’s valid for the next 10 minutes.
Account Recovery: Assists users in recovering their accounts.
To reset your password, click on the link below: {{1}}.
Account Registration: Confirms the successful registration of a customer’s account.
Thank you for registering at [Business Name]. Your account is now active.
Authentication templates ensure that sensitive operations, like logging in or resetting passwords, are handled securely.
3. Marketing message template
Marketing message templates are used to engage customers with promotional content, product updates, and special offers. These messages are designed to drive sales and inform customers about new products, discounts, or events.
Marketing message template examples:
Promotions and discounts: Notify customers about special deals and offers.
Hi {{1}}, enjoy 20% off your next purchase with us! Use code: DISCOUNT20.
New Product announcements: Keep customers in the loop about new arrivals or services.
We’ve just launched a new collection! Check out our latest products here: {{1}}.
Event invitations: Invite customers to join events, webinars, or product launches.
Join us for an exclusive webinar on [Topic] on {{1}} at {{2}}.
It’s important to note that if a message contains elements of both utility and marketing, such as a message that confirms an order (utility) and simultaneously promotes a new product, it will be classified as a marketing message.
How to create WhatsApp Business API templates
To create WhatsApp Business message templates, you first need to sign up for Meta Business Manager and set up a WhatsApp Business platform account. This is essential for accessing WhatsApp’s messaging features.
After your account is created, you can begin creating and managing your message templates through your WhatsApp Business platform. Many businesses use tools like SleekFlow to unify template message creation and sending.
For a detailed, step-by-step guide on setting up and managing WhatsApp templates, refer to WhatsApp Template Manager help guide.
Best practices for using WhatsApp Business templates
1. Compliance and opt-out:
Always include opt-out instructions in marketing templates, such as “Reply STOP to unsubscribe.”
Ensure your template follows WhatsApp’s policies to avoid flagging.
2. Media and links:
Keep media files below 15 MB to ensure smooth delivery.
Use valid domains (e.g., https://sleekflow.io) for a better approval process. Avoid shortened links (e.g., https://bit.ly).
3. Template structure and language:
Ensure the language in the template body, header, footer, and buttons is consistent.
Avoid using variables at the start or end of your message, and ensure they follow sequential order (e.g., {{1}}, {{2}}).
Don’t use emojis, special formatting, or excessive new line characters (\n) in headers.
4. Message buttons:
Use quick reply or call-to-action buttons, but not both in a single template.
5. Content quality:
Double-check for spelling and grammatical errors before submission.
Select the correct template category based on the content, and avoid creating duplicate templates.
6. Template naming and organization:
Use clear, descriptive names for your templates (e.g., avoid generic names like “Test Campaign”).
Include media samples (e.g., image/video) in your template submission.
7. Automate follow-up messages:
Automate replies to customer responses to your template message
With this guide, you've taken the first step in unlocking the power of WhatsApp Business API message templates. By using SleekFlow’s AI-powered platform, businesses can seamlessly create, manage, and send template messages to enhance communication with customers.
Why choose SleekFlow as your WhatsApp Business Solution?
SleekFlow is a Meta-verified Business Solution Provider, a trusted platform that enables businesses to manage customer conversations securely and reliably.
The benefits of working with SleekFlow to implement your WhatsApp strategy include:
Get expert guidance through the setup process with dedicated support from SleekFlow.
Leverage built-in AI agent conversations to help you manage customer engagement and conversion journeys.
Manage other social messaging channels, including Facebook Messenger, Instagram Direct Messages, and other channels in a unified inbox
Set up automated workflows to sync data with other business tools and platforms such as Salesforce, Hubspot and Shopify to create personalized engagements and reduce manual repetitive work.
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