Templates:Rules & Best Practices
Last updated
Last updated
WhatsApp has become a valuable tool for businesses looking to communicate quickly and efficiently. With WhatsApp template messages, you can streamline your communication process and save time, while still providing personalized and engaging messages to your audience. In this blog, we'll be sharing everything you need to know to create an effective WhatsApp message template that can help your business connect with customers. So, whether you're new to using WhatsApp for business or a seasoned pro, read on to learn more about how to make the most of WhatsApp message templates!
WhatsApp API users can’t message customers anytime they want on WhatsApp. Outside the 24-hour customer-service window, businesses are only allowed to use WhatsApp Message Templates, also known as WhatsApp Template Messages.
WhatsApp Message Templates are commonly used to get in touch with customers outside the aforementioned 24-hour window. While that is very convenient, WhatsApp Message Templates must be submitted to WhatsApp for approval before use.
Businesses can personalize WhatsApp Message Templates with customizable placeholders, media headers and Quick Reply or Call-to-Action buttons. These features make WhatsApp Template messages more engaging and interactive than other message formats like SMS or email.
WhatsApp Message Templates are not free to send. They are subject to WhatsApp’s conversation-based pricing model, meaning that rates depend on the recipient’s country code and Message Template category.
But, what do we mean by Message Template category? You’ll find the answer in the next section.
To prevent businesses from spamming their contacts, Meta restricts the use of WhatsApp Message Templates to a limited number of use cases. Here are the approved use cases of Message Templates by category.
Utility WhatsApp Message Templates
A user action or request usually triggers utility templates and should provide specific details regarding the current or ongoing transaction, account, subscription or interaction. For instance, an order confirmation template must incorporate the corresponding order number.
These are the most common use cases for Utility templates:
Managing user-requested opt-ins
Confirm, update or cancel orders or transactions with customers
Account alerts and updates
Feedback surveys
Continuing a conversation
Authentication WhatsApp Message Templates
Authentication templates enable businesses to authenticate users with one-time passcodes, potentially at multiple steps in the login process. Authentication templates are intended for the following use cases:
Account verification
Account recovery
Account integrity challenges
Marketing WhatsApp Message Templates
Marketing templates are intended for promotional or informative updates, as well as invitations for customers to take action. Any conversation that does not fall under the utility or authentication categories is considered a marketing conversation. Here are some of the most common use cases for Marketing templates:
Business, products or services awareness
Promotional offers
Retargeting
App promotion
Building customer relationships
When you send a Message Template, a new conversation will be created in its specific category and you will be charged accordingly, unless you send the template while an ongoing conversation of the same category is already happening.
For instance, if a utility conversation is already ongoing and a marketing message template is sent within that conversation, a new marketing conversation is opened. As a result, the 24-hour customer service window is reset, and charges for the marketing conversation are applied.
However, businesses won’t incur additional charges for sending multiple templates of the same category within an ongoing conversation. To illustrate, a company can send multiple utility templates in a running utility conversation without incurring extra charges.
Other than use case restrictions, WhatsApp has also created a set of rules on what can go into a WhatsApp Business Message Template and how it should look. Let’s find out what these rules are.
Customers rarely appreciate unsolicited messages, and they could mark your message as spam and report your number.
If a WhatsApp Template Message is not well-received by your customers, it will affect its quality rating. If the quality rating reaches a Low state, your Message Template will get the Flagged status.
Finally, if the status does not improve within 7 days, the Message Template status will switch to Disabled. To prevent this from happening, make sure you collect customer opt ins before sending Message Templates.
Other than that, there are two types of rules to look out for: Content rules and formatting rules, which we’ll cover next.
To protect its users from spam and harmful content, WhatsApp has come up with rules for content that businesses aren’t allowed to send using Message Templates:
Threatening content
Data collection
Prohibited services
Contests or quizzes
WhatsApp Message Templates cannot contain threatening or abusive content. For example, Message Templates that threaten customers with legal action if they don't pay back their loans are not allowed.
Moreover, businesses can't use WhatsApp Message Templates to collect customer data. For example, you can't request sensitive personal information such as credit card numbers through Message Templates. While polls are out of the question, CSAT surveys are an exception to the rule.
Last but not least, Message Templates should not contain any content related to quizzes, contests, or anything that involves skills or chance. In addition to the content restrictions above, you need to comply with the WhatsApp Message Template formatting rules.
WhatsApp has different formatting rules for Message Template name, body and placeholder. The Message Template name can only contain lowercase alphanumeric characters and underscores. Other special characters and spaces are not allowed.
The Message Template body cannot contain tabs or more than 4 consecutive spaces and its character limit is capped at 1,024 characters. This includes letters, numbers, special characters, and emojis.
Placeholders must be written within double curly brackets, like this: {{1}}. When customizing the content of a placeholder, you may include letters, numbers, or even special characters.
To send Media Message Templates including images, videos and documents to your contacts, make sure your media size follows the platform limitations. Also, only PDF documents are supported when uploading a document in your Message Template.
Now that you understand the Message Template rules, it's time to learn how to create a Message Template for WhatsApp.
There are two prerequisites to creating and sending WhatsApp. Firstly, you’ll need a WhatsApp API account.
Secondly, you’ll need a customer communication management software to connect to the WhatsApp API. While you could use the Meta Business Manager, this option is limiting for large companies.
The Meta Business Suite only operates with Meta platforms, and you won’t be able to build advanced automation or integrate with WhatsApp CRMs. Instead, we recommend an omnichannel solution
Once you’re ready, open alexa.io and follow the steps below to create your first WhatsApp Message Template.
1. Go to Settings > Channel > WhatsApp Business API > Templates.
2. Click Submit Template to create a new WhatsApp Template.
3. Fill in your template name, category, language and template body.
5. Include a header in the form of text, image, video or document if needed and a text footer.
6. Add a call-to-action or quick reply button, then click Submit.
7. Key in the parameters for the template.
Do note that you’ll need to include Dynamic Variables in the placeholders before submission, otherwise, WhatsApp will reject your Message Template. Click Submit once done.
8. Lastly, Sync Templates once you’ve submitted them for WhatsApp Template approval.
Once synced, you can see your Message Template status in the Message Template list after submission. There are three possible statuses:
Submitted: It’s still under review and pending approval.
Approved: It can now be used to message Contacts.
Rejected: It cannot be used. WhatsApp provides a reason of rejection to help you understand how the Message Template is violating WhatsApp’s rules. We’ll explain more about these rules in the following sections.
Here are some reasons why WhatsApp might reject your Message Template submission. We’ve also included some examples of rejected Message Templates to give you an idea of what’s not allowed.
To avoid rejection, make sure that your WhatsApp Template Message abides by the Contact Rules. Be as clear as possible, as WhatsApp reserves the right to reject Messages Templates with unclear purposes.
Your Message Template Asks for Sensitive Information
WhatsApp will reject Message Templates that collect data from users or ask for sensitive information.
Hi {{1}}, please share your full credit card number to proceed.
Your Message Template is too Generic
WhatsApp will reject Message Templates that don’t provide sufficient detail on how they will be used.
Reminder: {{1}}.
Your Message Template Name is Unclear
WhatsApp reviewers may reject your Message Template if the Name doesn’t give context about how it will be used.
template_1
You Chose the Wrong Message Template Category
WhatsApp may reject your Messages Template if the Category selected doesn’t match the content. Case in point: labeling a Message Template about a new feature as an Authentication Template.
Despite being often ignored by businesses, formatting rules matter to WhatsApp. If your WhatsApp Template Message is rejected and you don’t know why, there is a chance that it has something to do with its formatting.
Your Message Template is not Properly Formatted
WhatsApp is notoriously fussy when it comes to the formats of Message Template name, Message body, and placeholder. Even the slightest formatting mistake can cause your Message Template to be rejected.
Dear {1}, you have an appointment scheduled with us on {3} at {2}. We look forward to seeing you!
Your Message Template Has Floating Placeholders
WhatsApp will reject Message Templates containing lines with just Placeholders and no text because they could be abused to spam customers.
Hi {{1}}, {{2}}. {{3}}.
If your Message Template contains misspellings or grammatical errors, it may be deemed untrustworthy and get rejected.
Hii {{1}} Thanks you for your subscription.
Your Message Template must match the Language you’ve selected. For instance, if you select English as the Language but the content is in Spanish, your Message Template will be rejected.
Each WhatsApp API account can only own a limited number of Message Templates. If you need more, open a support ticket with your WhatsApp partner stating your reason. WhatsApp may approve a higher limit at its discretion.
Getting your Message Template right might seem difficult, but there are things you can do to stand a better chance of having your submission approved.
In this section, we've put together a list of best practices when creating and using Message Templates. Plus, we’ve included some examples of what approved Message Templates look like.
Just because you have customers' numbers doesn't mean they have opted in. You should always get active consent from customers before sending WhatsApp Message Templates.
WhatsApp enforces the formatting rules of Message Templates strictly. Make sure you use the appropriate formatting.
Get the Placeholders Right
Remember to use double curly brackets for placeholders and write the numbers in the placeholders in sequence. Floating Placeholders are a no-no, so surround them with information to make clear what type of content will be inserted.
Dear {{1}}, you have an appointment scheduled with us on {{2}} at {{3}}. We look forward to seeing you!
Don't Put URL Shorteners in the Message Body
WhatsApp doesn't recommend using a URL shortener such as bit.ly or tinyurl because they obscure the intended link destination. A workaround is to use URL shorteners in your Placeholder instead of the Message Body.
Your return request {{1}} has been generated. Visit {{2}} to learn more about our return policy.
Proofread your Message Template
WhatsApp will reject Message Templates that include even minor spelling or grammatical mistakes. Check for grammatical errors or misspellings before submitting your Message Template.
Hi {{1}}, thank you for your subscription.
WhatsApp is more likely to approve a Message Template with a name that provides context around its purpose.
order_delivery
In your Message Template, remind your customers that they’ve given you permission to send the messages. For example, make it clear that you are following up on a previous inquiry.
I'm sorry that I wasn't able to respond to your inquiry on {{1}}. Please reply ‘yes’ if you’d like to continue the conversation.
Avoid sending Message Templates too frequently or customers might opt out. Worse, they may mark your business as spam. Having your Message Templates marked as spam will affect your account’s quality rating and your Message Template may be disabled.
You can't edit your Message Template once it's approved. Make sure you are happy with your Message Template before submitting it.
Sometimes it’s not even that clear why one Message Template is approved while the other gets rejected. It may take a few tries to get a WhatsApp Message Template approved.
If resubmissions continue to be rejected, open a support ticket with your WhatsApp Partner explaining the issue in detail. WhatsApp Partners like respond.io can request WhatsApp to reconsider the rejected Message Template.
You’ve made it to the end! This is all you need to know to get started with WhatsApp Message Templates.
Businesses can’t either use WhatsApp Message Templates to offer to customers. Services that fall under this category include – automotive, event, fitness, home maintenance services such as cleaning, non-veterinary, personal and travel services.
Selecting the wrong Template category is one of the main reasons for rejection. Always choose the when submitting Message Templates to adhere to Meta's standards.
