Understanding WhatsApp Message Templates
To ensure that WhatsApp messaging is not used for spam purposes, WhatsApp requires businesses to use pre-approved message templates for starting business-initiated conversations. These templates are categorized based on their purpose. For businesses operating in the United States, it’s crucial to understand which categories are permitted.
Whenever a business receives an inbound WhatsApp message from a customer, the business gets a 24 hour window of unrestricted messaging capabilities to that sender, with no need to use templates.
What's Allowed: Utility Message Templates
Utility templates are messages that relate to a specific, agreed-upon transaction or provide information a customer has requested. They may not contain any marketing or persuasive intent. They may not recommend, upsell or cross-sell products; include offers; or attempt to secure renewals. They must also be either specific to or requested by the user (clearly related to their order, account, services or transactions) OR essential or critical to the user (for example, to ensure user safety). Below are examples of utility templates that are likely to be approved.
Business Goal: Confirm, update, or cancel an order or transaction with a customer, using specific details from their transaction.
Example Templates:
Thank you! Your order {{ID}} is confirmed. We will let you know once your package is on its way.
Hooray! Your package from order {{ID}} is on its way. Your tracking number is {{tracking_ID}} and the expected delivery date is {{date}}.
Unfortunately, one item from your order {{ID}} is backordered. We will follow up with an estimated ship date. To cancel, click here: {{URL}}.
We have received your returned item from order {{order_ID}}. Your refund for {{amount}} has been processed.
Business Goal: Send important or time-sensitive updates or alerts or other information specific to purchased or subscribed products/services.
Example Templates:
Daily update for account ending in {{####}}: Your available balance is {{amount}}.
Reminder: Your monthly payment for {{service}} will be billed on {{date}} to the {{card}} you have saved on file.
To finish setting up your profile, you need to upload a photo. Please click here to upload: {{URL}}.
Please note, we have updated our Customer Service phone number to {{number}}. Please save this and call if we can be of support.
Business Goal: Collect feedback on specific, recent transactions or engagements with customers. General surveys are not considered utility.
Example Templates:
We have delivered your order {{order_ID}}! Please let us know if there was any issue by reaching out here: {{URL}}.
You chatted with us online recently about order {{order_number}}. How was your experience? Click to fill out a short survey: {{URL}}.
Business Goal: Send a message to begin an interaction on WhatsApp that a user started on another channel (e.g., website live chat).
Example Templates:
Hi! I see you requested support via our online chat. I am the virtual assistant on WhatsApp. How can I help?
Hi {{name}}, we are following up on your call with customer service on {{issue}}. Your case has progressed to the next step. Please log into your account to continue: {{URL}}.
Business Goal: Confirm a customer's opt-in to receive messages on WhatsApp or confirm their opt-out request.
Example Templates:
Thanks for confirming opt-in! You'll now receive notifications via WhatsApp.
Thank you for confirming your opt-out preference. You will no longer receive messages from us on WhatsApp.
What's Not Allowed: Examples of Rejected Marketing Templates
Any template with a promotional goal will be rejected for US-based businesses. This includes messages designed to increase awareness, drive sales, re-engage customers with offers, or promote your app. Below are specific examples of templates that will be rejected.
Reason for Rejection: These templates generate awareness for a product, service, or event rather than relating to a specific user transaction.
Rejected Examples:
Did you know? We installed a {{new tower}} in your area so you can enjoy a better network experience.
- Looking for a getaway this fall? Our newest resort just opened in {{location}}: the perfect place to relax and unwind.
Reason for Rejection: These templates contain promotional offers, coupons, or other content intended to drive sales or renewals.
Rejected Examples:
- We are actively seeking {{donations}} to meet our fundraising goal of {{amount}}. Support our cause and contribute now: {{URL}}.
As a thank you for your last order, please enjoy {{15%}} off your next order. Use code {{LOYAL15}}.
Upgrade to our {{Premium cabin}} to enjoy new benefits, like {{more legroom}} and {{priority boarding}}.
You have been {{pre-approved}} for our {{credit card}}! Enjoy an introductory {{APR}} if you apply.
Reason for Rejection: These templates promote offers or products to users based on their past engagement, such as cart abandonment or purchase history.
Rejected Examples:
You left items in your cart! Don't worry, we saved them. Checkout now: {{URL}}.
Your subscription will expire on {{date}}! Renew easily here: {{URL}}.
We found a {{car}} that meets your saved search. Log in to view: {{URL}}.
We apologize for the delay in your {{package}} delivery. We have deposited a {{credit}} to your account, available immediately. (Note: While the apology is a utility, the offer of a credit makes it promotional).
Reason for Rejection: These templates exist to request that a customer install or take a specific action within an app for promotional purposes.
Rejected Examples:
Did you know? You can now {{checkout}} in our app. Download it here {{URL}} to use our streamlined experience.
In-app only: {{20%}} off this week! Use code {{SUMMER20}} to save on select styles.
- Thank you for using our app. We noticed you have not used our {{latest feature}}. Click here {{URL}} to learn more about how this benefits you!
- Hi {{name}}, your friend {{name}} recently joined our community. Send them a welcome message in our app today today: {{URL}}
Reason for Rejection: While appearing friendly, these templates have an underlying goal of promoting future business or engagement.
Rejected Examples:
{{Name}}, did you think we'd forget? No way! {{Happy birthday}}! We wish you the best in the year ahead.
As we approach the end of the year, we reflect on what drives us: You. Thank you for being a {{valued customer}}.
Hello, I am the new {{virtual assistant}}. I can help you discover products or provide support.
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