Templates are a set of pre-approved, structured and ready-to-use messaging formats that are used by businesses to interact with their customers, especially over WhatsApp. Instead of manually choosing recipients, templates allow you to send consistent messages for marketing updates, delivery notifications, an OTP or promotional messages within seconds.
Before diving into how these templates can be crafted, it’s crucial to learn that not all the templates make the cut. Meta follows some rules to ensure that a particular template is safe, clear and relevant for every customer. The kind of content that businesses use, the text that they frame and the tone that they use for a message– all these factors play a key role in deciding whether a message gets approved or is blocked at the gate.
Now, let’s get a clear understanding of these rules that must be kept in mind while framing these template messages.
Rules for Template Messaging
When it comes to drafting templates, it’s important to make them as simple, clear and customer-friendly as possible. The following set of rules are necessary to be followed while write a template message:
Approval and use
- User opt-in: You can only send templates to users who have opted in to receive them.
- Pre-approval: All templates must be submitted to and approved by the platform (like WhatsApp) before they can be used.
- Purpose: Templates are required for business-initiated messages outside the 24-hour customer care window and are typically for transactional notifications like order confirmations or delivery alerts.
Content restrictions
- No inappropriate content: Templates cannot contain offensive or threatening language, adult content, or promote restricted products like weapons or drugs.
- No sensitive data collection: You cannot use templates to collect sensitive personal information like credit card numbers.
Examples of Pre-Approved Converting Templates:
Before businesses start creating their own WhatsApp templates, it is always ideal to refer to the templates that are already in action and drive results. Here are a few template examples for the eCommerce Sector that are designed with the objective of converting, engaging and guiding customers:
Objective of Template Message: Awareness
Header(containing an image/videos/PDFs/graphics)
Text: “Hi {{name}}, we’re excited to share that new collection is now live on our website!
Explore fresh arrivals, updated styles, and curated picks designed just for you. Visit our website to know more.”
Footer: Powered by {{company name}}
CTA buttons:
Visit Website(Redirecting to website)
(Note: There can be up to 3 CTA buttons in a template, that can be redirected either to your website, any landing page or may be an opt-out button)
Objective of Message: Marketing
Header(containing an image/videos/PDFs/graphics)
Text: Hi, {{name}}, enjoy an exclusive 20% discount on handpicked items from our latest collection.
Limited availability — explore the curated range now:”
Footer: Powered by {{Website link}}
CTA buttons:
Shop Now(Redirecting to website)
(Note: There can be up to 3 CTA buttons in a template, that can be redirected either to your website, any landing page or may be an opt-out button)
Objective of the Message: Authentication
Header(containing an image/videos/PDFs/graphics)
Text: “Hi {{name}}, your verification code is {{otp}}.
Please enter this OTP to complete your login/transaction. Do not share this code with anyone for security reasons.”
Footer: Powered by {{Website link}}
Objective of the Message: Retargeting
Header(containing an image/videos/PDFs/graphics)
Text: “Hi {{name}}, noticed you were checking out some items recently. Still thinking about them?
Here’s a quick reminder — your selected products are still available. Take another look and complete your order now!”
Footer: Powered by {{Website link}}
CTA buttons:
Go to cart(Redirecting to the cart)
Visit Website(Redirecting to website)
(Note: There can be up to 3 CTA buttons in a template, that can be redirected either to your website, any landing page or may be an opt-out button)
Objective of Template Message: Utility
Header(containing an image/videos/PDFs/graphics)
Text: “Hi {{customer_name}}, your order #{{order_id}} has been confirmed! ????
We’ll notify you as soon as it’s packed and ready to ship.
Need help? Reply Support anytime.
Footer: Powered by {{Website link}}
CTA buttons:
Go to cart(Redirecting to the cart)
Visit Website(Redirecting to website)
(Note: There can be up to 3 CTA buttons in a template, that can be redirected either to your website, any landing page or may be an opt-out button)
Objective of Message: Feedback Collection.
Header(containing an image/videos/PDFs/graphics)
Text: “Hi {{customer_name}}, we hope you’re enjoying your recent purchase from {{brand_name}}!
Could you spare 10 seconds to share your experience? Your feedback helps us serve you better.
Thank you for choosing us!”
Footer: Powered by {{Website link}}
CTA buttons:
Share Feedback(Redirecting to a WhatsApp form for sharing feedback)
Visit Website(Redirecting to website)
Now that you’ve seen a set of strong examples, it’s important to learn what are the important pointers that make a template acceptable and effective in the WhatsApp messaging ecosystem.
Do’s:
1. Be clear and concise with your messages, and avoid making any minor errors so that your template doesn’t get rejected.
2. Keep an opt-out button, in case the users aren't interested in receiving messages from your business.
3. Choose the right category(marketing, utility, authentication) that matches the purpose of your message.
Don’ts
1. Don’t use excessive ALL CAPS or emojis format, it feels spammy or promotional.
2. Don't spam the user’s chat by oversharing a message, there are chances of getting your account banned in such cases.
When you start building smarter and more effective WhatsApp Templates, choosing the right platform is all that helps you drive better results. With Anantya.ai, alongside creating templates, you can automate customer journeys, personalize communication and track performance with ease.
Be it any form of template, marketing, utility or authentication, Anantya.ai brings everything together in one powerful dashboard.
Get Ready to scale your Customer Journey with Anantya.ai Today!