A Template is a message approved by WhatsApp that can include images, text, emojis, videos, and all types of buttons (link, reply, phone number).
Every campaign or automation begins with a Template. This ensures that any message initiated by a business complies with WhatsApp's terms and conditions.
WhatsApp Templates are divided into two categories: utility and marketing.
It is very important to carefully select the type of template (utility vs marketing) you want to use, as the pricing is different. (Meta pricing reference here: https://business.whatsapp.com/products/platform-pricing)
Marketing templates
Marketing templates are our most flexible. They can enable businesses to achieve a wide range of goals, from generating awareness to driving sales and more.
Note: Examples are illustrative only. Templates that contain similar content, or the example text below, may be categorized differently based on the exact content.
Message Objective | Business Goal | Example Templates |
Awareness | Generate awareness of your business, products, or services among customers who have subscribed to receive messages from your business on WhatsApp. |
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Sales | Send general promotional offers to customers related to sales events, coupons or other content intended to drive sales. |
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Retargeting | Promote relevant offers or other call-to-actions to customers who may have visited your website, used your app, or engaged with your products and services. |
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App Promotion | Request customers to install or take a specific action with your app. |
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Build Customer Relationships | Strengthen customer relationships through personalized messages or by prompting new conversations. |
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Also considered marketing templates are:
Templates with mixed content (e.g. Both utility and marketing, such as order update with a promo or offer).
Templates where contents are unclear (e.g., contents are only “{{1}}” or “Congratulations!”).
Utility templates
Utility templates are typically triggered by a user action or request. They must include specificity about the active or ongoing transaction, account, subscription or interaction to which they relate. For example, an order confirmation must contain an order number.
Note: Examples are illustrative only. Templates that contain similar content, or the example text below, may be categorized differently based on the exact content.
Message Objective | Business Goal | Example Templates |
Opt-In Management on WhatsApp | Confirm opt-in for receiving messages on WhatsApp as a follow-up to opt-in collected via other channels (e.g., website, email). Also confirm opt-out. |
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Order Management | Confirm, update, or cancel an order or transaction with a customer using specific order or transaction details in the body of your message. |
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Account Alerts or Updates | Send important account updates, including time-sensitive alerts, safety information, payment reminders, and other information relevant to already-purchased or subscribed products and services. These messages should not intend to upsell or cross-sell new products or services. |
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Feedback Surveys | Collect feedback on previous orders, interactions or ongoing relationships with customers. These messages should not be about requesting feedback related to potential upsell or cross-sell opportunities. |
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Continue a Conversation on WhatsApp | Send a message to start an interaction on WhatsApp that began in another channel. These messages should not be initiated without a user having requested the conversation to be moved to WhatsApp. |
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