The Ultimate Guide to Crafting WhatsApp Message Templates

WhatsApp isn’t just for keeping in touch with friends and family anymore. It’s rapidly becoming a powerful tool for businesses to connect with their customers. With over 3 billion monthly users, it offers a direct line to a massive audience. But how do you stand out in a sea of messages?

That’s where WhatsApp message templates come in. They are pre-written messages that you create and then submit to WhatsApp for approval. This process makes sure that every message you send to your customers is consistent and of high quality.

In this WhatsApp Template guide, we will cover everything you need to know about WhatsApp Templates, right from how to create them to how to get them approved.

What Are WhatsApp Message Templates?

Imagine you run a sweet little bakery in your town and receive several orders every weekend. Manually confirming each order can be a real hassle. Here’s where WhatsApp message templates come in. 

WhatsApp Message templates are pre-written messages that you can customize with specific details for each customer. They are required when you are sending template messages using the WhatsApp Business API. Here is an example:

Let’s break down this example and understand the different elements of a template:

1. Placeholder: Placeholders are represented by double curly braces {{ }} and are used to insert dynamic content into the message. They are replaced by actual data when the message is sent. In this template, two of the placeholders are:

• {{customer_name}}: This will be replaced by the customer’s name.
• {{item_name}}: This will be replaced by the name of the item ordered, such as “Chocolate Cake.”

2. Variable: Variables are the actual data that replace placeholders when the message is sent. These are typically pulled from a database or entered manually when preparing to send the message. For example, if the customer named Alex orders a Chocolate Cake to be picked up on June 15th at 3 PM, the variables will be:

• customer_name = “Alex”
• item_name = “Chocolate Cake”
• pick_up_date = “June 15”
• pick_up_time = “3 PM”

3. Static Text: This is the part of the message that does not change. It includes greetings, instructions, or any other information that remains constant. 

Why Does WhatsApp Pre-Approve Your Templates?

WhatsApp intends to provide a quality and spam-free experience to all its users. This commitment extends to how businesses interact with customers on the platform as well.

Pre-approved template messages are essential for maintaining this standard, as they are the only type of message that brands can send to customers who have not recently initiated a conversation or interacted within the last 24 hours.

Three prominent reasons why WhatsApp requires template messages to be pre-approved are:

1. Reduce Spam:  By reviewing templates, WhatsApp can filter out messages that are promotional in nature, overly sales-y, or irrelevant to the user. This way, WhatsApp ensures people are having a good time on the platform by minimizing unwanted interruptions.

2. Improve User Experience: Pre-approved templates ensure a certain level of quality and clarity in business communications. This means users are more likely to receive messages that are easy to understand, relevant to their interaction, and don’t take up their time unnecessarily.

3. Compliance with Regulations: WhatsApp requires pre-approval to ensure that all template messages meet its stringent guidelines. This process protects users from unauthorized communication. 

How Can WhatsApp Message Templates Help Your Business? 

Here’s how custom WhatsApp templates can transform your business:

Boost Efficiency: You can craft templates for common scenarios like order updates, appointment reminders, or marketing offers. This saves time and resources while ensuring consistent messaging.

Personalized Touch: The placeholders allow you to personalize each message with specific customer details. This way, they will feel like they’re receiving a one-on-one message, not a generic blast.

Type of WhatsApp Template Messages

There are two main types of template messages to choose from, depending on your needs:

Simple Template Messages: Get Straight to the Point

Need to send a quick notification or update? Simple template messages are your go-to option. These templates focus on text or media (like images or videos) to deliver your message in a straightforward way. Here’s an example:

Interactive Template Messages: Boost Engagement with a Tap

If you want to make your communication more dynamic and engaging, consider using interactive template messages. These include Call to Action (CTA) buttons that you can add within the message itself. This lets your customers take action right away, whether replying to your message, visiting your website, or making a call—all without leaving WhatsApp. Here’s an example:

Choosing the Right Template for You

So, which template message is right for you? Here’s a quick tip:

• Simple messages work well for quick updates, reminders, or basic notifications.
• Interactive messages are ideal for situations where you want to encourage customer action or provide a more engaging experience.

Three Categories of WhatsApp Message Templates

WhatsApp offers a variety of messaging template options to suit your specific needs. Let’s talk about the three categories:

Marketing Messages: Spread the Word

Got a new product or exciting promotional offers? Then, you can use the Marketing message templates. These templates allow you to send targeted messages directly to your customers, keeping them informed about:

• Promotional Offers: Send information about exclusive discounts, flash sales, and limited-time deals
• Product Announcements: Showcase your latest and greatest offerings with captivating descriptions and eye-catching visuals.
• Event Invites: Generate buzz for upcoming sales, webinars, or product launches.

 Authentication Templates: Security Made Simple

These templates help maintain security and trust. Use them to send one-time passwords or access codes that help verify user identity during account logins or transaction confirmations.

Authentication messages are all about clarity and security.  Make sure your message clearly explains what the code is for and how to use it.

Utility Templates: Keep Your Customers in the Loop

These templates inform your customers about their account status, order updates, or important alerts. They are used to provide timely and relevant information 

helping to ensure a smooth and positive customer experience.

WhatsApp Template Message Categories at a Glance

Category	Business Goal	Example Template
Marketing	Generate awareness and drive sales	Flash Sale Alert: “Don’t miss out! Get 20% off everything for the next 24 hours. Shop now: [link].”
Authentication	Enhance security	Account Verification: “A verification code is required to activate your new account. Here’s your code: [code].”
Utility	Keep customers informed	Order Confirmation: “Your order #1234 is confirmed! Expect delivery by [date].”

By understanding the different categories of WhatsApp message templates, you can choose the right tool to convey your messages.

Now that you’ve got a grasp on the types of templates, let’s talk about how you can create and manage them efficiently

How to Create and Manage WhatsApp Templates?

If you’re ready to streamline your communication with WhatsApp templates, this section will explain how you can get started:

Accessing WhatsApp Business Platform (API)

To create your templates, you’ll need access to the WhatsApp Business Platform (API). There are two ways to do this:

• Meta Cloud: This is a do-it-yourself option offered by Meta, the company behind WhatsApp. It requires some technical know-how, but there are plenty of resources available to help you get started.

• Business Solution Providers (BSPs): These are companies that specialize in WhatsApp marketing. They can help you set up your account, create templates, and even manage your entire WhatsApp marketing strategy.

The Process of Template Creation

Once you have access to the API, creating templates is a breeze. Here’s a quick rundown:

1. Define your message content: Craft the message you want to send, including placeholders for any dynamic information you’ll personalize later. Keep it concise and clear.

2. Choose the right category: Select a category that best describes your message purpose. This could be Appointment Update, Payment Update, or others.

3. Choose your language: Decide on the language your template will use. You can check the list of languages that WhatsApp supports for message templates.

4. Access the creation tool: You can create templates through the WhatsApp Business Manager or third-party WhatsApp Business API tools.

5. Fill out the template details:
   • Provide a name for your template.
   • Craft your message content, incorporating placeholders for variable information. 
   • Add a sample message (optional but helpful for approval)

6. Submit for approval: Once you’ve reviewed everything, submit your template for review by WhatsApp.

7. Wait for approval (and resubmit if needed): WhatsApp will review your template against their guidelines. The approval process typically takes up to 24 hours.

• If your template receives the green light, you’re good to go! It will be available under “Message Templates” for sending messages to your customers.
• However, if your template gets rejected, don’t worry! WhatsApp will provide feedback outlining the reason for rejection.  Carefully review the feedback, make any necessary changes, and resubmit your template.
• In rare cases, you might feel the rejection was a mistake.  If you’re confident your template adheres to the guidelines, you can appeal the decision. 

After your template gets approved, you can easily manage it within the platform. You can edit existing templates, track their performance, and even see how your customers are responding to them.

Note: You can edit a template up to 10 times per month; only templates with approved, rejected, or paused status can be edited.

By the way, ever wondered what separates a good template from a great one? Let’s find out.

Guidelines and Best Practices for WhatsApp Templates

Crafting effective WhatsApp templates involves more than just writing messages; it requires strategic thinking and adherence to certain guidelines. Here’s how you can ensure your templates are both effective and compliant:

Basic Building Blocks

Before crafting the templates, there are a few key things to keep in mind:

1. Template Names: Keep them clear and descriptive. Imagine searching for a template – a clear name will save you time.
2. Content: Make sure your message is clear, concise, and easy to understand. Remember, short and sweet is always best on WhatsApp.
3. Language: Choose the language your customers speak! This ensures they understand your message and can take action if needed.
4. Formatting: Use proper formatting to make your message visually appealing. Bullet points, emojis (used sparingly!), and clear spacing can all improve readability.

Guidelines for Drafting WhatsApp Message Templates

Here’s a quick guide on what to do (and what not to do) to template rejection:

• Ensure you’ve included all the necessary variable parameters using the correct format {{1}}, {{2}}, etc. These placeholders will be filled with specific customer information later.

• Variables should only contain letters, numbers, and underscores. Avoid special characters like #, $, or %.

• List your variables in the order they’ll appear in the final message. 

• Make sure your message complies with WhatsApp’s Commerce and Business Policies. 

•  Don’t request sensitive information like full credit card numbers, National ID numbers, or other details that could compromise customer security. If necessary, requesting partial identifiers like the last four digits of a Social Security number is acceptable.

• Check that your message template isn’t a duplicate of an existing template. Each template should be unique in its wording and purpose.

These simple dos and don’ts will significantly increase your chances of getting your WhatsApp message templates approved quickly and easily. 

Best Practices for Crafting WhatsApp Template Messages

The following best practices will help you win on two fronts- ensure your templates align with user expectations and follow platform guidelines:

Clarity and Conciseness

1. Clear Communication: Avoid jargon and complex language. Your messages should be clear and precise, leaving no room for misunderstanding. It should provide value to the recipient. 

2. Clear Calls to Action: Want customers to take action? Make it easy! Include a direct call to action (CTA) like “Reply ‘YES’ to confirm” or “Tap to learn more.”

3. Message Template Name: WhatsApp message template names should be 512 characters or less. They can only contain lowercase letters, numbers, and underscores. Avoid spaces, special characters (e.g., #, $, %), and emojis.

• Examples of acceptable names: appointment_reminder, shipping_update.
• Examples of unacceptable names: Appointment_reminder, reset-password

Focus on Brevity

1. Less is More: People are busy. Get your message across in as few words as possible without compromising clarity.
2. Use Emojis Wisely: Emojis can add personality but don’t overdo it. One or two well-placed emojis can enhance your message, but too many can look unprofessional.

Formatting Finesse

1. Proper Punctuation Matters: Use commas, periods, and question marks correctly to ensure your message is easy to understand.

2. Spacing is Key: Leave some breathing room between lines of text. This makes your message less overwhelming and easier to read on a mobile screen.

3. Preview Your Work: Before sending your template for approval, take a moment to preview it. Double-check that your template is straightforward and all variables are correctly formatted.

Align with the Customer Journey

1. Map the Journey: Think about the touchpoints your customers have with your brand. What information do they need at each stage?

2. Craft Targeted Messages: Create templates that address specific needs at different points in the customer journey. For instance, an order confirmation after a purchase or an appointment reminder before a visit.

3. Respect Opt-In: Always get an opt-in from your customers before sending them template messages. Texting without prior consent can lead to penalties or even suspension of your account. Also, always offer an easy way to opt out of receiving messages.

Test and Refine

1. Embrace Experimentation: Don’t be afraid to try different templates and CTAs to see what resonates best with your audience.
2. A/B Testing: You can send variations of your template to a small segment of your audience and see which one performs better. This data can help you refine your messages for maximum engagement.

Additional Tips

1. Personalization Power: Use variables (like {{Customer Name}}) to personalize your messages and make them feel more relevant.

2. Comply with Guidelines: Always adhere to WhatsApp’s Commerce and Business Policies to ensure your messages are compliant and approved.

3. Be Mindful of Messaging Frequency: Don’t overwhelm your customers with too many messages. Sending too frequently can lead to unsubscribes or even reports of spam.

By following these best practices, you’ll create WhatsApp message templates that are clear, concise, and engaging and get the green light from WhatsApp. 

Ready to see some practical examples? Let’s look at how businesses are using these templates effectively.

WhatsApp Templates: A Showcase of Use Cases and Examples

WhatsApp Template messages let you send targeted information, reminders, and updates that keep your customers engaged and informed.  But what exactly can you use them for?

Category	Description	Example
Order Confirmations & Updates	Keep customers informed about their purchases	“Hi {{1}}, your order #{{2}} has been confirmed! We expect it to ship by {{3}}. You’ll receive a tracking number once it’s on its way.”
Appointment Reminders & Scheduling	Reduce no-shows and ensure timely visits	“Friendly reminder, {{1}}, your appointment with {{2}} is tomorrow at {{3}}! Reply ‘CONFIRM’ to confirm or ‘RESCHEDULE’ to change your appointment.”
Event Invitations & Updates	Spread the word and keep attendees informed	“Hey {{1}}, you’re invited to our exclusive [event name] on {{2}} at {{3}}! RSVP by {{4}} to secure your spot. Reply ‘INFO’ for more details.”
Feedback & Reviews	Gather valuable customer insights and improve your offerings	“Hi {{1}}, thanks for your recent purchase! We’d love to hear your feedback. Reply ‘RATE US’ to share your experience.”
Delivery & Return Information	Provide clear instructions and manage expectations	“Your package is out for delivery! It’s estimated to arrive by {{1}}. You can track it here: [link]. Need to return something? Reply ‘RETURN’ for hassle-free returns.”
Payment Updates	Inform customers about successful transactions or failed payments	“Hi {{1}}, your payment for order #{{2}} has been successful! Thank you for your business.”
Account Updates & Security	Keep customers informed about changes or potential security risks.	“Hi {{1}}, your account information has been updated. If you didn’t make these changes, please reply ‘HELP’ for assistance.”

By using these examples as a guide, you can design WhatsApp templates that are highly effective in achieving your communication goals.

Also Read: 18 E-commerce WhatsApp Templates: 2024 Guide

Now it’s time to talk about numbers.

WhatsApp Template Pricing Explained

Before you hit send on your message templates, there’s one more thing to consider: pricing. Understanding pricing is crucial for budgeting and planning your communication strategies effectively. 

WhatsApp uses a conversation-based pricing model. This means you’re not charged for each individual message you send but rather for the entire “conversation” you have with a customer. 

So, what exactly is a conversation?

1. A conversation starts when you send a template message (or a free-form message under specific circumstances).
2. This conversation window lasts for 24 hours.
3. During this 24-hour window, you can exchange multiple messages with your customer at no additional cost.

Important Note: Free Entry Points Exist

There are situations where you can initiate a conversation for free! For example, if a customer clicks on your Click to WhatsApp ad and sends you a message, you get a free 72-hour conversation window. During this time, you can send template messages without any additional charges.

The cost can vary based on the country of the recipient and the volume of messages sent. WhatsApp has clearly outlined its pricing structure here.

Also Read: A Guide to WhatsApp Conversation-Based Pricing

Think your templates are top-notch? Let’s see what WhatsApp has to say about quality.

Understanding WhatsApp Quality Rating

Every message template you create has a quality rating, and this section will explain WhatsApp’s rating process.

The Rating Breakdown

WhatsApp analyzes a combination of factors to determine your message template’s quality rating, including:

• Usage: How frequently are you sending the template? Are you sending it to the right audience?
• Customer Feedback: Do customers find your messages helpful and relevant? Do they respond positively or negatively?
• Engagement: Are customers opening and interacting with your messages?

Quality Rating Statuses

The quality rating for your message template will be displayed in the WhatsApp Manager whenever it has an “Active” status. There are four possible quality ratings:

• Active – Quality Pending (Green)
• Active – High Quality (Green)
• Active – Medium Quality (Yellow)
• Active – Low Quality (Red)

As long as your message template has an “Active” status, regardless of the quality rating, you can still send it to customers. However, if the rating dips too low and your template status changes to any other status, you won’t be able to use it until it’s active again.

And finally, let’s discuss how you can keep track of your conversations and ensure your templates are working smoothly.

Manage Conversations with TimelinesAI

You’ve crafted the perfect WhatsApp message templates and got them approved. But what happens after you hit send?  Keeping up with all those conversations can feel overwhelming.

Using a platform like TimelinesAI, you can seamlessly manage WhatsApp templates and subsequent chats. Here’s how TimelinesAI can help you:

Shared Inbox: With TimelinesAI, you can centralize all your communication by connecting multiple WhatsApp numbers to a single inbox. This feature allows your team to manage all chats in one place, enhancing response times and ensuring no message goes unanswered.

ChatGPT Autoresponder: With TimelinesAI’s multilingual autoresponder, you get a smart chatbot that can answer FAQs, provide basic information, and keep customers engaged, even outside of business hours. This autoresponder is powered by ChatGPT.

Bulk Messaging: Need to send updates or promotions to a large group of customers? TimelinesAI lets you send bulk messages to your opted-in contacts. This is a fantastic way to keep your customers informed without bombarding them with individual messages.

This is just a glimpse of how TimelinesAI can help enhance your WhatsApp communication strategy. With its advanced automation features and native CRM integrations, you can free up your team’s time to focus on high-value tasks and deliver exceptional customer service by offering 24/7 support.

Conclusion

WhatsApp message templates are a powerful tool for businesses to connect with their customers on a personal level. By creating clear, concise, and engaging templates, you can keep your customers informed, improve engagement, and ultimately drive sales.

However, remember to follow WhatsApp’s guidelines and best practices to ensure your templates get approved and resonate with your audience. 

If you’re looking for a tool that can make all this communication easy, TimelinesAI can help you. TimelinesAI can help you manage your WhatsApp templates, send bulk messages, and use chatbots to keep your customers engaged.

Connect with us today for a demo session where we can walk you through our platform and its features. Book a demo now!

Frequently Asked Questions: FAQs

Q. What is a WhatsApp template message?

A. A WhatsApp template message is a pre-written message that you create and submit to WhatsApp for approval. It includes placeholders for dynamic content, which get replaced with specific customer information when sending the message. This ensures consistent messaging and saves you time.

Q. Give an example of a WhatsApp template message.

A. Here’s an example of a welcome template message:

Welcome to {{company_name}}, {{customer_name}}! We’re excited to have you on board. Reply “HELP” to see a list of our services or ask any questions you might have.

Q. How long does WhatsApp take to approve templates?

A. WhatsApp typically reviews templates within 24 hours. However, if it gets rejected, the review process may take longer as you’ll need to make changes, resubmit the template, and wait for their review again.

Q. What is the maximum length of a WhatsApp template?

A. The maximum length of a WhatsApp template is 1024 characters. This includes all text, emojis, and placeholders within your message.

Q. What is the quality rating of the WhatsApp template?

A. WhatsApp analyzes your template usage, customer feedback, and engagement to assign a quality rating (High, Medium, Low). This rating impacts whether your template remains active and can be used.

Q. Can I use WhatsApp Templates for marketing purposes?

A. Yes, WhatsApp offers marketing message templates specifically designed for sending promotional offers, new product announcements, and event invites to your customers.