Template Messaging

Template messaging help and best practices.

Review the Official Facebook Documentation Please have a look at the Facebook documentation on message template guidelines: https://developers.facebook.com/docs/whatsapp/message-templates/guidelines

When to use templates?

If a customer initiates messaging with you, Facebook will not charge you for any messages (including Templated Messages) that you send to that customer for up to 24 hours following the last message that that customer sends to you ("Customer Care Window"). Any additional message you send to that customer beyond the Customer Care Window must be a Templated Message. WhatsApp does not charge for incoming messages from the customer side or outgoing messages from the company side as long as they are sent within the 24-hour time window. Template messages are subject to a WhatsApp country-specific price list and will be charged 1:1 to the customer without surcharge.

Cost WhatsApp charge a fixed cost per template message. You can find the current rates for template messaging here.

Approval Tips

Template messages must be submitted to Facebook for review before they are available to use. You can submit templates to Facebook using our Template API. Facebook reviews each template and checks that each message complies with their guidelines. Here are some tips get your templates through the review process. Clarity Be specific and clear. The reviewers may not know a customer’s business and need more clarity.

Avoid promotion Upselling, cold-call messaging, sending a poll to collect data, and including certain phrases that sound promotional are all considered promotional.

Spelling Check for spelling and grammatical errors and use appropriate formatting (e.g., double curly brackets for parameters).

Name Make your message template name clear. Instead of using a name like template_014, use bus_ticket_details. Remember that someone from Facebook / Whatsapp will be reviewing your templates. Providing more clarity gives reviewers context around how the template will be used.

Create context If you need to write a message template to re-open the 24-hour window, we would suggest starting with some mention of the previous conversation thread.

Choose an appropriate category Don’t forget to use the correct message template type. Choosing the correct one will increase the chances of getting your templates approved and will provide more information to WhatsApp during the approval process. You can choose between the following categories: Account Update, Auto-Reply, Financial Update, Ticket Update, Alert Update, Issue Resolution, Reservation Update, Appointment Update, Payment Update, Shipping Update

Header (Optional) You can add a title or choose which type of media you'll use for this header. Image, PDF and Video is supported.

Examples

Approved Examples Check out potential Templates for the different categories.

Hello {{1}}, the delivery {{2}} will arrive at {{3}}.

We received your message outside of our service hours😱, may we contact you again about your request? Then please answer with YES

I now have the answers to your question. If you want to continue the conversation, please answer YES

Rejected Examples

Facebook will not approve templates with floating parameters (i.e., lines with just parameters and no texts). Please surround the parameters with information so it's clear as to what will be inserted. In the example below, we're referring to {{3}} and {{4}} as the floating parameters.

Category List

ACCOUNT UPDATE Notify the message recipient of a change to their account settings.

  • Profile has changed

  • Preferences are updated

  • Settings have changed

  • Membership has expired

  • Password has changed

PAYMENT UPDATE Notify the message recipient of a payment update for an existing transaction.

  • Send a receipt

  • Send an out-of-stock notification

  • Notify an auction has ended

  • Status on a payment transaction has changed

PERSONAL FINANCE UPDATE Confirm a message recipient’s financial activity.

  • Bill-pay reminders

  • Scheduled payment reminder

  • Payment receipt notification

  • Funds transfer confirmation or update

  • Other transactional activities in financial services

SHIPPING UPDATE Notify the message recipient of a change in shipping status for a product that has already been purchased.

  • Product is shipped

  • Status changes to in-transit

  • Product is delivered

  • Shipment is delayed

RESERVATION UPDATE Notify the message recipient of updates to an existing reservation.

  • Itinerary changes

  • Location changes

  • Cancellation is confirmed

  • Hotel booking is cancelled

  • Car rental pick-up time changes

  • Room upgrade is confirmed

APPOINTMENT UPDATE Notify the message recipient of a change to an existing appointment.

  • Appointment time changes

  • Appointment location changes

  • Appointment is cancelled

TRANSPORTATION UPDATE Notify the message recipient of updates to an existing transportation reservation.

  • Flight status changes

  • Ride is cancelled

  • Trip is started

  • Ferry has arrived

TICKET UPDATE Send the message recipient updates or reminders for an event for which a person already has a ticket.

  • Concert start time changes

  • Event location changes

  • Show is cancelled

  • A refund opportunity is made available

ISSUE RESOLUTION

Notify the message recipient of an update to a customer service issue that was initiated in a Messenger conversation, following a transaction.

  • Issue is resolved

  • Issue status is updated

  • Issue requires a request for additional information

  • ALERT Notify the message recipient of something informational Business

    hours/hours of availability