WhatsApp Template Messaging
Template messages must be submitted to Facebook for review before they are available to use. It is Facebook who reviews each template and checks that each message complies with their WhatsApp API guidelines.
If a customer initiates messaging with you, Facebook will not charge you for any WhatsApp messages (including Templated Messages) that you send to that customer for up to 24 hours following the last message that the customer sends to you ("Customer Care Window"). Any message you send to your customers beyond the Customer Care Window must be a Template 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.
To use a message template, WhatsApp wants to approve each message template to avoid spam. Once WhatsApp has approved your template, you can use the message template to send notifications.
Templates use placeholder values that can be replaced with dynamic content inside double curly braces when the message is sent. Think of template messages as a conversation starter into a two-way conversation.
For more information about WhatsApp Template Messaging review the Official Facebook Documentation for the WhatsApp Business API.
Template messages are subject to a WhatsApp country-specific price list and will be charged 1:1 to the customer without surcharge. You can find the current rates for template messaging here.
Here are some tips to 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 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. The categories you can choose are listed below.
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.
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.
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
Appoinment 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
Notify the message recipient of something informational like Business
hours/hours of availability
