Template messages are pre-approved message formats that businesses must use to initiate conversations on WhatsApp. Getting them right is critical.
Understanding Template Categories
- Marketing templates: Promotional content, offers, newsletters
- Utility templates: Transaction confirmations, shipping updates, appointment reminders
- Authentication templates: OTPs and verification codes
Best Practices for Approval
- Be specific: Replace generic text with exact business context
- Avoid overly promotional language: "EXCLUSIVE MEGA SALE!!!" will get rejected
- Include clear opt-out: Add "Reply STOP to unsubscribe"
- Use variables correctly: Mark dynamic content with {{1}}, {{2}} placeholders
- Match the category: Don't disguise marketing as utility
Optimizing for Engagement
- Keep messages concise (under 1024 characters)
- Use CTA buttons instead of links in text
- Personalize with customer name and order details
- Send at optimal times (10 AM - 12 PM, 4 PM - 6 PM)
- A/B test different template variants`,
