What exactly is a WhatsApp Message Template (or Highly Structured Message)?

A WhatsApp Message Template is a pre-approved, reusable message format that businesses use to initiate conversations with customers or send important notifications outside the 24-hour customer service window. They are mandatory for all business-initiated communication and must be approved by Meta (WhatsApp's parent company) before use.

Do WhatsApp Message Templates cost money?

Yes. Sending a business-initiated message template is typically charged per conversation by Meta (formerly Facebook). The price often varies based on the template's category (e.g., utility, marketing, or authentication) and the recipient's country. Conversations initiated by the customer are usually free for the business for the first 24 hours.

What are the different categories for message templates?

Message Templates are generally categorized to determine their use and pricing model: Utility: For transactional messages, such as order confirmations, shipping updates, and account statements. Authentication: To send one-time passcodes (OTPs) or login links for secure account access. Marketing: To send promotional offers, product announcements, and other non-transactional content.

How long does the approval process for a template take?

Template approval is typically done by Meta and can take anywhere from a few minutes to up to 24 hours. To ensure quick approval, make sure your template has a clear purpose, contains no offensive or promotional language (unless categorized as a marketing template), and correctly uses placeholders (e.g., {{1}}).

Why did my WhatsApp Message Template get rejected?

Templates are most often rejected for one of two reasons: 1. Policy Violation: The message contains prohibited content (e.g., references to illegal products or sensitive personal data or is overly promotional when submitted as a utility template). 2. Formatting Errors: The template includes broken variables, incorrect category selection, or a name that violates the guidelines (e.g., using spaces or capital letters).

Can I include a promotional offer in a utility message template?

No. Utility templates are strictly for transactional, customer-requested information (e.g., order updates). If your template includes any marketing language, sales pitches, or cross-promotional content, it must be submitted and approved as a marketing template.

Can I automate sending message templates?

Absolutely. Automation is the primary benefit of message templates. You must use the WhatsApp Business Platform (API), which allows you to integrate your business software (like a CRM or e-commerce platform) to automatically trigger templates for events like "Order Confirmed" or "Appointment Reminder." This requires working with a certified Business Solution Provider (BSP).

Can I send a message without a template if I'm using the WhatsApp Business API?

Yes, but only within the 24-hour customer service window. If a customer messages you, your business has 24 hours to send any free-form message without a template. After 24 hours, you must use a pre-approved template to send the next message.

What are the top services offering WhatsApp message template automation?

Message template automation is primarily managed through official WhatsApp Business Solution Providers (BSPs) who offer the WhatsApp Business API. These solution providers, which include Helo.ai partners, offer the necessary tools and infrastructure to help your business build, manage, and automate your customer communication on WhatsApp.

WhatsApp Message Templates: Everything You Need to Know

Automate bulk messaging for promotions, alerts, and updates - Explore

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