WhatsApp Templates
Send pre-approved WhatsApp template messages to customers.
WhatsApp requires the use of pre-approved template messages when contacting customers outside the 24-hour messaging window. This dialog allows you to select, configure, and send template messages.
Why Use WhatsApp Templates?
WhatsApp has strict policies about when businesses can message customers to prevent spam and protect users.
The 24-Hour Messaging Window
When a customer messages you, a 24-hour messaging window opens. During this window, you can send free-form messages (regular text, images, files) without restrictions. Each new message from the customer resets the 24-hour timer.
Once 24 hours pass without a customer message, the window closes. After this point, you can only contact the customer using pre-approved template messages. This is WhatsApp's way of ensuring customers have control over business communications.
Try to respond to customers within the 24-hour window whenever possible. Free-form messages during this period do not incur template messaging charges, and Utility templates sent within this window are free.
Template Approval Process
All WhatsApp templates must be reviewed and approved by Meta before they can be used. This ensures messages meet WhatsApp's quality standards and don't contain spam or prohibited content.
Your administrator creates and submits templates for approval. Once approved, templates appear in this dialog for you to use. Approval is usually immediate for verified businesses but may take up to 24 hours.
Customer Opt-In Requirements
Customers must have opted in to receive messages from your business. This consent is required for sending marketing, utility, and authentication messages outside the 24-hour window.
If a customer requests to stop receiving messages, this must be processed within 24 hours. Meta monitors opt-out compliance closely.
Selecting a Template
Choose from your approved WhatsApp templates using filters and search.
The template modal is organised into distinct areas:
- Header: Shows the WhatsApp icon, title, quality rating badge, messaging tier badge, plus Help and Close buttons.
- Filter bar: Contains the main template dropdown, Language and Type filter dropdowns, and Search and Statistics buttons.
- Left panel (Configuration): Displays input fields for template parameters (e.g., customer name, order number) and header media URLs if the template requires them. If no configuration is needed, a placeholder message appears.
- Right panel (Preview): Shows a phone mockup rendering exactly how the message will appear to the customer on their device, updating in real-time as you enter parameters.
Select a Template
Choose a template from your approved templates.
Steps:
- Use the Language dropdown to filter templates by language.
- Use the Type dropdown to filter by category (Marketing, Utility, or Authentication).
- Select a template from the main dropdown list.
Result: The template preview appears on the right side showing how the message will look to the customer.
Search Templates
Find a specific template by searching its name or content.
Steps:
- Click the Search icon (magnifying glass).
- Type your search term in the search field.
- Click on a matching template from the results to select it.
- Click the X button to close the search.
Result: The search matches against both template names and message content.
Get Help
Learn about WhatsApp templates and when to use them.
Steps:
- Click the Help button (question mark icon) in the header.
Result: An information panel expands explaining the 24-hour messaging window, template categories, and how parameters work. Click the button again to hide the help.
Template Categories
WhatsApp templates are organised into three categories, each with different use cases and pricing.
Category Types
| Category | Description | Pricing Notes |
|---|---|---|
| Marketing | Promotional messages, offers, and announcements to customers who have opted in. | Charged per message. Must not be disguised as other categories. |
| Utility | Transactional messages such as order updates, appointment reminders, and shipping notifications. Must be non-promotional without upselling or offers. | Free within the 24-hour window. Charged outside the window. |
| Authentication | Secure messages for one-time passwords and verification codes. | Charged per message with volume-based discounts. |
When sending utility templates (order updates, appointment reminders, etc.) within the 24-hour customer service window, there is no messaging charge. This makes it cost-effective to keep customers informed about their transactions.
Configuring Parameters
Some templates have placeholders that need to be filled in before sending.
Fill in Template Parameters
Replace placeholders with customer-specific information.
Steps:
- If the template has parameters, input fields appear on the left side.
- Enter the appropriate value for each parameter (e.g., customer name, order number, date).
- Watch the preview update in real-time as you type.
- Placeholder fields show example values as hints - these are replaced with your actual values.
- The preview on the right shows exactly how the message will appear to the customer.
Add Header Media
Some templates allow you to include an image, video, or document in the header.
Steps:
- If the template supports header media, an input field appears for the media URL.
- Enter the URL of the image, video, or document you want to include.
Quality and Limits
Monitor your WhatsApp number's quality rating and messaging limits.
Understanding Quality Badges
View your WhatsApp number's health status at a glance.
If your quality rating is Low, a warning banner appears. Your WhatsApp number may be restricted or banned by WhatsApp if the quality does not improve.
| Badge | Description |
|---|---|
| Quality Rating | Shows as High (green), Medium (yellow), or Low (red). Low ratings indicate poor message engagement and may result in restrictions. |
| Messaging Tier | Shows your daily limit for template messages (e.g., 1K/day, 10K/day, Unlimited). Higher tiers allow more messages. |
| Template Category | Displayed below the configuration section, showing whether the selected template is Marketing, Utility, or Authentication. |
Template Statistics
View delivery performance for individual templates.
View Template Statistics
Analyse how well a template is performing.
Steps:
- Select the template you want to analyse.
- Click the Statistics button (bar chart icon).
- Use the date picker to select your desired time range.
Result: A doughnut chart displays message delivery breakdown showing counts and percentages for: Sent, Delivered, Read, Replied, and any errors.
Sending the Template
Send the configured template message to the customer.
Send Template Message
Send the template to the current customer.
Steps:
- Review the preview to ensure the message looks correct.
- Click the Send Template button.
Result: The template message is sent to the customer and the dialog closes.
- Click Cancel to close the dialog without sending.
- If no approved templates are available for the WhatsApp number, a message will inform you to contact your administrator.