Jacob Morrow
2025-04-23 14:11:00
Do you know that the number of WhatsApp users is expected to cross 3.2 billion by the end of 2025? This means that WhatsApp offers a great opportunity not only for personal communication but also for businesses to spread their marketing messages.
But how exactly can you make you enhance the effectiveness of marketing campaigns on WhatsApp? The answer lies in using the right WhatsApp message templates.
Don't worry if you don't know what exactly the WhatsApp templates as we will be discussing them, along with examples, here.
Part 1: What are WhatsApp Templates, Why are they Important?
Definition
WhatsApp message templates, or simply WhatsApp templates, are pre-made messages you can use to start conversations with your customers. You get access to these customers' numbers typically when they opt in to your subscriber list.
WhatsApp templates are important because they can be used to send different types of updates, including promotional messages, reminders, marketing messages, and other updates.
A key thing to know about template messages is that these are the only type of messages that brands can send to consumers who have not initiated a conversation first and have not sent a message over the previous 24 hours.
Moreover, you can use the same message template again and again to engage your target audience and, hopefully, turn them into customers.
Use Cases of WhatsApp Message Templates
We'll be discussing the use cases of WhatsApp message templates in great detail in the next section as per different types and categories. Nevertheless, the following are the top 3 common use cases:
1.Customer Service
WhatsApp message templates are extremely popular for providing reliable, efficient, and timely customer service. Welcome messages, account activation confirmation, order confirmation, shipping updates, and appointment updates are some of the key areas of customer service that benefit from WhatsApp templates.
Here's an example of a WhatsApp template for order confirmation:
Source:https://myoperator.com/
2.Marketing & Promotional Messages
Since WhatsApp has become a popular way of promoting different products and services, using templates can speed up this process. Whether you are offering discounts on your current product line or launching a new product, you can use the WhatsApp promotion message template to reach your target audience, as shown in the following example:
Source:https://lh7-rt.googleusercontent.com/
3.Identity Verification
User authentication and identity authentication by sending OTPs on WhatsApp has become prevalent across all industries, including tech, SaaS products, finance and banking, and others.
However, the only thing that needs to change in such messages is the one-time password (OTP) itself and not the entire message template and content. So you can use a suitable WhatsApp template to send OTPs.
Source:https://help-static-aliyun-doc.aliyuncs.com
Part 2: Types and Categories of WhatsApp Message Templates
The types of WhatsApp message templates can be categorized into subcategories based on their interaction type and use cases made by Meta. Let's discuss each of these categories and subcategories in detail:
1. WhatsApp Interactive Templates
There can be different types of WhatsApp interactive message templates based on the way they are structured:
a.WhatsApp Call-to-Action Template
These messages allow customers to either quickly visit a link or call a number when tapped. You can add an engaging header in this template and add a maximum of 2 buttons. Moreover, the text of each button should not be more than 20 characters.
Source:https://www.karix.com/
b.WhatsApp Quick Reply Button Template
It facilitates the customers in replying quickly to businesses by pressing the buttons for quick responses. You can add a maximum of 3 buttons in a WhatsApp quick reply button template. They are triggered when the company receives a prompt on the API account.
Source:https://cdn.prod.website-files.com/
c. WhatsApp List Message Templates
List messages allow businesses to send a list of a maximum of 10 options to the customers. These options are properly organized in the list form. The working of a list message template is similar to the quick reply messages.
Source:https://www.tyntec.com/
d. WhatsApp Text Message Templates
As the name suggests, text message templates are messages that contain only text notifications for the customers. These templates are commonly used to send order confirmations, OTPs, delivery status, payment confirmation, etc.
f. WhatsApp Media Templates
WhatsApp media templates are useful for businesses that want to captivate their audience with engaging visuals. Senders can attach different types of media, including images, videos, and voice notes, to the media templates.
2. Official Meta Categories
Meta has 3 main subcategories when it comes to creating WhatsApp message templates:
- Marketing: Marketing templates are the most widely used type of templates on WhatsApp. They cover a wide range of use cases, including sending promotional messages, product announcements, driving sales, retargeting customers, and increasing brand awareness and engagement.
- Utility: Utility templates contain messages related to account updates, alerts, or follow-ups on user requests. These messages are typically triggered by user actions.
- Authentication: Authentication templates involve sending passwords or OTPs to verify a user's identity and ensure maximum security of the customer journey.
Part 3: Practical WhatsApp Template Message Examples
Now that you have different types of WhatsApp message templates, let's look at some of the examples for different industries and purposes:
1. E-Commerce
The e-commerce industry has many repetitive processes, such as order confirmations, shipping updates, and promotional messages. Using WhatsApp message templates can be useful to streamline and speed up the process of sending such messages.
WhatsApp Order Confirmation Template
Hello {{1}},
Thank you for your order #{{2}} from {{3}}!
� Order details:
- Items: {{4}}
- Total: {{5}}
- Payment method: {{6}}
- Delivery address: {{7}}
You'll receive a shipping confirmation soon.
If you have any questions, reply to this message or call us at {{8}}.
Thanks for shopping with us!
WhatsApp Shipping Update Template
Good news, {{1}}!
Your order #{{2}} has been shipped and is on its way.
Tracking Number: {{3}}
Track here: {{4}}
Thanks again for choosing us!
WhatsApp Abandoned Cart Reminder Template
Hi {{1}},
We noticed you left some items in your cart at {{2}}.
{{3}} (and {{4}} other items)
Cart total: {{5}}
Your cart is saved and ready for checkout!
Simply click here to complete your purchase: {{6}}
Need help? Just reply to this message.
WhatsApp Order Delivery Confirmation Template
Hey {{1}}, your order #{{2}} has been delivered.
We hope you love it!
If you have any questions or feedback, feel free to reply here anytime.
Thank you for being a valued customer!
2. Financial Services
Time-sensitive communication is an important part of the financial and banking industry. For instance, you might want to send billing reminders, payment confirmations, new regulation updates, or information about appointments. WhatsApp message templates are an efficient way to send such messages quickly and securely.
WhatsApp Billing Reminder Template
Hi {{1}}, this is a friendly reminder that your payment of {{2}} is due on {{3}}.
Invoice #{{4}}
Please complete the payment to avoid any late fees.
Pay now: {{5}}
Thank you!
WhatsApp Payment Confirmation Template
Hello {{1}},
Thank you! We've received your payment of {{2}} for your {{3}}.
Transaction details:
-
Reference number: {{4}}
-
Payment date: {{5}}
-
Payment method: {{6}}
-
Account balance: {{7}}
Your next payment is due on {{8}}.
Need assistance? Reply to this message or visit {{9}}.
Regards,
{{10}}
WhatsApp New Policy Update Template
Hello {{1}}, we've updated the terms of your {{2}} policy effective from {{3}}.
Please review the updated document here: {{4}}
Feel free to reach out if you have any questions.
3. Marketing Campaigns
As discussed before, marketing message templates are the most commonly used templates on WhatsApp. Marketers, salespersons, and marketing teams can use the promotion marketing templates to engage their target audience with discount offers, product launches, and different types of marketing messages.
WhatsApp Product Launch Announcement Template
Hi {{1}}, we're excited to announce our newest product: {{2}}!
Be the first to experience it.
Check it out here: {{3}}
Let us know what you think!
WhatsApp Birthday Offer Template
Happy Birthday, {{1}}!
We've got a special gift just for you – enjoy {{2}} on us.
Use code {{3}} at checkout.
Valid until: {{4}}
Celebrate with us: {{5}}
WhatsApp Event Invitation Template
You're invited, {{1}}!
Join us for {{2}}
- Date: {{3}}
- Time: {{4}}
- Location: {{5}}
- Featured: {{6}}
We hope to see you there!
Part 4: How to Create a WhatsApp Message Template in EngageLab?
EngageLab, an all-in-one customer engagement platform, is the best solution to create WhatsApp message templates as per your specific requirements and industry. You can use any of the template examples discussed above or simply write your own to design an engaging template and send a message to your customer list in bulk.
Here's how you can create a WhatsApp Message Template in EngageLab.
Log in to your EngageLab account and access the WhatsApp section.
Make sure your business account and sending number are connected with EngageLab and it's verified, so you can create message templates and also send the messages.
Access the Message Templates section.
You can create all categories of templates in EngageLab, including marketing, utility, and authentication. Choose the type of template you want to create.
- Marketing Template: Choose the Marketing category and fill in information, including the header, media, body, and text sample. You can preview the template in the right preview section.
- Authentication Template: Select the preset WhatsApp authentication template to ensure it contains the relevant security disclaimers. You can configure the one-time password as copy code or auto-fill. Keep in mind that you cannot add any URLs, media, or emojis in the WhatsApp authentication templates.
- Utility Templates: Utility templates are an efficient way of handling agreed-upon transactions where actions like confirmation, suspension, or any changes related to a subscription or transaction are involved.
After creating the message templates, the next step is to create and integrate an API. Click on the API Keys section from the left bar, choose to create an API., and add the relevant information.
The system will automatically create a DevKey and DevSecret after API creation, so you can integrate and call it.
You can check out our comprehensive guide to learn how to use the Messaging API to integrate WhatsApp message templates into your business successfully.
WhatsApp Template Approval Requirements
Once you have created a WhatsApp message template and submitted it, it has to be approved by Meta. The process typically takes up to 24 hours, but you can get the decision within a few hours as well.
Moreover, once the approval or rejection decision is made, you'll get a notification in your WhatsApp Manager. Upon successful approval, the template's status will be set to active.
Here are the key requirements you need to keep in mind for different types of WhatsApp message templates for successful approval:
| Template Type | Requirements |
|---|---|
| Authentication |
● Must include a one-time password button ● No URLs allowed ● No media (images, videos, files) ● No emojis ● No additional custom content or formatting ● Parameters limited to 15 characters max |
| Utility |
● Must be related to a specific, agreed-upon transaction ● No marketing or promotional content ● Can include media and buttons relevant to the transaction |
| Marketing |
● Can include promotions, offers, newsletters, updates, feedback requests ● URLs, media, emojis, and interactive buttons allowed ● No restriction on parameters or format |
Common Rejection Reasons
There are certain conditions in which your WhatsApp marketing template might get rejected. Common reasons behind rejection include:
- Missing or mismatched parameters, such as [1] instead of the correct format {{1}}
- Using variable parameters with special characters
- Not following the right order in variable parameters
- Adding too many variable parameters or exceeding the message length
- Adding content that violates the WhatsApp Commerce or WhatsApp Business Policy
- Sending abusive or threatening content
- Not adhering to the different character limits of different types of message templates
- Duplicating an existing template
These are some of the key reasons why your WhatsApp message template might get rejected. However, you can avoid such an issue by following the best practices discussed in the next section.
Part 5: Best Practices to Improve Approval Rates & Content Optimization
Here are the key best practices you should follow to improve the approval rate of your WhatsApp templates and also efficiently optimize their content:
- First of all, make sure you always choose the right type of template category, as submitting the template under the wrong category can lead to rejection.
- Only use lowercase alphanumeric characters and underscores to name your message template. Don't add any whitespaces or other types of characters.
- Personalize the content to increase engagement.
- Write the content in the same language as the selected language for the template. For example, if you have chosen English for the template language, then your content needs to be in English as well.
- Make sure your messages are simple and easy to read without any spelling or grammatical errors.
- Follow the correct template format with the right number of curly brackets in variable parameters.
- If your template has any links, make sure you are including the full URL.
- Add the proper tags of category and language to your templates.
- Do not use any threatening or abusive language.
- Do A/B testing to determine which tenplate is resonating the most with your audience and tweak it from time to time to enhance engagement.
Conclusion
Now that we have thoroughly discussed the types, examples, and creation process of WhatsApp message templates, it is time for you to start implementing them to get practical benefits. You can start by signing up on EngageLab and using any of the template examples from above to engage a large audience quickly and efficiently.
If you have any concerns about creating the right template or want our support team to help you get your template approved, don't hesitate to get all the information you need to use WhatsApp templates.
FAQs
What can you do if your WhatsApp message template is rejected?
If your WhatsApp message template is rejected, you should go through it again to ensure it follows the guidelines and there are no missing variable parameters in it. If you use EngageLab to create a template, you won't have to face this issue, as you will be getting real-time feedback on your template's content to make quick edits.
How to Switch WhatsApp Template Languages?
EngageLab is designed to help businesses reach a global audience. As a result, it has a one-click multilingual submission option to ensure you can easily switch your template language and reach a wider audience.
