When leveraging WhatsApp for business communication, it's essential to understand the two primary types of messages you can send: message templates and free-form messages. Each serves a different purpose and is governed by specific rules defined by Meta (formerly Facebook).
1. Free-Form Messages
Free-form messages are unrestricted, conversational messages that can be sent when:
The customer has initiated the conversation, and the message is sent within the 24-hour messaging window.
These messages are:
- Flexible and real-time
- Allow support for all media types (text, image, video, documents, etc.)
- Ideal for customer service, support queries, or active conversations
However, once the 24-hour window expires, businesses cannot use free-form messages to reach out.
2. Message Templates
Templates are pre-approved message formats that businesses must use to initiate conversations or follow up outside the 24-hour window. These are regulated by WhatsApp and must be submitted and approved via Meta before use.
Templates can include variables, media, buttons, and even be localized into multiple languages—making them powerful tools for personalized, scalable outreach.
What are Message Templates & their types?
Message templates ensure that business-initiated communication follows WhatsApp guidelines. They contain predefined text and are preformatted. These templates can be reused when the same message needs to be sent multiple times.
When you send a message template, you can send the template identifier (template name) instead of the message content.
Templates can contain placeholders. When you send the template message, you can replace the placeholders with values or personalized information.
For example: “Hi { {1} }, your order #{ {2} } has been shipped and will arrive by { {3} }.”
To better organize business communication and maintain relevance, WhatsApp classifies message templates into three broad categories:
1. Marketing Templates
Used to send promotional offers, product launches, event invites, and re-engagement messages.
2. Utility Templates
Designed for transactional updates like payment confirmations, order status updates, and appointment reminders.
3. Authentication Templates
Used for secure, time-sensitive actions such as OTP (One-Time Password) delivery, login codes, and verification steps.
Marketing Templates
Marketing templates are designed for business-initiated interactions aimed at promoting products or services to users who have opted in. These templates support sending relevant offers, updates, or promotional messages that do not fall under utility or authentication use cases.
Common Use Cases
- Product launches and announcements
- Limited-time promotions
- Discount offers and coupon codes
- Re-engagement campaigns
Subcategories
- Text and Rich Media Template: Includes plain text messages as well as those enhanced with images, videos, or other multimedia elements to increase user engagement.
- Carousel Template: Allows businesses to showcase multiple products or services in a single message, enabling users to swipe through options.
- Limited-Time Offer Template: Used for promotions with a fixed validity, creating urgency and encouraging timely action.
- Coupon Code Template: Designed to share special offers or discount codes to drive purchases or engagement.
- Flow Template: Guides users through a defined process, such as signing up for a service or completing a feedback form.
- Multi-Product Message Template: Enables the display of multiple products with titles, product IDs, optional thumbnail images, and clickable buttons. URL shortening and click tracking are supported.
- Catalog Template: Allows businesses to send a catalog message with clickable product listings, optional thumbnails, and URL tracking.
Utility Templates
Utility templates support transactional messages that are typically event-triggered. These messages provide users with information related to an ongoing transaction, account status, subscription, or service activity.
Common Use Cases
- Invoice delivery and payment reminders
- Payment confirmation and updates
- Account or subscription status changes
- Shipping and order updates
- System alerts and notifications
Subcategories
- Text and Rich Media Template: Used to deliver transactional information with added media elements when necessary.
- Carousel Template: Ideal for displaying multiple related updates in a swipeable format.
- Flow Template: Guides users through steps relevant to their transaction, such as tracking an order or managing account details.
Authentication Templates
Authentication templates are used for security-related interactions, enabling user verification through one-time passcodes (OTPs) or similar mechanisms. These templates are essential for account protection, secure logins, and verification workflows.
Common Use Cases
- Account registration
- Account recovery
- Security verifications during login or sensitive actions
Structure of a Message Template
Each message template includes the following sections:
Header: Optional; can contain text, image, video, or document.
Body: Required; the main content of the message.
Footer: Optional; supports additional text, such as disclaimers.
Buttons: Optional; includes quick replies or call-to-action options.
Cards: Applicable to carousel templates, where each card can display different content.
Template Submission Guidelines
Before sending messages, businesses must create, register, and submit their templates for Meta approval. It is important to adhere to WhatsApp’s naming and formatting rules:
Template names must include only lowercase alphanumeric characters and underscores (_).
No special characters, capital letters, or whitespace are allowed in template names.
Familiarity with these guidelines and limitations ensures a smooth approval process and compliant message delivery.
Common Reasons for WhatsApp Message Template Rejections
Despite the structured process, WhatsApp message templates may be rejected during the approval stage. Understanding the common reasons for rejection can help businesses avoid delays and ensure compliance.
1. Violation of WhatsApp Policies
Templates must align with WhatsApp's guidelines:
Unsolicited Promotions: Overtly promotional language is not allowed.
Spammy Language: Excessive capitalization, special characters, or exaggerated urgency can result in rejection.
Inappropriate Content: Templates containing hate speech, harassment, or explicit content are strictly prohibited.
2. Incorrect Formatting
Improper formatting is a frequent cause of rejection:
Placeholders: Must follow the correct format (eg: { {1} }, { {2} }) for personalization.
Structure: Avoid excessive line breaks, special characters, or unclear formatting that impacts readability.
3. Missing or Incomplete Information
Templates should provide all necessary context:
Lack of Context: Messages should clearly indicate what they refer to (e.g., “Your order { {1} } is ready for pickup”).
Unclear CTAs: Calls to action must be specific and explain what the user should expect (e.g., “Track your order” instead of just “Click here”).
4. Misleading or Unauthorized Content
WhatsApp prioritizes trust and transparency:
False Claims: Unverified offers (e.g., “100% money-back guarantee”) may lead to rejection.
Impersonation: Using branding, names, or assets of another entity without authorization is not permitted.
5. Language and Grammar Issues
Poor language use can cause rejection:
Spelling/Grammar Errors: Mistakes reduce clarity and professionalism.
Unsupported Languages: Use only languages supported by WhatsApp, implemented correctly.
6. Non-Compliance with Regional Laws
Templates must adhere to local laws and regulations, such as data privacy, advertising standards, and consumer protection rules. Failure to do so can result in rejection even if the template complies with WhatsApp’s general policies.
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