Templates Overview

WhatsApp message templates are pre-approved message formats that allow businesses to send notifications and messages to customers. Understanding templates is essential for running successful WhatsApp campaigns with Waflow.

What are WhatsApp Templates?

WhatsApp templates are structured messages that must be approved by Meta (WhatsApp's parent company) before you can use them in campaigns. They serve as a quality control mechanism to protect users from spam and ensure businesses send relevant, valuable content.

Unlike regular WhatsApp messages that you might send in personal chats, business messages sent outside the 24-hour customer service window must use approved templates. This requirement ensures that all bulk messaging maintains a consistent quality standard.

Key Characteristics of Templates

• Pre-approved content: Every template must be reviewed and approved by WhatsApp before use
• Structured format: Templates follow a specific structure with optional header, body, footer, and buttons
• Variable placeholders: Dynamic content is inserted using numbered placeholders like {{1}}, {{2}}
• Reusable: Once approved, templates can be used across unlimited campaigns
• Language-specific: Each template is tied to a specific language

Why Templates are Required

WhatsApp requires templates for business messaging to:

1. Protect user experience: Prevents spam and unwanted messages from reaching users
2. Ensure quality: All business communications meet WhatsApp's content guidelines
3. Build trust: Users can trust that messages from businesses are legitimate
4. Comply with regulations: Helps businesses maintain compliance with messaging laws

Note: You can only send messages without templates during an active 24-hour customer service window, which opens when a customer messages you first.

Template Categories

WhatsApp classifies templates into three main categories, each with different purposes and pricing:

Marketing Templates

Marketing templates are designed for promotional content and customer engagement. Use these for:

• Promotional offers and discounts
• Product announcements
• Event invitations
• Newsletters and updates
• Re-engagement campaigns
• Loyalty program communications

Pricing: Marketing templates typically have the highest messaging costs.

Example use case: "Hi {{1}}, we're excited to announce our summer sale! Get {{2}}% off on all products. Shop now at {{3}}"

Utility Templates

Utility templates provide information about ongoing transactions or requests. Use these for:

• Order confirmations and updates
• Shipping notifications
• Appointment reminders
• Account updates
• Payment confirmations
• Booking confirmations

Pricing: Utility templates have lower costs than marketing templates.

Example use case: "Your order #{{1}} has been shipped! Track your delivery at {{2}}. Expected delivery: {{3}}"

Authentication Templates

Authentication templates are specifically for one-time passwords (OTPs) and verification codes. Use these for:

• Login verification codes
• Two-factor authentication
• Password reset codes
• Transaction verification
• Account verification

Pricing: Authentication templates typically have the lowest costs.

Example use case: "Your verification code is {{1}}. This code expires in {{2}} minutes. Do not share this code with anyone."

Tip: Choose the correct category for your template. WhatsApp may reject templates if they don't match the selected category.

Template Components

Every WhatsApp template can include the following components:

Header (Optional)

The header appears at the top of your message and can contain:

• Text: Up to 60 characters of text with one variable
• Image: JPEG or PNG images
• Video: MP4 videos up to 16MB
• Document: PDF files up to 100MB

Body (Required)

The body is the main content of your message. It supports:

• Up to 1024 characters
• Multiple variables (placeholders)
• Basic formatting (bold, italic, strikethrough, monospace)
• Emojis

Footer (Optional)

A small text at the bottom of the message:

• Up to 60 characters
• No variables allowed
• Typically used for opt-out instructions or company info

Buttons (Optional)

Interactive elements that appear below the message:

• Call-to-Action (CTA): Phone call or website URL buttons (max 2)
• Quick Reply: Pre-defined response buttons (max 3)

Template Lifecycle in Waflow

Understanding the template lifecycle helps you plan your campaigns effectively:

Draft → Submitted → Under Review → Approved/Rejected
                                        ↓
                                   Ready for Use

1. Draft: Create and edit your template in Waflow
2. Submitted: Template is sent to WhatsApp for review
3. Under Review: WhatsApp is reviewing your template (usually 24-48 hours)
4. Approved: Template is ready to use in campaigns
5. Rejected: Template needs modifications (see Approval Process)

Best Practices for Templates

Content Guidelines

• Be clear and specific: Users should understand the message purpose immediately
• Provide value: Every message should benefit the recipient
• Include opt-out: Add unsubscribe information in footer or body
• Use proper grammar: Proofread for spelling and grammatical errors
• Avoid ALL CAPS: Except for acronyms or emphasis on single words

Variable Usage

• Use meaningful placeholders: Plan what data will replace each variable
• Provide sample values: Help reviewers understand your intent
• Don't start with a variable: Begin messages with static text
• Limit variable count: Use only necessary variables

Category Selection

• Choose accurately: Match your content to the correct category
• Don't misuse categories: Marketing content in utility templates will be rejected
• Consider costs: Different categories have different pricing

Template Limits and Quotas

Depending on your WhatsApp Business account tier, you may have limits on:

Note: These limits vary by WhatsApp Business Solution Provider (BSP) and your account standing.

Getting Started with Templates

Ready to create your first template? Follow these steps:

1. Plan your message: Define the purpose, audience, and variables needed
2. Choose the category: Marketing, utility, or authentication
3. Create the template: Use Waflow's template builder (Create Template)
4. Add variables: Insert dynamic content placeholders (Variables)
5. Submit for approval: Send to WhatsApp for review (Approval Process)
6. Use in campaigns: Once approved, add to your campaigns

Next Steps

• Create a Template - Step-by-step guide to building templates
• Template Variables - Learn about dynamic content and placeholders
• Approval Process - Understand WhatsApp's review process