Conversational marketing is proving to be one of the most effective marketing approaches in 2020.
However, that level of 1:1 instant communication comes with challenges of its own. A lot of the brands we speak to worry about…
- Spamming their customers and annoying them rather than offering real value
- Saying the wrong thing at the wrong time and losing the sale
If any of the above sound familiar, fear not.
There is a simple simple safety provided within the WhatsApp Business service that prevents any and all of the above.
That safety comes in the form of the WhatsApp Structured Message Templates.
In this piece, I’m gonna break down exactly what they are and what they can do for your business.
What are WhatsApp Structured Message Templates
WhatsApp Structured Message Templates are pre-designed templates that dictate both the content and timing of certain messages. These are most often used with frequently sent messages and notifications.
We’re talking things like abandoned cart reminders, shipping and fulfillment updates, receipts etc.
The reason these are such an important part of the WhatsApp Business services is because they allow you to send the right message at the right time on autopilot.
You’re not at risk of spamming people or sending information that isn’t relevant.
Think of them as a way to be more efficient and effective with your marketing messages.
Why should you care about WhatsApp Structured Message Templates?
In other articles we’ve covered the difficulty facebook faced when first launching Messenger.
It was something of a wild west.
Some unscrupulous brands were spamming their customers which ruined the user experience.
Determined to prevent this from continuing, the 24-hour rule was implemented. In short, you can only send messages of a promotional nature within 24-hours of the customer’s last message to you.
This rule carried over to WhatsApp. That means you only have 24-hours to promote products from the customer’s last time of contact.
The Message Templates give you the ability to send messages outside of that 24-hour window – as long as you abide by WhatsApp’s rules which we’ll cover shortly.
Other benefits of Message Templates
The primary benefit to WhatsApp’s Message Templates is how they allow you to automatically send useful messages outside of the 24-hour cut-off.
However, there are also a number of other benefits to using them.
- You’re able to include dynamic localized and personalized information in each and every message
- They help increase your message send numbers which, when sent out of the 24-hour window, work to lower your average cost per message
- They can be used within the 24-hour window to offer immediate assistance to customers at zero charge to your brand
What’s the catch?
The primary goal of these Message Templates is to improve the customer experience for the general WhatsApp user.
As such, it’s not just a case of sending any old template you can throw together.
WhatsApp’s focus is on the consumer. And as such, all new message templates you want to use have to be approved by their team.
You won’t be able to implement a new template if it hasn’t yet been approved by WhatsApp.
WhatsApp Business Message Template Guidelines
Let’s take a quick look through the general guidelines you’ll need to follow to get your WhatsApp Business Template approved.
Much like with Facebook guidelines, we’re given specific rules and regulations about what’s not allowed on the platform.
Here’s what you’re not permitted to include in your Structured Message Templates.
Promotional Messages
Message Templates are strictly for notifications and updates. You’re not permitted to send advertising or sales messages to your users.
For example, that discounts anything along the lines of the below;
- New product promotional messages
- Discount codes / vouchers / free gifts
- Messages leading to a survey to collect data from users (surveys after service to assess the experience are fine)
- Games, contests, tests, or quizzes. Anything that constitutes a “game of skill or chance”.
- Non-transactional messages
- Up-sell / cross-sell messages
- Cold outreach messages that aim to get the user to respond e.g “Is now a good time to talk?”
Threatening content
This one should go without saying. However, you’re not permitted to include any threatening or abusive content. For example;
- Messages that threaten legal action
- Messages that threaten the adding of friends and family to a group if the user doesn’t pay
Incorrect formatting
WhatsApp are going to great efforts to ensure that each and every message sent is up to the standard their users expect.
A part of that is ensuring every message abides by the formatting rules they’ve outlined for a streamlined user experience. Here’s a quick outline of the rules;
- Basic spelling or grammar errors will lead to a rejection
- Variable parameters have the specific WhatsApp formatting
- Language of the message sent matches that of your account and template selection
- No URL shorteners
- URL in links should belong to your business
If you want to read the full list of updated rules direct from WhatsApp, head to their policy page here.
Let’s move on to how you can create and start using your own WhatsApp Message Templates.
The Prerequisites for submitting your own WhatsApp Message Templates
Before you’re able to create your own templates and submit them for approval, you must have achieved the following prerequisite steps.
- Sign up for a Business Manager and create a WhatsApp business account for WhatsApp Business API
- You’ll need a developer to implement your message templates into the WhatsApp API
- You’ll need to know what function the template will serve and ensure that it aligns with the above-outlined policies
- You’ll also need to ensure that the application of the template and its triggers align with the below-outlined steps
If you’re keen to get your templates started but haven’t yet taken all of the above steps, we recommend you first read our article on applying for and being approved for the WhatsApp Business API.
Below we’ve covered a few of the other considerations you’ll need to make to ensure your template is not only accepted, but continues to work within WhatsApp’s specific guidelines.
Customer opt-in
Your templates are generally going to be used for triggered messages. Things like fulfilment updates, payment receipts etc.
As a result, you must receive explicit opt-in permissions from the customer before these can be sent.
This isn’t such an issue with the above outlined use cases as they require the user to have made a purchase which, of itself, is explicit permission.
However, with some of the other potential uses, it can prove an issue.
Especially if you’re using a third-party service (on-site opt-ins etc) to trigger the message.
Wherever the initial opt-in is located, the user must be made aware of the messages they’ll receive and that they’ll be sent via WhatsApp.
In addition, the use of Click to WhatsApp ads are not classed as explicit opt in.
To ensure you don’t break this rule, here are a few of the rules for making your opt-ins explicit.
- The message must be triggered by a specific customer action. For example, entering a phone number and checking a “I agree to receive notifications through WhatsApp” box.
- The message of the opt-in must be clear and to the point. For example, “I agree to receive [ORDER UPDATES ETC] on [THEIR NUMBER]”.
- The opt-in message must also include your brand name and logo
- A visual indication that these message will be sent through WhatsApp
Where to get customer opt-ins?
The above have to be included in any area where the user can opt-in for your messages. Before moving on, we also want to mention where users can opt-in to hear from you.
- During the online purchase process. You can add a “receive updates through WhatsApp” on your checkout or cart page to ensure the user gets the most up-to-date information.
- While setting up their user profile and preferences. If you run a membership service that requires frequent updates, adding a “updates through WhatsApp” option upon signup could help keep people mupdated.
- Via email, SMS, or within an app. You can turn engagement through one channel into engagement through another with an explicit opt-in through your current best consumer engagement channel.
- Via phone interactive voice response (IVR). If you use the phone to communicate with your customers, you can add an explicit opt-in for them to receive future updates through WhatsApp
What messages can be sent with WhatsApp Templates?
The templates themselves also have to adhere to very specific rules and guidelines.
WhatsApp has outlined a number of approved use cases your templates need to abide by.
Below is that full list of the template each message type will fall under, its intended use case, and a few use case examples of what that message aims to achieve.
| Template | Allowed Use Case | Examples |
| ACCOUNT UPDATE | Notify the message recipient of a change to their account settings. | Profile has changed Preferences are updated Settings have changed Membership has expired Password has changed |
| PAYMENT UPDATE | Notify the message recipient of a payment update for an existing transaction. | Send a receipt Send an out-of-stock notification Notify an auction has ended Status on a payment transaction has changed |
| PERSONAL FINANCE UPDATE | Confirm a message recipient’s financial activity. | Bill-pay reminders Scheduled payment reminder Payment receipt notification Funds transfer confirmation or update Other transactional activities in financial services |
| SHIPPING UPDATE | Notify the message recipient of a change in shippingstatus for a product that has already been purchased. | Product is shipped Status changes to in-transit Product is delivered Shipment is delayed |
| RESERVATION UPDATE | Notify the message recipient of updates to an existing reservation. | Itinerary changes Location changes Cancellation is confirmed Hotel booking is cancelled Car rental pick-up time changes Room upgrade is confirmed |
| APPOINTMENT UPDATE | Notify the message recipient of a change to an existing appointment. | Appointment time changes Appointment location changes Appointment is cancelled |
| TRANSPORTATION UPDATE | Notify the message recipient of updates to an existingtransportation reservation. | Flight status changes Ride is cancelled Trip is started Ferry has arrived |
| TICKET UPDATE | Send the message recipient updates or reminders for an event for which a person already has a ticket. | Concert start time changes Event location changes Show is cancelled A refund opportunity is made available |
| ISSUE RESOLUTION | Notify the message recipient of an update to a customerservice issue that was initiated in a Messenger conversation, following a transaction. | Issue is resolved Issue status is updated Issue requires a request for additional information |
| ALERT | Notify the message recipient of something informational | Business hours/hours of availability Check-in/Check-out times |
The above categories will be needed when you submit your template. You’ll not only have to provide the content, but also tell WhatsApp which category you want the template to be counted and approved under.
Once you’ve figured out the purpose of your message, you need to understand what it is it’s actually going to say.
The basics of submitting a WhatsApp Message Template
When you know what kind of message you want to send, it’s time to create the content to submit for WhatsApp’s approval.
The best course of action here is to partner with your WhatsApp Business Solution Provider (BSP).
We’ve got a lot of experience with getting these templates and can help you submit something that has a much higher chance of getting approved on the first run through.
In terms of the information you have to submit, we’ve offered a quick rundown below.
The basic template information that needs to be provided
The first step you’ll come across is to provide the basic information of the template you’ll submit.
You’ll need to know;
The category – Take another look at the list we provided in the previous section.
You need to get the category correct as, if your template content doesn’t align with the categories intended use, it will be rejected.
The title/name – This one isn’t as important in terms of approval. However,it is incredibly important for your own organization. When choosing a title/name for your template make sure that it’s something your staff will instantly recognise and understand.
Also note that the template name needs to be entered in lower case and can only include letters, numbers, and underscores.
So if you want o name something
- My Welcome Template
You’d have to amend it to
- my_welcome_template
The language of your template – One of the initial checks WhatsApp will conduct is if the language outlined in your template submission is the same as the template content.
If you want to check the full list of approved languages within WhatsApp, you can find it here.
Sounds obvious, but it can be easy to overlook.
The basic content that needs to be provided
Once you’ve outlined the basics of the templates use and its name, you’ll be asked to provide the content.
Once again, you need to provide this in a very specific manner.
Here’s how it all breaks down.
The header – This is optional. However, we’d recommend you do use one. You can add a quick text header or a media piece like an image of Gif to kick your message off the right way.
Body content – This is the meat of your message. Here’s where you’re going to put the primary information and tell the user what it is they need to know.
You can customise this area to quite an extent, with emojis, variables, and text formatting available options.
The variables will allow you to add in certain information to personalise the message like user location, order variations, tracking numbers etc.
Footer – This is a short line at the end of your message which you can use to wrap things up or instruct of next steps.
Buttons – Sometimes you want the user to click on a specific option. WhatsApp’s buttons will allow you to add a quick click option for your customers.
Instead of having to follow complex instructions, you can simply drop a button into the chat allowing them to start the next step with a single click.
Right now, you’re able to include buttons for the following CTAs.
- Call now – for those who need the client to call for more information
- Visit our website – if they need to complete an action online
- Quick reply – allow the customer to quickly respond with simple answers like yes, no, or more info
- Static information – such as your primary web address
If you create content that falls within the WhatsApp guidelines and ensure you follow the basic template best practices, you should see your template get approved.
Once submitted, you can check the status of your template within the Message Templates section of business Manager.
Advanced content customization
Before we wrap this piece up, I want to quickly cover the advanced content customization options available to you within your WhatsApp Message Template.
First, let’s look at what can be customized within your templates.
URLs
The aim of your messages is to get your audience to take a specific action.
You’re able to add a URL to your messages, allowing you to direct traffic to a specific area of your site.
You’ve got two options when it comes to the URL you include in your messages.
- A static URL that link to a single page on your site.
- A dynamic URL that can link to different pages based on the user’s interaction
Media types
You can add to the basic text elements of your message templates with specific media elements.
You can include media elements that align with the below forms;
- Images
- PDFs (if you need to send any documents)
- Location reports
- Video
- Interactive buttons to allow easier responses from users
These fall under the “media message” templates.
The level of media you’re allowed to include has been increasing over the last few months. Over the rest of the year, we expect that other forms of media might be added to the pool of approved deliverables.
Text formatting
Text formatting is one of the easiest ways to help certain lines, worlds, or messages within your templates stand out.
Within the WhatsApp Business API you’re given a couple of potential options.
- To bold text, place an asterisk on each side of the words you wish to bold (*bold*)
- To italicize text, place an underscore on each side of the words you wish to italicize (_italicize_)
- To
strikethroughtext, place an tilde on each side of the words you want to strike through (~strikethrough~) - To monospace text, place three backticks on both sides of the words you want to monospace (“`monospace“`)
With these customizations, you’re able to add a little more variety to your messages and better highlight certain message elements.
Dynamic data elements
If you’re using your messages to offer transactional information and updates, you’ll need to make use of the dynamic data features.
With these, you’re able to include content that will auto-populate for each send so it’s relevant for the individual.
For example, {{Product_Name}} will create an element that includes the name of the product the user recently purchased.
This can be used in a template for something like the below;
“Just a quick message to let you know your order of {{Product_Name}} has just left our warehouse! It should be with you within 48 hours.”
With this, you can create single message templates for multiple use cases.
Localization elements
There’s a very high chance that users of WhatsApp’s Business API will be conducting business across different geographies and time zones.
As such, you’re going to need elements that personalize the message based on the user’s location.
For example, parameters, like date, time, or currency could be used to personalize messages based on location
If the personalization element for localization fails, you can set a fallback so the message still has relevant information.
Who can you send your message templates to?
We’ve covered the basics of what’s required to ensure your message templates abide by WhatsApp guidelines and serve the correct purposes.
One thing we’ve not yet covered is who these can be sent to and how.
Obviously, this is in addition to the specific opt-in permission.
However, once the opt-in permissions have been granted, you’re currently able to send messages through two different methods.
1 – To individuals who opt-in to hear more from you.
That means all of those transactional messages on order updates, receipts etc.
There is another method to use your WhatsApp Message Templates.
2 – To individuals within a WhatsApp group
However, WhatsApp is depreciating the use of WhatsApp Groups within The Business API. That means this service will soon disappear for those looking to leverage the power of WhatsApp.
Just be aware that this is changing. As it’s changing in the near future, it’s not worth you putting time and/or effort into establishiing a good group messaging strategy.
Stick to focusing on improving the UX for individuals and how they interact with your brand to future-proof your biz.
User reporting for end-user protection
One of the other final considerations you need to make before jumping into WhatsApp Business API and message templates is their user reporting rules.
In short, WhatsApp has a reporting and blocking mechanism built into the service.
Those who receive your messages have the ability t report or block you if the content isn’t what’s expected or breaks the rules.
This is important because it can negatively affect your sender reputation.
If a user requests you to remove them from your list – whether within the WhatsApp ecosystem or through another channel – you must immediately respect that request.
If you don’t, it could lead to serious repercussions from WhatsApp.
Ongoing optimization
Of course your initial templates and the strategy you use to deliver them aren’t going to be the most perfect offering you could create.
Marketing is testing. And successful tests lead to successful marketing.
You’re going to need to keep an eye on the effect of the messages on your overall KPIs and make changes to improve their effectiveness.
Your BSP should be able to help with this.
And if you’re fortunate enough to partner with a BSP like Jumper that offers a full dashboard with statistics included, you’ll be able to quickly understand how your messages are working and what could be changed to improve them.
If you want to get your WhatsApp Message Templates created, approved, and optimized from real-life testing, get in touch with our specialist team today.