Message templates, also called templates, are standardized and pre-approved messages by WhatsApp, used to initiate conversations following Meta's guidelines. In this article, you will find best practices for creating templates, structuring messages, and using them correctly in Zenvia Customer Cloud.
When to use templates?
Message templates are used in three main situations:
- Conversation start: To send the first message to a customer.
- Reopen the 24-hour window: To resume conversations after the time limit.
- Mass messages: For marketing campaigns and notifications.
Template categories on WhatsApp
WhatsApp organizes templates into 4 categories:
- Marketing: Promotional messages for sales and ads.
- Utility: Updates like order or delivery status.
- Authentication: Identity verification and security.
- Service: Customer-initiated conversations.
⚠️ Attention: All templates must be correctly categorized during their creation.
Template Approval
All templates must be approved by Meta before use. This process evaluates whether the templates comply with the platform's guidelines.
- Approved templates: Can be used immediately.
- Rejected templates: Require adjustments and resubmission. To resolve issues, refer to How to correct and resubmit rejected templates.
Best practices for creating and sending templates
To increase the chances of template approval, some best practices are essential.
💡 Tip: Check the full article on template creation at WhatsApp Message Template Registration.
1. Name your templates clearly
- Avoid generic names like "template123". Prefer something like "trip_details".
- Ensure the name helps identify it in the future.
2. Correctly configure the template details
- Select the correct category: Choose the option that best describes the message's purpose.
- Select the correct language: Make sure the selected language matches the written content.
3. Structure engaging messages
- Header (optional): Include up to 60 characters or media (images, videos, GIFs) to highlight the purpose of the message.
- Message body:
- Avoid irrelevant links or URL shorteners.
- Use emojis to make it more engaging, but use them sparingly.
- Footer (optional): Add complementary and concise information.
- Buttons: Include call-to-action buttons (e.g., "Visit site") or quick replies (e.g., "Yes" or "No").
⚠️ Attention: Check spelling, grammar, and formatting before submitting for approval.
4. Personalize your messages with variables
- Insert variables such as name, date, or purchase history to make the message more relevant.
- Ensure that the variables are properly formatted. Example: {{name}}.
5. Ensure permission (Opt-in) and offer cancellation (Opt-out)
- Opt-in: Confirm that the customer has authorized receiving messages.
- Opt-out:
- In marketing messages, provide a clear option for the customer to unsubscribe, such as a button "No longer wish to receive."
- When the customer opts out, they are automatically removed from future send lists, preventing complaints or blocks.
⚠️ Attention: WhatsApp monitors the volume of marketing messages sent and may limit the reach of companies with high rejection rates or low response probabilities. Learn more at Marketing template message limit per user.
By following these best practices, you optimize the use of templates in Zenvia Customer Cloud.