WhatsApp Template Categories
WhatsApp templates are pre-approved message formats that businesses use to communicate with customers. These templates fall into two main categories:
- Marketing Templates
- Utility Templates
Marketing templates are versatile and can be used by businesses to achieve a variety of objectives, such as generating awareness, driving sales, and building customer relationships.
- Mixed Content: Templates that include both utility and marketing content, such as an order update with a promotional offer, are considered marketing templates.
- Unclear Content: Templates where the content is vague (e.g., "Congratulations!" or "{{1}}") may also be categorized as marketing templates.
Note: These examples are illustrative. Templates with similar content or those including this example text may be categorized differently based on their exact content.
Utility templates are generally triggered by a user's action or request and are tied to specific transactions, accounts, or interactions.
Note: These examples are illustrative. Templates with similar content or those including this example text may be categorized differently based on their exact content.
For more detailed guidelines, you can refer to the official Facebook documentation here.
- Marketing Templates
- Utility Templates
Marketing Templates
Marketing templates are versatile and can be used by businesses to achieve a variety of objectives, such as generating awareness, driving sales, and building customer relationships.
Message Objectives and Business Goals
| Message Objective | Business Goal | Example Templates |
|---|---|---|
| Awareness | Generate awareness of your business, products, or services among customers who have subscribed to receive messages from your business on WhatsApp. | - "Did you know? We installed a new tower in your area so you can enjoy a better network experience. To learn more, visit our site {{ 1 }}." - "Diwali is around the corner! Join us at {{ 1 }} on October 24 to celebrate with friends and family. For more details about our event, click {{ 2 }}." - "Looking for a getaway this fall? Our newest resort just opened in {{ 1 }}: the perfect place to relax and unwind. Learn more here: {{ 2 }}." |
| Sales | Send general promotional offers to customers related to sales events, coupons, or other content intended to drive sales. | - "As a thank you for your last order, please enjoy 15% off your next order. Use code LOYAL15 at checkout. Visit our site here {{ 1 }}." - "Refer → save! Use code FRIEND so you both earn $10 off your next order." - "Upgrade to our Premium cabin to enjoy more benefits, like additional legroom and priority boarding. Click {{ 1 }} or log into our app to upgrade." |
| Retargeting | Promote relevant offers or other call-to-actions to customers who may have visited your website, used your app, or engaged with your products and services. | - "Don't miss out on your favorite shows! Re-subscribe now: {{ 1 }}." - "You left items in your cart! Don’t worry, we saved them for you. Click here to checkout now: {{ 1 }}." - "Thank you for visiting our site. You can secure your health insurance in a few easy clicks – continue here: {{ 1 }}." |
| App Promotion | Request customers to install or take a specific action with your app. | - "Did you know? You can now checkout in our app. Download it here {{ 1 }} to check out our streamlined experience." - "Thank you for using our app. We noticed you have not used our latest feature, {{ 1 }}. Click here {{ 2 }} to learn more about how this benefits you!" - "In-app only: 20% off this week! Use code SUMMER20 to save on select styles. To download our app, click here: {{ 1 }}." |
| Build Customer Relationships | Strengthen customer relationships through personalized messages or by prompting new conversations. | - "{{1}}, did you think we’d forget? No way! Happy birthday! We wish you the best in the year ahead." - "As we approach the end of the year, we reflect on what drives us: You. Thank you for being a valued customer. We look forward to continuing to serve you." - "Hello, I am the new virtual assistant. I can help you discover products or provide support. Please reach out if I can help!" |
Additional Considerations for Marketing Templates
- Mixed Content: Templates that include both utility and marketing content, such as an order update with a promotional offer, are considered marketing templates.
- Unclear Content: Templates where the content is vague (e.g., "Congratulations!" or "{{1}}") may also be categorized as marketing templates.
Note: These examples are illustrative. Templates with similar content or those including this example text may be categorized differently based on their exact content.
Utility Templates
Utility templates are generally triggered by a user's action or request and are tied to specific transactions, accounts, or interactions.
Message Objectives and Business Goals
| Message Objective | Business Goal | Example Templates |
|---|---|---|
| Opt-In Management on WhatsApp | Confirm opt-in for receiving messages on WhatsApp as a follow-up to opt-in collected via other channels (e.g., website, email). Also, confirm opt-out. | - "Thanks for confirming opt-in! You’re in. You’ll now receive notifications via WhatsApp." - "Thank you for confirming your opt-out preference. You will no longer receive messages from us on WhatsApp." |
| Order Management | Confirm, update, or cancel an order or transaction with a customer using specific order or transaction details in the body of your message. | - "Thank you! Your order {{ 1 }} is confirmed. We will let you know once your package is on its way." - "Hooray! Your package from order {{ 1 }} is on its way. Your tracking number is {{ 2 }} and expected delivery date is {{ 3 }}." - "Unfortunately, one item from your order {{ 1 }} is backordered. We will follow up with an estimated ship date. If you wish to cancel and receive a refund, please click here: {{ 2 }}." |
| Account Alerts or Updates | Send important account updates, including time-sensitive alerts, safety information, payment reminders, and other information relevant to already-purchased or subscribed products and services. | - "Daily update for account ending in {{ 1 }}: Your balance is {{ 2 }}." - "Reminder: Your monthly payment for your subscription to {{ 1 }} will be billed on {{ 2 }} to the card you have saved on file." - "To finish setting up your profile, you need to upload a photo. Please click here to upload: {{ 1 }}." |
| Feedback Surveys | Collect feedback on previous orders, interactions, or ongoing relationships with customers. | - "We have delivered your order {{ 1 }}! Please let us know if there was any issue by reaching out here: {{ 2 }}." - "Your feedback ensures we continually improve. Please click here {{ 1 }} to share your thoughts on your recent visit at our {{ 2 }} location. Thank you in advance!" - "You chatted with us online recently about order {{ 1 }}. How was your experience? Click to fill out a short survey: {{ 2 }}." |
| Continue a Conversation on WhatsApp | Send a message to start an interaction on WhatsApp that began in another channel. | - "Hi! I see you requested support via our online chat. I am the virtual assistant on WhatsApp. How can I help?" - "Hi {{ 1 }}, we are following up on your call with customer service on {{ 2 }}. Your case has progressed to the next step. Please log into your account to continue: {{ 3 }}." |
Note: These examples are illustrative. Templates with similar content or those including this example text may be categorized differently based on their exact content.
For more detailed guidelines, you can refer to the official Facebook documentation here.
Updated on: 19/08/2024
Thank you!