WhatsApp Templates: Best Practices, recommendations & examples

Header (Optional)

1. Blank

2. Text

3. Image

4. Video

5. Document

Learn how to add media to your template

Body (Mandatory)‍

1. Plain text

2. Text with placeholders

Footer (Optional but recommended)

Buttons (Optional but recommended)

1. None

2. Copy Code, URL, Quick Replies etc.,

3. Send Products

4. Limited Time Offer

5. Carousel

Enable Button Click Tracking (Optional)

Enable this button to track clicks on CTAs or Quick Reply Buttons. 

Learn how to create a WhatsApp template on WhatsApp.

What are the best practices for creating WhatsApp Templates?

It is recommended to follow these best practices to increase the chances of getting the templates approved by WhatsApp. Failure to adhere to these can result in rejection of the template.

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1. Make sure you have chosen the right template category(Utility, Marketing, or Authentication) for your template, failing to do so would result in template rejection.

2. When entering a name for the message template, make sure you only use lowercase alphanumeric characters and underscores. Whitespaces and no other characters are allowed. For example, a valid template name can be ‘payment_update_details’ instead of ‘pymt_updt_01’.

3‍. Make sure you personalize your template content to make it more engaging

4. Messages should be written in the same language as the template language. For instance, if you choose ‘English’ as the template language and send the message in Spanish language, the template will be rejected. Also, make sure that the chosen language is supported by WhatsApp.

5. Build simple and concise message templates that will convey the information clearly to the users.

6. Templates should not have any grammatical or spelling mistakes. One best practice is to proofread the content for spelling and grammar before submitting it for review to WhatsApp.

7. Make sure the formatting of the message is correct. For example, when using variable parameters such as {{1}}, {{2}} etc., make sure you put in the correct number of curly brackets. There should be two curly brackets on the left side of the variable and two brackets on the right side. Any incorrect number of brackets will lead to rejection of the template.

8. If you are using any links in your WhatsApp template, make sure you include the full URL. Do not use short links (i.e.) links generated using URL shorteners like bit.ly, tinyurl etc. These links are known to obscure the link destination. Additionally, the domain in the URL should belong to your business only.

9. Message templates must be tagged with the correct ‘Category’ and ‘Language’.

10. Message templates should not contain any content that violates the WhatsApp Commerce Policy.

11. Message templates should not contain any abusive or threatening content.‍

What are some examples of templates approved and rejected by WhatsApp?

A. Acceptable Templates

• Template Category – Promotions

Hey {{1}}

🎉👗 Exclusive Sneak Peek: Get Ready for Our Summer Sale! 👗🎉

Jaw Dropping offers start in 24 hours.

Up to 60% off on clothing, shoes, accessories & home decor. 

• Template Category – Account Update (New User Welcome)

Hi {{1}},

Welcome to ACME!

We are excited to have you with us.

Cheers,

ACME Team

• Template Category – Appointment Update‍

Hi {{1}}, Your appointment with Dr.

{{2}} is coming up on {{3}}.

• Template Category – Shipping Update‍

Hello {{1}}, 

Your order has been processed and is on the way to your doorstep.

You should be receiving it by {{2}}. Track the shipment with this code {{3}}.

We hope you enjoy using the product.

• Template Category – Reservation Update‍

Dear {{1}},WEB CHECK-IN is now open for your PNR – {{2}} for flight(s) departing within 48 hours! ?

Check in now on our website or mobile app – https://rb.gy/f1cx8y

Thank you for flying with us!

• Template Category – Auto Reply‍

Hi {{1}}, 

Here is your monthly newsletter for {{2}}. Check it out!

Hi {{1}}. We see that you were interested in {{2}}.

To get more info, please reply with Yes.

B. Rejected Templates

• Too many variables used

Hi {{1}}, 

{{2}} {{3}} {{4}} {{5}}

{{6}} {{7}}

• Threat in the template message

Hi {{1}},

If you do not pay back your loan amount by {{2}}, we will take you to court!

• The message template header has more than 60 characters.

Tips to avoid WhatsApp Template rejection

To ensure your template messages are approved, keep the following guidelines in mind:

1. Variable Parameters Formatting: Ensure all variable parameters are properly formatted as {{1}}. Avoid missing or mismatched curly braces.

2. Special Characters in Variables: Variable parameters should not include special characters like #, $, or %. Instead, use simple text such as {{VariableName}}, ensuring no spaces are included.

3. Sequential Variables: Define variable parameters in sequence. For example, if you use {{1}}, {{2}}, {{4}}, and {{5}}, ensure {{3}} is also defined; missing sequential variables can lead to template rejection.

4. Avoid Shortened URLs: Do not include shortened URLs (e.g., bit.ly, short.ly) as they obscure the destination URL and may lead to rejection.

5. Correct Formatting and Grammar: Ensure the message is free from any spelling or grammatical errors to avoid rejection due to incorrect formatting.

6. Sensitive Information: Do not request sensitive information such as credit card numbers, addresses, or bank account numbers within your template.

7. Relevant Surveys Only: Only include surveys that are directly related to your business; unrelated surveys can result in template rejection.

8. Prohibited Content: Avoid including any abusive or threatening content in your messages.

We hope this guide helps you better create WhatsApp templates that can get accepted.

By following these guidelines, you can increase the likelihood of your message templates being approved.