WhatsApp message templates: how approvals and campaigns work

WhatsApp protects its users from spam. For businesses on the API, that means rules about when and how you can start a conversation.

The customer service window

When a customer messages you, you can reply freely within a limited window. Outside that window, you can only send approved message templates.

What is a template?

A template is a pre-written message, with variables such as the customer name or order number, that WhatsApp reviews before you can use it. Common categories include utility (order updates), authentication (one-time codes) and marketing (offers).

Tips for approval

• Be specific and clear about the purpose.
• Use variables for personalisation, not vague placeholders.
• Do not include misleading claims or prohibited content.
• Match the category to the real purpose of the message.

Opt-in matters

Only message people who agreed to hear from you on WhatsApp, and tell them what to expect. Make it easy to opt out.

Protect your quality rating

If many recipients block or report you, your messaging limits and quality rating can drop. Send fewer, more relevant messages and segment audiences.

Policies change

WhatsApp updates policies and pricing from time to time, so check the current documentation before launching a campaign. We keep clients up to date as part of our WhatsApp business solutions. New to the platform? Start with Business app vs API.