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WhatsApp Message Template Guidelines


Policy Description

Message templates need to be updated to the new categories by April 1, 2023.

New pricing rules will be effective from June 1, 2023.

Template Categories

Current Categories:

"MARKETING": "Marketing: Send promotional offers, product announcements, etc. to increase awareness and engagement.",

"TRANSACTIONAL": "Transactional: Send account updates, order updates, reminders, etc. to share important information.",

"OTP": "One-Time Password: Send one-time passwords to allow customers access to their account."

New Categories:

"MARKETING": "Includes messages with promotional or discount offers, updates or invitations to elicit customer response/action. Anything not for a utility or authentication purpose is marketing.",

"UTILITY": "Facilitate a specific request or transaction agreed upon by the business or provide customers with the latest information related to an ongoing transaction, including post-purchase notifications and regular bills.",

"AUTHENTICATION": "Allows businesses to verify user identity using one-time passwords, which can appear in multiple steps of the login process (such as account authentication, account recovery, integrity challenge)."

Template Usage Guidelines

UTILITY Templates

UTILITY templates are related to specific transactions that have been completed and are used to accomplish one of the following:

  • Confirm or abort the transaction
  • Send dynamic updates or reminders after the transaction is complete.

For any templates, if they contain both utility and marketing content, they will be categorized as marketing templates.


DefinitionsExamples
Confirm or abort an existing transaction"Your order #0021 has been confirmed.""You have successfully checked in! Here is your boarding pass for the flight.""Thank you for your booking! Looking forward to seeing you next week.""Payment received! Hope you enjoy the concert!""Your order has been cancelled; the refund will be processed within 7 to 10 days."
Send dynamic updates or reminders after the transaction is complete"Your order has been shipped! The product will be delivered on Friday.""Reminder: Your appointment is on Tuesday at 1 PM.""Here is your requested monthly statement.""Your password has been changed.""Your payment has been accepted.""Your payment has failed.""Warning: Your account with the last four digits 'XXXX' has insufficient balance.""Your prepaid balance is low; click here to recharge."

AUTHENTICATION Templates

With an authentication template, businesses can use a one-time login password (typically a 4 to 8 digit alphanumeric code) to verify a user's identity, a process that may appear in multiple steps of the login process (such as account authentication, account recovery, integrity challenge).

MARKETING Templates

Marketing templates are the most flexible, not related to specific completed transactions, and instead may be related to the business and/or its products or services. These templates may contain promotional or discount information; welcome messages or closings; dynamic updates, invitations or recommendations; or requests for response or completion of a new transaction.

For any templates, if they contain both utility and marketing content, they will be categorized as marketing templates.


DefinitionsExamples
Promotional or discount information"Buy 2 or more cups of coffee and get $5 off!""Thank you for ordering! Use code SAVE20 for 20% off your next order!""Your prepaid balance is low; click here to recharge! Use code EXTRA10 for a 10% bonus."
Welcome messages or closings"Welcome to Vinny's Bakery, now available on WhatsApp!""Hello, welcome to our WhatsApp page!""Thank you and have a great day!"
Dynamic updates, invitations or recommendations"Store address has changed, please come and visit!""We will be closed next Monday due to holiday arrangements.""Good news! The product you have saved is now available.""Join us in celebrating the upcoming holiday festivities!""Here are this month's coupons, happy shopping!""We think you'll love this new flavor of ice cream, come and try it!"
Requests for response or completion of a new transaction"Thank you for your order. If you could provide feedback, we would appreciate it. Please click here.""Did you forget some steps? We have saved your items, please click here to checkout.""Your application is waiting for you to complete, please click here.""You missed your recent appointment, please click here to reschedule."

Reference Materials

Template Guidelines

Pricing Update



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Last modified: 2023-07-12