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General Regulations for ZBS Template Review

PS: Except for ZBS OTP message templates, all ZBS templates must comply with these "General Provisions".
 

I. General Requirements

 
Category Specific Requirements
Sending Purpose
 
(Template Tag)		 Template content must match the sending purpose (template tags: Transaction/Customer Service/Marketing).
Message Recipients Templates must be sent to users (recipients) who have had transactions with the enterprise.
Language/Style/General Content - Spelling must be correct.
 
- No typos.
 
- For Vietnamese content: Use accented Vietnamese.
 
- Template content must use a consistent language; mixed languages (e.g., English-Vietnamese) are not allowed.
 
- Do not use "anh/chị" for addressing; use gender-neutral terms (e.g., bạn, quý khách, khách hàng, hội viên, nhân viên...) and maintain consistency throughout the text.
 
- Content must clearly state the purpose and not confuse users.
 
- Content must be written in a style corresponding to each tag (sending purpose).
 
- Do not insert links or standalone phone numbers in the copy (phone numbers can be included as variables but must be accompanied by a corresponding phone button).
 
- Avoid abbreviations.
 
- Do not use icons or special characters.
 
- ZBS templates are for customer care notifications; avoid the term "SMS" in the text.
 
- Do not use words or writing styles that are superstitious, deceptive to users, or mythologize the provided products/services (or may be misinterpreted as such).
 
Violating vocabulary: tín đồ (believer), pháp sư (sorcerer), bùa may (talisman), etc.
 
- Writing style, wording, and content must be professional, consistent, and specific to accurately and correctly explain the context and purpose of the template.
Logo - The logo must be aligned with the left margin, clearly visible, and meet size standards.
 
- The logo must be consistent with the OA or enterprise name, and the enterprise must have authorization to use the logo.
 
- The logo shall not contain phone numbers or links.
 
Exception: Default logo designs that include phone numbers and/or links (the design is publicly available on the company's official website).
Variable Parameters - Parameters shall not contain symbols, spaces, or hyphens.
 
- Each word in a parameter is separated by an underscore "_".
 
- Parameters start with "<" and end with ">".
 
- For templates with purpose tags "Transaction"/"Customer Service": At least 3 variable parameters are required: <customer_name> and 2 other appropriate transaction identification parameters; or 3 appropriate transaction identification parameters excluding <customer_name>.
 
- For templates with purpose tag "Marketing": At least 1 transaction identification parameter is required.
 
Transaction identification parameters: <register_code>, <customer_code>, <bill_id>, <order_date>, <order_Amount>, <customer_ID>, <customer_name>.
 
Additional variable parameters (e.g., <address>) can be added.
 
- Each parameter in the content must have a prefix that clearly indicates the parameter's information.
 
Example: Cảm ơn bạn đã cung cấp mã hội viên <member_code> (Thank you for providing the member code <member_code>).
CTA Buttons - Links and phone numbers/hotlines must be placed in CTAs (Call-to-Action buttons).
 
- Shortened links (bitly, onelink...) or links with access warnings are not allowed.
 
- Unusable links (inaccessible, broken, or lacking clear public information) are not allowed.
 
- Links to social media platforms (Zalo, Facebook, Telegram, etc.), Messenger chats, or groups/group chats on personal Zalo are not allowed.
 
- If a ZBS template mentions an application/channel/service method, it must include a Call-to-Action (CTA) directing to the corresponding platform.
 
Special clause: For water and electricity utility OAs, only in the scenario of water/electricity bill notifications, a list of payment channels may be provided without mandatory CTA links to corresponding payment platforms.
 
- For templates without the after-sales tag: CTA links shall not use irrelevant or misleading promotional information, such as promotions, advertisements, purchase calls, registration calls, app download calls, etc.
 
- CTA links directing to chatbot scripts are not supported.
 
- CTA links must be relevant to the template content.
Template Settings - All ZBS templates used to send discount codes/coupons (regardless of tag purpose) must use the ZBS Voucher template.
 
*Exceptions for not using ZBS Voucher:
 
· When the enterprise needs to send more than 1 coupon to a user in the same template;
 
· When the template does not contain specific discount codes and users need to redeem them through the following channels:
 
Designated APP/mini-program/platform (the template content must clearly state the usage method);
 
With a CTA directing to the corresponding platform.
Others - When template content involves other enterprises' names/brands, the following partnership certification documents must be provided (meet any one):
 
· A valid cooperation agreement signed by both parties (including brand authorization clauses);
 
· Partnership information publicly disclosed on the partner's official website/official sales channels;
 
· Other legally binding supplementary documents (e.g., trademark authorization certificates, joint statements, etc.).
 
- Content and purposes directing to social media platforms (Zalo, Facebook, Telegram, etc.), Messenger chats, or groups/group chats on personal Zalo are not supported.
 
- Business Qualification Review Clause: For business types including but not limited to:
 
· Regulated special industries (requiring licensed business categories);
 
· Operational scenarios requiring post-review.
 
Zalo Cloud reserves the legal right to request the following verification documents:
 
· Business parameters and content details;
 
· Business licenses/approval documents issued by the government;
 
· Other qualification documents required by law.
 
- Transfer information includes: The bank account number (STK) and bank account holder must be the information of the enterprise owning the OA.
 
- Internal announcements for the company's employees: Must clearly add "Internal Announcement" in the content.
 

II. Template Requirements by Sending Purpose

 
Template Tag Concept Basic Requirements Examples and Corresponding Standards
Tag 1 – Transaction - Purpose must be related to transactions.
 
- Directly related to end-users or their property/interests.
 
- Urgent and important for end-users.
 
- The template must include the customer's name and at least 1 identifier/transaction identification parameter.
 
Identification parameters include: Registration code <register_code>, order code <customer_code>, invoice code <bill_id>, customer code <customer_code>, last purchase date <order_date>, etc.
 
- The number of identification parameters/transaction identification parameters required for each template is determined based on clarifying the business content, purpose, needs, and relationship when sending to users.
 
- If the merchant cannot provide the customer's name parameter due to force majeure, the total number of identification parameters/transaction identification parameters must be at least 3 appropriate parameters.		 - Verification: Account verification; transaction verification.
 
- Confirmation messages:
 
· Confirm order/appointment/reservation;
 
· Confirm transaction information;
 
· Service/event registration confirmation (without event participation invitations);
 
· Confirm successful registration for CTKM (with registration date parameter) – Need to provide how users registered to participate for evaluation;
 
· Confirm transaction completion.
 
- Appointment reminders:
 
· Event appointment reminders (e.g., follow-up checks, daily maintenance, payments, event participation), excluding renewal reminders (renewal reminders are defined under Tag 3 - After-sales).
 
- Notifications:
 
· Transaction status notifications (e.g., order status);
 
· Notifications of transaction execution time (e.g., delivery time);
 
· Payment success notifications; balance change notifications.
 
- Requests for payment, shipping fees, charges, etc.:
 
· The purpose of the ZBS template is to request payment, shipping fees, or charges to certain bank accounts using ZBS Payment Request;
 
· If the purpose of the ZBS template is to request payment, fees, or charges through independent payment channels (different from bank accounts), ZBS Custom can be used, but it must include a CTA link directing to the corresponding payment channel.
 
· Please carefully check your payment information. If the payment information is incorrect, Zalo shall not be liable;
 
· If the OA is an enterprise providing household electricity/water and does not require payment to a bank account, only a list of payment channels needs to be provided, without mandatory CTA links to the corresponding payment platforms.
 
Note: Transfer information includes – The bank account number (STK) and bank account holder must be the information of the enterprise owning the OA.
Tag 2 – Customer Service - Update business information and notify end-users of customer service plans.
 
- The template must include the customer's name and at least 1 identifier/transaction identification parameter.
 
Examples: Registration code <register_code>, order code <customer_code>, invoice code <bill_id>, customer code <customer_code>, recent purchase date <order_date>, etc.
 
- The number of identification parameters/transaction identification parameters required for each template is determined based on clarifying the business content, purpose, needs, and relationship when sending to users.
 
- If the merchant cannot provide the customer's name parameter due to force majeure, the total number of identification parameters/transaction identification parameters must be at least 3 appropriate parameters.		 - Announcements:
 
· Reward points accumulation notifications (not introducing other products/services);
 
· Emergency notifications.
 
- Notifications about converting channels/websites/applications to another with similar existing functions:
 
· A formal announcement must be posted on the enterprise's website/public channels (displayed by attaching a CTA link to this announcement or adding it to the review notes section);
 
· If switching from another channel to the Zalo OA channel, do not include a CTA inviting interest in the OA;
 
· Valid examples:
 
Case 1: A bank launches a separate website for corporate customers (previously all customer groups used the same website) – CTA directs to the official conversion announcement link on the bank's current website;
 
Case 2: An enterprise converts its customer service channel from a hotline to Zalo OA – Does not include a CTA generating interest in the OA.
 
- Updates/Changes:
 
· Update services/business operations/policies (e.g., policy changes, system maintenance...);
 
· Update account information/account type;
 
· Updates related to the status of end-users' assets (balance/account limit fluctuations, loyalty benefits/loyalty);
 
· Change/closure of business locations.
 
- Support/Explanations:
 
· Provide support and explanations on how to use products/services that customers have purchased/used (with sufficient variables to confirm the product/service has been owned/used);
 
· Risk reminders (for potential situations).
 
- Surveys:
 
· Survey customer opinions on services;
 
· If the survey offers gifts/coupons to customers, the rules and how to receive the gifts/coupons must be fully explained (promotion level, applicable conditions, and terms of use).
 
- Customer Greetings/Permission Notifications:
 
· Wish customers a happy birthday (need to provide photos and gifts or notifications of customer benefits on their birthday or in accordance with the enterprise's loyalty program – based on the enterprise's specific public policies);
 
· Account permission notifications (provided in the end-user's account when using the enterprise's services and posted on the enterprise's policy page).
Tag 3 – After-sales (Marketing) - Promote/upsell/cross-sell the enterprise's products/services.
 
- Ensure the content reflects that users have had transactions with the enterprise (identified through identification codes, account codes, transaction parameters, invoice codes, etc.).
 
- For CTAs directing to hotlines/enterprise phone numbers: Use landline-format phone numbers prefixed with 1800 or 1900. If the enterprise uses desk numbers/personal phone numbers or other numbers: Additional information must be provided to prove the phone number is the enterprise's hotline (e.g., the phone number is publicly announced as a hotline on the website or the enterprise's official channels, with a link attached in the notes section during creation).
 
- No abbreviations.
 
- Purpose: Happy New Year => Additional conditions are required.
 
- For promotional and incentive purposes: Template content must clearly display the rules, application conditions, and validity period of the promotion program.
 
- The template must include at least 1 identifier/transaction identification parameter.
 
Examples: Customer name <user_name>, registration code <register_code>, order code <customer_code>, invoice code <bill_id>, customer code <customer_code>, recent purchase date <order_date>, etc.
 
- The number of identification parameters/transaction identification parameters required for each template is determined based on clarifying the business content, purpose, needs, and relationship when sending to users.		 - After-sales:
 
· Introduce the enterprise's new and existing products/services;
 
· Notify users of discount codes and special offers;
 
· Announce promotional activities;
 
· After-sales plans/festival promotions;
 
· Notifications of launching/expanding new services/products;
 
· Promote new channels (only Zalo OA channels are allowed – calls to interest in Zalo OA and Zalo Mini App).
 
- Request renewal or extension of services:
 
· The purpose of the ZBS template is to request payment, shipping fees, or charges to certain bank accounts using ZBS Payment Request (for renewal purposes).
 

III. Additional Provisions for Special Purposes

 

Sending Purpose – Celebrating VIP/Loyal Customers' Birthdays

 
ZBS templates used to celebrate VIP/loyal customers' birthdays must meet the following additional provisions:
 
  1. The template must include an image – Refer to: Relevant provisions for adding images in ZBS message templates.
  2. Must be accompanied by gifts/coupons that can be used unconditionally.
    • If discount codes or coupons are used, the ZBS Coupon template must be adopted.
    • Examples:
      1. Offer a 10% coupon applicable to all orders starting from 0 VND.
      2. Offer a women's size M T-shirt, available to all customers who receive this notification.
       
     
  3. Must attach public information about the enterprise's loyal/VIP customers (to be published on the enterprise's official channels).
    • Note: Birthday greetings for VIP customers that only send wishes without valid promotions/coupons/benefits are not supported.
     
 

Sending Purpose – Festival Greetings & Festival After-sales Promotional Activities

 
ZBS templates used for festival greetings/festival after-sales promotional activities must meet the following additional provisions:
 
  1. The template must include an image – Refer to: Relevant provisions for adding images in ZBS message templates.
  2. Must include valid gifts/coupons/promotional activity information (e.g., discounts, free gifts, member-exclusive benefits, etc.) in the ZBS template.
  3. Applicable Festival Scope (including but not limited to the following festivals):
 
Festival Date
New Year's Day December 31st and January 1st every year
Lunar New Year From the 23rd day of the 12th lunar month to the 7th day of the 1st lunar month
Valentine's Day February 14th every year
International Women's Day March 8th every year
Hung Kings' Commemoration Day April 29th every year
Southern Liberation Day April 30th every year
International Labor Day May 1st every year
Mother's Day The second Sunday in May every year
International Children's Day June 1st every year
Father's Day The third Sunday in June every year
Vietnam National Day September 2nd every year
Mid-Autumn Festival The 15th day of the 8th lunar month every year
Vietnam Women's Day October 20th every year
Halloween October 31st every year
Vietnam Teachers' Day November 20th every year
Black Friday The fourth Friday in November every year
Christmas December 24th-25th every year
 
Notes:
 
  1. Festival promotional content must be consistent with the marketing activities officially announced by the enterprise to ensure transparent and compliant information.
  2. If coupons or discount codes are involved, they must comply with the ZBS Coupon template specifications.
     
    (Note: The specific festival list can be adjusted according to the enterprise's actual operational needs but must be reported for review in advance.)
 

IV. Requirements/Prohibitions for Sending in Special Industries/Products

 

1. Cosmetics and Beauty & Hairdressing Industry

 
When submitting templates with Tag 3 – After-sales: Provide public procedures and product information on the enterprise's official sales website during template registration.
 
  • For purposes related to invasive products and services (e.g., surgery, thread lifting, filler injections, etc.), the following additional legal documents are required:
    • Professional operation license;
    • Business license;
    • Corresponding service advertising license (related to invasive services).
     
  • Additionally, Zalo Cloud may request other information as needed.
 

2. Physiological Products and Physiological Beauty Industry

 
Review and registration of templates with Tag 3 – After-sales are not supported.
 

3. Funeral Services and Related Industry

 
Review and registration of templates with Tag 3 – After-sales are not supported.
 

4. Wine, Beer, and Alcoholic Beverages Industry Group (Below 5.5% Alcohol Content)

 
When using Tag 3 – After-sales:
 
  • The template content must include the phrase: "This product is not suitable for people under 18 years old."
  • Must have an action button leading to a program-specific information page/website, and a filtering technology system and software to control visitors' ages to prevent people under 18 from accessing, browsing, and searching for information about alcohol and beer.
  • Example: Age confirmation pop-up window.
 

5. Wine, Beer, and Alcoholic Beverages Industry Group (Above 5.5% Alcohol Content)

 
Review and registration of message templates with Tag 3 – After-sales are not supported.
 

6. Functional Food Industry Group (Including Health Food, Nutritional Food, Special Dietary Food, etc.)

 
For template content with Tag 3 – After-sales, all the following additional conditions must be met:
 
  • Clearly describe the functions and effects of the functional food;
  • The template content must include the phrase: "This product is not a medicine and cannot replace medicine.";
  • The template and CTA content shall not contain content that misleads the product as a medicine or having medicinal properties;
  • Provide public procedures and product information on the enterprise's official sales website during template registration.
 

7. Industries/Products Related to Feng Shui/Astrology

 
When using template Tag 3 – After-sales:
 
  • Only content introducing feng shui jewelry/items/services/astrology that is non-superstitious (or non-misleading), non-deceptive to users, and does not mythologize products/services is allowed.
  • Violating examples: Releasing limits, enhancing luck, buying rings/bracelets to get rich, etc.
 

8. Over-the-Counter (OTC) Drugs

 
When using Tag 3 – After-sales, the enterprise must provide all the following valid documents/licenses:
 
  • Business registration certificate;
  • Industry GXN (specialized inspection certificate);
  • Agency certificate/sales contract/drug purchase invoice;
  • Drug operation qualification certificate;
  • OTC drug certificate or official notice describing the drug ingredients and confirming it as an OTC drug.
     
    PS: OTC drugs that the national competent authority recommends restricting use or using under medical supervision shall not be registered for Tag 3.
 

9. Other Industries/Products Prohibited/Not Supported for Registering Tag 3 – After-sales Templates:

 
  • Breast milk substitutes for children under 24 months, nutritional supplements for children under 6 months, baby bottles, and artificial nipples;
  • Illegal drugs, prescription drugs, or recreational drugs;
  • Prescription drugs; OTC drugs that the national competent authority recommends restricting use or using under medical supervision;
  • Products and commodities with aphrodisiac effects. Sex toys or products focusing on sexual pleasure (condoms enhancing pleasure, lubricating gels, stimulating perfumes, etc.);
  • Adult products or services;
  • Tobacco and tobacco-related products;
  • Weapons, ammunition, incendiary substances, and other products and goods that incite violence;
  • Services and publications (books, newspapers, video games, websites, etc.) without publication licenses;
  • Equipment and software for disguised audio/video recording without issuing or with revoked certificates of meeting safety and order conditions;
  • Products related to endangered, precious, and rare forest flora and fauna;
  • Commercial services providing gold and foreign exchange services domestically and internationally without written approval from the State Bank of Vietnam;
  • Financial products and services that are misleading or deceptive in promotion/recommendation/presentation, such as binary options, initial coin offerings of virtual currencies or virtual currencies in general, auctions, or other similar business models;
  • Business models advocating quick profits with unreasonably low investment, including but not limited to multi-level marketing opportunities, products not fully describing the business model or related products, and income opportunities requiring little effort but promising unreasonably high returns;
  • Timeshare investment models;
  • Gambling games (sports betting, bingo, poker, betting);
  • Counterfeit and shoddy products (including high imitations of some brands on the market);
  • Superstitious products;
  • Other products, commodities, and services prohibited from advertising/promotion as stipulated by the government or competent authorities when they actually appear;
  • Other products determined by Zalo Cloud as unsafe or inappropriate for users based on its own regulations and evaluations or suggestions from the legal team.
 
 
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Last modified: 2026-02-04