General Regulations for ZNS Template Review

PS: Except for ZNS OTP message templates, all ZNS templates must comply with these general regulations.

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Categories and Requirements

1. Sending Purpose (Template Tag)

• Template content must match the sending purpose (tags: Transaction / Customer Service / Marketing).

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2. Message Recipient

• Templates must be sent to users who have previously transacted with the enterprise.

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3. Language / Style / General Content

• Correct spelling; no typos.

• For Vietnamese content: use accented Vietnamese.

• Template content must use one consistent language, not mixed languages (e.g., English-Vietnamese).

• Do not use “anh/chị” to address users; use gender-neutral or neutral terms (e.g., bạn, quý khách, khách hàng, hội viên, nhân viên), consistently throughout the template.

• Content must clearly convey the purpose and avoid confusing the user.

• Content must follow the style corresponding to the template tag.

• No links or standalone phone numbers inside the text (numbers may be variables but must be in a CTA button).

• Avoid abbreviations, icons, or special characters.

• ZNS templates are for customer care notifications; avoid using the word “SMS.”

• Do not use words or writing style that mislead, deceive, or exaggerate products/services (or could be interpreted as such).

Prohibited words: believer, sorcerer, talisman, etc.

• Writing style, wording, and content must be professional, consistent, and specific, accurately reflecting the template context and purpose.

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4. Logo

• Logo must be left-aligned, clear, and meet size standards.

• Logo must match the OA or enterprise name, and the enterprise must have authorization to use the logo.

• Logo cannot contain phone numbers or links.

• Exception: default logo designs on the company website may include phone numbers or links.

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5. Variable Parameters

• Parameters cannot contain symbols, spaces, or hyphens.

• Each word in a parameter is separated by an underscore _.

• Parameters start with < and end with >.

• Templates must include at least 3 variable parameters: <customer_name> plus 2 suitable transaction identifiers, or 3 transaction identifiers without <customer_name>.

Examples of transaction identifiers:
<register_code>, <customer_code>, <bill_id>, <order_date>, <order_amount>, <customer_ID>

• Other variables can be added (e.g., <address>).

• Parameters must have a prefix clearly presenting the information.

  • Example: “Thank you for providing the membership code <member_code>.”

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6. CTA Buttons

• Links and phone numbers/hotlines must be in a CTA button.

• No shortened links (bit.ly, onelink, etc.) or links with access warnings.

• Links must be accessible, functional, and publicly available.

• Links cannot point to social media platforms (Zalo, Facebook, Telegram, Messenger), or personal/group chats.

• If mentioning apps, channels, or services, a CTA must direct to the corresponding platform.

• Special case: Utility OAs (water/electricity) only need to list payment channels; no mandatory CTA link.

• For non-after-sales templates, CTA links cannot contain irrelevant or misleading promotional content.

• CTA links must relate to template content.

• CTA links to chatbot scripts are not supported.

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7. Template Settings

• All ZNS templates used to send discount codes/vouchers (regardless of tag) must use ZNS Voucher templates.

Exceptions (not requiring ZNS Voucher):

• Sending more than one voucher in a single template.

• Templates without specific discount codes, where users redeem through:

  • Designated app/mini-program/platform (template must clearly state usage method)

  • CTA link guiding to the platform

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8. Other Requirements

• If template mentions other enterprise names/brands, provide one of the following:

  • Valid cooperation agreement (including brand authorization)

  • Officially disclosed partnership on official website or sales channels

  • Other legally valid documents (trademark license, joint statement, etc.)

• Navigation to social media platforms or group chats is prohibited.

Business qualification review clause:

• Applies to regulated industries or scenarios requiring post-review.

• Zalo Cloud may request verification documents:

  • Business parameters and content details

  • Government-issued business licenses/permits

  • Other legally required qualifications

• Bank transfer info: Bank account and account holder must belong to the OA enterprise.

• Internal announcements to company employees must clearly indicate “Internal Announcement.”

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9. Special Purposes

a) VIP/Loyal Customer Birthday

• Templates must include images (see ZNS image rules).

• Must include unconditional gifts or vouchers.

• If using discount codes or vouchers, must use ZNS Voucher templates.

Examples:

1. 10% discount voucher for all orders from $0

2. Free women’s M-size T-shirt for all notified customers

• Must include publicly available VIP/loyal customer info (via enterprise official channels).

• Note: Birthday greeting without valid promo/benefit is not supported.

b) Holiday Greetings & Holiday After-Sales Promotions

• Templates must include images.

• Must include valid gifts/vouchers/promotions (discounts, freebies, member benefits, etc.).

• Applicable holidays include (but are not limited to):

Notes:

1. Holiday promotions must align with enterprise official marketing activities for transparency and compliance.

2. Vouchers/discount codes must comply with ZNS Voucher template rules.

3. Specific holiday list can be adjusted according to enterprise operations but must be submitted for review in advance.

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