Articles on: Message Templates

Message Template Guidelines

Each template you create is sent to WhatsApp for their approval. Before submitting your message templates for approval, make sure the template content follows WhatsApp’s guidelines to avoid your templates from getting rejected.

Use the template as a conversation starter and to get the end user to reply to your message.
Avoid sending open-ended welcome or introductory messages.
Make sure that the template is not abusive or threatening in nature.
Select the appropriate template category, type and language.
Upload samples for media files, placeholders, and call-to-action buttons when you register a message template.
Write in paragraphs. Avoid a lot of line breaks.
Avoid adjacent variables. Example: {{ 1 }} {{ 2 }}
Avoid starting or ending the template body with a variable {{ 1 }} or a new line character.
In header and footer text, avoid using emojis, asterisks, formatting markup, or the \\n newline character.
Avoid grammatical mistakes.
Avoid spelling mistakes.
Write in sentence case and avoid capitalizing text unnecessarily.
Avoid creating multiple templates with identical content.
Do not share link URLs that do not include your brand and contain several randomized characters.
Avoid sending messages that seem vague and irrelevant. Example: Instead of “Date: {{ 1 }}”, use “Your delivery date is {{ 1 }}
Keep your templates personalized. Example: Instead of “Dear user, thank you for shopping with us.”, write “Dear {{ 1 }}, thank you for shopping {{ 2 }} with us.”

For more in-depth guidelines checkout WhatsApp’s official guidelines page.

Updated on: 12/07/2023

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