WhatsApp Cloud API
Templates And 24 Hour Window
WhatsApp has rules for when a business can send normal replies and when it must use approved templates.
Customer service window
When a customer messages your business, a customer service window opens. During this window, your team can reply with normal free-form messages.
If the customer does not reply for a longer period, your business may need to use an approved WhatsApp template to restart the conversation.
What are templates?
Templates are pre-approved WhatsApp messages used for business-initiated communication.
Templates are useful for:
- Follow-up messages
- Appointment reminders
- Order updates
- Payment reminders
- Registration confirmations
- Campaign messages
- Re-engagement messages
Template categories
Common template categories include:
| Category | Use Case |
|---|---|
| Marketing | Offers, promotions, product updates, announcements |
| Utility | Order updates, booking confirmations, payment updates, reminders |
| Authentication | OTP and verification codes |
| Service | Customer support replies during the customer service window |
Template best practices
Good templates are:
- Clear
- Honest
- Short
- Useful
- Relevant to the customer
- Written in simple language
Avoid:
- Spam words
- Misleading claims
- Unclear offers
- Too many emojis
- Unapproved promises
- Aggressive sales language
Example template
Hello {{1}}, thank you for contacting {{2}}. Your inquiry has been received. Our team will contact you shortly.
Before sending campaigns
Make sure:
- Contacts have opted in.
- Template is approved.
- Message is relevant.
- Audience segment is correct.
- Campaign timing is suitable.