Message Types: Outbound (Templates)

When using WhatsApp for business communications, there are two different kinds of messages. You may have to switch between these message types depending on the timing and initiation of the chat.

  • Templates: WhatsApp-approved, pre-formatted messages that are not editable
  • Free-flowing : Messages that support all media types are known as "free-form."

Whether you are messaging clients inside the messaging window determines the type of message you send. When messaging customers outside of this window, you must follow pre-approved message template rules.

Message Templates

Message templates make sure that WhatsApp policies are followed in communications started by businesses. Templates for messages are preformatted and contain predefined text. When it's necessary to send the same message more than once, these templates can be reused.

Instead of sending the message content when sending a message template, you can send the template name as the template identifier.

Placeholders may be included in templates. You can enter values or customized information in the placeholders before sending the template message.

Media that adds more detail may be included in template headers. By adding buttons to messages, templates can also be made interactive.

Message templates include the following sections:

  • Header
  • Body
  • Footer
  • Buttons

You must create and register your message templates before submitting them to WhatsApp for review in order to send notifications using the WhatsApp Business Solution or the WhatsApp Cloud Business Solution.

Make sure that you are familiar with the template guidelines, as well as the limitations below.

Template names can contain only lowercase alphanumeric characters and underscores ( _ ). They cannot contain other characters or white space.

Header

Headers are optional. You can use headers to provide additional information to end users.

Headers can contain the following:

  • Image
  • Document
  • Video
  • Location
  • Text (maximum of 60 characters, can include 1 placeholder)

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The WhatsApp Cloud Business Solution does not support location headers.

Body

The Body section is mandatory. The body must follow these guidelines:

  • Can contain only text.
  • Can be registered either as plain text or as text with placeholders.
  • Can contain a maximum of 1,024 characters.
  • Must not contain newlines, tabs, or more than 4 consecutive spaces.
  • If you add sample content to one parameter, you must also add sample content to all other parameters.

Footer

Footers are optional. They must follow these guidelines:

  • Can contain only text.
  • Cannot contain placeholders.
  • Can contain a maximum of 60 characters.

Buttons

Buttons are optional. They must follow these guidelines:

  • Can contain only one button type.
  • Can contain a maximum of 20 characters.
  • If you add sample content to one parameter, you must also add sample content to all other parameters.

The following button types are available:

  • Quick replies - You can include a maximum of three quick reply buttons in a message. The buttons contain predefined replies and a flexible payload.
  • Call-to-action - You can include a maximum of two call-to-action buttons with each button of a different action, in a message. Supported actions are calling a number and visiting a website.
    The number and domain website is defined when you register the template. Therefore, the URLs for buttons do not support URL shortening and tracking.