WhatsApp approved message templates

WhatsApp approved templates are the only type of message you can use to initiate WhatsApp conversations with customers who have not interacted with you in the last 24 hours.

WhatsApp approved message templates are used for starting business-initiated conversations or sending messages containing external links that need to be approved by WhatsApp.

Key components of a WhatsApp approved message template

In this section, we'll look at the key components of a WhatsApp approved message template and how you can configure them Studio.

Message template categories

During the message template creation process, you'll need to select one of the following category types for your approved message:

  • Marketing: Send promotional offers, product announcements, and more to increase awareness and engagement.

  • Authentication: Send codes that allow your customers to securely access their accounts.

  • Utility: Send account updates, order updates, alerts, and more to share important information.

From June 1st 2023, WhatsApp vendor fees will vary based on the category that is applied to your template.

Automatic template re-categorization

You'll also need to decide if you want to allow WhatsApp to automatically re-categorize templates if approval fails because your content does not match the selected category.

When disabled, you'll need to manually select a new category or change your template content and resubmit it if the template gets rejected.

Content block types

Because you're setting up a WhatsApp approved template, you'll have access to the following special content blocks that aren't available for other channels, or for the Reply to open conversation WhatsApp template:

Add content blocks to your message template

Content blocks can be added to your message template in the editor by clicking the Add new block button and selecting one of the content block types from the list.

This is how the header block appears to recipients:

Header text can be used as a short introduction or subject line at the start of your message.

Body

This is how the body block appears to recipients:

This is a default block that we automatically create for you when you set up a WhatsApp approved template. This is where you should add the main message that you want to send.

This is how the footer block appears to recipients:

This is a default block that we automatically create for you when you set up a WhatsApp approved template. Footer text can be used to provide additional context or details about your message at the end of the message.

The footer is a good place to surface a message to make it clear that recipients can opt out of your messages by replying with an opt-out keyword, such as "STOP".

This is how the link button block appears to recipients:

Link buttons create a clickable button with call-to-action text that allows recipients to quickly access a URL.

  • You can use variables in your link, but they can only be added at the end of a URL.

  • You can add a maximum of one link button to your message template.

When adding a link button, format your URL like this:

https://messagebird.com

The following URL formats will be rejected:

messagebird.com
www.messagebird.com

You can't combine link buttons and reply buttons in the same message template.

Reply button

This is how the reply button block appears to recipients:

Reply buttons create a clickable button that allows recipients to quickly reply with a message that you have pre-defined. Optionally, you can include an internal payload when recipients use the reply button to respond.

  • You can add a maximum of two reply buttons to your template.

You can't combine link buttons and reply buttons in the same message template.

Create a WhatsApp approved message template

What you'll need

WhatsApp approved message template setup

To create an approved template, follow these steps:

  1. Go to Studio > Create new project.

  2. Under "Project type", select Message template.

  3. Under "Platform", select WhatsApp.

  4. Under "Interaction", select WhatsApp approved.

  5. Under "WhatsApp Business Account", check the box next to the number(s) that you want to create this template for. If you only have one WhatsApp number installed, this will be selected automatically. You will be able to change this later from the Settings panel while you build your template.

  6. Under "Category", select the category of approved message template you are creating. You will be able to change this from the Settings panel while you build your template.

  7. If you want to enable automatic template re-categorization, you can click the "Allow category difference" toggle to turn it on. By default, this feature is disabled. You will be able to change this later from the Settings panel while you build your template.

  8. Under "Message type", select the type of message that you want to create in Studio.

  9. Under "Project set up", enter a Project name. This is an internal name.

  10. Based on your Project name, we generate a WhatsApp template name for you. This name will be seen by WhatsApp during the approval process.

  11. Select the Default locale for this message template from the dropdown.

  12. Click Create project. You'll be taken to the template editor.

Add content blocks

Now that you've set up the basics, you can add your content blocks.

  1. In the Overview panel, under the Content tab, or on the canvas itself, click one of the content elements to open its details in the Overview panel.

  2. Make the edits to the content, including uploading files, adding alt text, editing the message body text, and adding variables for message personalization.

  3. To add additional content blocks, click the Add block button and select the block that you want to use from the dropdown.

  4. Click Save as draft to save your changes.

Preview and publish

To see how your WhatsApp approved template will appear to recipients, click the Preview button at the top of your screen.

To Publish your WhatsApp approved template and automatically send it to WhatsApp for approval, click the Publish button in the top right-hand corner.

What next?

Once you've hit Publish, your template will be sent to WhatsApp for review. The status column will show you if your WhatsApp approved template is ready to use yet.

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