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WhatsApp Template Message Guidelines
WhatsApp Template Message Guidelines

Must-follow guidelines to create WhatsApp Template messages in AiSensy

Shivam Aggarwal avatar
Written by Shivam Aggarwal
Updated over a week ago

What is a WhatsApp Template Message?

WhatsApp allows businesses to interact with their users with any message until 24 hours from the user’s last message.

Once this 24-hour window is closed, you are only allowed to send a Template Message that needs approval from WhatsApp.

This is done to ensure that businesses do not spam users on WhatsApp.

The WhatsApp Template message can be anything ranging from a promotional message, product launch, weekly newsletter, abandoned cart, festive greetings and much more.

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Do these WhatsApp Template Messages need to be approved by the WhatsApp Team?

Yes, each WhatsApp template message undergoes rigorous checks by the WhatsApp Team personally.

The message only gets approved if the team finds the message to be correct & rid of any errors such as grammar errors.

You must create each template message in accordance with WhatsApp's guidelines to ensure they get approved instantly.

Here are the guidelines you must adhere to, in order to create Template messages that get instantly approved in AiSensy.

WhatsApp Template Message Guidelines

WhatsApp Template Message allow Businesses to reach out to their customers by sending them notifications on WhatsApp. In order to send these templates to users, we need to get them approved from WhatsApp.

In case your template messages are getting rejected, here are a few reasons why:

WhatsApp doesn't allow spamming and harmful content. So, these are two things on what Business cannot send a Template Message:

  • No threatening content

  • No data collection

WhatsApp Template Messages cannot contain threatening or abusive content. For example, Template Messages that threaten customers with legal action if they don't pay back their loans are not allowed.

Moreover, businesses can't collect data using WhatsApp Template Messages. Though you can certainly conduct polls and surveys, you can't ask for sensitive personal information such as credit card numbers through Template Messages.

In addition to the content constraints above, you need to comply with WhatsApp Template Message formatting rules.

Formatting rules you should know before creating a WhatsApp Template Message

  • Each Template Message should begin with a greeting such as "Hey {{1}}" or "Hey there👋". The parameter ( {{1}} ) will be replaced by the user's name, making the message more personalized.

  • After adding a greeting, the message should specify the purpose of the message. If it's a discount offer message, it can start with "Special Offer on our Headway Bassheads 225". You can change the copy as per your convenience but the first line of the copy must specify the purpose of the message.

  • In the Template message footer, make sure to provide a way for the users to opt out of your updates. The footer should always have a message such as "Reply STOP to Unsubscribe". You can set up the Opt-in and Opt-out keywords by going to the "Optin Management" page in the Manage section.

  • Proofread your content for spelling and grammar before submitting it for review. Messages with incorrect spelling or any grammatical errors may prompt customers to view these messages as spam.

  • Make sure to use variable parameters (e.g., {{1}}, {{2}}, etc.) and that they have the correct number of curly brackets (i.e., there need to be 2 brackets on the left and 2 on the right of the variable)

  • Make sure the parameters (e.g., {{1}}) contains some text with it
    For example:
    Correct Format:
    Hello {{1}}

    Wrong Format:

  • Make sure the language selected matches the content of your message template

    • If you select Spanish as the message template language but the content is in English, your message template will be rejected

    • Ensure that your content is in one language. A mixture of languages such as "Hinglish" or "Spanglish" will not be approved

  • If you’re going to submit a message template for testing your API connection, please ensure it’s in the correct format. Any other variation will be rejected

    • Message template name: test

    • Content: Hello {{1}}

  • Refrain from using a URL shortener for your links (e.g.,, TinyURL, or because they obscure the intended link destination

  • The URL domain in your links should belong to your business.

  • Refrain from using extra spaces at the end of your template or double spacing in between your content. Generally, this spacing results in the rejection of the message.

  • Refrain from adding double-line space between your texts. For example;
    Correct Format:

    Hello {{1}},

    How may I help you?

    Incorrect Format:

    Hello {{1}},

    How may I help you?

  • Avoid using Emoticons in Quick Reply Buttons.

  • Phone Number as Call to Action: The Phone Number must be written along with the country code without the plus (+) sign. If the number is submitted without the country code, it violates the format and gets rejected by WhatsApp.

WhatsApp Content Policy

Lastly, all your content or transaction must comply with the WhatsApp Commerce Policy.

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