How To Follow WhatsApp Message Template Guidelines?

How To Follow WhatsApp Message Template Guidelines?

Message Templates are something that is used by anyone who has a WhatsApp Business API and is used to send pre-registered messages to your users to notify them or to send an alert.

However, sending appropriate templates is the key, as your WhatsApp Message Template should be appropriate according to the guidelines by the WhatsApp Safety and Trust Team.

This is a guide prepared for you to ensure that you can make WhatsApp Template Messages appropriately and not violate any norms set by the WhatsApp Team. Also, would be giving you a lot of tips and easter eggs as you read along.

Why use Message Templates?

So we use message templates to not type a message over and over again, but just create a template and resend it whenever a user inputs something which you would want to reply to.

This also helps your business to get a more finished look when conversing on WhatsApp as it looks like a pre set message which is meant to be sent whenever the user triggers a certain keyword that would make your WhatsApp Chatbot send a particular template.

An example of using whatsapp message template when having a whatsapp business API

The above picture is an example of a message template used to send updates for an order.

How to create a WhatsApp Message Template?

So to create a Message Template on WATI, you will first have to navigate to Broadcast and then click on Template Messages.

Next, you will have to click on “New Template Message”

After that you will see a template, which you would have to fill in to get it approved.

Okay so the first three things to fill in our the Template Name, Category and Language.

Template Name : This does not matter as this will not be seen by your client but would only be used for your reference.

Category: Now Category is very important as there only certain categories that WhatsApp allows us to choose from.


These are all the categories that are allowed and would be able to choose from.

Language: It is up to you as you can create multiple templates in multiple languages, WhatsApp allows users to make WhatsApp Message Templates in different languages.

Header Section

The Header Section is really important if you would want to include media or documents in your template messages as WhatsApp has guidelines for that too.

The Header is completely optional, but there are certain rules to follow.

So you’re header can include:

  • Image
  • Video
  • Document
  • Text

So all these things could be included, however when you could only choose one of them per template. Also, if you would be choosing text you can only write up to 60 words and add one variable into it. Would be explained more in the coming sections.

Body Section

Now comes the body section, which is the critical part of your message and is properly checked by the WhatsApp Team.

This is the section where you add the main content of your template and all the important variables.

How the body section looks for a WhatsApp Message Template

In the body section, you have the liberty to write your mandatory content to a maximum limit of 1024 words which can include plain text or variables.

Variables: Now variables are very important when sending template messages as they give a personalised feel to the user reading it. WhatsApp Message Template lets you add variables anywhere but they have a certain way of writing it.

You can write variables/placeholders by adding two curly brackets before the variable name and two curly brackets after the variable name.

It looks something like this:

So name is the variable name

Footer Section

The footer section is the last section of your WhatsApp message template content and has a maximum capacity of 60 words.

The footer is used to mention something at the end of your message and will look like this when filling it in WATI.

Buttons Section

When sending a WhatsApp Message Template to someone you would want to add a call to action button or a quick reply button to it.

This is where you can do that, you would have two options to choose from

  • Call to Action
  • Quick Reply

Call to Action: There can be a maximum of two buttons when you choose call to action.

The two buttons can be either Visit Website or Call Phone.

When you choose the option to visit a website or call a phone, then your button text could have a maximum of 20 words, and also you can choose it to be dynamic or static.

Quick Reply: You can add a maximum of three buttons here. The button text is similarly a maximum of 20 words and you can add quick replies for you users to choose from.

Types of Notifications Allowed

There are not a lot of notifications supported by WhatsApp, but we have prepared a list of notifications that are not permitted and could help you when writing a WhatsApp Message Template.

Here it is:

Not permitted notification types for WhatsApp Message Template

WhatsApp does not encourage any type of self-promotion in the form of template messages, or surveys or any reminders as that creates a bad environment and would not be encouraged by users too.

About WATI

WATI is a product of Clare.AI and is WhatsApp’s Official API Partner. The WATI Platform currently allows you to create a WhatsApp Chatbot without coding. You can use the drag and drop chatbot builder or create a chatbot using keywords through WATI. To know more about WATI, visit the official website.

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