Mastering WhatsApp Message Templates: Essential Best Practices

Get Ready to Engage with WhatsApp Templates

Have you ever wondered why WhatsApp has become so popular around the world?WhatsApp is not just about sending messages; it’s about connecting with people in a way that feels personal and quick. As such, it has become a great way for businesses to communicate with their customers directly and personally. Billions of people use WhatsApp to communicate every day. Effective communication on WhatsApp is important for building relationships, making customers happy, and increasing sales. But with so many messages being sent, how can your business stand out and send messages that people will really notice? The answer is to use WhatsApp templates.

Templates can help your business send messages in a way that is organised, consistent, and makes customers feel good. From sending messages about orders to sharing promotions, well-designed templates can help you connect better with your customers.

If your customers are using WhatsApp, your business should be using it too. Let’s learn more about WhatsApp message templates and how they can help your business communicate better.

The Strategic Value of WhatsApp in Business

WhatsApp Business API is a great way to connect directly with your customers and reach them where they are most active. Since many people prefer to use their phones for everything these days, WhatsApp can help you improve your customer service and make things easier for your customers without overloading your other ways of communicating.

One of the best parts of WhatsApp is that you can use templates to send timely messages and updates. These WhatsApp templates let you reach out to customers even after the first 24 hours, so you can easily send them updates about their orders, important account information, or even special deals. 

They fall into three main categories: 

• Marketing: for promotions and product news; 
• Authentication: for secure login codes (these days Metashares this code with a handy “Copy Code” button); and 
• Utility: this covers transaction and account notifications.

For an omnichannel strategy, integrating WhatsApp is essential. As a part of a broader communication plan, it enhances consistency and gives customers the personalized touch they crave. In a digital world filled with options, WhatsApp helps you stay close to your customers, literally in their pockets.

Why You Should Start Using WhatsApp Templates

WhatsApp templates work as a virtual hotline for your brand, keeping all your customers informed, engaged, and coming back. These templates streamline communication and ensure your messages land directly with those who matter.

• Inform: Use WhatsApp templates to send out crucial alerts like order confirmations or appointment reminders, keeping customers in the loop and setting expectations. Share the excitement of a new product launch, seasonal campaign, or a limited-time offer that gets the conversation going. 

For sales, flash promos, or even personalized deals, a template can turn a heads-up into a sales boost.

• Update: Keep customers informed with real-time updates. From price adjustments and shipping status updates to service notifications, like scheduled maintenance, templates help you stay proactive and transparent. 

Let’s say these templates come in handy for payment notifications, whether confirming a transaction, reminding customers about an upcoming installment, or sharing remaining balances.

• Respond: Automate common customer inquiries to save time and streamline service. Templates offer instant, relevant responses to FAQs, making it easy for customers to get what they need, when they need it.

WhatsApp Templates: What Works and What Doesn’t

If you are ready to make WhatsApp templates a part of your business communication strategy, you need to understand the basics and best practices for creating templates that connect with your customers. Here is a straightforward guide to get you started, from setup to ongoing optimization:

Know the basics before you start

Before crafting your templates, make sure you have a few key pieces in place. With these essentials, you are ready to easily jump into creating your WhatsApp templates:

• A System User Access Token linked to your business account, which gives you secure access to WhatsApp’s API.
• WhatsApp Business Management permission to manage templates and other account settings.
• WhatsApp Business Account ID to link your templates to the correct business account.
• Media Asset Handle for any images, videos, or documents you want to use in media-rich templates. You will need to upload assets via the Resumable Upload API to receive this handle.

Keep the template concise and clear

WhatsApp templates are meant to be fast, clear, and impactful. These should be like text messages that can be read at a glance, so long paragraphs or complex language will only dilute your message. Here’s what you need to keep in mind while writing a message for conversational marketing:

1. WhatsApp template name: Limited to 512 characters, so use a clear, descriptive name.
2. Content character limit: You have 1024 characters to make an impression, so every word should count.
3. Editing rules: Templates can be modified if they are approved, rejected, or paused, but there is a limit of only once per day, up to 10 times per month.
4. Creation frequency: You can create up to 100 new templates per hour.
5. Button compatibility: Avoid creating templates with 4+ buttons, as these do not work on WhatsApp Desktop. If your template has more than one button type, users will need to view it on their phone.

Prioritize actionable CTAs

A good call to action drives the user toward your desired action, be it visiting your site, making a purchase, or booking an appointment. Make sure the CTA is clear and does not compete with other parts of the message. 

For instance, ‘Shop Now’ or ‘Book a Free Consultation’ works better than vague phrases like ‘Learn More’.

Structure for readability

A well-structured message template improves readability and helps your customers absorb information faster. Avoid long text blocks by breaking things up with bullet points, headings, and line breaks. For example, use something like:

• Alert: ‘Your order is confirmed!’
• Update: ‘We’ll notify you when your package is shipped.’
• Next Steps: ‘Track your order status by clicking here.’

Personalize and segment

One-size-fits-all does not work in messaging, especially on a personal platform like WhatsApp. Send personalized WhatsApp templates by addressing the user by name, referencing previous interactions, or suggesting relevant products or services. 

And when possible, segment your audience. Templates that align with the interests of each user group will perform much better than generic broadcasts.

Use visuals strategically

While text is essential, visuals are powerful on WhatsApp. Images, videos, and documents can improve customer engagement and communicate your message more vividly than text alone. But use visuals wisely; each asset should complement your message, not overpower it. 

For example, a quick product demo video or a striking image of a new product can draw in customers much more effectively than text alone.

Test and iterate

Your first template might be good, but the best ones come from testing and refining. Experiment with different text, visuals, and CTAs, then track metrics like open rates, click-through rates, and conversion rates. Use these insights to adjust your approach and optimize your templates for maximum impact.

Focus on value

Each template should deliver real value to the customer. Apart from just promotions, think about what information will genuinely be useful to them. If your WhatsApp templates consistently add value, customers will look forward to hearing from you. For instance:

• Information: Share important updates, like new store hours or upcoming service outages.
• Discounts: Send special offers that reward loyal customers.
• Personalized Messages: Offer recommendations based on past purchases.

Provide an option to opt-out

Respect customer preferences by including an opt-out option in your templates. This might feel counterintuitive when you are aiming for engagement, but it is an effective way to build trust. Let your customers know they are in control by providing a quick opt-out option, which can be as simple as ‘Reply STOP to unsubscribe’.

Adhere to WhatsApp’s guidelines

WhatsApp API has clear guidelines for business messaging, so make sure you are compliant. Not only will this keep your account in good standing, but it will also help you maintain a high-quality, reputable presence on WhatsApp. This includes:

• Approved template types: Use notification and message types that WhatsApp supports, such as promotional updates or appointment reminders.
• Character limits: Do not exceed the maximum character limits.
• Accurate information: Misleading messages can harm trust and your account status. Always provide accurate, transparent information.

Curious About What Comes Next?

In summary, WhatsApp templates are a must-have for businesses aiming to connect with customers in a consistent and impactful way. They allow you to streamline communication, maintain brand consistency, and create a personalized experience—all crucial in today’s competitive landscape. But templates alone aren’t enough for lasting engagement.

That is where Gupshup steps in. We offer a wide range of pre-built templates and customization options to help you create engaging and effective messages. Our platform offers industry-specific, customizable WhatsApp templates alongside powerful Conversational AI chatbot solutions. Together they can help you go beyond template-based messages, providing continuous, interactive support that addresses customer needs in real-time. 

Now is the time to enhance your WhatsApp strategy. Remember, the key to successful WhatsApp marketing lies in customization and optimization. 

Contact Gupshup today and start crafting your perfect WhatsApp templates today!

FAQs

1. Can WhatsApp templates help reduce customer service workload?

Yes! Templates automate routine messages, allowing service teams to focus on complex inquiries, saving time and improving efficiency.

2. How can I ensure customers feel valued through WhatsApp templates?

Personalize templates with names, purchase history, or relevant offers, creating a more relatable and customer-focused experience.

3. How frequently should I update my WhatsApp templates?

Regularly monitor performance and update templates as customer needs evolve, aiming for monthly or quarterly adjustments.

4. Can I use WhatsApp templates as per industries?

You can tailor your WhatsApp templates to industry needs, e.g. reminders for healthcare, shipping updates for retail, and balance alerts for finance.