WhatsApp Message Templates

Templates allow you to send messages outside the 24-hour customer service window.

Understanding Templates

Why Templates?

WhatsApp enforces a 24-hour messaging window:

• Within 24 hours: Free-form messages allowed
• After 24 hours: Only approved templates allowed

Templates ensure businesses don't spam customers.

Template Categories

Category	Purpose	Approval
Utility	Transactional updates	Easier
Marketing	Promotional content	Stricter
Authentication	OTP, verification	Standard

Creating Templates

Template Structure

Header (optional)
────────────────
Body (required)
────────────────
Footer (optional)
────────────────
Buttons (optional)

Variables

Use {{1}}, {{2}}, etc. for dynamic content:

Hello {{1}},

Your order #{{2}} has been {{3}}.

Expected delivery: {{4}}

Header Types

Type	Example
Text	Order Update
Image	Product photo
Video	How-to video
Document	Invoice PDF

Button Types

Type	Example
Quick Reply	"Track Order"
URL	Link to tracking page
Call	Click to call

Template Examples

Order Confirmation

Category: Utility
Name: order_confirmation

Header: Order Confirmed ✓

Body:
Hi {{1}},

Thank you for your order!

Order #: {{2}}
Total: {{3}}

We'll notify you when it ships.

Footer: Reply STOP to unsubscribe

Buttons:
- [View Order] → URL

Shipping Update

Category: Utility
Name: shipping_update

Header: 📦 Shipped!

Body:
Hi {{1}},

Great news! Your order #{{2}} is on its way.

Carrier: {{3}}
Tracking: {{4}}
Expected: {{5}}

Buttons:
- [Track Package] → URL

Appointment Reminder

Category: Utility
Name: appointment_reminder

Body:
Hi {{1}},

Reminder: Your appointment is scheduled for:

📅 {{2}}
⏰ {{3}}
📍 {{4}}

Buttons:
- [Confirm] → Quick Reply
- [Reschedule] → Quick Reply

Cart Abandonment

Category: Marketing
Name: cart_reminder

Header: IMAGE (cart icon)

Body:
Hi {{1}},

You left some great items in your cart!

🛒 {{2}}
💰 Total: {{3}}

Complete your order before they're gone.

Buttons:
- [Complete Order] → URL

Submitting Templates

Via Meta Business Manager

1. Go to WhatsApp Manager → Message Templates
2. Click Create Template
3. Fill in all fields
4. Submit for review

Via Twilio

1. Go to Messaging → Content Template Builder
2. Click Create template
3. Select WhatsApp
4. Fill in details
5. Submit

Approval Timeline

Status	Typical Time
Pending	Submitted
In Review	1-24 hours
Approved	Ready to use
Rejected	See reason, resubmit

Template Best Practices

Content Guidelines

✓ Do:

• Be clear about message purpose
• Include opt-out instructions
• Use appropriate category
• Keep messages concise

✗ Don't:

• Send promotional content as utility
• Use misleading language
• Include prohibited content
• Exceed character limits

Variable Guidelines

• Don't use variables for entire message
• Variables should be specific data
• Don't change template meaning with variables

Example of Good vs Bad

Good:

Hi {{1}}, your order #{{2}} has shipped.

Bad:

{{1}}  // Entire message is a variable

Sending Templates

In Fyncall

Templates are sent automatically when:

1. Customer hasn't messaged in 24 hours
2. You need to initiate conversation
3. Workflow triggers template

Manual Send

1. Open conversation
2. Click Send Template
3. Select template
4. Fill in variables
5. Send

Automated Send

Configure in workflows:

IF order.status changes to "shipped"
THEN send template "shipping_update" with:
  {{1}} = customer.name
  {{2}} = order.number
  {{3}} = shipment.carrier
  {{4}} = shipment.tracking
  {{5}} = shipment.expected_date

Template Limits

Message Limits

Templates count toward your daily messaging limit.

Template Count

Account Type	Max Templates
Standard	250
Verified	250

Rate Limits

Templates are subject to WhatsApp rate limits based on your tier.

Troubleshooting

Template Rejected

Common reasons:

• Wrong category selection
• Missing opt-out option
• Variable used for entire message
• Policy violation in content

Fix: Review rejection reason, modify, resubmit.

Template Not Sending

1. Check template is approved
2. Verify variables are filled
3. Confirm customer number is valid
4. Check messaging limits

Low Delivery Rate

• Check phone numbers are valid
• Verify customers haven't blocked you
• Review content for spam triggers