In this article, we’ll cover message types, template guidelines, types of templates, and WhatsApp’s commerce policy for WhatsApp Business API.
There are two types of WhatsApp messages:
Both types only allow for one-to-one messaging, not bulk sendings.
Learn more about WhatsApp Business API.
Session Messages
Session messages are customer-initiated conversations. They are often related to customer service in which customers have questions or need to resolve issues using a one-to-one private conversation. A message from the end user will trigger the customer service window to be opened and will stay open for 24 hours if the customer responds to the template message. Messages outside of the 24-hour customer service window and are not in a template message will not be delivered to the end-user.
Template Messages
Template messages are business-initiated messages and can be sent any time to deliver important notifications during your customers’ journeys. You can also reopen a customer care window within 24 hours with a template message. It’s important to remember that in order to send template messages, you must get an opt-in from each customer.
Learn how to get WhatsApp opt-ins.
A template message is connected to a predefined and approved template in the WhatsApp Business Manager. Template messages can be related to customer care or notifications but are not allowed to be marketing or promotional in nature. Read more in WhatsApp’s Business Policy.
Message Features
WhatsApp Business API supports many message features, including two-way conversations:
As previously stated, template messages are required to be created from preapproved templates from the WhatsApp Business Manager. You can choose from 11 message templates across the customer journey. The template can contain:
A predefined template will specify what type of media and injectable parameters that must exist. The template can then be customized when sending the message by adding custom links to the media and custom input to the injectable parameters.
There are 11 types of templates that you can use when reaching out to a customer:
WhatsApp has specific rules about what can and cannot be sent. Advertising, marketing, and promotional messages are not allowed. When responding to a person who contacts you directly as a result of an advertisement you have placed outside of a WhatsApp chat (a session message), it is permissible to discuss the ad as long as that advertisement does not conflict with the Commerce Policy.
Furthermore, offers to sell and sales of the following are prohibited:
WhatsApp is a communication channel that you don’t want to miss out on with more and more people using it every day. To get started or if you have any questions, contact us.
LINK Mobility is Europe's leading provider within mobile communications, specializing in messaging and digital services.