WhatsApp templates are messages with a fixed format that the company creates and submits for review before they are used. Once approved by Meta, they can be used to message a customer on the company’s own initiative—for example, to send a promotion, a shipping notification, or a reminder. They can include variables, such as the customer’s name or the product name, which are filled in each time the message is sent.

Why does it matter?

With the WhatsApp Business API, you can't just write anything at any time. When a customer messages you, a window opens during which you can respond freely. To start the conversation yourself, or to resume it after that window has closed, you generally need an approved template.

Meta classifies templates based on their purpose—for example, marketing, service announcements, or authentication—and each category may have different rules and costs. These criteria change over time, so it’s a good idea to consult Meta’s official documentation. In practice, the important thing is:

• Plan ahead: A new template needs to be reviewed before it can be used.
• Be clear: a transparent message with a single proposal is more likely to be approved and to work.
• Customize with variables: the format is fixed, but the content can be tailored to each customer.

Story mode

Una tienda de deportes online prepara su campaña de temporada. El equipo crea una plantilla: "Hola {nombre}, llegó la nueva colección de {categoría}. Mira los modelos aquí". Meta la aprueba y la tienda la envía a quienes compraron esa categoría. Lucía la recibe con su nombre y con "running", su categoría favorita. Cuando responde con una pregunta, la conversación sigue de forma libre.

How to Use It with Data4Sales

A good template is more effective when it reaches the right person. With Data4Sales:

• You choose who to send it to using audiences and segments that are updated daily, rather than sending it to your entire list.
• You use it within automated flows, such as abandoned cart, post-purchase, or repeat purchase.
• You measure the revenue attributed to each email campaign with a control group to determine which messages generate actual sales.

Related terms

• WhatsApp Business API
• WhatsApp Marketing
• Opt-in and opt-out
• Campaign