What is a WhatsApp template and when do you need one?
Anyone sending WhatsApp messages to customers for the first time immediately runs into the word template. No template, no conversation, it seems. But what exactly is it, and why is WhatsApp so strict where SMS is not?
Why can't you just send a message?
WhatsApp rigorously protects its users against spam. A business therefore cannot start a conversation with a freely typed message. Want to tell a customer something — an appointment reminder, an order confirmation — then it has to be done with a template: a message submitted in advance for approval to Meta, the company behind WhatsApp. Meta checks that the text is clear and contains no deception or unsolicited advertising. Only after that approval may the message be sent.
What does a template look like?
A template is simply a message text with numbered placeholders. For example:
Dear {{1}}, this is a reminder of your appointment on {{2}} at {{3}}.
You fill in the fields {{1}}, {{2}} and {{3}} for each message with the name, date and time. The text around them is fixed — that is what was approved. Every customer receives a personal message, while WhatsApp knows for certain it contains no spam.
The 24-hour window
Does your customer reply to that template? Then a 24-hour window opens in which you can chat freely, without a template. Every new message from the customer extends that window. So you only need templates to start a conversation; after that, contact works like a normal chat. Session messages within the window are also cheaper than template messages.
Which templates can you use right away?
At SMSBOX, standard templates are ready to use for the most common situations:
- an appointment reminder
- an order confirmation
- a delivery update with tracking
- a payment reminder
- a verification code
Each one exists in Dutch, French and English. You pick the template, fill in the placeholders and send — from the online tool or automatically via the API.
Need a custom template?
Want to send something that is not in the standard list? No need to knock on Meta's door yourself. You request the template in the customer portal, we submit it and handle the approval. A new template is usually approved and ready to use within a day.
Want to know more about WhatsApp for your business, pricing included? Have a look at our WhatsApp for Business page or get in touch.
