WhatsApp Templates: Message Automation, Authentication & More

Types of template messages you can send in your WhatsApp broadcast

Complete Guide to Templates for WhatsApp Cloud API Campaigns

WhatsApp Cloud API is one of the most effective solutions to implement direct, personalized, and scalable communication strategies. This guide provides a complete breakdown of the types of messages that can be used in mass campaigns, focusing on structure, practical application, and compliance with platform policies.

Visit the full guide on how to use and set up WhatsApp mass messaging campaigns.

Template Types for WhatsApp Cloud API

All mass campaigns must use templates pre-approved by Meta. These templates fall into three main categories:

1. Marketing Templates

Designed for promotional campaigns, remarketing, product launches, cross-selling, and demand generation.

Template Type Main Application Ideal For
Multi-product Display up to 30 products organized in sections. Ideal for e-commerce. Category promotions, launches, cross-selling, user reactivation.
Catalog Integrated view from the Meta Commerce Manager catalog. For remarketing or general promotions. Welcome campaigns, global promotions, full inventory access.
Coupon Includes code copy button. Useful for exclusive offers. Urgent campaigns, abandoned cart recovery, loyalty rewards.
Limited Offer Template with countdown. Perfect for urgency. Flash sales, time-sensitive events, limited-time promotions.
Carousel Up to 10 swipeable cards. Ideal for collections or featured products. Multiple products, testimonials, bundles, pricing plans, or step-by-step processes.
Flow Interactive micro-chatbot-style template. Useful for lead capture or qualification. Forms, surveys, bookings, onboarding, lead scoring.

Important: All templates must comply with Meta's policies and can be rejected if they contain disallowed promotional content or improper structure.

2. Utility Templates

Designed to automate operational tasks such as confirmations, reminders, customer service, or document delivery.

Template Type Main Use Ideal For
Appointment Confirmation Send structured details after a booking. Scheduled services, classes, sales calls, or interviews.
Event Reminder Reduce no-shows before a scheduled appointment. Attendance confirmations, upcoming expirations or renewals.
Document Delivery Attach relevant files (invoices, contracts). After-sales, proposal sending, quotes, or technical documentation.
Location Request Collect customer address in the field. Delivery coordination, technical support, on-site visits.
Structured Flow Automate onboarding or support. Data capture, structured support, initial self-service.

These templates can be easily integrated with third-party systems using tools like MAKE, Zapier, or through custom development with our API.

3. Authentication Templates

Focused on secure verification processes and access management.

Template Type Application Ideal For
OTP (One-Time Password) Identity validation in critical processes. User registration, payment validation, sensitive operations.
Verification Link Secure access to platforms or account recovery. Account activation, secure login, password resets.

Recommendation: Limit their use strictly to security functions. Any promotional purpose may lead to rejection or blocking by WhatsApp.

Template Anatomy

Each template is made up of the following blocks:

Header (optional)

It can include an image, video, text (maximum 60 characters), document, or location. This is the part shown as a preview in the conversation.

Recommendation: Include a Header whenever possible. This section is what appears in the WhatsApp message preview and can significantly increase the open rate. Emojis are not allowed in this section.

Body

This is the main content of the message. It can contain up to 1024 characters and supports:

  • Free text

  • Dynamic variables (e.g., {{1}} for the customer's name)

  • Emojis

  • Rich text formatting (bold, italics, and underline)

Recommendation: Although you can use up to 1024 characters, it's better to keep messages short and focused to make them easier to read on mobile devices.

Fixed text shown at the bottom of the message, in italics. Ideal for additional info or instructions such as: “Reply STOP to stop receiving these messages.”

Recommendation: Emojis are not allowed in this section. It's recommended to use the space for helpful elements such as unsubscribe links.

Buttons

You can add buttons to make it easier for users to interact. Below are the available options:

  • Link: Redirects the user to a static or dynamic URL. You can include up to two buttons of this type per template. Useful for linking to landing pages, shopping carts, or any external resource.

  • Phone Call: Lets the user start a call directly from the message. You can also include up to two of these buttons per template. Recommended for direct service or commercial contact.

  • Quick Reply: Lets you offer up to 10 options the user can select with a single tap. These responses appear as a list rather than visible buttons. Useful for guided flows, FAQs, or request classification.

This structure ensures each template is clear, effective, and aligned with WhatsApp's guidelines—offering a great user experience and high interaction rates for your campaigns.


WhatsApp Onboarding message
WhatsApp Onboarding message
WhatsApp Onboarding message









Technical Specifications and Use Cases by Template Type

Marketing Templates for Your WhatsApp Mass Messages

Each marketing template is designed for a specific action within the conversion funnel. Below, you’ll find their technical characteristics, structure, and recommended usage context.

Multi-product

Overview

This template allows you to display up to 30 products from your e-commerce catalog, organized into a maximum of 10 sections, all within a single structured message. It’s ideal for showcasing variety without overwhelming the user, keeping everything inside the WhatsApp conversational experience.

Recommended Use Cases

  • Category-based promotions (e.g., “Running Shoes,” “Urban Sneakers”).

  • New product or collection launches.

  • Reactivating inactive users with new product suggestions.

  • Cross-selling after a purchase (“You might also be interested in…”).

Technical Components

  • Header: You can add an image or leave it blank.

  • Body: A short introduction to the catalog or commercial message.

  • Sections: Up to 10 categories or product groups.

  • Items: Maximum of 30 products in total, distributed among those sections.

  • Buttons: Up to 2 call-to-actions (view catalog, contact, etc.).

Restrictions and Considerations

  • Videos and quick reply buttons are not allowed.

  • Each section has a product limit (recommended: up to 3 per section).

  • You must have your product catalog properly configured in Meta Commerce Manager.

Recommended Use Cases:

  • Category-based promotions (e.g., “Running Shoes,” “Urban Sneakers”).

  • New product or collection launches.

  • Reactivating inactive users with new product suggestions.

  • Cross-selling after a purchase (“You might also be interested in…”). Promotions by category, launches, cross-sell, user reactivation.

 WhatsApp Templates for Mass Messaging Campaigns

Catalog

Overview

Allows you to showcase your full product catalog directly within WhatsApp. When clicked, the user accesses an integrated view to explore and browse the entire inventory without leaving the chat.

Recommended Use Cases

  • Remarketing campaigns.

  • Welcome messages.

  • Global promotions like Black Friday or sales.

Technical Components

  • Header: Optional image to highlight the promotion.

  • Body: Short text introducing the catalog.

  • Buttons: CTAs like “View Catalog” or “Browse Products.”

  • Catalog: Linked to your Meta Commerce Manager account.

Restrictions and Considerations

  • Only one catalog can be linked per WhatsApp account.

  • The catalog must be uploaded and approved in Meta.

  • If you want to highlight specific products, it’s better to use a Multi-product template.
WhatsApp Templates for Mass Messaging Campaigns

Coupon

Overview

Template designed for promotional campaigns, which includes a “copy code” button to help users save a coupon or discount code directly from WhatsApp.

Recommended Use Cases

  • Urgent or exclusive-feel campaigns.

  • Abandoned cart recovery.

  • Rewarding loyal users with special coupons.

Technical Components

  • Header: Image, video, or text with a promotional phrase.

  • Body: Message explaining the offer or promotion.

  • Buttons: A button to copy the code directly to the customer's clipboard.

Restrictions and Considerations

  • Only one copy-code button is allowed per template.

  • Multiple coupons cannot be included.

  • Must comply with WhatsApp's promotional policies.
WhatsApp Templates for Mass Messaging Campaigns

Limited Offer

Overview

This template allows you to show an offer with an expiration date and include a countdown timer inside the message. It’s ideal for creating urgency and encouraging users to take immediate action.

Recommended Use Cases

  • Flash campaigns.

  • Limited-time promotions.

  • Special events (e.g., Black Friday, product launches, end of season).

Technical Components

  • Header: You can use an image, video, or text with the offer title or date.

  • Body: Short description of the promotion, emphasizing urgency.

  • Countdown Timer: Automatically displayed within the message and counts down in real time.

  • Buttons: Call-to-actions like “Take Advantage Now” or “View Offer”.

Restrictions and Considerations

  • The countdown timer cannot be visually customized.

  • Only one countdown is allowed per template.

  • It is mandatory to clearly state the expiration date.
WhatsApp Templates for Mass Messaging Campaigns
Overview

This template lets you send a message with up to 10 horizontal cards, each containing an image, text, and a button. The user can scroll horizontally within the same message, creating a visual carousel experience.

Recommended Use Cases

  • Showcasing multiple products or services.

  • Comparing different options.

  • Promoting packages or bundles.

  • Displaying testimonials or success stories.

Technical Components

  • Body: General introduction to the carousel.

  • Cards: Up to 10 units, each with:

    • Featured image.

    • Title and short description.

    • Action button (e.g., "See more", "Buy now").

Restrictions and Considerations

  • Only one button is allowed per card.

  • Videos are not supported as visual content.

  • Each card must be predefined when creating the template.

  • Structure: Introductory body followed by cards with image, title, description, and button.

  • Limitations: One button per card. No video allowed.

  • Ideal for: Multiple products, comparisons, testimonials, bundles, or packages.
WhatsApp Templates for Mass Messaging Campaigns

Flow

Overview

This template allows you to build a conversational experience inside WhatsApp, similar to a micro-chatbot. Through a predefined sequence, the user answers questions or selects options to move through various automated steps.

Recommended Use Cases

  • Contact or registration forms.

  • Automated surveys or assessments.

  • Lead qualification.

  • Booking without human intervention.

  • Guided onboarding for new customers.

Technical Components

  • Body: Introductory message that triggers the flow.

  • Button: “Start” or other CTA to begin the interaction.

  • Flow: A sequence of screens with text fields, multiple choice, lists, or calendars.

Restrictions and Considerations

  • Does not support complex conditional logic.

  • Requires prior setup from the corresponding platform (e.g., WOZTELL).

  • Needs to be linked to a flow previously created in Meta or the automation tool used.
WhatsApp Templates for Mass Messaging Campaigns

Utility Templates for Your WhatsApp Sequences

These templates help automate post-sale interactions, improve user experience, and reduce the operational load on your teams. Each one serves specific functions within internal or customer service processes.

Appointment Confirmation

General Description

This template automatically sends a confirmation message with the key details of a scheduled appointment: date, time, location, or access link. It is designed to reduce uncertainty and formalize the user’s commitment.

Recommended Use Cases

  • Confirmation after scheduling a service or meeting.

  • Verification of medical appointments, classes, consultations, or job interviews.

Technical Components

  • Header: Can include text, image, or document.

  • Body: Dynamic information with appointment details (name, date, time).

  • Buttons: Up to two CTAs like “Add to calendar,” “Reschedule,” or “Cancel.”

Restrictions and Considerations

  • Cannot include promotional content.

  • Should only be used in interactions initiated or authorized by the user.
WhatsApp Templates for Mass Messaging Campaigns

Event Reminder

General Description

This template is designed to send a reminder before a previously confirmed event or appointment. Its purpose is to reduce no-shows and improve attendance rates.

Recommended Use Cases

  • Reminders for medical appointments, meetings, or scheduled services.

  • Notifications about subscription expirations or contract renewals.

Technical Components

  • Header: Optional. Can include text or an image related to the event.

  • Body: Contains dynamic variables like date, time, and event name.

  • Buttons: Allows options such as “Confirm attendance” or “Reschedule.”

Restrictions and Considerations

  • Only applicable to events previously accepted by the user.

  • Should not be used to suggest new services or send promotional content.
WhatsApp Templates for Mass Messaging Campaigns

Document Sharing

General Description

Allows sharing relevant documents via WhatsApp, such as PDF, Word, or Excel files. It is useful to enhance the user experience with structured technical or commercial information.

Recommended Use Cases

  • Send invoices, quotes, or contracts.

  • Share technical manuals or product sheets.

  • Deliver official or legal documents after a commercial action.

Technical Components

  • Header: Attached document.

  • Body: Explanatory text of the shared content.

  • Buttons: Optional, such as “Download”, “View file” or “Contact support”.

Restrictions and Considerations

  • Maximum file size: 100 MB.

  • Promotional content is not allowed in this template.
WhatsApp Templates for Mass Messaging Campaigns

Location Request

General Description

Template that allows requesting the user to share their real-time location, facilitating logistics operations or field services.

Recommended Use Cases

  • Coordination of deliveries or pickups.

  • Technical services that require travel.

  • Address verification prior to an in-person appointment.

Technical Components

  • Body: Clear location request.

  • Button: “Share location” (direct user action).

Restrictions and Considerations

  • A fixed location cannot be sent by the company.

  • Only the location can be requested; the user decides whether to share it.
WhatsApp Templates for Mass Messaging Campaigns

Structured Flow

General Description

Allows initiating an interactive flow from a message, where the user answers questions, selects options, and navigates through an automated sequence. It is used to reduce human intervention and streamline processes.

Recommended Use Cases

  • Onboarding of new clients or users.

  • Structured data collection for technical or commercial support.

  • Guided bookings, requests, or procedures.

Technical Components

  • Body: Introduction to the flow or context message.

  • Button: CTA to start the flow (e.g., “Start”).

  • Flow: Sequential steps with inputs, lists, validations, or calendars.

Restrictions and Considerations

  • Requires integration with tools like WOZTELL or flows configured in Meta.

  • Does not replace a promotional template nor support advanced conditional logic.

Authentication Templates for Secure Processes on WhatsApp

These templates are designed to validate the user’s identity or allow access to platforms or protected processes securely. They must not be used for promotional purposes.

OTP (One-Time Password)

General Description

Template that allows sending a one-time password (OTP) to validate the user's identity in critical processes. It is commonly used in environments that require enhanced security for validating sensitive actions.

Recommended Use Cases

  • Identity verification during sign-up.

  • Payment validation.

  • Access to restricted services or protected areas.

Technical Components

  • Body: Brief message with the OTP code (inserted as a dynamic variable).

  • Buttons: May include options like “Resend code” or “Contact support”.

Restrictions and Considerations

  • Cannot be used to send promotional content.

  • The code must be securely generated by the business backend.

  • The OTP validity must be limited (by time or attempts).

  • The template content must clearly indicate it is a security code.
WhatsApp Templates for Mass Messaging Campaigns
General Description

Template that allows sending the user a unique link to validate their identity or complete a verification process (e.g., secure access, password reset, registration confirmation).

Recommended Use Cases

  • Account activation.

  • Secure login.

  • Password recovery or reset.

Technical Components

  • Body: Message that provides context for the action to be validated.

  • Button: Redirects the user to a unique and secure URL.

Restrictions and Considerations

  • The link must be unique and temporary.

  • It must be associated with a previously initiated user action.

  • It must not include promotional or commercial elements.

  • It is mandatory to clearly state the purpose of the link in the body of the message.
WhatsApp Templates for Mass Messaging Campaigns

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Last updated 05/29/2025