Guidelines and allowed content for whatsapp template approval.
Message templates are specific message formats that businesses use to send out notifications or customer care messages to people that have opted in to notifications. Messages can include appointment reminders, delivery information, issue resolution and payment updates.
Please consider the following guidelines to accelerate the template approval process:
You cannot use WhatsApp as a channel to attempt to get users to re-engage with your product and/or resurrect churned users. If one or more of your templates have been rejected, it may have been for one of the following reasons:
Advertising, marketing, or promotional messages are not permitted.
Some examples of this include the following:
Offering coupon codes and/or free gifts.
Sales, discounts, promotions, product recommendations, offers including recurring content (e.g: timely information, a newsletter, any sort of subscription, a catalog)
Upselling or Cross-selling e.g. “Here is your boarding pass, with seat assignment and gate information. If you would like to save 10% on your in-flight dinner, order your meal through our app.”
Re-engagement: e.g. “your friend commented on your photo”, “your friend shared a new playlist” “top tweets from people you follow”
App downloads: e.g. “Download our mobile app to pay bills/recharges”, etc.
User takes action with a business that results in a notification for another user e.g. Company X: A buys a gift card for B, Company X notifies B , Company X can’t send a notification asking a user to share a promotion to a group in order for everyone to receive that promotion
Reminders or alerts
that a user may have indicated interest in seeing e.g. Price drops, back in stock, points expiration - frequent reminders for a variety of things with the primary purpose of sending promotions / sale alerts / etc.
Cold call messages e.g. “Is now a good time to talk?”, “Thank you for your interest, can we speak now?”, “I tried contacting you but you weren’t available. When are you free?”, etc.
Sending a survey or poll to collect data e.g. “Hi, we’re interested in knowing how you feel about certain food groups. Do you mind participating in a survey?”
Inclusion of certain words or phrases that make the message template promotional (even though the content of your template may be fine)
WhatsApp does not approve message templates with floating parameters (,that is lines with just parameters and no text). In the below example, we’re referring to {{3}}
and {{4}}
as the floating parameters.
Some examples of this include the following:
{{1}}
, {{2}}
, etc. and include the correct number of curly brackets (,that is 2 on the left side of the number and 2 on the right side of the number)Some examples of this include the following: