WhatsApp Business Templates: A Guide to Maximizing Their Use in Your Strategies
WhatsApp Business templates are META-approved messages that you can send to your customers through your lines. These templates allow you to start conversations, send important updates, and keep your customers informed efficiently.
But what types of templates are there, and which one should you use based on your goals? In this article, we explain the purpose of each template and how to use them to your advantage.
But first, why use WhatsApp templates?
In addition to being necessary for your strategies, here are the main reasons:
- Being pre-approved, they ensure that your messages comply with WhatsApp’s policies and prevent your lines from being blocked.
- You can include variables to personalize each message and make it more relevant to the customer.
- They save time by predefining the most common messages and allowing you to send your messages to multiple people at once.
- They present a more professional and organized image of your business to your customers.
Types of WhatsApp Business templates
Meta classifies templates into three main categories:
Marketing: This type of template is used to promote or announce special offers, discounts, and new products.
They also aim to provide updates on changes in your business, such as new hours or locations.
And finally, for events, i.e., messages intended to invite your customers to participate in activities offered by your brand.
Example: We have a special offer for you! Enjoy a [discount]% on your next purchase. [Link to the store]!
Utility: As the name suggests, these are very useful for everything related to business operations and maintaining transparent communication with customers.
They are used for transactions like order confirmations, shipping status changes, invoices, and more.
Also for password reminders, account updates, receiving inquiries, or updates on customer service cases.
Example: Your order [Order Number] has been shipped. You can track it here: [Tracking Link]. Thank you for your purchase!
Authentication: These messages are used to send verification codes for logging in or conducting transactions, security alerts, or account changes.
Example: Your login code is [Code]
How to choose the right template?
The choice of template will depend on your specific goal:
- To start a conversation: Use marketing templates to introduce your products or services and generate interest.
- To keep the customer informed: Utility templates are ideal for sending updates about orders, account changes, or relevant customer information.
- To verify identity: Authentication templates are necessary to ensure your customers’ security and protect their information.
Tips for creating effective templates Because templates, like any message in your business, must have a clear purpose and a specific goal in mind. Here are some tips:
- Be concise and clear: Messages should be direct and easy to understand. Avoid being overly wordy and always consider how your template will appear in your customers’ app.
- Maximize personalization: Use variables to include the customer’s name, product, or any other significant information.
- Include a call to action: Tell the customer what to do next (e.g., click a link, reply to a message).
- Respect WhatsApp’s rules: Ensure your templates comply with WhatsApp’s policies to avoid issues.
- Use audiovisual resources: WhatsApp allows you to use images or videos to accompany your messages and make them more engaging. Take advantage of this.
It’s also important to understand that these templates have a specific cost per initiated conversation, depending on whether or not you get a response from customers, as is the case with marketing templates. You can learn more here.
Use this tool provided by WhatsApp Business, but do so smartly and with purpose.
