Compliance with policies

A display name should not violate WhatsApp Commerce and Business policies. An example for a store that sells wine glasses:

• Accepted: ABC Wine Glasses

• Not accepted: ABC Wine

Accurate representation of your business

A display name should represent:

• A business or its service, product, or department

• A test account or a demo account and it must maintain an association to the business (e.g., Fresh Produce Test)

Consistency with external branding

A display name must have consistent branding with external sources (e.g., a company's website or marketing). An example for a product line named "Fresh Produce Cold Pressed Juices"

Clear relationship with your business

A display name must have a clear relationship with your business (must be referenced on the business's website or external media references). For example:

• Accepted: Name of a charity mentioned on a non-profit organization's website

• Not accepted: Name of a charity not mentioned on any external websites

A display name may not be in all capitals, must have grammatically correct capitalization, and should match the capitalization used in your business name.

For example:

• Accepted: New City Computers

• Not accepted: NEW CITY COMPUTERS

Do not change the spacing from the spacing used in your business name.

An example for a business called "Lil'Cupcakes":

• Accepted: Lil'Cupcakes

Do not add any extra punctuation, emojis, or character symbols (such as trademark designations).

For example:

• Not accepted: @New City Computers

• Not accepted: New City Computers™

Do not add extra words to your company or brand name unless the words indicate:

• country or region;

• department or function; or

• "Test" or "Demo" accounts.

For example:

• Accepted: Fresh Produce Mexico

• Accepted: Fresh Produce Customer Support

If you add permitted words, the first letter of the word must be capitalized.

For example:

• Accepted: Fresh Produce Test

• Not accepted: Fresh Produce demo

A display name must contain a minimum of 3 characters.

An example for a business, "KT Sir":

• Accepted: KT Sir

• Not accepted: KT

A display name may not be in URL format.

For example:

• Not accepted: FreshProduce.com

Awareness

Generate awareness of your business, products, or services among customers who have subscribed to receive messages from your business on WhatsApp.

• "Did you know? We installed a new tower in your area so you can enjoy a better network experience. To learn more, visit our site {{1}}."

• "Diwali is around the corner! Join us at {{1}} on October 24 to celebrate with friends and family. For more details about our event, click {{2}}."

• "Looking for a getaway this fall? Our newest resort just opened in {{1}}: the perfect place to relax and unwind. Learn more here: {{2}}"

Sales

Send general promotional offers to customers related to sales events, coupons or other content intended to drive sales.

• "As a thank you for your last order, please enjoy 15% off your next order. Use code LOYAL15 at checkout. Visit our site here {{1}}."

• "Refer → save! Use code FRIEND so you both earn $10 off your next order."

• "Upgrade to our Premium cabin to enjoy more benefits, like additional legroom and priority boarding. Click {{1}} or log into our app to upgrade."

• "You have been pre-approved for our credit card! Enjoy an introductory offer of {{1}} if you apply via your personalized link: {{2}}."

• "Don't forget! Today only, get double points on your purchases. Visit your nearest store and use your phone number at check-out."

Retargeting

Promote relevant offers or other call-to-actions to customers who may have visited your website, used your app, or engaged with your products and services.

• "Don't miss out on your favorite shows! Re-subscribe now: {{1}}"

• "You left items in your cart! Don't worry, we saved them for you. Click here to checkout now: {{1}}."

• "Thank you for visiting our site. You can secure your health insurance in a few easy clicks – continue here: {{1}}."

• "You didn't finish your application! Please log into your profile here to pick up where you left off: {{1}}."

• "We miss you! Join us for an afternoon or evening of fun with your family. Click here to book with a special rate: {{1}}."

App Promotion

Request customers to install or take a specific action with your app.

• "Did you know? You can now checkout in our app. Download it here {{1}} to check out our streamlined experience."

• "Thank you for using our app. We noticed you have not used our latest feature, {{1}}. Click here {{2}} to learn more about how this benefits you!"

• "In-app only: 20% off this week! Use code SUMMER20 to save on select styles. To download our app, click here: {{1}}."

• "Hi {{1}}, your friend {{2}} recently joined our community. Send them a welcome message today: {{1}}"

Build Customer Relationships

Strengthen customer relationships through personalized messages or by prompting new conversations.

• "{{1}}, did you think we'd forget? No way! Happy birthday! We wish you the best in the year ahead."

• "As we approach the end of the year, we reflect on what drives us: You. Thank you for being a valued customer. We look forward to continuing to serve you"

• "Hello, I am the new virtual assistant. I can help you discover products or provide support. Please reach out if I can help!"

Opt-In Management on WhatsApp

Confirm opt-in for receiving messages on WhatsApp as a follow-up to opt-in collected via other channels (e.g., website, email). Also confirm opt-out.

• "Thanks for confirming opt-in! You're in. You'll now receive notifications via WhatsApp."

• "Thank you for confirming your opt-out preference. You will no longer receive messages from us on WhatsApp."

Order Management

Confirm, update, or cancel an order or transaction with a customer using specific order or transaction details in the body of your message.

• "Thank you! Your order {{1}} is confirmed. We will let you know once your package is on its way."

• "Hooray! Your package from order {{1}} is on its way. Your tracking number is {{2}} and expected delivery date is {{3}}."

• "Unfortunately, one item from your order {{1}} is backordered. We will follow up with an estimated ship date. If you wish to cancel and receive a refund, please click here: {{2}}"

• "We have received your item from order {{1}}. Your refund for {{2}} has been processed. Thank you for your business."

Account Alerts or Updates

Send important account updates, including time-sensitive alerts, safety information, payment reminders, and other information relevant to already-purchased or subscribed products and services.

These messages should not intend to upsell or cross-sell new products or services.

• "Daily update for account ending in {{1}}: Your balance is {{2}}."

• "Reminder: Your monthly payment for your subscription to {{1}} will be billed on {{2}} to the card you have saved on file."

• "To finish setting up your profile, you need to upload a photo. Please click here to upload: {{1}}."

• "The product you ordered {{1}} on {{2}} has been recalled. Please click here {{3}} to learn more."

• "There is a tornado alert in your area. We recommend you remain indoors until {{1}} o'clock today."

Feedback Surveys

Collect feedback on previous orders, interactions or ongoing relationships with customers.

These messages should not be about requesting feedback related to potential upsell or cross-sell opportunities.

• "We have delivered your order {{1}}! Please let us know if there was any issue by reaching out here: {{2}}."

• "Your feedback ensures we continually improve. Please click here {{1}} to share your thoughts on your recent visit at our {{2}} location. Thank you in advance!"

• "You chatted with us online recently about order {{1}}. How was your experience? Click to fill out a short survey: {{2}}."

Continue a Conversation on WhatsApp

Send a message to start an interaction on WhatsApp that began in another channel.

These messages should not be initiated without a user having requested the conversation to be moved to WhatsApp.

• "Hi! I see you requested support via our online chat. I am the virtual assistant on WhatsApp. How can I help?"

• "Hi {{1}}, we are following up on your call with customer service on {{2}}. Your case has progressed to the next step. Please log into your account to continue: {{3}}."

Authentication code

• "{{1}} is your verification code."

• "{{1}} is your verification code. For your security, do not share this code."

• "{{1}} is your verification code. This code expires in 15 minutes."

Message Purpose

Business Objective

Marketing Template Examples

AWARENESS

Raise awareness of your business, products, or services among WhatsApp subscribers.

● Did you know? We've installed a {{new tower}} in your area, which will improve your connection. More information: {{URL}}.

● The {{Celebration}} is coming soon! Come to {{date}} at {{location}} and celebrate with us. More information: {{URL}}.

● Looking for a getaway this fall? We've opened a new resort in {{location}} — the perfect place to recharge.

SALES

Send promotions, promotions, coupons, and other messages to encourage purchases or renewals.

● Thanks for your order! Get {{15%}} off your next purchase with promo code {{LOYAL15}}. Learn more: {{URL}}.

● We're {{donations}} short of our {{amount}} goal. Support us: {{URL}}.

● Upgrade to a {{premium cabin}} and get perks like {{more legroom}}, {{priority boarding}}. Learn more: {{URL}}.

● You're {{pre-approved}} for our {{credit card}}! Check out our custom link and get a special {{rate}}: {{URL}}.

RETARGETING / RE-ENGAGEMENT

Promoting offers, products, services, or other activities to users who have previously visited your site, used your app, or interacted with your brand.

Even if the user has specifically requested the message, it is considered marketing.

● Your subscription ends on {{date}}! Renew here: {{URL}}.

● You forgot your items in your cart! We saved them - checkout: {{URL}}.

● Your credit application is {{pending approval}}. Complete your checkout: {{URL}}.

● We found a {{car}} that matches your search. Learn more: {{URL}}.

● Sorry for the delay in delivering your {{package}}. We have added a {{deposit}} to your account - it is now available.

APP PROMOTION

Encourage people to install or take action within the app.

● You can now checkout directly from the app. Download it here: {{URL}}.

● Thanks for joining us! You haven't tried our {{new feature}} yet. Find out more: {{URL}}.

● In-app only: {{20% off}} this week! Use code {{SUMMER20}}.

● Hey {{name}}! Your friend {{name}} has joined us. Send them a welcome message in the app: {{URL}}.

STRENGTHENING CUSTOMER RELATIONSHIPS

Personal communication with customers, congratulations, reminders and invitations to dialogue.

● {{Name}}, how could we forget? Happy birthday! Have a great year.

● Let's sum up the year - thank you for being with us! You are our {{valued customer}}. We hope for long-term cooperation.

● Hello! I am your {{virtual assistant}}. I can help you find a product or answer your questions. Write if you need help!

Message Purpose

Business Objective

Utility Template Examples

SUBSCRIPTION MANAGEMENT

Confirmation of consent to receive messages on WhatsApp, if consent was obtained through other channels (e.g. website, email), or confirmation of refusal.

● Thank you for your confirmation! You will now receive our notifications on WhatsApp.

● Your unsubscription has been confirmed. We will no longer send you messages on WhatsApp.

ORDER MANAGEMENT

Confirm, update, or cancel an order/transaction with specific details.

Messages must not contain promotional offers, upsells/cross-sells, or calls for renewals.

● Thank you! Your order {{ID}} has been confirmed. We will notify you when it is shipped.

● Great news! Your package for order {{ID}} is on its way. Tracking number: {{tracking_ID}}, delivery date: {{date}}.

● One of the items from order {{ID}} is temporarily out of stock. We will notify you of the shipping date later. You can cancel here: {{URL}}.

● We have received the item from order {{ID}}. A refund of {{amount}} has been issued. Thank you for choosing us.

ACCOUNT ALERTS

Send important or urgent notifications related to products/services the user has purchased or subscribed to.

No offers, upsells or extensions allowed.

● Daily account statement {{####}}: Available balance is {{amount}}.

● Reminder: Service {{name}} will be charged on {{date}} to card {{card}}.

● You have {{number}} minutes left on your current plan. Top up your account by {{date}} to avoid being blocked.

● To complete your profile registration, you must upload a photo. Upload it here: {{URL}}.

● Please note: The customer support number has changed to {{number}}. Save it for future reference.

FEEDBACK SURVEYS

Collect feedback on completed orders, transactions, or interactions.

Surveys must be specific and tied to a past action. No generalities.

● Order has been delivered {{order_ID}}. Have questions? Contact us at {{URL}}.

● Tell us what you thought about your recent visit to {{store}} — your feedback helps us improve. Leave a review at {{URL}}.

● You recently interacted with us about order {{number}}. How did it go? Take a short survey at {{URL}}.

CONTINUING A CONVERSATION IN WHATSAPP

Transferring an interaction that started in another channel to WhatsApp.

The user must express their desire to continue the conversation here.

● Hello! You contacted us in the chat on the website. I am a WhatsApp virtual assistant. How can I help?

● Hello, {{name}}. We are continuing the dialogue regarding your request ({{problem}}). The case has now moved to the next stage. More details are in your account: {{URL}}.

Utility use case

Example template (must meet the definition of "essential or critical to the user")

Public Safety

● There is a {{tornado}} storm warning in your area. We recommend staying home until {{time}}.

● We have activated a {{crisis}} service in the {{zip code}} area. The latest information is here: {{URL}}

Public Services

● The city of {{city}} has declared a state of emergency due to {{reason}}. More details will be announced later.

● Take care of yourself by getting your free {{COVID-19 vaccine}} by {{time}} at {{location}}. Bring your {{documents}}

● To vote on {{date}}, make sure your {{registration card}} is active. Verification instructions: {{URL}}. If your card is already active, ignore this message.
● Your {{benefit type}} balance is {{amount}}. Please note: it will be invalid after {{date}}.

Public Disruptions

● A system outage has been detected affecting the {{code}} area. We expect it to be restored by {{date/time}}. We apologize.

● Warning: {{trains}} at {{location}} are temporarily suspended due to {{reason}}. Please avoid the area.

Account or Product Protection

● Warning: Fraudulent activity has been detected. Review the security measures to protect your {{card}} and {{account}} details at {{URL}}.

● The {{name}} product you ordered on {{date}} has been recalled by the manufacturer. Instructions for action at {{URL}}.

● Thank you for purchasing {{product}}. Your warranty is active as of {{date}}. Please review the operating instructions at {{URL}}.

Legal/Compliance

● Important: You must update your document to {{REAL-ID}} by {{date}} to avoid travel issues. Schedule an appointment at {{office}}.

● We updated our privacy policy as of {{date}}. For more information, please visit: {{URL}}

Message Purpose

Business Objective

Authentication Template Examples

AUTHENTICATION

Verify user identity with a one-time code

● {{1}} is your verification code.

● Your code: {{1}}. Do not share it with anyone - this is for your own security.

● Verification code: {{1}}. It will be valid for 15 minutes.

Day 1

Day 2

Day 3

Day 4

# of messages sent to unique WhatsApp user phone numbers outside of a customer service window

500

500

# of messages sent to unique WhatsApp user phone numbers outside of a customer service window in last 7 days

500*

1,000

Messaging limit

1K

10K

Day 1

Day 2

Day 3

Day 4

# of messages sent to unique WhatsApp user phone numbers outside of a customer service window

100

200

200

300

# of messages sent to unique WhatsApp user phone numbers outside of a customer service window in last 7 days

100

300

500*

800

Messaging limit

1K

1K

1K

10K