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Sending Template Messages

Template messages are pre-approved message formats that let you contact customers on WhatsApp outside the 24-hour free service window. They're used for appointment confirmations, review requests, follow-up sequences, and marketing broadcasts.

When You Need Templates​

ScenarioTemplate Needed?
AI chatbot responds to a customer who messaged youNo -- free service window
Your team replies to a customer within 24 hours of their last messageNo -- free service window
You send an appointment confirmation 2 days after the customer's last messageYes -- outside service window
You send a review request 1 day after completing a jobYes -- likely outside window
You broadcast a seasonal promotion to your customer listYes -- marketing template

Templates exist because Meta requires businesses to get pre-approval before sending outbound messages to prevent spam. Once approved, you can use the template as many times as needed.

Creating a Template​

  1. Go to Settings, then WhatsApp, then Templates
  2. Click New Template
  3. Choose a category:
    • Utility -- transactional messages (confirmations, updates, receipts). Cost: ~$0.005/msg
    • Marketing -- promotional messages (offers, reminders, re-engagement). Cost: ~$0.035/msg
  4. Enter a template name (internal reference, not shown to customers)
  5. Write your message body using variables in double curly braces for dynamic content
  6. Click Submit for Approval

Meta typically reviews and approves templates within 24 hours.

Writing Effective Templates​

Use variables for personalization:

Hi {{contact_name}}, your appointment with {{company_name}} is confirmed 
for {{appointment_date}} at {{appointment_time}}. Reply CHANGE to reschedule.

Available variables:

VariableInserts
{{contact_name}}Customer's name
{{company_name}}Your business name
{{appointment_date}}Scheduled date
{{appointment_time}}Scheduled time
{{deal_value}}Deal/quote amount
{{custom_field_name}}Any custom field value

Best practices:

  • Keep messages under 160 characters when possible (similar to SMS length)
  • Include a clear call to action ("Reply BOOK," "Reply CONFIRM," "Click here")
  • Identify your business name in the message
  • Don't use all caps, excessive punctuation, or emoji-heavy messages (Meta may reject these)
  • Include opt-out language in marketing templates ("Reply STOP to unsubscribe")

Template Examples by Use Case​

Appointment Confirmation (Utility)​

Hi {{contact_name}}, your appointment with {{company_name}} is confirmed 
for {{appointment_date}} at {{appointment_time}}. Reply CHANGE to reschedule.

Appointment Reminder -- 24 Hours Before (Utility)​

Reminder: {{company_name}} will be at your property tomorrow at 
{{appointment_time}}. Reply CONFIRM to let us know you're ready.

Post-Job Review Request (Utility)​

Hi {{contact_name}}, thanks for choosing {{company_name}}! If you had a 
good experience, we'd appreciate a quick Google review: {{review_link}}

Seasonal Promotion (Marketing)​

Spring is here! {{company_name}} is offering $99 AC tune-ups this month. 
Spots are limited. Reply BOOK to schedule. Reply STOP to unsubscribe.

Maintenance Reminder (Marketing)​

Hi {{contact_name}}, it's been 6 months since your last service with 
{{company_name}}. Regular maintenance prevents 80% of emergency repairs. 
Reply YES to schedule a tune-up. Reply STOP to unsubscribe.

Quote Follow-Up (Utility)​

Hi {{contact_name}}, following up on the estimate we sent for your 
{{job_type}} project. Have any questions? Reply here or call us at 
{{phone_number}}.

Meta Approval Process​

After submitting a template:

StatusMeaningAction
PendingUnder Meta reviewWait (typically under 24 hours)
ApprovedReady to useAvailable in automations and broadcasts
RejectedDidn't meet Meta's policiesRead the rejection reason, edit, and resubmit

Common rejection reasons:

  • Missing business identification (include your company name)
  • Marketing template without opt-out language (add "Reply STOP to unsubscribe")
  • Misleading content or urgency language
  • Template too similar to a previously rejected one (change the wording substantially)

Using Templates in Automations​

Once approved, templates can be used as actions in automation workflows:

  1. Go to Automations, then New Workflow
  2. Set a trigger (e.g., "Deal stage changed to Completed")
  3. Add an action: Send WhatsApp Template
  4. Select the approved template
  5. Map variables to deal fields (contact name, appointment date, etc.)
  6. Activate the workflow

The template message is sent automatically whenever the trigger fires. See Creating Your First Workflow for a full tutorial.

Broadcasting to Your Customer List​

To send a template message to multiple customers at once:

  1. Go to Messaging, then Broadcast
  2. Select the approved marketing template
  3. Choose your audience (all contacts, filtered by tag, pipeline, or custom field)
  4. Preview the message with sample data
  5. Click Send Broadcast

Important rules for broadcasts:

  • Only use marketing templates (not utility) for promotional broadcasts
  • Recipients must have opted in to receive messages from your business
  • Meta enforces daily sending limits that increase as your sender reputation grows
  • Start with small batches (50-100 contacts) and scale up over time
  • Monitor delivery rates -- if messages aren't being delivered, reduce volume

FAQ​

How many templates can I create? There is no limit on the number of templates you can create and submit for approval.

Can I edit an approved template? No. Approved templates cannot be edited. To make changes, create a new template with the updated text and submit it for approval. You can then delete the old template.

How quickly does Meta approve templates? Typically within 24 hours. Some templates are approved within minutes. Complex or borderline templates may take up to 48 hours.

What happens if I send a template and the customer is in a service window? If the customer has an active 24-hour service window (they messaged you recently), your message is sent as a free service message, not as a paid template message. CustomerFlows automatically detects this and avoids unnecessary template charges.

Need help? Email [email protected] or ask in r/CustomerFlows.