Note: Currently, WhatsApp is only available to our brands enrolled in our Design Partner Program. To learn more, refer to this article.
Applies to: All
Overview
WhatsApp approved message templates are pre-approved messages that you must use to initiate conversations or send messages outside the 24-hour consent window. These template messages are the only type of message that you can send to customers who have yet to message you, or who have not sent you a message in the last 24 hours.
Templates must be approved and categorized by Meta. Because WhatsApp with Endear is still in Early Access, the ability to create and customize templates is limited.
🚨 Important Note for U.S. Brands: Currently, Meta does not allow you to send marketing templates to U.S. phone numbers. All marketing templates sent to U.S. numbers will fail to deliver because of this rule.
Understanding Template Categories
WhatsApp templates fall into three main categories based on the content of the message:
1. Marketing
Promotional content, special offers, product announcements
⚠️ Currently prohibited for U.S. phone numbers
2. Utility
Transactional messages like order updates, appointment reminders
Account notifications and customer service communications
3. Authentication
One-time passwords (OTP) and account verification messages
Security-related communications
When to Use Approved WhatsApp Message Templates
Initiating conversations: When reaching out to customers who haven't messaged you first
Outside the 24-hour window/re-engagement: After the 24-hour consent window closes, you can no longer send custom/free-form messages. At this point, you have two options: You can wait for the customer to reply, or you can send an approved WhatsApp message template to regain consent.
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With Endear, you can easily select the best template and write your follow-up message in the open text box which will automatically send once the customer consents to receiving messages.