How it works
On the WhatsApp Business Platform, a business can reply with any free-form message while a customer service window is open. To start or restart a conversation after it closes, the business must use an approved template.
A template has fixed text plus numbered variables that are filled in at send time:
Hi {{1}}, this is {{2}} from Bright Path Plumbing. Your estimate for {{3}} is ready. Reply here if you’d like to go over it.
Templates are submitted for review, usually through your provider or Meta’s tools, and are assigned a category. Meta’s categories have included marketing, utility (for example order or appointment updates) and authentication (one-time codes). The category affects review and pricing. Templates can be rejected or re-categorized, and Meta updates its template policies periodically, so check current guidance before you submit.
Templates can also include media headers, footers and buttons, such as quick replies.
Example
A dental-equipment repair service quotes a clinic on Monday. The clinic manager doesn’t reply, and by Wednesday the 24-hour window has closed. The rep can’t send a casual “Just checking in!” message. Instead she sends an approved utility or marketing template, depending on how it was categorized:
Hi {{1}}, following up on the quote for {{2}} we sent on {{3}}. Any questions? Reply here and I’ll help.
When the manager replies, a new customer service window opens, and the rep can continue in normal free-form messages.
Why it matters for messaging teams
Follow-up is where deals are won, and on WhatsApp follow-up often happens after the window has closed. A small library of approved templates for common situations (quote follow-up, appointment reminders, re-opening a dormant thread) keeps the team from getting stuck.
Common mistakes
- Writing templates that sound like ads when the purpose is a service update.
- Too many variables, or variables at the very start or end of the text, which can make review harder.
- Sending templates to people who haven’t agreed to hear from you. WhatsApp requires businesses to get opt-in for business-initiated messages.
- Waiting until you need a template to submit it. Review can take time.
See our WhatsApp follow-up templates for starting points.