WhatsApp Business Platform

Message Formats

28min

WhatsApp Business messages are broadly categorized into template messages and free-form messages.

1. Template Messages

  • Templates are structured messages composed of various components.
  • Components include a header, message body, and buttons designed for specific actions.
  • Pre-approved message formats designed for business use.
  • Typically used for notifications, alerts, reminders, or other structured communication.
  • Must adhere to WhatsApp's policies and receive approval before use.

Categories of Template Messages

  • Marketing Templates: Promote offers, products, or services.
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  • Utility Templates: Send updates like order confirmations or shipment details.
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  • Authentication Templates: Send OTPs or verification codes for secure authentication.
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WhatsApp Template Components

  • Templates are structured messages composed of various components.
  • Components include a header, message body, and buttons designed for specific actions.

Header

  • The header is the topmost section and supports media types such as images, videos, or documents.
  • Note - Media can be added only after template approval.
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Message Body

  • This section contains the main content.
  • Ensure clarity, conciseness, and adherence to WhatsApp’s guidelines.

Copy Code Button

  • Allows users to copy codes (e.g., discount, referral, or verification codes) to their clipboard.
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URL Button

  • Redirects users to specific web pages (e.g., product pages, or informational resources).
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Phone Button

  • Enables users to call a specified phone number with a single click.
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Quick Reply Button

  • Provides users with pre-defined response options (e.g., Yes/No or time slot selection).
  • Subsequent messages can follow based on the user's selection.
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Flow Button

  • Enables users to start with App journeys with a single click.
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2. Free-Form Messages

  • Unstructured and dynamic messages exchanged within a 24-hour service window.
  • Businesses can respond to customer queries or engage in real-time conversations. Ideal for personalized support or ongoing discussions initiated by the user.
  • These messages are not subject to pre-approval, offering flexibility in responding to customer needs.

Message Types

  • Address Messages enable you to request a delivery address directly from WhatsApp users with ease.
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  • Audio Messages display an audio icon linked to an audio file. Users can tap the icon to play the file within the WhatsApp app.
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  • Contact Messages allow you to share detailed contact information such as names, phone numbers, email addresses, and physical addresses with WhatsApp users.
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  • Document Messages show an icon linked to a document, which users can tap to download.
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  • Image Messages let you send a single image accompanied by an optional caption.
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  • Interactive Button Messages with URL provide clickable buttons linked to any URL, removing the need to include long or complex URLs in the message text.
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  • Interactive Flow Messages allow you to deliver structured content, offering customers an intuitive way to book appointments, browse products, provide feedback, generate leads, or perform other tasks using WhatsApp Flows.
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  • Interactive List Messages display a list of selectable options for users, offering a convenient way to engage.
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  • Interactive Location Request Messages present a text prompt along with a "Send Location" button. When users tap the button, they are directed to a screen where they can share their current location.
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  • Interactive Reply Button Messages let you provide up to three pre-set options for users to select as their reply.
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  • Location Messages send specific geographic coordinates (latitude and longitude) to users to pinpoint a location.
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  • Text Messages are simple messages that include plain text and may optionally feature a link preview.
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  • Template Messages allow you to send predefined templates for marketing, utility, or authentication purposes. Unlike other message types, these don’t rely on a 24-hour interaction window with the recipient.
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  • Video Messages feature a thumbnail preview of a video and may include a caption. Users can tap the preview to play the video.
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  • Reaction Messages are emoji-based reactions you can use to respond to a user’s previous message.
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3. Key Difference

  • Template messages are pre-structured and require approval, often used outside the 24-hour messaging window.
  • Free-form messages are spontaneous and used within the 24-hour window for active customer conversations.