WhatsApp message templates - Chat App Message Service - Alibaba Cloud Documentation Center

Starting June 1, 2023, new WhatsApp message templates will be adopted. This topic details these templates.

Utility templates

Utility templates are used for specific transactions that have been concluded and are intended to complete one of the following actions: confirming, terminating, or modifying a transaction or subscription.

Important

Any templates that mix utility and marketing content will be classified as marketing templates.

Scenario	Example
Confirming or terminating transactions	Your order with order number 55770908 has been confirmed. Your order has been canceled; the refund will be processed back to your original payment method within 3 business days.
Modifying or updating transactions	Your order has been shipped and is expected to arrive by this Friday. The performance you purchased starts at 3 PM today. Your personal information has been updated.
Notifications about accounts, bills, or payments	Payment successful / Your payment failed, please try again. Details of your monthly statement have been sent. The account ending in 'XXXX' has insufficient funds, please recharge promptly.

Note

The above examples are for illustrative purposes only. The actual classification is subject to WhatsApp. WhatsApp may classify templates containing similar content or the exact text from the examples differently based on the precise content of those templates.

Authentication templates

Important

Starting May 29, 2023, authentication templates must comply with the following requirements.

Authentication templates allow enterprises to authenticate users by using one-time passwords.

Authentication templates are the most stringent type of template. Businesses must use WhatsApp-predefined authentication templates, which may include optional add-ons such as security disclaimers and expiration warnings. Additionally, authentication templates must be configured with an OTP button (to copy the password or for auto-fill).

The content or parameters of authentication templates do not allow the use of URLs, media, or emojis. Parameters are also subject to a 15-character limit.

Scenario	Example
Providing verification codes to users	{{1}} is your verification code. {{1}} is your verification code. Do keep this code confidential for security purposes. {{1}} is your verification code. This code will expire in 15 minutes.

Marketing templates

Marketing templates are the most flexible templates of WhatsApp, and are not tied to specific completed transactions. Instead, they may relate to the business or its products or services. These templates can include promotional offers, welcome messages or farewells, dynamic updates, invitations or recommendations, or responses to inquiries or completion of new transactions.

Important

Any templates that mix utility and marketing content will be classified as marketing templates.

Scenario	Example
Promotional offers	Thanks for your order! Use the code: SAVE20 to get a 20% discount on your next purchase! Your balance is low; please tap here to recharge! Use the code: EXTRA10 to receive a 10% bonus.
Welcome messages or farewells	Hello, welcome to our WhatsApp page! Thank you, we hope you have a wonderful day.
Updates, invitations, newsletters, or recommendations	Our store has moved to a new location, welcome to visit us! According to the holiday schedule, we will be closed next Monday. Here are this month's coupons, happy shopping!
Responses to inquiries or completion of new transactions	Thank you for your order. We would greatly appreciate it if you could provide feedback. Please tap here. Your application is awaiting completion, please tap here. You missed your recent appointment, please tap here to reschedule.

Note