What kind of Template Messages does WhatsApp approve?

What kind of Template Messages does WhatsApp approve?

Since October 2021, WhatsApp has expanded the scope of approved Template Messages. Businesses can now use them not only for transactional updates but also for promotional and follow-up engagement—provided they comply with WhatsApp’s Business Policy and formatting rules.

✅ Approved Template Message Types

Category

Purpose

Example

Promotional / Marketing

Sales offers, product announcements, event invitations

“Enjoy 20% off your next order. Shop now!”

Transactional

Order confirmations, shipping updates, appointment reminders

“Your order #12345 has shipped.”

Notifications & Updates

Account alerts, billing notices, delivery status

“Your subscription will renew in 3 days.”

Non-Transactional / Follow-ups

Post-support outreach, surveys, feedback requests

“How was your experience with our support today?”

⚠️ Compliance Reminders

  • All templates must be submitted for approval through WhatsApp.
  • Content must not include:
    • Misleading or deceptive claims
    • Threatening or abusive language
    • Requests for sensitive personal data (e.g., passwords, credit card info)
  • Each template must follow parameter formatting (e.g., ) and media guidelines.

🧠 Best Practices Checklist

  • Segment messaging: Reserve promotional templates for high-value campaigns, while using transactional templates for routine updates.
  • Keep it clear: Short, concise text increases approval and engagement.
  • Personalize wisely: Use parameters (, ) for names, order numbers, or dates.
  • Stay policy-compliant: Review WhatsApp’s Business Policy before submitting.
  • Test first: Always preview your template with sample data before requesting approval.

👉 Summary: As of Oct 2021, WhatsApp approves promotional, transactional, update, and follow-up template types—expanding use cases but still enforcing strict compliance standards.