What are WhatsApp templates and how do you create them? Here's how.

What are WhatsApp templates and how do you create them? Here's how. blog

By Typie

WhatsApp marketing assistant

Posted: March 12, 2024

Updated: April 22, 2024

Ready for fast, powerful and personal messages? WhatsApp templates makes it possible. Find out how to create impressive customer experiences in just a few clicks.


Have you ever noticed how the right message at the right time can make all the difference in a customer relationship?


WhatsApp templates are your tool for exactly these moments.

Statistics show that messages sent via WhatsApp achieve open rates of up to 95%, which is significantly higher than the average open rate of emails. Which makes WhatsApp a no-brainer for businesses.

In this guide, we'll show you what WhatsApp message templates are and how you can create your own message templates in a few simple steps.


What you'll learn:

  1. What's a WhatsApp chat template?
  2. Step-by-step-instructions to set up WhatsApp templates
  3. What's an out-of-office WhatsApp template?
  4. Inspire with New Year's and birthday greetings on WhatsApp
  5. How charles customers achieve success with WhatsApp templates


What's a WhatsApp chat template?

WhatsApp templates are ready-made message formats that are used by brands using the WhatsApp Business API to communicate efficiently and consistently with customers.

These templates must be approved by WhatsApp before they can be used.


They're particularly useful for frequently sent messages such as notifications, confirmations and marketing messages and help to simplify and automate communication.



An approved WhatsApp Template in the charles platform


Brands use WhatsApp templates for several reasons:

  • Efficiency and speed: Templates allow businesses to respond quickly and consistently to customer requests.
  • Personalization: Despite their standardization, templates can contain personalized variable elements, like last purchase and favorite color, that make messages more appealing to customers.
  • Compliance: WhatsApp ensures that all business messages sent through its platform meet certain standards of quality and relevance.

WhatsApp has split message templates into 4 categories, each with varying costs: Marketing (most expensive), Authentication (cheapest),  Read more in our article on WhatsApp Business costs


Step-by-step guide to creating WhatsApp message templates

Let's guide you through the process of creating WhatsApp message templates that reflect your brand and reach your customers.



Sync templatesAll WhatsApp templates are created in charles Studios (part of Campaigns) or in directly charles Journeys, then approved by WhatsApp before they're ready to send – this usually takes 1 minute or less



Step 1: Define the purpose of your template

Think about what type of communication you need a template for. Is it for customer service inquiries, product updates or event-related messages?


Step 2: Design your message

Write a clear and engaging message that reflects your brand and the intended purpose of the template. Avoid using promotional language and use a natural, friendly tone.


Step 3: Personalization

Insert placeholders for personalized information such as the customer's name, order numbers or individual offers. This increases the relevance of the message for the recipient, and will boost your performance.


Step 4: Comply with WhatsApp Richtlinien

Make sure your template complies with the WhatsApp guidelines for templates. Note restrictions such as the specified use of emojis and the avoidance of advertising language. See more in Meta for Developers.


Step 5: Submit for approval

Submit your template for approval via the WhatsApp Business API (through the platform you use, such as charles). Approval ensures that your template complies with the guidelines and is not classified as spam.


Once approved you'll be able to see its quality rating in the charles platform. Active templates will be:

  • Quality pending (highlighted in green)
  • High quality (highlighted in green)
  • Medium quality (highlighted in yellow)
  • Low quality (highlighted in red)


Approval is usually fast, and happens in under 1 minute. This is a big difference from a couple of years ago when it could take a full day or even days.


Step 6: Use your templates

After approval by WhatsApp, you can use the template for your communication. Adapt it to specific campaigns or requests if necessary (but remember you'll have to resubmit for approval each time).


Step 7: Analyze and optimize

Evaluate the performance of your message templates regularly and make adjustments to further improve communication.


What's a WhatsApp out-of-office message?

A WhatsApp out-of-office message is an automated reply to customers messaging a WhatsApp Business channel letting them know that an immediate response may not be possible.


It helps businesses be there for customers, even when they aren't at their desks. With WhatsApp interactive functionality, customers can give further information, get automated answers to questions or see alternative contact details.

This sets realistic expectations and maintains a continuous line of communication, even if you are not available in person.

Out-of-office notes have become a must in modern business communication, especially on platforms like WhatsApp where quick feedback is expected.


Benefits of a well-written WhatsApp out-of-office:

  • Stay professional: it shows that you take your communication seriously and ensure seamless interaction even in your absence.
  • Avoid misunderstandings: Clearly communicated absences can prevent frustration as customers know when they can expect a response.
  • Easy sales: An out-of-office note can include resources for customer queries, such as FAQs or self-help links that support customer service even in your absence.


To realize these benefits in your business, out-of-office notes should be clear, polite and informative to ensure the integrity of customer service.


Inspire with New Year's wishes and friends via WhatsApp

Sending New Year's wishes via WhatsApp has the advantage of being a personal and timely gesture that shows you're thinking of your customers.


They reinforce a sense of connection and are an chance to strengthen customer relationships and create a positive foundation for the year ahead.

When it comes to customer engagement, WhatsApp is proving to be not only a versatile platform for personal communication, but also a robust channel for brands to connect with their audience.

With WhatsApp templates, businesses can not only send warm New Year greetings but also use the platform for many other interactions.

Here are several ways businesses can use WhatsApp templates beyond New Year's greetings:

  • Event reminders: Keep your audience informed about upcoming sales, webinars or in-store events. A quick message can increase attendance and customer engagement.
  • Product launch announcements: When a new product hits the shelves, a WhatsApp template can help you spread the word quickly and effectively.
  • Special offers and discounts: Share exclusive offers or promo codes that customers can use to get discounts on their next purchase, increasing the likelihood of repeat purchases.
  • Order updates: Send real-time updates on order fulfillment, shipping and delivery to provide customers with certainty and transparency about their purchases.
  • Feedback requests: Request feedback after a customer interaction or purchase, which can be crucial for improving your products and services.
  • Re-engagement campaigns: Reignite the interest of customers who haven't interacted with your brand for a while by sending personalized offers or news that may be relevant to them.
  • Seasonal greetings: Extend your good wishes for other holidays and celebrations throughout the year to maintain a warm, ongoing relationship with your customer base.
  • Birthday and anniversary messages: Personalize communications by celebrating customer experiences. A simple birthday wish or recognition of an account anniversary can go a long way in building loyalty.
  • Loyalty program updates: Let customers know about their loyalty program score, upcoming rewards or changes to your loyalty program to keep them engaged and motivated for future purchases.

By using WhatsApp templates, you can maintain a constant and positive presence in your customers' lives, ensuring that each message not only delivers value but also strengthens the customer-brand relationship.


How charles customers achieve success with WhatsApp templates

The introduction of WhatsApp as a communication channel for brands has led to major changes in the way they interact with customers.

charles, as a leading WhatsApp Business Solution Provider, has played a key role in this. By providing tools and services to create and manage WhatsApp templates, clients such as ABOUT YOU and Bears With Benefits have achieved impressive results.



ABOUT YOU's WhatsApp success story



ABOUT YOU WhatsApp marketing with charles

ABOUT YOU has been highly successful thanks to its multi-layered, engaging approach to WhatsApp



ABOUT YOU started with a big Black Friday event and then used WhatsApp templates for various campaigns. In its strategy, ABOUT YOU relies on FOMO to encourage customers to buy.

One strategic approach was to create a VIP customer experience through exclusive access to new collection drops, sales campaigns with special offers and product finders directly in WhatsApp.

This personalized approach paid off with improved customer loyalty and an increase in sales.


👉 In our webinar, ABOUT YOU talks you through its WhatsApp success


👉 Interested in automated WhatsApp flows? With charles Journeys the possibilities are endless.



Bears With Benefits: Personalization is key

bears with benefits products

Bears with Benefits sells health supplements in an easy to take gummy bear form


Bears With Benefits uses WhatsApp through charles to establish direct and personal communication with customers.

Through targeted campaigns and templates, the brand could present its products in the best possible way and translate customer feedback directly into improvements.

The WhatsApp campaigns led to a significant increase in customer loyalty and conversion rates, confirming the role of WhatsApp as an effective marketing tool.

👉 See tips from Annika Himborn, Director of Commercial Success, for managing WhatsApp marketing within your team



Your route to success: WhatsApp templates save you time and boost your sales 

WhatsApp templates offer an easy, efficient way for businesses to communicate with their customers. They also maintain brand consistency and can be personalized for improved relevance and performance.


Within the charles platform, you can set up WhatsApp templates easily and see your approval status and quality rating at any time.



Questions? We're here for you.

Want to see what charles WhatsApp templates look like in action? Book a free 30-minute demo with one of our experts to discover the possibilities for your business.

FAQs about WhatsApp templates

What are WhatsApp templates?

WhatsApp templates are pre-approved message formats used by companies to communicate efficiently with customers via WhatsApp Business API. They are used to send standardized yet personalized messages such as order confirmations, delivery updates and customer service responses.

Why do I need to create WhatsApp templates?

WhatsApp requires pre-approval for templates to ensure the quality and relevance of business messages sent via its platform. This serves to protect users from spam and ensures a positive experience with business messages.

What types of WhatsApp templates are there?

There are different types of templates, including notifications, customer service responses, marketing messages, reminders and welcome messages. Each category fulfills specific communication needs between companies and customers. Officially there are 4 categories of conversation. Business-iniated: Marketing, Authentication and Utility. Customer-initated: Service.

How do I personalize WhatsApp templates?

Although templates are standardized messages, WhatsApp allows the integration of placeholders for personalized content such as names, appointments or order numbers. This allows companies to add a personal touch to every message.

How do I get my WhatsApp templates approved?

Templates must be submitted to WhatsApp for approval via the WhatsApp Business API account (this can be done easily through the charles platform). It is important to follow WhatsApp's guidelines and ensure that the messages are clear, useful and non-promotional in order to receive quick approval.

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