WhatsApp has become one of the most powerful marketing channels, but using it effectively isn’t as simple as sending a quick message. To reach customers at scale, you need predefined templates approved by Meta before initiating conversations with people who haven’t messaged you first. For beginners, this process may feel overwhelming — you must create a WhatsApp Business API profile, understand how templates work, and get them approved before running campaigns.
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This guide simplifies the process. We’ll cover:
- What WhatsApp message templates are and why they’re essential.
- 18 proven WhatsApp templates for every stage of the customer journey.
- How to create templates and get them approved.
- How Insider, a Meta-verified Business Solution Provider (BSP), helps you leverage WhatsApp marketing at scale.
What Are WhatsApp Message Templates and Why Are They Important?
WhatsApp message templates are pre-approved, reusable messages businesses send to subscribers. They’re vital for two main reasons:
Compliance: Templates must be reviewed by Meta to ensure they follow strict content and commerce guidelines.
Outreach: They are the only way brands can contact customers who haven’t interacted within the last 24 hours.
This means:
- If a customer hasn’t messaged you first, you need a template.
- If it’s been more than 24 hours since their last message, you need a template.
Templates can be used for promotions, reminders, product updates, or transactional messages. Once approved, they can be reused indefinitely, unless disabled due to poor feedback.
18 WhatsApp Message Templates for Different Stages of the Customer Journey
We’ve organized these templates into four categories to guide you from onboarding to customer loyalty.
Onboarding and First Purchase
These templates welcome new leads and encourage them to make their first purchase.
Template #1: Welcome New Users
Confirm subscription and guide users toward the next action, such as exploring products or blogs.
Template #2: Confirm Profile Activation
Perfect for businesses that require account creation — like eCommerce, SaaS, or banking platforms.
Template #3: Promote Content
Nudge leads toward conversion with value-driven content such as guides, blogs, or whitepapers.
Advanced Tip: With Insider, you can personalize this content based on each user’s interests.
Template #4: Offer Free Samples
Great for both physical and digital products, free samples encourage deeper brand engagement.
Template #5: Highlight Best-Selling Products
Use social proof by showcasing best-selling items, enhanced with limited-time discounts for urgency.
Post-Purchase and Customer Nurturing
These templates keep the conversation alive and encourage repeat purchases.
Template #6: Announce New Products
Inform existing customers about new arrivals with clear highlights of product benefits.
Template #7: Upsell Memberships
Encourage upgrades by emphasizing value-adds of premium packages or subscriptions.
Template #8: Repeat Purchase Reminders
Prompt reorders for frequently bought items like groceries, toiletries, or household goods.
Advanced Tip: Insider’s replenishment journeys can automate recurring purchase reminders.
Template #9: Seasonal Promotions
Tap into shopping momentum by sharing seasonal offers.
Template #10: Holiday Sales Alerts
Promote exclusive discounts for holidays like Christmas, Thanksgiving, or Eid.
Template #11: Personalized Birthday Wishes
Send a celebratory note with a discount to create memorable, loyal experiences.
Customer Inactivity and Abandonments
These templates re-engage lost opportunities and bring customers back into the funnel.
Template #12: Convert Browser Abandoners
Recover attention with visuals of browsed items and limited-time perks such as free shipping.
Template #13: Cart Abandonment Reminders
Recover revenue by nudging customers to complete purchases with incentives.
Template #14: Bring Back Inactive Customers
Offer personalized product suggestions and discounts to reignite interest.
Template #15: Collect Feedback from Dormant Customers
Uncover reasons behind inactivity and resolve issues preventing repeat purchases.
Delight and Loyalty
These templates celebrate loyal customers and build exclusivity.
Template #16: Sneak Peeks of Upcoming Releases
Offer early access to VIP customers for new product launches.
Template #17: Exclusive Discounts for Loyal Customers
Reward long-term customers with tailored deals.
Template #18: Invite to Exclusive Communities
Build loyalty by offering entry into special groups or rewards clubs.
How to Create WhatsApp Message Templates and Get Approval
Creating and approving templates requires following Meta’s guidelines closely.
Choose your setup:
- Small businesses → use the WhatsApp Business App.
- Large enterprises → opt for the WhatsApp Business Platform for scale.
Template creation: Use the Business UI or the Message Templates endpoint. Templates can include text, images, emojis, and call-to-action buttons.
Meta’s requirements:
- Use { {1} } brackets for placeholders.
- Ensure sequential numbering for parameters.
- Avoid special characters in variables.
- Match the template language with the content.
- Proofread for grammar and spelling errors.
- Ensure compliance with WhatsApp’s Commerce Policy.
- Templates that fail these checks risk rejection or spam flags.
Why Work with a Meta-Verified BSP Like Insider
Handling WhatsApp templates alone can be time-consuming. Business Solution Providers (BSPs) like Insider streamline the process by:
- Creating and managing your WhatsApp Business profile.
- Handling template creation and approval.
- Offering ready-to-use high-converting templates.
- Integrating personalization and segmentation into campaigns.
This makes BSPs particularly valuable for large brands running campaigns at scale.
Take Your WhatsApp Marketing Further with Insider
Insider is more than just a WhatsApp tool. As a cross-channel marketing platform, it combines AI-driven segmentation, personalization, and automation across multiple touchpoints — email, SMS, web push, Facebook Messenger, and more.
Key Features:
- Personalized Campaigns: Send promos, reminders, and transactional messages tailored to each user.
- Conversational Commerce: Enable browsing and purchases directly within WhatsApp, reducing friction and boosting conversions.
- AI-Powered Segmentation: Predict churn, lifetime value, and discount affinity to target smarter.
- Customer Data Platform (CDP): Aggregate online and offline data into unified customer profiles.
- Advanced Website Personalization: Tailor banners, categories, recommendations, and search results in real time.
- Cross-Channel Automation: Build customer journeys across WhatsApp, email, SMS, and apps with a drag-and-drop editor.
For example, Chow Sang Sang, a global jewelry brand, achieved a 10.5% uplift in website conversions using Insider’s personalization features.
Frequently Asked Questions:
What are WhatsApp message templates?
WhatsApp message templates are pre-approved messages reviewed by Meta that allow businesses to contact customers outside the 24-hour engagement window.
Why do WhatsApp templates need Meta approval?
Meta approval ensures templates comply with WhatsApp’s policies, prevent spam, and maintain a safe messaging experience for users.
Can I send promotional messages with WhatsApp templates?
Yes. Businesses can use templates for promotions, discounts, product updates, and reminders as long as the content follows Meta’s guidelines.
How long does WhatsApp template approval take?
Approval usually takes from a few minutes to 24 hours, depending on the complexity of the template and Meta’s review queue.
Do I need a template to respond to customers?
No. If a customer messages you first, you can reply freely within 24 hours. After that window, you’ll need a template.
Can templates include media like images and buttons?
Yes. Templates can include text, emojis, images, videos, documents, and interactive call-to-action buttons.
Are WhatsApp templates reusable?
Yes. Once approved, a template can be used repeatedly unless it is flagged or disabled due to poor customer feedback.
Conclusion
WhatsApp has evolved into one of the most powerful tools for customer communication in 2025, but using it effectively requires strategy, compliance, and creativity. Pre-approved WhatsApp message templates give businesses a reliable way to engage customers at every stage of the journey — from onboarding new users to reactivating dormant buyers and rewarding loyal customers. The 18 proven templates outlined in this guide provide a ready-to-use framework for creating meaningful interactions, boosting conversions, and building lasting relationships. By combining these templates with personalization, segmentation, and automation, brands can unlock the full potential of WhatsApp marketing.
