Want to start a WhatsApp conversation yourself? Then you need an approved template. That's a Meta rule, so that businesses don't send unsolicited messages.
When do you need a template?
- You start the conversation: always a template.
- Your customer replies: after that you can send messages freely for 24 hours.
- Your customer starts the conversation: no template needed.
- Silent for more than 24 hours? Then you need a template again.
Creating a template
- In Meta Business Suite, go to WhatsApp Manager and create a template.
- Choose the category (see below) and write the text. Use variables for details that differ per customer, such as the name.
- Submit the template. Meta usually approves it within a few hours.
- You see approved templates in SpinOffice under ☰ > Administration > Integrations > WhatsApp Business > Templates. There, link the variables to merge fields, such as the contact's first name.
Meta's categories
| Category | For | Example |
|---|---|---|
| Utility | Practical updates about something your customer already has going with you | 'Reminder: your appointment is on Wednesday at 13:00.' |
| Marketing | Offers, news and promotions | 'Check out our new services for 2027.' |
| Authentication | Login codes and verification | 'Your code is 123456.' |
Choose the category honestly. Meta rejects a marketing message submitted as utility, or converts it to marketing. Marketing is the most expensive category.
Read also: Connecting WhatsApp Business
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