WhatsApp template best practices

Templates are the backbone of WhatsApp marketing. A good template is clear, personal and easy to approve. Here's how to write ones that work.

Lead with value

Say why you're messaging in the first line. Customers decide in seconds whether to keep reading, so make the benefit obvious.

Personalize thoughtfully

Use variables like the customer's first name to make the message feel one-to-one. Just don't overdo it — one or two personal touches is plenty.

Design for approval

• Match the template category to its content
• Avoid starting or ending the body with a variable
• Keep media headers relevant and high quality
• Add a clear call-to-action button where it helps

Test, then scale

Start with a small audience, review delivery and read rates, and refine. Once a template performs, add it to your library and reuse it with confidence.