WhatsApp templates are pre-defined messages that businesses can use to start conversations with their customers. These messages can include text, media, buttons, lists and personalised variables. Templates are a powerful tool for businesses looking to streamline customer communication.

WhatsApp templates can be sent to any WhatsApp phone number without the recipient having to message your business first. This makes them great for notifications and announcements. When you contact a user first, this is known as a business-initiated conversation, and there is a cost associated with initiating a conversation. When a user responds and engages with your message, all additional messages incur no cost from WhatsApp.

In this guide, we'll dive into WhatsApp templates, exploring what they are, how they work, and how your business can use Cue to create them to improve customer communication and engagement.

What to know about WhatsApp templates

WhatsApp templates are like pre-made messages a business can use to communicate with customers. You can create templates for common things like order confirmations, appointment reminders, or shipping notifications. 

To send messages to customers, you will need:

• A valid WhatsApp Business Number 

• A pre-approved template from WhatsApp

Once your business has a valid WhatsApp Business number, you can start creating templates using Cue. Creating WhatsApp templates typically involves creating the message content and including any necessary variables or placeholders for personalised information. We cover this process below.

Send at any time

WhatsApp templates allow businesses to send messages to customers at any time, offering a proactive approach to customer communication and engagement. Whether it's a promotional offer, service update, or authentication request.

Template approval and guidelines

WhatsApp requires templates to be pre-approved to maintain messaging quality. This ensures users receive only relevant and legitimate messages. WhatsApp has a set of message template guidelines that you need to adhere to.

Types of WhatsApp templates

WhatsApp requires each template to be assigned to one of the following categories: marketing, utility, and authentication templates. Let’s explore each type below.

Marketing templates

Marketing templates are designed for promotional messages. Businesses can use them to deliver special offers, discounts, or product announcements. 

Here’s how your businesses can practically use marketing templates:

1. As a retailer, you could send out a template showcasing a limited-time discount on your latest collection—a powerful way to engage customers.

2. Automotive businesses can share a promotional template about a weekend car servicing deal with maintenance details.

3. Insurance businesses can use marketing templates to inform customers about new insurance policies.

4. ISPs (Internet Service Providers) can use marketing templates to announce a broadband subscription upgrade with benefits like faster speed.

5. Education providers can send a back-to-school promotion with template messages for course discounts, features, and enrollment details.

Utility templates

Utility templates are ideal for non-promotional, service-related messages. 

Here’s how your business can practically use utility templates:

1. Insurance companies can use them to send policy renewal reminders, ensuring that customers stay informed without the pressure of a sale. It's all about providing valuable and timely information.

2. Retailers can confirm an order using utility templates, including tracking information and an estimated delivery date.

3. Automotive businesses can remind customers about upcoming vehicle maintenance, allowing them to schedule appointments.

4. Insurance businesses can send claim updates via a template with information about the claims process.

5. ISPs (Internet Service Providers) can inform customers about a planned maintenance outage and its expected duration using a utility template.

Authentication templates

Authentication templates help confirm a user's identity. You’ve received one-time pins (OTPs) via SMS; the same can be done on WhatsApp. 

Here’s how your business can practically use authentication templates:

1. Customers can order a package online from a logistics business and get a message with a code to verify that it’s them.

2. Online retailers can use authentication templates to secure customer account logins and prevent unauthorized access.

3. Insurance businesses can send OTPs via templates for policyholder account logins and claim submissions.

How to create WhatsApp templates in Cue

1. Log in to Cue and access the tools section using the tools icon on the left panel.

2. Click on “WhatsApp Templates”

3. Click on the “create a template” button

4. Customise your template

   1. You need to give your template a name using the following format: my_template

   2. Choose a category. Or template type. This can be either marketing, utility or authentication.

   3. Choose a header for your template. The options range from text to images, videos, documents, or location. You also have the option to include a footer.

Cue also allows you to create personalised variables by pressing the '{' button or clicking the insert variable button while typing to insert the variable into the text of your template.

WhatsApp template features

WhatsApp templates come with a set of powerful features designed to make your messages more interactive and engaging. These include media headers, buttons, and lists, which can help you create compelling templates that resonate with your customers.

Media headers

WhatsApp templates can include media headers, allowing businesses to start their messages with images, videos, or documents. For example, an automotive business can showcase a new car model with an eye-catching image, immediately capturing the recipient's attention.

Buttons and lists

Templates become interactive and user-friendly with buttons and lists. Retail stores can use this feature to create templates that allow customers to browse product categories, select items, and make purchases—all within the chat.

Button types

WhatsApp templates support different button types, each with a unique purpose. These include:

• Quick Reply: Perfect for surveys or feedback collection. Education providers can use these for returning and prospective students, while insurance providers can use them for feedback collection. Using WhatsApp for feedback collection resulted in a 35% increase in Hollard Insurance's response rate. There has been a 5x increase in feedback since switching from SMS to WhatsApp.

• Link: This allows businesses to share external links. For example, logistics companies can provide shipment tracking links.

• Call: This allows customers to call your business. Insurance providers can offer a quick call button for immediate assistance.

How WhatsApp templates can benefit your business

From boosting engagement to streamlining important processes, templates improve the way you interact with customers.

Efficient query handling

Insurance companies can easily use and send utility templates for policy updates or claims processing. Using buttons and lists to guide customers through coverage options also creates an engaging, more efficient customer experience.

Smoother shopping experiences

Retailers can send and create marketing templates for personalised product recommendations to customers. These templates can further be improved by using buttons and lists for smoother shopping experiences

Streamlined customer communication

Educational organisations can send course reminders and allow prospective students to get enrollment updates through authentication templates. These templates streamline customer communication, making it more convenient and engaging. 

Supercharged sales

Automotive businesses can showcase new car models by using media headers and including link buttons for test drive appointments. By modernising and streamlining its customer communication, a car dealership using Cue was able to increase customer engagement by 13%. Customers can check stock and pricing, inquire about applications, find local car dealerships, and more using the dealership's Cue-powered chatbot on WhatsApp.

Better delivery management

Logistics companies can create and send authentication templates for shipment confirmations and incorporate call buttons for inquiries about delivery schedules. 

WhatsApp Template FAQs

We've gathered some frequently asked questions to clarify any doubts you might have.

What are the different types of WhatsApp Templates?

WhatsApp Templates come in three categories: marketing, utility, and authentication. Marketing templates are for promotional content, utility templates serve practical purposes, and authentication templates verify user identities.

How do I get my business approved on Meta Business Manager?

To get your business approved, you'll need to go through Meta's verification process, which involves providing detailed business information and verifying your domain. Our team can assist you in this process.

Are WhatsApp templates free to use?

WhatsApp templates themselves are free to create but keep in mind that there might be associated costs when sending messages based on your conversation flow. These costs vary.

Can I send any type of content in a WhatsApp template?

WhatsApp templates allow you to include text, media, buttons, and personalised variables. However, the content must align with WhatsApp's policies, ensuring it's relevant and non-promotional for utility and authentication templates.

Can I create templates using Cue?

Yes, Cue allows you to create and manage your WhatsApp templates within the platform

Start using WhatsApp templates

Whether you're in retail, insurance, automotive, logistics, or education, WhatsApp templates can have a positive effect on your customer engagement strategy. Request a demo with Cue and get started with WhatsApp templates.