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The Practical Guide To WhatsApp Message Template

When it comes to Template Messaging, there are two types of rules - content rules and formatting rules.


WhatsApp Message Template: Content Rules

To protect its users from spam and harmful content, WhatsApp has come up with four rules on what businesses can't send with Message Templates:

  • Transactional content only
  • No threatening content
  • No data collection
  • No contests or quizzes

WhatsApp doesn’t allow non-transactional content in Message Templates. What counts as non-transactional content? Upselling, cold-calling, sending newsletters, and even including phrases that sound promotional are all considered non-transactional.

WhatsApp Message Template: Formatting Rule

WhatsApp has different formatting rules for Message Template Name, Body and Placeholder.

The Message Template Name can only contain lowercase alphanumeric characters and underscores. Other special characters and spaces are not allowed.

The Message Template Body cannot contain tabs or more than 4 consecutive spaces. The character limit for Message Body is 1,024 characters. This includes letters, numbers, special characters, and emojis.

Placeholders must be written with 2 double curly brackets on the left side of the number and 2 on the right side. For example, {{1}}. When customizing the content of a Placeholder, you may include letters, numbers, or even special characters.

Now that you understand the Message Template rules, it's time to learn how to create a Message Template for WhatsApp.