How to use WhatsApp Messages Templates in Manychat

WhatsApp Message Templates allow businesses to engage with customers outside the 24-hour messaging window. These templates are required to send promotional and notification messages, as well as other proactive messages, through automations, Live Chat, and Broadcasts.

What is a Message Template

WhatsApp Message Templates are standardized message formats, verified and approved by WhatsApp, that businesses use to reach contacts in the following scenarios:

• When you want to engage in communication outside the 24-hour messaging window.
• When a contact has shared their phone number but has not previously interacted with your business account on WhatsApp.

In both cases, the contact must have given prior consent to receive messages, in line with WhatsApp’s Business Messaging Policy.

Message Templates can be used for a variety of purposes, including (but not limited to) auto-replies, appointment reminders, shipping updates, issue resolution, and account or payment notifications.

There are two main categories of Message Templates:

• Marketing — used to support a wide range of business goals, from building awareness to driving sales and re-engaging customers. Examples include announcements for new products, services, or features, targeted promotions and offers, and cart abandonment reminders.
• Utility — used to follow up on a user’s actions or requests. Examples include opt-in confirmations, order or delivery updates, account notifications or alerts (such as payment reminders), and feedback surveys.

In addition to transactional notifications and customer care messages, businesses registered in Facebook Business Manager and located in an approved country can also send non-transactional promotional messages, such as:

• Relevant offers
• Product recommendations based on previous purchases
• Appointment reminders
• Helpful informational alerts

Eligibility requirements

To use WhatsApp Message Templates in Manychat, make sure you meet the following requirements:

• Active paid subscription. You must be on a plan that includes Message Templates. This feature is available only on certain paid plans. For full details, visit our pricing page. To check your current plan, go to Settings → Subscription.
• Sufficient funds. Your Manychat Wallet must have enough funds available. Charges for sending Message Templates are deducted from your Wallet, similar to SMS messages. For more details on pricing and billing, see the WhatsApp pricing guide article.
• Permissions. Only users with Admin or Editor permissions can create and submit new Message Templates to WhatsApp for approval.

How to create Message Templates

To create a new message template:

1. Open Settings.
2. Select WhatsApp from the list of channels.
3. Switch to the Message Templates tab.
4. Click + New template. Note: Only users with Editor or Admin roles will see this button.
5. In the window that opens, enter a template name.
6. Select a message category: Marketing or Utility.
7. Choose a language for your template. By default, English is pre-selected. Note: WhatsApp requires a language to be selected for all message templates. If no language is chosen, your template may be rejected.
8. (Optional) Enhance your message template by adding an attachment. You can include an image, video, file, or header text to make your message more engaging and informative. Tip: Our research shows that contacts are twice as likely to engage when a helpful image or video is included. Make sure your attachments meet these requirements:
   • Images: JPG, JPEG, or PNG, up to 5 MB
   • Videos: MP4 or 3GPP, up to 16 MB
   • Files: PDF, up to 16 MB
9. Fill in the body text of your template using text, emojis, or variables. When using variables, provide example values to help WhatsApp validate the template.
10. (Optional) Add a footer note for secondary text at the end of your message.
11. Add interactive buttons to your message template. You can choose from:
    • URL Button — lets recipients open a link
    • Reply Buttons — lets recipients respond with predefined options
    • You can include either 1 URL Button or up to 3 Reply Buttons, but not both.
12. For a URL Button, complete the required fields. You can also use a variable to create a dynamic URL.
13. For Reply Buttons, simply enter the button text.
14. When your message template is ready, click Send to Review to submit it to WhatsApp for validation.

Message Template validation process

After submitting your Message Template, you can check its status by opening Settings, selecting WhatsApp in the list of channels, and switching to the Message Templates tab. Each template will have one of the following statuses:

• Review — The template has been submitted and is awaiting approval.
• Approved — The template has been approved and is ready to use.
• Declined — The template has been rejected by WhatsApp.

Reasons for rejection

If your Message Template is rejected, it may be due to one of the following reasons:

• Incorrect formatting
• Content that violates WhatsApp’s Commerce Policy
• Content that violates WhatsApp’s Business Policy
• Content that may be considered abusive or threatening

For detailed requirements, refer to the official Message Templates Guidelines. To see the specific reason for rejection, check your WhatsApp Business Manager.

How to send Message Templates

Once your Message Templates are approved, you can use them in Manychat in the following ways:

• Send as part of an automation — Add Message Templates to your automated workflows for timely and consistent communication.
• Send via broadcast — Use Message Templates to message multiple contacts at once through a broadcast.
• Send via Live Chat — Send Message Templates directly to individual contacts during live chat conversations.

Sending Message Templates via automation

To use a Message Template in an automation, start by adding a WhatsApp node in the Flow Builder. Then, select the Send outside 24-hour window option and choose a Message Template from the list.

Note: Only approved Message Templates can be selected and sent.

Please note that you can't edit your Message Template at this point. 

If your Message Template includes buttons, you can connect them to additional automation steps, as well as to the Message Template node itself.

Sending Message Templates via Broadcasts

Sending a Broadcast with Message Templates is the most effective way to engage contacts outside the 24-hour window. To get started, go to Broadcast, click the  Broadcast from Automation button, select one of your automations, and click Pick This Automation.

To set up targeting, click on the broadcast in the list to edit it, and add conditions in the Target Audience section. 

Here, you can customize your broadcast by applying conditions such as Tags and Custom User Fields to refine your audience based on your specific needs.

Sending Message Templates via Live Chat

You can also send Message Templates through Live Chat, even when a contact is outside the 24-hour window.

In the Live Chat interface, click the Message Templates icon, then select a template from the list to send it immediately.

WhatsApp Business Messaging guidelines

Following WhatsApp’s guidelines is essential for maintaining a positive relationship with your customers and protecting your account. Not complying with these rules can lead to your account being reported by users or even banned by WhatsApp.

Key guidelines

Obtain permission

Make sure customers clearly opt in to receive messages from your business on WhatsApp. Opt-ins can be collected through different channels—such as email, web forms, or phone—and don’t have to happen directly in a WhatsApp conversation.

The opt-in must clearly state:

• That the customer agrees to receive messages from your business
• Your business name

Comply with applicable laws

Follow all relevant legal requirements related to communication, privacy, and data protection.

Create high-quality notifications

When creating messages, keep these best practices in mind:

• Send messages only to users who have opted in and ensure the content is relevant
• Personalize messages, keep them concise, and include clear next steps
• Send messages at appropriate and timely moments

Provide clear opt-out instructions

Always include an easy way for contacts to opt out of future messages. Make it simple for users to unsubscribe or manage their preferences to avoid them using WhatsApp’s Block and Report option, which can negatively impact your account.

By following these guidelines, you help ensure compliant, effective communication, improving the customer experience while protecting your business’s WhatsApp account.