Marketing Template Guidelines
Marketing templates are the most flexible of the three WhatsApp template categories. They are designed for businesses that want to reach out to customers proactively — to promote a product, announce an offer, re-engage a lapsed customer, or build a stronger long-term relationship with their audience.
If your message is promotional in any way, or if its purpose is not immediately clear to Meta, it will be classified as a marketing template. This also includes messages that contain a mix of utility and marketing content — for example, an order update that also includes a promotional offer.
When Should You Use a Marketing Template?
Use a marketing template when your message is intended to:
Promote a product, service, or offer
Announce an event, launch, or update
Re-engage customers who have previously interacted with your brand
Encourage customers to take an action such as shopping, downloading an app, or renewing a subscription
Build a personal connection with your audience
Objectives and Example Templates
Marketing templates are further organised by business objective. Here is a breakdown of all five objectives, along with example templates for each:
Awareness
Generate awareness of your business, products, or services among customers who have subscribed to receive messages from your business on WhatsApp.
- Did you know? We installed a {{new_tower}} in your area so you can enjoy a better network experience. To learn more, visit our site. - {{Diwali}} is around the corner! Join us at {{location}} on {{date}} to celebrate with friends and family. For more details about our event, click below.
Sales
Send promotional offers to customers related to sales events, coupons, or other content intended to drive sales or renewals.
- As a thank you for your last order, please enjoy {{15}}% off your next order. Use code {{loyal15}} at checkout. Visit our site here below. - You have been {{pre_approved}} for our {{credit_card}}! Enjoy an introductory {{apr_rate}} if you apply via your personalized link below.
Retargeting
Promote or recommend offers, products or services; attempt to renew subscriptions; or other calls to action to users who might have visited your website, used your app or engaged with you.
- Your subscription will expire on {{date}}! Renew today to save {{discount}}. - You left {{items}} in your cart! Don't worry, we saved them. Checkout now below.
App Promotion
Request customers to install or take a specific action with your app.
- Did you know? You can now {{checkout}} in our app. Download it below to use our streamlined experience. - In-app only: {{20}}% off this week! Use code {{summer_promo}} to save on select styles.
Build Customer Relationships
Strengthen customer relationships through personalized messages or by prompting new conversations.
- {{Name}}, did you think we'd forget? No way! {{Happy_birthday}}! We wish you the best in the year ahead. - As we approach the end of the year, we reflect on what drives us: {{Name}}. Thank you for being a {{valued_customer}}.
A Note on Mixed and Unclear Content
Meta automatically classifies the following as marketing templates, regardless of the category you select:
Mixed content templates — for example, an order update that also includes a promotional offer or discount code.
Templates with unclear content — for example, a template where the body contains only a variable like {{1}} or a vague phrase like "Congratulations!" with no additional context.
If your template falls into either of these situations, plan for it to be categorised and priced as a marketing template.
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