A message template, previously called HSM in many materials, is a model approved by WhatsApp for business-initiated communications in situations provided by the platform.
- check_circleMeta analyzes the template's content and category.
- check_circleApproval does not replace consent nor guarantee good quality.
- check_circleVariables need examples and should not hide the message's meaning.
When the Template Enters the Conversation
Outside the customer service window, the company uses an approved template to start or resume the conversation according to current rules. Inside the window, service can use free messages compatible with the context.
The model must match the actual purpose. Forcing promotional content into a transactional message harms the experience and may cause rejection or reclassification.
Write the Reason Before Adding Variables
The customer needs to recognize the company and understand why they received the message. Header, body, footer, buttons, and media should form a coherent instruction, without relying on variables to explain the entire purpose.
Use fields only where data changes, such as name, date, order, or unit. Fill-in examples help review and avoid models with indeterminate content.
- Clear Company Identification
- Objective Reason for Contact
- Variables with Representative Examples
- Understandable Action and Alternative
Category and Approval Belong to Meta's Rules
WhatsApp defines categories and review criteria. These concepts may change, so the team should consult the official documentation when creating and pricing a campaign.
When a template is rejected, review language, purpose, variables, and category before resubmitting. Creating small variations without fixing the cause does not solve the problem.
Organize Versions, Language, and Responsible Parties
Consistent names, language, purpose, responsible area, and review date facilitate maintenance. Obsolete templates should be identified so automations do not continue using outdated information.
Permissions prevent any user from altering templates used by critical campaigns. The process needs to separate creation, internal approval, submission, and publication.
Measure Response and Interruption, Not Just Delivery
Delivery does not mean the message was useful. Response, click, conversion, block, and opt-out show whether audience, frequency, and content are appropriate.
The analysis should relate each template to the journey and consent that authorized the contact. Models with low results need to be reviewed or removed.
Create Templates the Customer Recognizes
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