WhatsApp Business Templates vs. Custom Messages
When communicating with customers on WhatsApp, you have two main options: Business Templates and Custom Messages. Each serves different needs:
- Business Templates: Pre-approved, structured messages ideal for bulk outreach like order updates or reminders. They scale well and bypass WhatsApp’s 24-hour response limit but require approval and have media/character limits.
- Custom Messages: Flexible, real-time responses perfect for personalized customer support or recommendations. They allow multimedia but are limited to a 24-hour window and aren’t scalable for bulk messaging.
Quick Comparison:
| Feature | Business Templates | Custom Messages |
|---|---|---|
| Approval Needed | Yes (2-24 hours) | No |
| Character Limit | 1024 (body), 60 (header) | Unlimited |
| Media Support | Limited to headers | Full multimedia |
| Scalability | High (bulk messaging) | Low (manual only) |
| Time Window | Anytime | Within 24 hours |
Key Takeaway: Use templates for efficiency and compliance, and custom messages for personalization. Combining both can increase conversions by up to 27%.
WhatsApp Business Templates and Custom Messages Explained
WhatsApp Business Templates Basics
WhatsApp Business Templates are pre-approved message formats designed for proactive outreach. They include:
- Headers: Can feature text or media
- Message Body: Allows up to 1024 characters
- Dynamic Placeholders: For personalized details
- Pre-approved Buttons: Call-to-action options like "Buy Now" or "Learn More" [2][6]
Custom Messages Basics
Custom messages are perfect for real-time conversations. Unlike templates, they don’t need pre-approval and support full multimedia, making them ideal for handling dynamic customer inquiries or support needs [3][5].
| Feature | WhatsApp Business Templates | Custom Messages |
|---|---|---|
| Approval Required | Yes (2-24 hours) | No |
| Character Limit | 1024 body, 60 header | Unrestricted |
| Media Support | Limited to headers | Full multimedia |
| Time Window | Anytime | Within 24 hours |
Common Uses for Each Type
HubSpot suggests using templates for automated, scalable campaigns while keeping 40% of your messaging capacity for custom, personalized interactions [6].
When to Use Templates:
- Sending order confirmations or tracking updates
- Reminding customers about appointments or schedules
- Delivering security authentication codes [2][8]
When to Use Custom Messages:
- Offering tailored product recommendations
- Handling order modification requests
- Providing detailed technical support [4][5]
According to Userlike data, combining templates with personalized follow-ups can increase conversions by 22% [9]. This highlights the importance of strategically balancing both formats for maximum impact in customer communication.
WhatsApp Business Templates: Strengths and Limits
Template Benefits
Using pre-approved templates ensures compliance and allows businesses to send messages at scale. For example, broadcast lists can reach up to 256 recipients per message, while API templates can connect with thousands of users every hour [1][3][6].
Templates also let businesses bypass WhatsApp's 24-hour response window, making them ideal for proactive campaigns [4]. This is especially useful for companies that need to maintain consistent communication with customers, even outside immediate response periods.
These advantages align with the article's main idea: templates help businesses scale operations efficiently, while custom messages remain key for building stronger customer relationships.
Template Restrictions
Despite their benefits, templates come with some challenges. The approval process for new templates can take anywhere from 2 to 24 hours, as WhatsApp reviews submissions [3][4]. Some partners offer faster approvals through pre-vetted template libraries, but this delay can still hinder urgent campaigns or time-sensitive communications.
Templates also have strict format requirements. They feature fixed headers and footers, a 1024-character limit for the body, and limited multimedia options [2][6]. This structure can restrict creative messaging approaches.
Template Features Overview
| Feature | Capability | Business Impact |
|---|---|---|
| Compliance | Pre-approved formats | Minimizes risk of policy violations |
| Scaling | Enterprise-level broadcasting | Enables efficient mass messaging |
| Timing | 24/7 messaging capability | Expands customer communication reach |
| Personalization | Variable fields for custom data | Improves customer engagement |
| Media Support | Multimedia in headers only | Limits creative flexibility |
| Cost Structure | Pay-per-message model | Provides predictable costs |
Templates are excellent for ensuring compliance and scaling communication. However, their rigid structure and creative limits highlight the importance of using custom messages for more dynamic and engaging interactions. Striking a balance between structured templates and personalized messaging supports a hybrid strategy, which will be discussed further.
Custom Messages: Strengths and Limits
Benefits of Custom Messages
Custom messages bring more flexibility to WhatsApp Business communication. Unlike templates, they allow for instant, personalized responses, which are perfect for urgent customer support situations where quick problem-solving is key [3].
With full multimedia support, businesses can share documents, locations, and even voice notes directly in conversations [2][9]. This adds depth to interactions, surpassing the limited media options available with template messages.
Another big advantage is real-time personalization. Support teams can use customer data to craft responses tailored to individual needs. For example, they can provide updates on orders, suggest relevant products, or offer troubleshooting steps - all specific to the customer's situation [9].
These benefits work hand-in-hand with template-based messaging, creating a more adaptive and responsive communication strategy.
Challenges of Custom Messages
Custom messages do come with limitations. One major hurdle is the 24-hour messaging window, which can be tricky for businesses working across multiple time zones or handling complex issues that need longer follow-ups [4][3].
Another challenge is scalability. Unlike templates, custom messages don’t support broadcasting [6]. Every message must be written manually [5], which can increase staffing costs and make it harder to maintain quick response times.
Custom Message Features at a Glance
Here’s a breakdown of key features and their impact on business communication:
| Feature | Capability | Business Impact |
|---|---|---|
| Response Time | Immediate sending | Faster customer service resolution |
| Media Support | Full multimedia options | Clearer and richer communication |
| Personalization | Dynamic content integration | Better customer engagement |
| Scalability | Individual message composition | Limits mass communication efforts |
When combined with templates on platforms like cntct.us, custom messages add a human touch to automated workflows, making the communication process more balanced and effective.
Combining Templates and Custom Messages
Mixed Messaging Strategy
A hybrid approach that blends templates with custom messages can make WhatsApp communication more effective. Businesses can use custom messages for personalized, real-time interactions and switch to pre-approved templates for follow-ups and ongoing communication [4][3].
This strategy has delivered strong results. For instance, businesses have reported a 27% increase in conversion rates when effectively combining template and custom messaging [7][6].
Using cntct.us for Message Management
Platforms like cntct.us make it easier to manage this mix by automating template usage while still allowing room for personalized communication. This tool helps businesses organize and optimize customer interactions.
Some standout features include:
- Response Tracking: Monitors customer reply patterns for better insights.
- Centralized Dashboard: Simplifies the management of template placeholders and custom variables in one place.
- Search Functionality: Quickly retrieves conversation history to ensure messages are relevant and contextual.
This approach is especially helpful in global markets where template approval rules can vary. By using a platform like cntct.us, businesses can balance automation with a personal touch.
WhatsApp Template Messages vs Session Messages
Conclusion
By blending templates and custom messages, businesses can achieve strong results. Research indicates that templates can boost open rates for promotions by 18-23%, while custom messages improve conversion rates in support scenarios by 40% [2][5].
Main Points
When deciding on your messaging strategy, keep these factors in mind:
Message Purpose and Timing
Templates are ideal for structured, large-scale communications like authentication codes or shipping updates [4][6]. On the other hand, custom messages are better for real-time interactions that demand immediate attention.
Compliance and Efficiency
Using proper tracking and management systems ensures your messages are delivered efficiently and meet WhatsApp's guidelines.
Strategic Evolution
Tools like Meta's AI template builder (currently in beta) [2][10] make it easier to stay compliant while allowing for personalization. Many businesses are adopting hybrid approaches - templates handle about 70% of routine communication, while AI-powered custom messages tackle more complex queries [3][9].
To refine your approach:
- Use templates for scalable and compliant communication.
- Leverage custom messages for personalized, real-time interactions.
- Implement tracking and management tools to stay organized.
- Explore AI-driven tools to enhance both compliance and personalization.
FAQs
How do I create a message template on WhatsApp for business?
You can create message templates using Meta Business Manager. Simply select your account and navigate to the section for managing message templates.
Key features of templates include:
- Options for text, media, or button-based templates with headers and footers.
Things to keep in mind:
- Templates need to be approved before use [2].
- Once approved, they cannot be edited. If changes are needed, you'll have to create a new version and get it approved again [6].
Example Template Format:
"Hi {name}! Your order #{number} has been shipped."
This setup works well with tools like cntct.us, which help ensure templates meet compliance standards while also enabling personalized follow-ups. These platforms often include features like form creation and data collection, making them ideal for tasks like sales follow-ups and gathering customer feedback.
Costs: WhatsApp charges per message sent, based on their pricing model [3][4].
This method aligns with the hybrid approach previously mentioned, helping businesses stay compliant while using custom messages for more dynamic interactions.