Types of Message in WhatsApp(Marketing, Utility and Authentication): Complete Guide 2024

WhatsApp messages are categorized into two main types: Session Messages and Template Messages. Session Messages occur when a customer initiates a conversation with a business. These are part of a 24-hour window, where responses are free of charge for businesses. On the other hand, Template Messages are used by businesses to start conversations, known as business-initiated messages. These messages require pre-approved templates by WhatsApp and come with specific charges based on regions and message categories.

For this guide, we’ll focus on Template Messages that fall under business-initiated conversations. These messages are further classified into Marketing, Utility, and Authentication templates. In this blog, we will provide a comprehensive breakdown of these message types, how they work, and their pricing structure to help businesses use WhatsApp effectively in 2024.

What are Message Templates?

WhatsApp Message Templates are pre-approved messages that businesses use to start a conversation with customers. These templates are essential for sending notifications, alerts, or updates when the customer is not actively engaged in a chat. WhatsApp reviews and approves these messages to ensure they comply with their policies, ensuring quality and relevance.

Templates are mostly used for business-initiated conversations and can be customized with placeholders for personalization, making them adaptable to various use cases such as promotions, reminders, or verification messages.

Parts of a Message Template

Message templates in WhatsApp consist of several key components, each playing a specific role in creating a clear, personalized, and engaging message for the customer:

1. Header: The header is the optional first part of a message template. It can be text-based or contain rich media like images, videos, or documents. This grabs the attention of the recipient and sets the tone of the message.

2. Body: The body is the main content of the message and contains the core information. It’s text-based and can include placeholders for personalized details such as the customer’s name, order number, or any other relevant data.

3. Footer: The footer is an optional section that provides additional context or legal information. It’s generally a short line of text, often used for disclaimers or terms of service.

4. Buttons: Buttons enhance user interaction by allowing customers to take immediate action, such as visiting a website, making a purchase, or confirming appointments. There are two types of buttons: quick replies and call-to-action (CTA) buttons.

These elements together form a flexible structure that businesses can use to communicate effectively with their audience, ensuring clarity and engagement.

Types of Message Templates in WhatsApp

WhatsApp offers three main types of message templates that businesses can use to engage with customers: Marketing, Utility, and Authentication templates. Each type serves a distinct purpose, helping businesses communicate effectively based on their goals.

1. Marketing Message Templates are designed for promoting products, special offers, and announcements. They are commonly used to engage customers through personalized campaigns and promotions.

2. Utility Message Templates provide important updates like shipping notifications, appointment reminders, or order confirmations. These are essential for keeping customers informed and ensuring smooth service interactions.

3. Authentication Message Templates are used for secure communication, typically involving verification codes or two-factor authentication to confirm the user’s identity.

In the next sections, we’ll dive deeper into each of these message templates, exploring their use cases, pricing, and more.

Marketing

WhatsApp Marketing involves sending personalized and targeted messages to customers with the goal of promoting products, services, or special offers. It’s a powerful way for businesses to engage directly with their audience, driving awareness, boosting sales, and encouraging customer loyalty. Marketing messages on WhatsApp are crafted to be conversational, making them feel less like advertisements and more like helpful suggestions or timely updates.

Types of Marketing Message Templates

Marketing message templates on WhatsApp come in various formats to help businesses effectively engage with their audience. These templates allow businesses to communicate promotions, new offers, and more in a structured, approved format. The main types of marketing message templates include:

1. Promotional Templates

These templates are used to notify customers about special offers, sales, or new product launches. They are designed to attract attention and encourage the customer to take action, such as making a purchase or signing up for a service.

2. Seasonal Campaign Templates

Used during special occasions like holidays or seasonal events, these templates allow businesses to send tailored messages to promote relevant products or discounts during specific times of the year.

3. Re-engagement Templates

These templates are aimed at reconnecting with inactive customers or encouraging repeat business. Businesses use these to remind customers about products they may have browsed, abandoned carts, or simply reintroduce them to their services.

These marketing templates help businesses maintain a consistent, engaging communication flow with customers, boosting overall conversion and retention rates.

Use Cases of Marketing Message Templates

Marketing message templates on WhatsApp are versatile tools that businesses can leverage in various scenarios to engage their customers. Let’s look at some common use cases where these templates prove to be effective.

1. Promotions and Discounts

Businesses can use marketing templates to inform customers about limited-time discounts, exclusive offers, or upcoming sales. This helps attract attention and drives conversions by offering personalized deals based on customer preferences. Sending a well-timed promotion can increase customer engagement and boost revenue.

2. Product Launches and Announcements

Marketing templates are ideal for sharing news about new product launches or service updates. By keeping your audience in the loop with personalized announcements, you create excitement and anticipation. This direct communication ensures that customers feel valued and informed about your latest offerings.

3. Event Invitations

Templates can be used to invite customers to webinars, workshops, or other virtual or physical events. Including a call-to-action (CTA) button for RSVP or registration makes it easy for recipients to respond, thereby increasing participation and engagement in your business events.

4. Cross-Selling and Upselling

Marketing templates enable businesses to suggest additional products or upgrades that complement a customer’s previous purchase. These messages can be crafted to highlight the benefits of related products, encouraging customers to explore more and make repeat purchases, thereby increasing average order value.

Pricing of Each Marketing Message

When sending Marketing Message Templates through WhatsApp, businesses are charged based on the type of message and the region where the message is being delivered. For instance, if you’re using services like Chatbot.team, the pricing structure can vary, but one specific charge to note is the meta charge of 0.7846 paise per message.

Utility

Utility messages in WhatsApp are designed to provide essential, time-sensitive information to customers. These messages focus on delivering updates like order confirmations, shipping notifications, appointment reminders, and other service-related communications. The primary purpose of utility messages is to keep customers informed and ensure a smooth interaction with the business, making them a vital part of customer service and support. They are straightforward and helpful, ensuring customers stay updated on important details without feeling overwhelmed.

Types of Utility Message Templates

Utility message templates in WhatsApp help businesses deliver essential updates and notifications to their customers. Here are the main types of utility message templates:

1. Order Confirmation Templates

These templates are used to notify customers that their order has been successfully placed. They include important details like the order number, items purchased, and estimated delivery time, providing customers with immediate confirmation and a sense of security.

2. Shipping Updates Templates

Businesses use these templates to keep customers informed about the status of their shipments. From dispatch to delivery, these messages offer real-time updates, helping customers track their orders with ease and stay informed throughout the shipping process.

3. Appointment Reminders Templates

These templates are used to send timely reminders to customers about upcoming appointments or reservations. Businesses can include relevant details such as date, time, and location, ensuring customers don’t miss important commitments.

4. Service Notifications Templates

Utility templates also help in sending out critical service updates, such as maintenance schedules, downtime alerts, or account status changes. These templates ensure that customers are always informed about any service-related changes that may affect them.

Utility templates make communication seamless, enhancing the customer experience by providing real-time, relevant information.

Use Cases of Utility Message Templates

Utility message templates are vital for keeping customers informed and engaged with timely updates. Below are some common use cases where these templates are highly effective.

1. Order Confirmation

After a customer places an order, businesses can send an instant confirmation message with all the essential details such as order ID, items purchased, and expected delivery date. This reassures the customer that their order was successfully placed and provides a quick reference for future inquiries or tracking.

2. Shipping and Delivery Updates

Utility message templates are perfect for sending real-time shipping updates, including when an order has been shipped, is out for delivery, or has been delivered. Keeping customers informed about their order status enhances transparency and builds trust, ensuring customers are aware of each step of the delivery process.

3. Appointment Reminders

Businesses can use utility templates to send reminders for upcoming appointments, whether it’s for a service, consultation, or meeting. These messages reduce no-shows by ensuring customers remember their appointments, and they often include details like date, time, and location for added convenience.

4. Account Activity Alerts

Utility message templates can be used to inform customers of important account activities such as password changes, new login attempts, or billing updates. These alerts help customers stay on top of their account security and ensure they are aware of any significant changes that could impact their service.

Pricing of Each Utility Message

When businesses send Utility Message Templates through WhatsApp, the pricing is determined based on the type of message and the region it’s being delivered to. If you’re using a service like Chatbot.team, the cost of sending a utility message is straightforward and affordable. The meta charge for each utility message is 0.115 paise per message.

Authentication Message Template

Authentication message templates in WhatsApp are designed to securely verify a user’s identity. These templates are commonly used for sending one-time passwords (OTPs), verification codes, or two-factor authentication (2FA) messages. They ensure that sensitive actions, such as logging into accounts or completing transactions, are carried out by the authorized user. Authentication messages help businesses provide an extra layer of security, keeping customer data safe while ensuring a smooth and trusted experience.

Types of Authentication Message Templates

Authentication message templates in WhatsApp are designed to ensure secure communication between businesses and users. These templates help in verifying the identity of users and safeguarding sensitive information. Below are the main types of authentication message templates:

1. One-Time Password (OTP) Templates

These templates are used to send a unique, temporary password that customers can use to verify their identity. OTPs are often sent during login attempts, registration, or transaction processes, ensuring that only authorized users can complete the action.

2. Two-Factor Authentication (2FA) Templates

2FA templates add an extra layer of security by requiring users to provide two forms of identification before granting access to their account. These messages usually contain a verification code and instructions on how to use it, ensuring secure access to sensitive data or actions.

3. Verification Code Templates

These templates are used when businesses need customers to confirm their identity or an action, such as updating their account information or resetting passwords. Verification codes are short, randomly generated numbers sent through WhatsApp, ensuring that only the intended user can perform the requested action.

Authentication message templates ensure that businesses can maintain a high level of security while providing a seamless experience for their customers.

Use Cases of Authentication Message Templates

Authentication message templates in WhatsApp are crucial for enhancing security and ensuring user verification. Below are some common use cases where these templates are highly effective:

1. Login Verification

Businesses use authentication templates to send one-time passwords (OTPs) during login attempts. This ensures that only authorized users can access their accounts. Customers receive a unique OTP via WhatsApp, which they must enter to successfully log in, adding an extra layer of security to the process.

2. Password Reset

When customers request a password reset, authentication message templates help send a verification code to confirm their identity before allowing them to create a new password. This ensures that only the rightful account owner can make such sensitive changes, protecting the account from unauthorized access.

3. Transaction Approval

For financial institutions and e-commerce platforms, authentication templates are used to confirm high-value transactions. Customers receive a verification code that they must input to approve the transaction, ensuring secure and authorized payment processing, reducing fraud risk.

4. Two-Factor Authentication (2FA)

Businesses implement two-factor authentication using these templates, requiring users to enter a code sent via WhatsApp in addition to their password. This process ensures that even if someone has access to the password, they cannot complete the login without the code, enhancing account security.

Pricing of Each Authentication Message

When using Authentication Message Templates through WhatsApp, businesses are charged based on the type of message and the region where it is sent. If you’re utilizing services like Chatbot.team, the standard meta charge for each authentication message is 0.115 paise per message.

Conclusion

WhatsApp’s message templates—whether for marketing, utility, or authentication—are powerful tools that enable businesses to communicate effectively with their customers. From promoting products with marketing templates to delivering critical updates through utility messages, and ensuring security with authentication templates, these messaging options offer flexibility and reliability. As we explored in this guide, each template type serves a unique purpose, helping businesses provide a seamless and personalized customer experience. By leveraging these templates, businesses can engage their customers, build trust, and streamline their communication in 2024 and beyond.