WhatsApp marketing messages: templates, rules, pricing and the green tick

WhatsApp Business app versus WhatsApp Business API

• WhatsApp Business app. Free, on one phone. Good for chatting with customers, a catalogue, quick replies and broadcast lists to people who have saved your number. Not for bulk promotion.
• WhatsApp Business Platform (API). Through Meta directly or a provider such as Interakt, WATI, AiSensy, Gupshup or Twilio. Lets you message opted-in customers at scale, run automated journeys, connect your CRM and send from several team members.

Message categories

Meta groups business-initiated template messages into:

• Marketing: offers, launches, festival greetings, reminders to buy, re-engagement.
• Utility: order confirmations, delivery updates, appointment reminders, payment receipts.
• Authentication: one-time passwords.

Replies inside an open customer service window, after the customer messages you, are service conversations.

WhatsApp business message pricing

Meta charges per delivered template message, with rates that depend on the category and the recipient's country. Marketing messages cost the most and authentication the least, and some utility messages sent inside an open service window are free. Your API provider may add its own platform fee. Rates change, so check Meta's current WhatsApp Business Platform pricing page and your provider's price list before planning a campaign.

Rules that keep your number safe

1. Get opt-in. Collect consent on your website, at checkout, on a form or in a chat, and record it.
2. Use approved templates for any message you start. Meta reviews each template.
3. Make it relevant. Segment by what the customer bought or asked about.
4. Do not over-send. Meta limits how many marketing messages a person receives, and blocks and reports lower your quality rating and messaging limits.
5. Make stopping easy. Include an opt-out button or "Reply STOP".

Examples of WhatsApp marketing messages

Festival offer (retail): "Hi {{1}}, Diwali offer at {{2}}: flat 20% off on all gift hampers till 31 October. Order on WhatsApp or tap below to view the catalogue." Buttons: View catalogue, Stop offers.

Back in stock (ecommerce): "Good news {{1}}, the {{2}} you asked about is back in stock in size {{3}}. Only a few left." Button: Buy now.

Appointment follow-up (clinic): "Hi {{1}}, it has been six months since your last dental check-up at {{2}}. Would you like to book a slot this week?" Buttons: Book now, Remind me later.

Webinar invitation (B2B): "Hi {{1}}, we are hosting a 30-minute session on cutting GST filing time on {{2}} at 4 pm. Would you like the joining link?" Buttons: Yes, send link; Not now.

Abandoned cart: "Hi {{1}}, you left {{2}} in your cart. Complete your order in the next 24 hours and delivery is free." Button: Complete order.

Keep templates short, personal and specific, with one clear action.

WhatsApp marketing strategy in five steps

1. Collect opt-ins everywhere: website chat button, QR codes in store, click-to-WhatsApp ads, checkout.
2. Welcome new contacts with a useful first message and a catalogue or menu.
3. Segment by interest, purchase and location.
4. Automate journeys: cart recovery, order updates, review requests, repeat-purchase reminders.
5. Measure replies, clicks, orders and opt-outs per template, and drop the ones that annoy people.

Click-to-WhatsApp ads on Facebook and Instagram open a chat with your business instead of a website, which suits businesses that sell through conversation.

The WhatsApp green tick, now a verified badge

The green tick was WhatsApp's mark for an Official Business Account. Meta has since replaced it with a blue verified badge, shared across Facebook, Instagram and WhatsApp. Today a business can get the badge in two ways: by subscribing to Meta Verified for Business, where available, or, for well-known brands on the Business Platform, by requesting Official Business Account status through Meta Business Suite or its provider. Requirements include business verification, two-factor authentication and, for notability, coverage in news sources. Availability and criteria change, so check Meta's current help pages.

You do not need a badge to use the API. Your display name is shown once approved, and customers who save your number see your business name.

Get it done for you

We set up the WhatsApp Business API with Meta Business Suite and run WhatsApp marketing automation. Read the WhatsApp Business API guide for setup details.