WhatsApp templates
Use approved WhatsApp templates to reach customers after the 24-hour window closes.
Overview
WhatsApp message templates are messages approved in advance by Meta. You need one to contact a customer who hasn't messaged you in the last 24 hours. In Zetra you use templates from Outbound campaigns, where each recipient's first name can be filled in automatically.
What you can do
Reach customers after their 24-hour reply window has closed, with a message Meta has already approved.
Before you start
- A connected WhatsApp channel. If you haven't set one up, follow the WhatsApp guide first.
- A WhatsApp sender registered in Twilio (templates can't be sent from the Sandbox to people who haven't joined it).
- A Standard plan or above. See pricing.
Creating a template in Twilio
Open the Content Template Builder
In the Twilio Console, go to Messaging → Content Template Builder and click Create new.
Name it and pick a language and type
Give the template a name, choose its language and pick Text (or another type if you want buttons or media).
Write the body
Write the message. Use
{{1}}where the customer's first name should go. Zetra fills it in for each recipient. For example: Hi {{1}}, your order is ready for collection. Reply here if you have any questions.Submit it to WhatsApp for approval
Save the template, then click Submit for WhatsApp approval and choose a category: Utility (order updates, account notices), Authentication (codes) or Marketing (offers, news). Approval usually takes minutes but can take longer.
Copy the Content SID
Once approved, open the template and copy its Content SID. It starts with
HX.
Tip
To improve your chances of approval, keep the message short and clear, say plainly what it's about, and avoid pushy sales language in Utility templates.
Sending a template
Create a WhatsApp campaign
Open your agent and click Outbound. Create a campaign and choose WhatsApp as the channel.
Add the template
Paste the template's Content SID into the template field. Every recipient then receives the approved template instead of the free-form text, with
{{1}}replaced by their first name. Leave the field empty to send free-form text (only delivered to people who messaged you in the last 24 hours).Choose recipients and send
Pick your recipients (people who have opted out are skipped automatically), review the preview and send.
Check it works
Send a test campaign to your own number first. The approved template arrives on WhatsApp with your name filled in.
How the 24-hour window works
WhatsApp allows free-form messages only within 24 hours of the customer's last message. After that you must use an approved template. As soon as the customer replies, the window opens again and your agent can chat freely.
Templates cost money
Meta charges for each template message, and Twilio adds its own fee. Prices depend on the country and the template category. See Twilio's WhatsApp pricing.
Limitations
- Templates must be approved by WhatsApp before they can be sent.
- One variable is filled in automatically:
{{1}}, the recipient's first name. - Templates are sent from Outbound campaigns. Sending a template to a single customer from the Helpdesk inbox isn't available yet; create a campaign with just that person instead.
Troubleshooting
The template message wasn't delivered
Possible cause: the template isn't approved yet, the Content SID is wrong, or the number can't receive WhatsApp.
HX… Content SID again, and confirm the recipient's number is on WhatsApp. Twilio's Monitor → Logs → Errors shows the exact reason.