Tips for Creating Templates

Creating well-structured templates ensures quick approvals and a good customer experience. Follow these tips to avoid rejections.

1. Template Naming

• Choose a clear and descriptive name to facilitate content and context identification.
• Use only lowercase letters, numbers, and underscores (_) to separate words.

2. Category Selection

• Select the correct category for your template. This helps with approval and proper usage within the platform.

3. Clarity and Objectivity

• Keep the text direct and understandable, avoiding unnecessary information.
• If possible, create reusable templates for recurring situations in your service.

4. Message Context

• Remember that the team approving templates does not know your operation's context. Ensure the message is clear without additional information.
• Read the message out loud to check if it makes sense and is well-structured.

5. Correct Formatting

• Dynamic fields must follow the format {{number}}, always surrounded by information indicating what will be inserted.
  • ✅ Correct: "Hello, {{1}}, your order number {{2}} has been confirmed!"
  • ❌ Incorrect: "Hello, {{ name }}, your order {{order_id}} has been confirmed!"
• Do not use:
  • Unnecessary line breaks
  • Tabs or consecutive spaces
  • Special characters in dynamic fields (e.g., #, $, %)
• Grammar and spelling errors can lead to template rejection. Use clear and professional language.

6. Best Communication Practices

• When reopening a conversation, remember to mention the previously discussed topic.
• Avoid pressuring the customer to stay in the conversation flow.
• Do not use content that could be interpreted as abusive or threatening.

Errors That Cause Template Rejection

🚨 1. Issues with Dynamic Fields

• The template contains missing or out-of-order variables. Always use sequences like {{1}}, {{2}}, {{3}}... without skipping numbers.
• Parameters include invalid characters, such as #, $, %.

🚨 2. Violation of WhatsApp Policies

• The template promotes products or services without complying with WhatsApp guidelines. Transactional messages must include descriptions, prices, and mandatory information according to the Commerce Policy.
• The content requests sensitive data, such as full credit card numbers or identification documents. Only partial identifiers are allowed (e.g., last 4 digits of a CPF).
• The message contains threats or coercion, such as pressure for payments or public exposure of the customer.

🚨 3. Duplicate Templates

• The same text has already been registered previously. If an identical template exists, the duplicate will be rejected.
• To check, access Account Quality in the WhatsApp Manager. There, you will see existing templates and can edit or resubmit your model.