WhatsApp Business API Message Templates, Compliance & Tips 2025
Your sales team sends 500 WhatsApp messages daily. Half get ignored. The other half? They're stuck in template approval hell or blocked for compliance violations. If that story sounds familiar, you’re at the right place!
WhatsApp Business API isn't just another messaging channel anymore. With over 3 billion active users globally and India leading with 535 million users, it's where your customers actually want to hear from you.
But here's the catch: Meta's July 2025 pricing overhaul means every WhatsApp message template you send now costs real money, charged per message instead of per conversation.
However, companies using properly optimised WhatsApp API templates see 3.2x higher conversion rates than SMS. But if you get your templates wrong, and you're looking at account suspension, wasted ad spend, and customers who'll never trust your brand again.
Let’s find our how your sales and marketing teams can leverage WhatsApp Business API the right way!
What is WhatsApp Business API (aka WhatsApp Business Platform)?
The WhatsApp Business API is Meta's enterprise-grade messaging solution that lets medium to large businesses automate and scale customer communication.
Unlike the basic WhatsApp Business app (limited to one device, manual messaging), the API handles thousands of simultaneous conversations through automated workflows.
WhatsApp is the undisputed king of messaging in India and we’re here to show you how you can dominate it.
Cloud API vs On-Premises: The 2025 reality
Meta's making this simple: Cloud API is the future. The On-Premises API sunsets on October 23, 2025, with no extensions. Here's what matters:
Cloud API (Meta-hosted):
- Zero setup fees (BSPs previously charged ₹15,000-50,000)
- 80 messages per second throughput
- Automatic scaling and security updates
- Direct Meta support for critical issues
On-Premises (Legacy, ending Oct 2025):
- Self-hosted infrastructure required
- Manual updates and maintenance
- Limited to existing installations
- Migration to Cloud API mandatory by deadline
Core benefits of WhatsApp business account that your sales team will use
The WhatsApp Business API offers five game-changing features for sales:
- Template messages: Pre-approved formats for initiating conversations outside the 24-hour window
- Interactive components: Buttons, lists, and quick replies that boost response rates by 40%
- WhatsApp flows: Multi-step forms within chat (think lead qualification without leaving WhatsApp)
- Catalog integration: Product showcases with in-chat browsing
- Payment processing: Available in India and Brazil for direct transactions
WhatsApp message Compliance Basics
WhatsApp's compliance isn't optional. Violations can directly lead to your WhatsApp Business API account suspension, and Meta doesn't do second chances.
Here's what keeps you safe:
The new opt-in rules of WhatsApp API
Meta relaxed one requirement but tightened enforcement. You no longer need WhatsApp-specific consent if you have general messaging opt-in that complies with local laws. But here's the reality:
What's required:
- Explicit consent before messaging (no pre-ticked boxes)
- Clear disclosure of message types (marketing vs utility)
- Business name prominently displayed
- Easy opt-out mechanism (honour "STOP" immediately)
India-specific requirements:
- TRAI compliance for commercial communication
- Documented consent records (digital or physical)
- DND registry checks before messaging
The 24-hour customer service window
This rule hasn't changed but remains widely misunderstood. When a customer messages you, you get 24 hours of free-form messaging.
After that? Only approved WhatsApp message templates work. Each new customer message resets the clock.
Free messaging scenarios:
- Customer initiates conversation: 24-hour window opens
- Click-to-WhatsApp ads: 72-hour free entry point (if you reply within 24 hours)
- Utility templates during service window: Zero charge
WhatsApp message template approval process: What actually works
Meta reviews templates within 24 hours, but quite a few get rejected on first submission. Here's why:
- Variable formatting errors (mismatched curly braces)
- Promotional language in utility templates
- Generic placeholders ({{1}} instead of {{customer_name}})
- Missing sample values for variables
Quality rating system:
Your templates get scored based on user feedback. Low quality means:
- Green (High): Full sending capacity
- Yellow (Medium): Reduced limits, warning issued
- Red (Low): Template paused, requires immediate action
Opt-out honouring: The non-negotiable
Every WhatsApp message template must respect opt-outs. Include "Reply STOP to unsubscribe" in marketing messages.
Moreover, you have to process opt-outs within 24 hours as Meta monitors this religiously.
WhatsApp Business API Pricing India
The conversation-based pricing is dead. Every template message gets billed individually. Here's what you're paying:
WhatsApp template India pricing (per delivered message):
- Marketing Templates: ₹0.7846
- Utility Templates: ₹0.1150
- Authentication Templates: ₹0.1150
- Authentication International Templates: ₹2.30
- Service Messages (within 24-hour window): Free
WhatsApp API volume tiers (New for utility/authentication):
Meta introduced automatic discounts based on monthly volume:
- Tier 1 (0-25M messages): Standard rates
- Tier 2 (25M - 50M messages): 6% discount
- Tier 3 (50M - 100M messages): 12% discount
- Tier 4 (100M - 200M messages): 18% discount
- Tier 5 (200M - 300M messages): 24% discount
- Tier 6 (300M+ messages): 30% discount
Marketing templates don't qualify for volume discounts. Budget accordingly.
Note: The listed WhatsApp Business API pricing and volume tiers is as of September, 2025.
WhatsApp API Messaging limits changes (October 7, 2025)
Your daily limit starts low and scales with quality:
- New numbers: 250 recipients/day
- After 7 days (good quality): 1,000/day
- After 30 days: 10,000/day
- After 60 days: 100,000/day
- Maximum: Unlimited (quality-dependent)
Poor template performance resets your limits. One bad campaign can undo months of scaling.
15+ copy-paste sales WhatsApp message template library
Stop reinventing the wheel. These WhatsApp template message examples are pre-optimised for approval and conversion. Each includes the correct category, structure, and compliance elements.
Understanding WhatsApp message types
Before diving into templates, understand the three WhatsApp message types that determine your pricing and usage:
- Marketing messages: Promotional content, offers, product announcements
- Utility messages: Transactional updates, order confirmations, account alerts
- Authentication messages: OTPs, security codes, verification
Each WhatsApp chat template below is categorised correctly to avoid rejection and ensure proper billing.
1. Warm welcome - The perfect greeting message for WhatsApp Business
Category: Marketing
Template Name: welcome_greeting
This greeting message for WhatsApp business sets the right tone from first contact.
Hi {{customer_name}}! 👋 Thanks for connecting with {{company_name}}. I'm {{sales_rep_name}}, your dedicated account specialist. We help businesses like yours {{key_benefit}}. Our clients typically see {{specific_metric}} within {{timeframe}}. Can I share how we achieved this for {{similar_company}}? [Yes, Show Me] [Maybe Later] Reply STOP to opt-out.
2. Post-demo follow-up - Professional English WhatsApp message
Category: Marketing
Template name: demo_followup_pro
This English WhatsApp message maintains professionalism while driving action.
Hi {{customer_name}}, Thank you for exploring {{product_name}} with me today. As promised, here's your customised implementation plan: 📊 Investment: {{pricing}} ⏱️ Setup time: {{timeline}} 📈 Expected ROI: {{roi_percentage}} Your exclusive demo discount ({{discount_percentage}}% off) expires on {{expiry_date}}. Shall we proceed with onboarding? [Start Free Trial] [Schedule Another Call] Reply STOP to unsubscribe.
3. Quote/proposal nudge - Conversion WhatsApp template
Category: Utility
Template name: proposal_reminder
Drive decisions with this timely reminder template.
Hi {{customer_name}}, Your custom quote for {{product_name}} is ready: Reference: {{quote_number}} Quote amount: ₹{{quote_amount}} Valid until: {{expiry_date}} ({{days_remaining}} days left) This includes: - {{inclusion_1}} - {{inclusion_2}} - {{inclusion_3}} Questions? I'm here to help. [Review Quote] [Extend Validity]
4. Trial activation - Onboarding WhatsApp template
Category: Utility
Template name: trial_welcome
Welcome new trial users with clear next steps.
Welcome aboard, {{customer_name}}! 🎉 Your {{product_name}} trial is now active. Quick Start Guide: ✅ Login: {{login_link}} ✅ Trial ends: {{trial_end_date}} ✅ Support: {{support_contact}} Get maximum value from your trial: [Watch 2-Min Tutorial] [Book Onboarding Call]
5. Re-engagement (7-30 Days) - Reactivation template
Category: Marketing
Template name: reengagement_personalised
Bring back inactive leads with personalised outreach.
Hi {{customer_name}}, I noticed you explored {{product_name}} on {{last_visit_date}}. Since then, we've added {{new_feature}} that solves the exact challenge you mentioned about {{pain_point}}. Worth a 5-minute look? [See What's New] [Not Interested] Reply STOP to opt-out.
6. Cart recovery - High-converting WhatsApp marketing template
Category: Utility
Template name: abandoned_cart_recovery
This WhatsApp marketing template recovers 23% of abandoned carts when sent within 1 hour.
Hi {{customer_name}}, You left something special in your cart: {{product_name}} Quantity: {{quantity}} Your price: ₹{{price}} Complete your purchase in the next 2 hours and get: ✅ Free shipping ✅ {{discount_amount}} instant discount ✅ Priority support Your cart expires at {{expiry_time}}. [Complete Purchase] [Save for Later]
7. Payment reminder - Essential utility template
Category: Utility
Template name: payment_due_reminder
A clear, professional template for payment collection.
Hi {{customer_name}}, Payment reminder for Invoice #{{invoice_number}}: Amount due: ₹{{amount}} Due date: {{due_date}} Days overdue: {{overdue_days}} Avoid service interruption by paying now. [Pay Instantly] [Download Invoice] Need help? Reply to this message.
8. Appointment booking - Scheduling WhatsApp chat template
Category: Marketing
Template name: appointment_scheduler
This WhatsApp chat template simplifies appointment booking.
Hi {{customer_name}}, Let's schedule your {{service_name}} consultation. Available slots this week: 📅 {{slot_1_date}} at {{slot_1_time}} 📅 {{slot_2_date}} at {{slot_2_time}} 📅 {{slot_3_date}} at {{slot_3_time}} Duration: {{appointment_duration}} Format: {{meeting_format}} Which works best? [Book Slot 1] [Book Slot 2] [Book Slot 3] Reply STOP to unsubscribe.
9. Event/webinar registration - Interactive marketing template
Category: Marketing
Template name: webinar_invite_interactive
Drive registrations with this engaging event template.
You're invited, {{customer_name}}! 🎉 {{event_name}} 📅 {{event_date}} ⏰ {{event_time}} IST Platform: {{platform}} Speaker: {{speaker_name}} What you'll learn: - {{learning_point_1}} - {{learning_point_2}} - {{learning_point_3}} Only {{seats_left}} seats remaining! [Register Free] [Add to Calendar] Reply STOP to opt-out.
10. Cross-sell/upsell - Revenue growth template
Category: Marketing
Template name: upsell_recommendation
Intelligently suggest complementary products.
Hi {{customer_name}}, Based on your purchase of {{original_product}}, customers like you also love {{recommended_product}}. Why it's perfect for you: ✓ {{benefit_1}} ✓ {{benefit_2}} ✓ {{benefit_3}} Exclusive bundle offer: Save {{bundle_discount}}% when you add it today. [View Details] [Add to Order] Reply STOP to unsubscribe.
11. Limited-time offer - WhatsApp promotion message template
Category: Marketing
Template name: flash_sale_alert
This WhatsApp promotion message template creates urgency without seeming spammy.
🎯 {{customer_name}}, Exclusive 24-Hour Access! Your personalised offer on {{product_name}}: Original: ₹{{original_price}} Your price: ₹{{special_price}} You save: ₹{{savings_amount}} Only {{units_remaining}} units at this price. Offer code: {{promo_code}} Expires: Tomorrow, {{expiry_time}} [Claim Offer Now] [View Details] Reply STOP to opt-out.
12. Customer feedback - Engagement template
Category: Utility
Template name: feedback_request_quick
Gather valuable feedback with minimal friction. GrowthJockey used WhatsApp to automate engagement journeys for its clients, improving the overall customer experience.
Hi {{customer_name}}, How was your experience with {{product_service}}? Your feedback helps us serve you better. Takes just 30 seconds! Rate your experience: ⭐⭐⭐⭐⭐ Excellent ⭐⭐⭐⭐ Good ⭐⭐⭐ Average [Share Detailed Feedback] [Quick Rating]|
13. Referral programme - Viral growth template
Category: Marketing
Template name: referral_incentive
Turn customers into brand advocates.
{{customer_name}}, spread the love! 💝 Share {{company_name}} with friends: - They get: {{friend_benefit}} - You get: {{referrer_benefit}} For EVERY successful referral! Your unique code: {{referral_code}} Total earned so far: ₹{{earned_amount}} [Share My Link] [Check Rewards] Reply STOP to unsubscribe.
14. Subscription renewal - Retention template
Category: Utility
Template name: subscription_expiry_alert
Prevent churn with timely renewal reminders.
Hi {{customer_name}}, ⚠️ Your {{plan_name}} expires in {{days_remaining}} days. Current benefits you'll lose: - {{benefit_1}} - {{benefit_2}} - {{benefit_3}} Renewal price: ₹{{renewal_price}}/month Special offer: {{renewal_discount}}% off if you renew today [Renew Now] [View Other Plans] [Cancel]
15. Product launch - Premium WhatsApp message design
Category: Marketing
Template name: product_launch_exclusive
This template showcases sophisticated WhatsApp message design for premium launches.
{{customer_name}}, You're Selected! 🌟 Early access to {{product_name}} before public launch: Exclusive Benefits: - {{early_bird_discount}}% founder's discount - Lifetime {{special_feature}} access - Priority support forever Launch price: ₹{{launch_price}} (Public price: ₹{{regular_price}}) Only {{spots_available}} spots available. [Secure My Spot] [Learn More] Reply STOP to opt-out.
16. Creating your own blank WhatsApp template
When designing a custom blank WhatsApp template, follow this structure:
[Greeting with personalisation] {{customer_name}} [Value proposition or purpose] Clear statement of why you're messaging [Key information/benefits] - Bullet point 1 - Bullet point 2 - Bullet point 3 [Time-sensitive element if applicable] Deadline or scarcity factor [Clear CTA buttons] [Primary Action] [Secondary Option] [Compliance line for marketing messages] Reply STOP to opt-out.
WhatsApp chat template optimisation tips
For better WhatsApp message design:
- Use emojis sparingly (1-3 per message)
- Keep subject lines under 25 characters
- Include personalisation in first line
- Limit to 160 characters when possible
- Test button text variations
How to measure the performance of your WhatsApp message template
Track these metrics for each WhatsApp template message example:
- Delivery rate: Should exceed 95%
- Read rate: Target 70%+ for utility, 60%+ for marketing
- Response rate: 15-20% for well-crafted templates
- Click rate (buttons): 25-30% indicates strong CTA
- Opt-out rate: Keep below 0.5% to maintain quality rating
Use the WhatsApp Business API to your advantage with the right growth partner
The WhatsApp API policies have changed dramatically in 2025. Per-message pricing means every WhatsApp message template directly impacts your bottom line.
But companies getting it right see incredible returns: 3.2x higher conversions than SMS, 40% better engagement with interactive elements, and direct payment processing that shortens sales cycles.
WhatsApp isn't email. It's not SMS. It's a conversation platform where customers expect immediate value and respect for their attention. Deliver both, and you'll unlock a sales channel your competitors haven't even discovered yet.
Ready to transform your sales conversations with WhatsApp Business API? GrowthJockey is a full stack venture builder and we’ve helped a number of enterprises achieve ₹100 crores ARR.
Our sales acceleration platform - OttoPilot boosts the efficiency of sales teams with AI capabilities.
Book a consultation to build your WhatsApp sales engine.
FAQs on WhatsApp Business API
Is WhatsApp Business API free?
No. As of July 1, 2025, WhatsApp API charges per message based on template category and recipient country. Service messages within the 24-hour window remain free. Your BSP may charge additional platform fees.
How do I get access to WhatsApp Business API?
Two options: Use Cloud API directly through Meta (free setup) or onboard via a WhatsApp Business Solution Provider (BSP).
For Cloud API: Create a Meta business app, add WhatsApp product, verify your business, add a phone number, and set up webhooks. The entire process takes 2-3 days for business verification.
What's the difference between WhatsApp Business App and the API?
The WhatsApp Business App serves small teams with basic features: one device, manual messaging, simple automation. The WhatsApp Business API enables programmatic messaging at scale: multi-agent support, CRM integration, automated workflows, template messaging, and analytics. API suits medium to large businesses needing to handle thousands of conversations.
How long do template approvals take?
Meta typically approves WhatsApp message templates within 24 hours, often faster through automated review. Complex templates or those requiring manual review may take longer. Approval status appears in WhatsApp Manager immediately. Rejected templates get specific error codes explaining the issue.
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