As businesses continue to move toward more digital communication methods, WhatsApp Business API has emerged as one of the most powerful tools for connecting with customers. With over two billion users worldwide, WhatsApp is ideal for businesses looking to expand their reach, streamline customer support, and send crucial marketing messages. However, to ensure that users have a quality experience, WhatsApp requires businesses to get their marketing messages approved before they can be sent through the API.
This guide will explain everything you need to know about how to get your marketing messages approved on WhatsApp Business API, the approval process, and how to avoid common pitfalls.
What is WhatsApp Business API?
Before diving into the approval process, it's important to understand what WhatsApp Business API is and how it differs from the standard WhatsApp Business App. The API is designed for medium and large businesses, allowing them to automate, manage, and scale their communications via WhatsApp. Through the API, businesses can integrate WhatsApp into their customer relationship management (CRM) systems, chatbots, and other backend systems to streamline customer engagement.
One of the key features of the WhatsApp Business API is the ability to send Template Messages. These pre-approved templates are typically used for notifications, alerts, and marketing campaigns. However, WhatsApp maintains strict rules to ensure that these messages are not spammy and that they provide real value to users.
Why Do Marketing Messages Need Approval on WhatsApp Business API?
WhatsApp aims to maintain a high level of trust and user experience on its platform. To achieve this, they have implemented a message approval process to ensure that businesses are sending messages that are relevant, respectful, and follow the platform’s policies.
There are two types of messages that can be sent using the WhatsApp Business API:
Session Messages: These are free-form messages sent during an active conversation with a customer.
Template Messages: Pre-approved messages that can be sent outside of an active session, typically used for transactional, marketing, or notification purposes.
It’s the Template Messages that need to go through the approval process. Marketing messages are scrutinized to ensure they meet WhatsApp’s strict guidelines on content, format, and intent.
Step-by-Step Guide to Getting Your Marketing Messages Approved
Step 1: Create a WhatsApp Business Account
Before you can submit marketing messages for approval, you need to have a verified WhatsApp Business Account. If you don’t already have one, the first step is to sign up for the WhatsApp Business API. This process includes verifying your business details and phone number, so make sure you have all your information ready.
Step 2: Familiarize Yourself with WhatsApp’s Messaging Policies
Before crafting your marketing message, it’s essential to understand WhatsApp’s Commerce Policy and Business Policy. Some key points to keep in mind include:
Messages must provide value to the user.
Avoid using misleading or deceptive content.
Messages should not be overly promotional or spammy.
Ensure the message is relevant to the user’s experience with your brand.
Obtain consent from users before sending marketing messages.
Step 3: Choose a Template Category
WhatsApp provides several predefined categories for template messages, which you’ll need to select from when submitting your message for approval. These categories include:
Account Updates: Notifications about changes to a user’s account.
Alert Updates: Urgent notifications about security or fraud.
Appointment Reminders: Reminders for upcoming appointments.
Payment Updates: Notifications regarding transactions.
Shipping Updates: Information about the shipment or delivery of goods.
Marketing: Promotional messages or offers (subject to strict guidelines).
Marketing messages fall under the "Marketing" category, but make sure your message fits the criteria and offers genuine value to the recipient.
Step 4: Craft the Template Message
When creating a template message, you must ensure it is clear, concise, and informative. Here are some tips:
Avoid spammy language: Phrases like “Buy now” or “Limited time offer!” can get your message rejected. Focus on communicating value and purpose.
Personalize where possible: Use variables to make the message feel more personal. For example, you could say, “Hi [customer_name], we have an exclusive offer just for you.”
Provide an opt-out: Although WhatsApp doesn't mandate it, including a way for users to stop receiving promotional messages will show that you respect their preferences.
Comply with character limits: WhatsApp messages have a 1,024-character limit for each template message, so be mindful of the length.
Step 5: Submit the Template for Approval
Once you have crafted your marketing message, it’s time to submit it for approval. Here’s how you do it:
Log into the WhatsApp Business Manager.
Navigate to Message Templates.
Select Create Template.
Choose the appropriate category (in this case, "Marketing").
Fill in the required fields: template name, language, message body, and any other dynamic placeholders you plan to use.
Submit the message for review.
Step 6: Wait for Approval
After submitting your template, WhatsApp’s team will review it to ensure it meets their guidelines. This process usually takes between 1 to 24 hours, but can sometimes take longer, depending on the volume of submissions. You can check the status of your message in the Message Templates section of your WhatsApp Business Manager.
Approved: Your message complies with all policies and can now be used.
Rejected: Your message did not meet the guidelines. If this happens, you’ll need to review WhatsApp’s feedback and make the necessary changes before resubmitting.
Pending: The message is still under review.
Step 7: Send Your Marketing Message
Once your template is approved, you can start sending your marketing messages. However, it’s important to remember that you can only send these messages to users who have opted in to receive marketing communication from your business. Consent is crucial, and failure to obtain it can result in penalties or suspension from the platform.
Common Reasons for Message Rejections
Even with careful planning, it’s possible that your marketing message could be rejected. Some of the most common reasons for rejections include:
Spammy content: Using overly promotional language or irrelevant offers.
Misleading information: Providing false or deceptive information.
Inappropriate use of templates: Using transactional templates for marketing purposes or vice versa.
Lack of clarity: Submitting a message that is too vague or difficult to understand.
WhatsApp Marketing Messages: To increase the chances of your message being approved and well-received by customers, follow these best practices:
Ensure compliance: Always stay up to date with WhatsApp’s policies to avoid issues during the approval process.
Keep it short and sweet: Brevity is key. The more concise and clear your message, the better.
Add value: Make sure your message provides real value to the recipient. Whether it’s a special offer, a useful update, or an important reminder, the user should feel like they are benefiting from the communication.
Respect opt-ins and opt-outs: Always send messages to users who have opted in and make it easy for them to opt-out if they no longer wish to receive messages.
Getting your marketing messages approved on WhatsApp Business API is a straightforward process, but it requires careful attention to detail and strict adherence to WhatsApp’s policies.
FAQs
Q. How long does it take for WhatsApp to approve my marketing message?
It typically takes between 1 to 24 hours for WhatsApp to review and approve your marketing message. However, the review time may vary depending on the number of submissions.
Q. Can I send a marketing message without getting approval from WhatsApp?
No, all marketing messages sent through the WhatsApp Business API must go through the approval process to ensure compliance with the platform’s policies.
Q. What should I do if my message is rejected?
If your message is rejected, review the feedback provided by WhatsApp, make the necessary adjustments, and resubmit the message for approval.
Q. How can I increase the chances of my message being approved?
To increase your approval chances, avoid spammy or misleading content, follow WhatsApp’s messaging guidelines, and ensure your message provides value to the recipient.
Q. Can I send marketing messages to any WhatsApp user?
You can only send marketing messages to users who have explicitly opted in to receive communications from your business.
Q. What happens if I send unapproved messages?
Sending unapproved messages through the WhatsApp Business API can result in penalties, including being blocked from using the API.