Chatbot - How to use WhatsApp API Templates
The WhatsApp Templates (also called template messages) are pre-approved messages by Meta that allow starting or resuming conversations with customers outside the 24-hour service window.
They are mainly used for notifications, confirmations, reminders, and customer re-engagement in automations or chatbot flows.
What are WhatsApp Templates
Templates are messages that need to be created and approved by Meta before being used.
They allow companies to send messages to a customer even when there has been no recent interaction, unlike regular messages, which can only be sent within the 24-hour window after the customer's last message.
Usage examples:
Appointment confirmation
Order update
Appointment reminder
Follow-up message
Conversation reopening
To create a Template, see the article below:
Message Templates - WhatsApp APIWhen to use a Template
The use of Templates is necessary when:
The conversation with the customer has already passed 24 hours since the last message received
The company wants to start a new conversation with the customer
It is necessary to send automatic notifications via chatbot or automation
Within the 24-hour window, it is also possible to use Interactive Templates.
Interactive templates within the 24-hour window
When the conversation is within the 24-hour window, it is possible to send templates with interactive buttons, allowing the customer to choose an option directly in the message.
These buttons make navigation within the chatbot easier and help direct support more quickly.
Example of a message with buttons:
Hi! How can we help you today?
Buttons:
View products
Talk to an agent
Track order
When clicking a button, the customer automatically sends the corresponding response to the chatbot.
Using variable responses with buttons
In chatbot flows, the selected responses in the interactive buttons can be used as variables to define the next step of the conversation.
In other words, the flow path can change automatically according to the customer's choice.
Example of how it works
Message sent by the chatbot:
What information do you want?
Available buttons:
Products
Quote
Support
Flow behavior:
If the customer clicks on Products → the chatbot sends the product catalog or product information
If they click on Quote → the flow directs to information collection for a quote
If they click on Support → support can be routed to the support team or another specific flow
This way, the customer's chosen response works as a variable that defines the automation path.
Variables in Templates
Templates can also contain dynamic variables, used to personalize the message automatically.
Example template:
When sending the message, these variables are replaced with specific information from the customer or the process.
Example of sent message:
Hi João, your order #4587 has been confirmed and will be delivered on 10/03.
This feature allows sending more personalized messages within automated flows.
Templates in automations and chatbots
Templates can be used within:
Automation Flows
Chatbots
Automatic follow-ups
System notifications
This allows messages to be sent automatically according to events, conditions, or customer interactions.
Best practices when using Templates
To ensure better performance and avoid disapproval by Meta:
Use clear and objective language
Avoid excessive promotional messages
Make sure the customer has authorized receiving messages
Use variables to personalize messages whenever possible
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