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Guidelines for bulk messaging

Using WhatsApp as a bulk messaging tool is a powerful way to engage with your audience. However, WhatsApp has specific guidelines for creating, approving, and maintaining message templates to ensure a high-quality user experience. Below, we’ll outline the key aspects of WhatsApp’s bulk messaging requirements.

1. Message Template Approval Process​

Before sending bulk messages, templates must be approved by WhatsApp. This process ensures compliance with WhatsApp’s policies. Here’s how it works:

Create the Template: Use the WhatsApp Manager or the Business Management API to create a template. Include any necessary variables with sample values for clarity. Submit for Approval: Submit your template for review. The approval process typically takes up to 24 hours. Receive Notification: Once reviewed, you’ll receive a status update via WhatsApp Manager, email, or webhook notification. If rejected, the reasons will be detailed, allowing you to make corrections and resubmit or appeal.

2. Message Template Statuses​

Templates can have the following statuses:

In Review: The template is under evaluation. Active - Quality Pending: Approved but awaiting customer feedback. Active - High/Medium/Low Quality: Reflects feedback and engagement. Paused: Temporarily disabled due to low quality. Disabled: Permanently blocked due to recurring negative feedback. Monitoring these statuses ensures uninterrupted messaging campaigns and helps identify areas needing improvement.

3. Message Template Quality Rating​

Each template is assigned a quality rating based on user engagement and feedback. Quality ratings impact template status:

High Quality (Green): Little to no negative feedback. Medium Quality (Yellow): Some negative feedback, potential risk of pausing. Low Quality (Red): High negative feedback, often leading to pausing or disabling. To maintain a high-quality rating:

Avoid excessive use of variables. Ensure compliance with WhatsApp’s Business and Commerce Policies. Target relevant audiences to minimize negative feedback.

4. Template Pacing​

WhatsApp implements template pacing to manage customer feedback effectively. Here’s how it works:

Initial Feedback Period: Templates are tested with a limited audience to gather feedback. Adjustment Phase: Templates with poor feedback are paused, allowing time for content revision or audience adjustment. Pacing helps businesses refine their messaging strategy and prevent widespread negative feedback.

5. Appeals​

If a template is rejected or disabled, you can appeal the decision:

Navigate to the template in WhatsApp Manager. Make necessary edits and include sample variable values. Resubmit the template for review. The appeal process usually takes 24 hours, ensuring quick resolutions for compliance issues.

Final Thoughts Adhering to WhatsApp’s messaging guidelines ensures smoother operations, better audience engagement, and reduced risk of template rejections. Regular monitoring and proactive adjustments based on feedback will keep your bulk messaging campaigns effective and compliant.

For detailed policy guidelines, refer to Message template guidelines