WhatsApp has added support for Media Templates, allowing users to send various types of media content such as images, videos, documents, and location data. This article provides a detailed guide on how to use this feature.
Use Cases for WhatsApp Media Templates
Improve your WhatsApp marketing campaigns with Media Templates:
Product Launches: Show off new products with striking images and videos.
Promotions and Offers: Share discount codes or special offers with eye-catching visuals.
Event Announcements: Promote events with location sharing and compelling imagery.
Customer Service: Provide helpful tutorials or guides in document format.
Before we start:
Important Update: WhatsApp Marketing Templates Pause in the U.S. (April 1, 2025)
Starting April 1, 2025, Meta will pause the ability to send WhatsApp marketing template messages to U.S. numbers. However, utility and authentication templates, along with responses within the 24-hour customer service window, will still be allowed. This change does not affect marketing messages in other countries.
What’s Changing & How to Prepare
Meta is temporarily pausing marketing templates in the U.S. to focus on WhatsApp’s long-term growth. While marketing messages won’t be delivered, businesses can still engage with customers using Utility Templates and Click-to-WhatsApp Ads.
What You Should Do Next
Create Utility Templates: Transition essential messages to utility templates to avoid disruptions.
Use Click-to-WhatsApp Ads: Engage customers through ads triggering WhatsApp conversations.
Maximize the 24-Hour Service Window: Ensure real-time responses to customer inquiries.
Please scroll down to see the section “Convert Marketing Templates into Utility Templates.”
Permitted WhatsApp Business Activities
Utility Conversations: Order updates, appointment confirmations
Authentication Messages: OTPs, account verifications
Service Conversations: Responses within the 24-hour window
Click-to-WhatsApp Ads: Drive interactions via ads
Creating a WhatsApp Media Template
Steps to Create a Media Template
1. Access Settings:
Navigate to Settings > WhatsApp > Templates > Create Template.
2. Enter Template Details:
Add the template name, category, and language.
Show the header and click on the Media button to upload your media (image, video, document, or location).
3. Submit for Approval:
Click Create.
The template will be sent for approval to Meta.
Convert Marketing Templates into Utility Templates
Starting April 1, 2025, Meta will block the delivery of marketing templates to US phone numbers. With the Template Rewriter, businesses can convert their marketing templates into utility templates, allowing them to continue messaging US-based customers without disruption.
The AI automatically removes non-compliant elements (like "Stop Now" buttons) and adjusts the content to align with Meta’s utility template guidelines.
Cost Efficiency: Utility templates are more affordable and provide higher delivery rates compared to marketing templates, allowing businesses to reach a broader audience while reducing costs.
Important Note:
The converted template will automatically have "_utility" appended to its name, and the original marketing template will remain intact for future use.
To convert templates:
Navigate to your existing WhatsApp Marketing Template.
Select “Convert to Utility Template.”
The AI will rewrite the content to meet utility messaging guidelines and automatically submit the new template for approval.
Steps to Create WhatsApp Template with Location within your account
1. Access Settings:
Go to Settings > WhatsApp > Templates > Create Template.
2. Add Location Details:
Select Location.
Enter the latitude and longitude, name, and address of the location.
3. Obtain Coordinates:
Get the latitude and longitude from Google Maps by right-clicking on the desired location.
Interactive CTA Buttons for WhatsApp
The Interactive CTA (Call-To-Action) buttons are designed to create more engaging and visually appealing messages. This feature allows users to respond quickly, visit websites, make phone calls, copy offer codes, opt out of marketing messages, and format text for better emphasis.
How to Use:
1. Navigate to Settings > WhatsApp > Templates.
2. Create Template > Add Button.
3. Select the type of CTA button you wish to add: Quick Reply, Visit Website, Personalized Website Link, Call Phone Number, Copy Offer Code, or Marketing Opt-Out.
Note: Only one variable can be added to the end of a URL for personalized website links.
Message view on WhatsApp:
Text Formatting:
Bold: Make important information stand out by using bold text.
Italics: Use italicized text to highlight key points.
Strikethrough: Indicate edits or changes by applying a strikethrough to the text.
Monospace: Display code snippets or other text in a fixed-width font for better readability.
Sending WhatsApp Media Templates
Sending via Bulk Action
1. Select Contacts:
Go to Contacts and choose the smart list for which you want to send a bulk WhatsApp message.
2. Choose Template:
Select all contacts, click on the WhatsApp icon, choose the template, and add an action name.
Note: A validation prompt automatically checks your messaging activity to prevent exceeding the set 24-hour limits for bulk messaging. This prompt helps maintain the health of your phone number by ensuring it stays within the allowed thresholds, minimizing the risk of account flags or bans.
3. View Statistics:
Select Show Stats.
Click on Processed to view bulk action statistics.
Sending via Workflows
1. Create Workflow:
Go to Automations > Create Workflow > Start from Scratch > Select Trigger.
2. Add WhatsApp Action:
Choose the WhatsApp action and select the WhatsApp template.
Save the action and the workflow.
NOTE: The media URL will appear in the workflow preview. When the WhatsApp message is sent, the actual media will be rendered.
Sending via Conversation Page
1. Select Contact:
Go to Conversations and choose the contact you wish to send the WhatsApp media template.
2. Choose Template:
Click on "Please use a template to initiate a chat."
Select the media template and click Send.
NOTE: You can change the media by updating the media URL. Ensure the URL is a public link and contains the same type of media.
NOTE: Users will get the below error when using a media that is not approved, for example: if a user tries to add a video file in an Image template, the below error will be shown
Media Limits
NOTE: Users will receive an error if they attempt to upload a media file exceeding the size limit.
FAQs
Q: What are WhatsApp Media Templates?
These pre-approved message formats let you include images, videos, documents, or location information in WhatsApp messages. They streamline customer communication, particularly for marketing, support, or authentication purposes.
Q: Do I need approval before using WhatsApp message templates?
Yes, all templates must be approved with WhatsApp (Meta) to ensure they meet specific guidelines.
Q: What factors can lead to a template being rejected?
Common reasons for rejection include:
Missing or incorrect variable formatting.
Content violating WhatsApp's Business or Commerce policies.
Requests for sensitive information (e.g., full payment card numbers).
Abusive or threatening language.
Duplicating an existing template.
Q: What does it mean if my template is 'Paused'?
A paused template indicates it received negative customer feedback or low engagement. You cannot send a paused template until its status changes back to 'Active'.
Q: How does the AI Template Rewriter work?
The AI rewrites the content to match utility messaging guidelines and submits the converted template directly for Meta’s review.