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Messaging Guide (OTT Channels)

Know Everything about WhatsApp, Facebook & LINE Channel

WhatsApp Channel Overview

WhatsApp Channel Overview

WhatsApp Channel Type

There are 2 types by which business can enable WhatsApp -

  1. WhatsApp Business API (BSP)

  2. WhatsApp Cloud API

WhatsApp Template Message

WhatsApp Template messages use pre-approved message templates called MTMs for outbound notifications such as delivery alerts and appointment reminders. They cannot be used for marketing. You must use a WhatsApp Template Message if more than 24 hours have elapsed since the user last responded to you. Any other type of message will fail.

There are 10 notification types as given below, each with allowed use cases. Each template is language and country-specific. WhatsApp processes each approval request for a new template or an update to an existing template. Approvals can take up to four business days.

Template Category

Allowed Use Cases

Examples

ACCOUNT_UPDATE

Notify the message recipient of a change to their account settings.

  • Profile has changed

  • Preferences have been updated

  • Settings have changed

  • Membership has expired

  • Password has changed

PAYMENT_UPDATE

Notify the message recipient of a payment update for an existing transaction

  • Send a receipt

  • Send an out-of-stock notification

  • Notify that an auction has ended

  • Notify that the status of a payment transaction has changed

PERSONAL_FINANCE_UPDATE

Confirm a message recipient’s financial activity

  • Bill-pay reminder
    Scheduled payment reminder

  • Payment receipt notification

  • Funds transfer confirmation or update

  • Other transactional activities in financial services

SHIPPING_UPDATE

Notify the message recipient of a change in shipping status for a product that has already been purchased

  • Order has shipped

  • Status changes to in-transit

  • Order is delivered

  • Shipment is delayed

RESERVATION_UPDATE

Notify the message recipient of updates to an existing reservation

  • Itinerary change

  • Location change

  • Hotel booking is canceled

  • Cancellation is confirmed

  • Car rental pickup time changes

  • Room upgrade is confirmed

APPOINTMENT_UPDATE

Notify the message recipient of a change to an existing appointment

  • Appointment time changes

  • Appointment location changes

  • Appointment is canceled

TRANSPORTATION_UPDATE

Notify the message recipient of updates to an existing transportation reservation

  • Flight status changes

  • Ride is canceled

  • Trip is started

  • Ferry has arrived

TICKET_UPDATE

Send the message recipient updates or reminders for an event for which a person already has a ticket

  • Concert start time changes

  • Event location changes

  • Show is canceled

  • A refund opportunity is available

ISSUE_RESOLUTION

Notify the message recipient of an update to a customer service issue that was initiated in a Messenger conversation, following a transaction

  • Issue is resolved

  • Issue status is updated

  • Issue requires a request for additional information

ALERT

Notify the message recipient of something informational

  • Business hours

  • Business address

Notes:

WhatsApp notifications don’t support the following use cases:

  • Promotional notifications

  • Product or marketing surveys

  • Recurring content or subscription messaging

  • Requests to rate or review an app

WhatsApp Session Message

WhatsApp Session messages are any messages sent and received in response to a user-initiated message to your business. A messaging session starts when a user sends your business a message and lasts for 24 hours in the most recently received message. You can wait for users to message to your app, or you can send a Template Message to invite the user to respond. Regular text messages or media messages (i.e., any non-template messages) can only be delivered in this 24-hour active window.

Use of WhatsApp Messaging

  • Commercial messaging allows businesses to communicate with their customers using WhatsApp, such as through order, transaction, and appointment information, delivery and shipping notifications, product and service updates, and marketing

  • You may only initiate chats if you are sending a transactional notification, and only via approved Message Templates

  • Do not try to send unwanted, automated, or bulk messages using WhatsApp. WhatsApp uses both machine learning technology and reports from users to detect and ban accounts sending unwanted messages.

  • WhatsApp is committed to using the resources at its disposal–including legal action–to prevent abuse that violates its Terms of Service, such as automated or bulk messaging, or non-personal use.

  • WhatsApp prohibits publishing falsehoods and engaging in illegal, threatening, intimidating, hateful, and racially or ethnically offensive behavior. Messages must not contain offensive content, for example sexually explicit materials or nudity, determined at our sole discretion.

  • As per WhatsApp Business Terms of Service, beginning on December 7, 2019, WhatsApp will take legal action against those who determine are engaged in or assisting others in the abuse that violates our Terms of Service, such as automated or bulk messaging, or non-personal use, even if that determination is based on information solely available to us off our platform

Businesses should adhere to the above guidelines in order to be compliant with WhatsApp’s terms. Failing to do so may result in a business account getting banned or may also lead to legal action from WhatsApp.

Updated on Feb 28, 2024

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