WhatsApp message templates are pre-approved messages businesses use to start or reopen customer conversations on the WhatsApp Business Platform. They let you follow up after the 24-hour window after a customer’s last message has closed.
Whether you’ve reached that limit or you’re evaluating Pipedrive’s native WhatsApp integration, this guide explains how to create and send templates in Pipedrive, with examples you can adapt. For account setup and broader background, read our complete guide to WhatsApp for business.
Key takeaways
WhatsApp message templates are pre-approved messages required to start a conversation or reply after 24 hours of customer silence.
Templates must be approved by Meta, which can take up to 48 hours, so submit ahead of when you need to send.
In Pipedrive, templates support a text body and an optional text header only, no images, video, documents or buttons.
Variables like {{name}} let a single template feel personal to each recipient, without having to write a new message each time.
A WhatsApp message template is a pre-approved, structured message businesses use to start a conversation or reply after the 24-hour customer service window has closed. The window runs from the customer’s most recent message and Meta must approve templates before businesses can send them.
WhatsApp templates can include four components on the broader WhatsApp Business Platform. Pipedrive supports only the text body and an optional text header:
Component | WhatsApp Business Platform |
Header | Optional text or media introduction |
Body | Required message text, up to 1,024 characters, with placeholders like {{1}} for customer details |
Footer | Optional closing text, up to 60 characters |
Buttons | Optional interactive elements, such as quick replies or links |
Note: When creating templates in Pipedrive, keep the content text-only. Image, video and document headers, footers and buttons aren’t available.
Why do you need WhatsApp message templates?
You need an approved template to contact a customer once 24 hours have passed since their last message. After that window closes, free text messages won’t send through the WhatsApp Business Platform.
Using message templates WhatsApp has approved lets you follow up while respecting the platform’s messaging rules.
Beyond that requirement, ready-to-send templates help your team:
Respond faster: Prepare common reminders and follow-ups in advance, then fill in the customer details before sending.
Stay consistent: Give every rep agreed-upon wording so customers receive clear information, regardless of who handles the conversation.
Handle more conversations: Equip a small team with reusable messages so one person can manage more follow-ups without drafting each one from scratch.
A handful of approved templates gives a small team some of the messaging capacity of a larger one, freeing sellers to focus on customers’ replies. Meta’s approval process also helps prevent spam by checking template content against its messaging policies.
Note: Sending a template doesn’t reopen the free-text messaging window. The customer needs to reply before you can resume free-text messages.
Types of WhatsApp message templates
WhatsApp Business message templates fall into three categories based on their purpose.
Marketing: Promotions, special offers and messages that encourage customers to make a purchase or re-engage with your business.
Utility: Order confirmations, appointment reminders and account alerts tied to a customer’s transaction, request or account.
Authentication: One-time passwords (OTPs) and login codes used to verify a customer’s identity. These templates support account security rather than sales outreach.
Pipedrive’s template creation currently supports Marketing and Utility. Choose the category that best matches the message’s purpose and keep promotional content out of Utility templates.
Start a new template. Open Tools and apps > WhatsApp > Templates and select “+ Template”.
Set the basics. Choose Marketing or Utility, give the template a name and select the language.
Write your message. Add the required body text and an optional text header. Keep the wording focused on one purpose, such as confirming an appointment.
Add variables. Use named placeholders like {{name}} or numbered placeholders like {{1}} in the header or body. Variables let you reuse a single template across many personalized conversations by changing details such as the recipient’s name or appointment time.
Preview and submit. Check the message before submitting it for Meta’s approval, which can take up to 48 hours. Track its status on the template page and wait for approval before sending it.
Pipedrive templates are text-only. Image, video and document headers, footers and buttons aren’t supported. You’ll enter variable values manually each time you send.
How to send a WhatsApp message template in Pipedrive
You can send approved templates from a conversation using Pipedrive’s native WhatsApp integration.
Choose a template. Open the conversation and select “Send template”. Search by name, category, language or message content to find the right one.
Fill in the details. Select “Next”, review the wording and enter any required variable values, such as the customer’s name or appointment time.
Preview and send. Check how the completed message will look to the recipient, then select “Send”.
An approved template is required whether you’re starting a new conversation or following up more than 24 hours after the customer’s last message. For a new conversation, first choose the contact or enter their WhatsApp number, including the country code.
WhatsApp message template examples
Use these text-only examples as starting points for your own templates.
Adapt the wording to your business and submit each template to Meta for approval before sending.
Promotional offer
Category: Marketing
Hi {{1}}, Roomz Workspace is offering 20% off meeting room bookings made before October 31. Reply to ask about availability. To stop receiving offers, reply STOP.
Replace {{1}} with the customer’s name.
Appointment reminder
Category: Utility
Hi {{1}}, your appointment with PhilGud Consulting is scheduled for {{2}}. Please reply to confirm or let us know if you need to reschedule.
Use {{1}} for the customer’s name and {{2}} for the appointment date and time.
Subscription renewal reminder
Category: Utility
Hi {{1}}, your Zender Software subscription is due to renew on {{2}}. Reply if you have questions about your renewal or need help managing your account.
Replace {{1}} with the customer’s name and {{2}} with the renewal date. Keep discounts and upgrade offers in a separate Marketing template.
.
Note: Template approval doesn’t replace customer opt-in. Send messages only to recipients who have agreed to receive them and honor requests to stop.
Final thoughts
WhatsApp message templates are essential for reaching customers outside the 24-hour messaging window.
Prepare the messages your team uses most so sellers can follow up without starting from scratch. Pipedrive’s native WhatsApp integration brings template creation and sending into your CRM, with conversations connected to your contacts and deals.
The integration is in beta on growth and higher plans and isn’t available to all customers yet.
Try Pipedrive Free. No credit card required.
