Review Messages’ Best Practices

Messages must comply with WhatsApp's best practices. The following is a list of requirements for creating messages.


WhatsApp has several categories to classify the notifications you upload to Studio. You must choose the appropriate category for the use case of your messages to reduce the probability of rejection by WhatsApp.

These are the available categories:

  • Account Update
  • Payment Update
  • Personal Finance Update
  • Shipping Update
  • Reservation Update
  • Issue Resolution
  • Appointment Update
  • Transportation Update
  • Ticket Update
  • Alert Update
  • Auto Reply

Naming Convention

An intuitive name helps bring clarity to its purpose. It can also help you and your team by keeping a more controlled record of the campaigns sent.

WhatsApp has some tips for naming them and speeding up their approval.

  • Use alphanumeric and lowercase characters
  • Take advantage of underscores to separate words or numbers
  • The more descriptive the name, the better.

Eg: "fathers_day_01"

Formats for content

Character limit

The maximum allowed is 1,024 characters.


Text can be stylized in various ways using special characters.

  • For bold insert an asterisk (*) at each end of the text you want to highlight
  • for italics insert an underscore () at each end of the text
  • for a text ~~ traversed ~~ insert an equivalence sign (~) also at each end

Variable parameters

They are information within the text that can be replaced . On the one hand, they help the user experience be closer and friendlier. On the other hand, they are an advantage when handling massive databases.

They are expressed with a number within two brackets: {{1}}

How the template looksWhat the user receives
Hello {{1}}! Remember that your payment deadline is {{2}}.Hello, Julia! Remember that your payment deadline is May 15.

Message approval

WhatsApp has a very strict shipping policy . It is crucial to consider the following points before uploading a message for approval:

  1. It contains relevant information for the user and is not promotional
  2. Includes two parameters, or in some cases, a maximum of three
  3. It has no spelling or syntax errors
  4. The notification name is clear and descriptive
  5. Has no content that is offensive or violent


Emojis are a tool that you can take advantage of in 2 ways:

  1. Help the user locate relevant information.
    E.g., Log in here 👉🏼 [] (

  2. Emphasize the emotion you want to communicate and generate empathy with the user.
    E.g., Congratulations, Joe! 🥳 You have approved credit. 🎊


It may sound easy, but emojis must be used only when they have a clear purpose. Otherwise, they could be interpreted as signs of mockery, lack of commitment, etc.


Finally, we have the Call-to-Action (CTAs). They are words or phrases that help keep the communication channels open with the user, inviting them to act to keep them engaged. Every notification we send is an opportunity to start a conversation and perhaps close a sale.

They must be attractive to the user and not an obligation that they must fulfill.

E.g., Maria ... what do you think? We already have the products you expected. Type wow to see them. ** 🤩


CTAs should be placed at the end of the message.