Did you know WhatsApp messages can achieve more than just quick chats?
For businesses using WhatsApp Business API, they’re a gateway to meaningful customer engagement. But here’s the catch: every message needs to be carefully crafted and approved by Meta.
The templates are categorized into four types, Marketing, Utility, Authentication, and Service, each serving a unique purpose.
This guide focuses on Marketing messages. From proven strategies to real-world examples, we’ll explore how to make your messages impactful, engaging, and valuable for your audience. Whether you’re new or experienced, this is your step-by-step playbook to success on WhatsApp. Let’s take a look.
What are WhatsApp Marketing Messages?
WhatsApp marketing messages are a powerful way for businesses to engage with customers directly. Unlike emails or traditional ads, these messages feel personal and immediate, making them highly effective.
Businesses use them to share updates, promotions, and reminders, all within a platform where their audience is already active.
Think about it this way: You receive a WhatsApp promotion message from your favorite store about a flash sale. It’s quick, relevant, and gets your attention. That’s the strength of WhatsApp advertising messages—they’re designed to deliver value instantly while respecting the user’s space.
But there’s a key point to remember. Businesses using the WhatsApp Business API must follow strict guidelines. Meta requires approval for all message templates, ensuring they align with customer expectations.
Types of WhatsApp Marketing Messages According to Meta
Meta's WhatsApp message types help businesses engage customers at key moments, driving sales, re-engaging interest, and building loyalty through personalized communication.
Below are the different types of WhatsApp marketing messages, as outlined by Meta, that can help businesses effectively connect with customers and drive results.
1. Awareness Messages
The goal of awareness messages is to introduce your business, products, or services. These are ideal for promoting events, sharing updates, or launching new offerings.
Message Example:
{Name}, imagine you run a travel agency. Sending a message like, “Are You Looking for a getaway this fall? Our new resort just opened in Bali. To know more click here: {{1}}”
Informs your customers about exciting options without being intrusive. This creates curiosity while encouraging action.
2. Sales Messages
These are designed to drive conversions through discounts, coupons, or limited-time offers. They’re perfect for increasing revenue and retaining loyal customers.
Message Example
Picture this: A customer who recently bought from you gets a WhatsApp sales message that says, “Thanks {Name}, for your purchase! Here’s 15% off your next order. Use code LOYAL15 to avail discount.”
It feels personal and encourages repeat business.
3. Retargeting Messages
Retargeting focuses on re-engaging customers who showed interest but didn’t take action. These messages often include reminders or follow-ups.
Message Example
A user adds items to their cart but doesn’t check out. A WhatsApp promotion message like, “{Name},You left items in your cart! Make it yours by clicking here: {{1}}”
Nudges them to finish the transaction.
4. App Promotion Messages
These encourage users to download or engage with your app. They’re effective for driving app installs or promoting in-app deals.
Message Example
“{Name},avail 20% off this week, on app-only! Use code SUMMER20. Download the app now: {{1}}”
Makes users feel like they’re getting exclusive benefits, increasing app adoption.
5. Customer Relationship Messages
These messages strengthen bonds by celebrating milestones, offering personalized support, or simply saying thank you.
Message Example
“Happy Birthday, Sarah! Celebrate with 20% off your next purchase. Redeem here: {{1}}”
This makes customers feel valued and appreciated.
By using the right WhatsApp marketing messages, businesses can drive engagement and deliver value directly to their customers. Whether it’s a promotional WhatsApp message or a friendly reminder, every interaction matters.
14 Promotional WhatsApp Messages Examples
Promotional WhatsApp messages are a powerful way to spark quick action, increase sales, and foster customer loyalty through personalized offers.
Below, you'll find 14 examples of WhatsApp messages designed to engage customers, drive conversions, and build stronger relationships with tailored incentives.
1. Loyalty Discount Offer
Loyalty messages reward repeat customers with special discounts or offers. These messages make customers feel valued and encourage them to continue shopping with you.
Message Example:
"Hey {Name}, we love having you as a valued customer!
As a token of appreciation, here’s 20% OFF just for you! 🎉
Use code LOYAL20 at checkout.
Don’t miss out—offer expires soon!
Redeem now: {{1}}."
- Message Type: Sales (Promotional Offer)
- Emotion Targeted: Appreciation and exclusivity
- Why It Is Effective: This WhatsApp sales message creates a sense of recognition, showing customers they are appreciated. It encourages repeat purchases and strengthens the brand-customer relationship. Customers are more likely to return when they feel valued.
- Businesses That Can Use It: Retail stores, e-commerce platforms, restaurants, and subscription services. For example, a clothing store can use this to promote seasonal sales to frequent buyers.
2. Refer a Friend Promotion
Referral messages incentivize customers to introduce your brand to their friends. This strategy not only rewards existing customers but also helps you reach new ones organically.
Message Example:
"Hey {Name}, sharing is rewarding!
Invite your friends and get ₹500 off your next order when they make their first purchase.
Your friends also get an exclusive 10% off! 🎁
Start referring now: {{1}}."
- Message Type: Sales (Referral Campaign)
- Emotion Targeted: Community and reward
- Why It Is Effective: Referrals work because they build trust. This WhatsApp promotion message taps into the customer's network, creating a win-win situation. Both the referrer and the new customer benefit, making it more likely to convert.
- Businesses That Can Use It: E-commerce platforms, fitness studios, and online services. For instance, a gym could offer discounts to current members who bring in new clients.
3. Premium Upgrade Promotion
Premium upgrade messages highlight additional benefits customers can unlock by upgrading. They encourage users to spend more while feeling they’re gaining value.
Message Example:
"Hi {Name}, unlock exclusive benefits by upgrading to Premium! 🚀
Get priority support, extra features, and special discounts.
Upgrade now and enjoy a FREE trial for 7 days!
Tap here to explore: {{1}}."
- Message Type: Sales (Upselling)
- Emotion Targeted: Aspiration and exclusivity
- Why It Is Effective: This WhatsApp advertising message appeals to customers who want more convenience or special treatment. By highlighting specific benefits, it makes the upgrade feel worth the extra cost.
- Businesses That Can Use It: Subscription-based services, SaaS companies, and e-commerce platforms. A food delivery app, for example, can promote faster delivery and lower fees for premium members.
4. Limited-Time Offer
Urgency is a powerful motivator. Limited-time messages drive immediate action by emphasizing that the offer won’t last long.
Message Example:
"🚨 Hurry, {Name}!
A special deal just for you—Flat 30% OFF on all products, but only for the next 24 hours! ⏳
Don’t miss this limited-time offer.
Grab your deal now: {{1}}."
- Message Type: Sales (Time-Sensitive Offer)
- Emotion Targeted: FOMO (Fear of Missing Out)
- Why It Is Effective: This WhatsApp promotion message uses urgency to push customers to act quickly. Time-sensitive discounts create a psychological trigger, making customers feel they need to seize the opportunity.
- Businesses That Can Use It: Retail stores, e-commerce platforms, and travel agencies. For instance, a travel company can use it to promote last-minute deals on vacation packages.
5. Cart Abandonment Reminder
Cart abandonment messages remind customers of the items they left behind. These messages nudge users to complete their purchase by providing helpful links or limited-time incentives.
Message Example:
"Hey {Name}, we noticed you left some great items in your cart! 🛍️
They’re still waiting for you, but stock is running out fast.
Complete your order now and enjoy free shipping!
Checkout here: {{1}}."
- Message Type: Retargeting
- Emotion Targeted: Guilt and urgency
- Why It Is Effective: This WhatsApp promotion message capitalizes on FOMO (Fear of Missing Out) by reminding users of what they’re leaving behind. Adding a discount sweetens the deal and pushes users to act quickly.
- Businesses That Can Use It: E-commerce platforms, subscription box services, and retailers. For example, an online electronics store could use this to remind a user about the laptop they left in their cart.
6. Incomplete Application Follow-Up
Follow-up messages target users who didn’t complete an application or onboarding process. These messages encourage them to pick up where they left off.
Message Example:
"Hey {Name}, we noticed you started your application but haven’t completed it yet! 🚀
Finish it now and unlock exciting benefits.
Need help? We’re here for you!
Complete your application here: {{1}}."
- Message Type: Retargeting
- Emotion Targeted: Encouragement and curiosity
- Why It Is Effective: This whatsapp message marketing example is direct and reassuring. It removes hesitation by emphasizing simplicity and time savings. By framing completion as beneficial, it motivates users to act.
- Businesses That Can Use It: Banks, e-commerce platforms, and SaaS companies. For instance, a credit card provider can follow up with customers who started but didn’t finish an online application.
7. App Download Promotion
App download messages encourage users to install your app. These messages often include exclusive benefits or features available only through the app.
Message Example:
"Hey {Name}, ready to unlock exclusive deals and seamless shopping? 🛍️
Download our app today and enjoy 10% OFF your first order!
Tap below to install now: {{1}}."
- Message Type: App Promotion
- Emotion Targeted: Excitement and exclusivity
- Why It Is Effective: This WhatsApp sales message highlights a unique benefit for app users, making the offer enticing. It also positions the app as a convenient tool, encouraging downloads for ongoing engagement.
- Businesses That Can Use It: E-commerce platforms, delivery services, and travel agencies. For example, a food delivery company could use this to promote their app’s easy reordering and exclusive discounts.
8. In-App Feature Promotion
Highlighting new or underutilized app features encourages users to explore and make the most of your app. This message showcases specific benefits of using the feature, increasing engagement.
Message Example:
"Hi {Name}, did you know you can now [mention feature] on our app? 🚀
Stay ahead and make the most of this game-changing feature.
Try it out today: {{1}}."
- Message Type: App Promotion
- Emotion Targeted: Excitement and curiosity
- Why It Is Effective: This WhatsApp advertising message focuses on discovery. Highlighting a new feature grabs attention and prompts action by emphasizing the convenience it offers. Users feel motivated to explore something beneficial.
- Businesses That Can Use It: Fintech apps, fitness apps, or e-commerce apps. For example, a fintech app could promote a new budgeting tool within the app to improve user retention.
Suggested Reading:
Maximize Sales with Holiday WhatsApp Marketing Campaigns
9. In-App Exclusive Offer
In-app exclusive offers provide users with discounts or benefits that can only be accessed through the app. These messages drive app engagement and motivate users to interact with your brand more often.
Message Example:
"Shh… {Name}, we’ve got a special treat just for app users! 🎁
Flat 25% OFF for today only!
Open the app and use code APP25 to grab your deal now.
Don’t miss out: {{1}}."
- Message Type: App Promotion
- Emotion Targeted: Exclusivity and urgency
- Why It Is Effective: This WhatsApp promotion message highlights exclusivity, which appeals to customers who don’t want to miss out. By tying the discount to the app, it increases app downloads and usage while rewarding users.
- Businesses That Can Use It: Retailers, delivery apps, and subscription services. For example, a fashion retailer can use this to offer exclusive discounts on new collections for app users.
10. Seasonal Clearance Sale
Seasonal clearance messages create urgency around end-of-season sales, pushing customers to shop before the sale ends. These messages are perfect for clearing old inventory while keeping customers excited.
Message Example:
"🚨 Hurry, {Name}!
Our BIG Seasonal Clearance Sale is LIVE!
Get up to 50% OFF on your favorites—only while stocks last! 🛍️
Shop before it’s gone: {{1}}."
- Message Type: Sales (Promotional Offer)
- Emotion Targeted: Urgency and savings
- Why It Is Effective: This WhatsApp sales message leverages urgency by emphasizing limited stock and deep discounts. It taps into the customer’s desire to save money, compelling them to act quickly.
- Businesses That Can Use It: Retail stores, e-commerce platforms, and home decor businesses. For example, a furniture store can use this to clear out seasonal items like patio furniture as summer ends.
11. Festive Sale Announcement
Festive sale announcements capitalize on seasonal excitement, encouraging customers to shop during holidays. These messages often include tailored offers to align with the festive mood.
Message Example:
"🎉 The Festive Season is Here, {Name}!
Celebrate with Flat 40% OFF on your favorites! ✨
Limited-time festive deals are waiting for you—grab them before they’re gone! 🛍️
Shop Now: {{1}}."
- Message Type: Awareness (Seasonal Promotion)
- Emotion Targeted: Festivity and excitement
- Why It Is Effective: This WhatsApp message marketing example connects with customers emotionally during festive times. It ties the discount to the holiday spirit, making the message more relatable and effective.
- Businesses That Can Use It: Retailers, gift shops, and travel companies. For instance, a travel agency can promote discounted holiday packages to customers preparing for their next trip.
12. Restock Notification
Restock notifications inform customers when their favorite items are back in stock. These messages re-engage potential buyers who previously missed out due to availability issues.
Message Example:
"Good news, {Name}! 🎉
Your favorite item is back in stock! 🛍️
Don’t miss out this time—order before it sells out again.
Shop now before it's gone: {{1}}."
- Message Type: Retargeting
- Emotion Targeted: Excitement and relief
- Why It Is Effective: This whatsapp sales message taps into customers’ desire for a product they couldn’t get earlier. By reminding them and creating urgency, it motivates action while rekindling interest.
- Businesses That Can Use It: Fashion retailers, gadget sellers, and niche product stores. For instance, a sneaker brand can notify customers about the return of a popular style that sold out quickly during its first release.
13. Limited Stock Alert
Limited stock alerts create a sense of urgency by notifying customers that a product is almost sold out. These messages are ideal for encouraging impulse purchases.
Message Example:
"⏳ Hurry, {Name}!
Only a few pieces left of your favorite item! 🚨
Grab yours before it’s sold out again! 🛍️
Shop now: {{1}}."
- Message Type: Retargeting
- Emotion Targeted: FOMO (Fear of Missing Out)
- Why It Is Effective: This WhatsApp promotion message leverages scarcity to push customers to act quickly. It’s highly effective because people are more likely to make decisions when they feel time is running out.
- Businesses That Can Use It: E-commerce platforms, home decor brands, and luxury goods retailers. For example, a high-end watch retailer can use this to inform customers about the last few pieces of a limited-edition timepiece.
14. Product Teaser Announcement
Product teaser announcements build anticipation for new launches. These messages provide a sneak peek, creating buzz and curiosity around upcoming products.
Message Example:
"Something exciting is coming, {Name}! 👀
A brand-new [Product Name] is launching soon!
Stay tuned for exclusive sneak peeks and early access.
Sign up for updates here: {{1}}."
- Message Type: Awareness
- Emotion Targeted: Curiosity and excitement
- Why It Is Effective: This WhatsApp advertising message generates intrigue by withholding full details while offering a glimpse of what’s coming. Customers feel exclusive and eager to learn more, building anticipation ahead of the launch.
- Businesses That Can Use It: Tech companies, fashion brands, and food delivery services. For instance, a smartphone company can use this message to tease its upcoming flagship device, encouraging users to stay tuned.
Things to Know Before Sending WhatsApp Promotion Messages
Before diving into WhatsApp marketing messages, it’s crucial to understand the rules and guidelines that govern their use.
Knowing these details ensures your messages are approved, effective, and well-received. Below are the key considerations to keep in mind.
1. Character Limit
WhatsApp message templates have specific character limits for different parts of the template. It’s important to format your message properly to avoid rejections.
- Header: Up to 60 characters (including variables).
- Body: Up to 1024 characters for media templates and 4096 characters for standard templates.
- Footer: Up to 60 characters; no variables or formatting allowed.
- Buttons: Captions are limited to 20 characters, and quick reply payloads can have up to 256 characters.
- Template Name: Maximum of 512 characters.
Key Tip: Formatting your promotional WhatsApp messages correctly ensures clarity and avoids the risk of exceeding limits. For instance, a concise body with a clear call-to-action can make your WhatsApp sales message more impactful.
2. Approval Process
Once your template is created, it must be submitted for approval. The review process can take up to 24 hours.
If approved, the template’s status changes to "Active - Quality Pending," allowing you to begin sending it to customers. If rejected, you’ll need to revise and resubmit it or appeal the decision.
Key Tip: Plan your campaigns in advance to account for the approval process. Avoid last-minute submissions to ensure your WhatsApp advertising messages go live on time.
Suggested Reading:
5 Whatsapp Marketing Hacks to Boost Engagement
3. Common Rejection Reasons
To ensure your WhatsApp promotion messages are approved, avoid these common mistakes:
- Missing or mismatched curly braces for variables. Correct format: {{1}}.
- Variable parameters containing special characters like #, $, or %.
- Non-sequential variables (e.g., {{1}}, {{2}}, {{4}} while skipping {{3}}).
- Too many variable parameters for the message length.
- Templates ending with a variable.
- Content violating WhatsApp’s Commerce Policy, such as offering prohibited goods.
- Requests for sensitive identifiers like full payment card numbers.
- Duplicate templates using the same wording as an existing template.
Why it Matters: Rejection delays your campaign and wastes time. By understanding these rules, you can ensure your WhatsApp message marketing efforts run smoothly.
4. Other Limitations
There are additional restrictions and limitations to keep in mind when using WhatsApp promotion messages:
Templates can be edited only when they are approved, rejected, or paused, with a limit of one edit per day (up to 10 edits per month).
- You can create up to 100 message templates per hour.
- Templates with 4+ buttons or mixed button types can’t be viewed on desktop WhatsApp clients. Users will be prompted to view them on mobile instead.
- Messaging limits apply to business-initiated conversations:
- Up to 500 contacts initially.
- 250 messages in the first 24 hours.
- 7,000 messages within 30 days.
Scaling Limits: Messaging limits can be increased as follows:
- 1,000 business-initiated conversations (manual increase).
- Higher limits (e.g., 10,000 or 100,000 conversations) are achieved through automatic scaling.
Key Tip: A connected business phone number with a good quality rating is essential for higher messaging limits. A low-quality rating may restrict your messaging capabilities to 250 conversations until improved.
Start Sending WhatsApp Marketing Messages Without Worrying About Limitations Using BotPenguin
Creating impactful WhatsApp marketing messages requires careful planning and execution. From choosing the right message type to navigating character limits and approval processes, there’s a lot to consider. The good news? These challenges are easier to handle with the right tools.
BotPenguin, an AI-powered WhatsApp chatbot platform, simplifies the process. Create message templates directly in the BotPenguin dashboard, manage them, and submit for approval seamlessly.
The platform ensures placeholders are correct and character limits are met, reducing rejection risks. Once approved, you can send your messages instantly to your contacts.
BotPenguin takes care of the technicalities so you can focus on connecting with your audience effectively.
Start using BotPenguin today to streamline your WhatsApp message marketing efforts!
Frequently Asked Questions (FAQs)
Does WhatsApp allow marketing messages?
Yes, WhatsApp allows marketing messages, but only through the WhatsApp Business API. Messages must be sent using pre-approved templates, ensuring compliance with WhatsApp’s policies.
Businesses can send promotional messages, offers, and updates but must follow Meta’s user consent and opt-in guidelines to prevent spam.
Why do I need WhatsApp’s approval for my message templates?
WhatsApp requires template approval to ensure messages comply with anti-spam policies and provide value to users. Approved templates prevent businesses from sending unsolicited messages, improving engagement.
The approval process ensures clear, relevant, and high-quality communication that aligns with WhatsApp’s policies.
Can I send WhatsApp marketing messages without API approval?
No, WhatsApp marketing messages require API approval. While WhatsApp Business App allows limited broadcasts, large-scale promotional messaging is only possible through the WhatsApp Business API, where message templates must be reviewed and approved by Meta before use.
What is {{1}} in the WhatsApp Business API Message Template?
{{1}} is a dynamic placeholder in WhatsApp Business API message templates. It allows businesses to insert personalized data like names, links, or discount codes.
These placeholders must be pre-approved by Meta, and actual values are added dynamically when sending messages.
What are the various placeholders in the WhatsApp Business API Message Template?
WhatsApp Business API supports placeholders like {{1}}, {{2}}, {{3}}, etc., for inserting dynamic content. These placeholders can hold customer names, order details, tracking links, discount codes, or appointment times.
This ensures personalized and interactive messages while keeping the template structure pre-approved by WhatsApp.
Can I include media in my WhatsApp promotional messages?
Yes, WhatsApp supports media messages, including images, videos, PDFs, and audio files. However, media messages must be sent using approved templates via WhatsApp Business API.
Adding engaging visuals to promotions boosts conversion rates, making messages more interactive and effective for marketing campaigns.
How to write WhatsApp marketing messages?
A great WhatsApp marketing message is short, personalized, and action-driven. Use a friendly tone, include a customer name, a compelling offer, and a strong CTA. Example: "Hey {Name}, enjoy 20% OFF! Use code SAVE20. Limited-time only. Shop now: {{1}}."
Is there any limit for sending WhatsApp Marketing Messages?
Yes, WhatsApp imposes messaging limits based on business verification status and engagement levels. Initially, businesses can message 1,000 unique users per day, but this increases based on quality ratings and compliance with WhatsApp’s policies. Poor engagement or high block rates may reduce limits.
How to avoid a ban while sending WhatsApp Marketing Messages?
To avoid getting banned, businesses should obtain user consent before sending messages, ensuring they are not marked as spam. They should only send WhatsApp-approved templates and avoid excessive promotional messaging.
Maintaining low block rates and high engagement helps prevent issues. Businesses should also monitor their quality rating in the WhatsApp Business Manager, ensuring they comply with WhatsApp’s Commerce and Policy Guidelines.
