Multilingual WhatsApp templates in Instant Messaging
Ever wondered what it feels like to be greeted in your own language by a brand you love?
A “Welcome!” feels nice, but a “¡Bienvenido!” or “स्वागत है!” feels personal.
In today’s global world, conversations often need to cross both time zones and cross languages. But expecting every support agent to speak every language under the sun is just not realistic.
That’s where multilingual WhatsApp templates in IM come in, helping your business sound local, friendly, and familiar no matter where your customers are from.
Business example
Imagine you run an online travel agency.
A customer from Paris signs up for an itinerary update, and another customer from Japan signs up on the same day.
Both receive the same notification template, but:
- The French customer sees “Votre réservation est confirmée.”
- The Japanese customer sees “ご予約が確認されました。”
Same workflow, same template, but each customer receives a message that feels tailored to them.
This is the power of multilingual templates.
What is a WhatsApp template?
A WhatsApp template is a pre-approved message format that businesses use to send reliable, consistent communication to customers. They are perfect for alerts, confirmations, reminders, notifications, and marketing messages.
How WhatsApp templates make your business communication more effective
- Templates help you stay consistent and efficient.
- They make sure every message follows WhatsApp policies.
- They reduce agent effort since no one needs to retype the same message.
- They support automation for essential updates and help maintain a high-quality customer experience during busy hours.
Once you have a solid template strategy, the next step is making those messages feel truly personal. That is where multilingual templates come in.
What are multilingual WhatsApp templates?
When you create a WhatsApp message template, you can attach translations in English, Spanish, Hindi, French, or any other language you need to use with customers.
Same message, same tone, but each recipient can read it in their own language.
For example:
Your customer in Madrid sees “¡Bienvenido!”, while someone in Mumbai gets “स्वागत है!”.
And yes, if you add a translation later, it will go through Meta’s approval again.
What if their language isn’t supported?
No worries! IM will fall back to your default language (usually English) so your message always reaches the customer.
No gaps, no confusion, just consistent communication.
Pricing overview for multilingual templates
- Each approved translation is treated as its own template
- Charges apply for every delivered template message in each language
- Utility template messages are free if delivered within 24 hours of a user-initiated message
- Marketing templates always follow WhatsApp Business Platform pricing
For full pricing details, see the help document:
How language mapping works in IM
Every template in IM begins with a default language. When IM detects the customer’s preferred language, it automatically sends the message in that version.
For example:
- If your French translation is ready, French customers receive that version of that WhatsApp template.
- If your German version isn’t ready yet, IM sends the English template instead.
No delays, no lost messages.
Best practices for setting up templates in IM
- Choose the correct category (for example, Marketing for offers)
- Use clean numbered placeholders like {{1}} and {{2}}
- Limit emojis.
- Always use real translations; WhatsApp doesn’t auto-translate
- Set fallback logic in IM mapping
- Make sure you have customer opt-in for proactive messages
- Review reclassifications after approval, as Meta might update your category
- If a template is rejected, correct the issue and resubmit.
Why this matters
When you speak your customers’ language, you make them feel seen, valued, and understood. That builds trust, improves engagement, and creates a lasting connection.
So the next time you’re sending a message, think beyond just delivering information. Think about connecting with people, one language at a time.
Your turn!
Have you tried multilingual templates in IM yet?
What worked for you and what challenges did you face?
Share your thoughts below and let’s learn from each other!
Regards,
Prabin | Zoho Desk
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