Sending WhatsApp Messages with Templates - Zoho Desk Knowledgebase

WhatsApp Message Templates User Guide

Prerequisite
Before you can create or send WhatsApp Message Templates in Zoho Desk IM, the following must be in place.
Requirement Details
WhatsApp Business Account (WABA) You must have a verified WABA to register as a WhatsApp sender. All templates must be linked to a verified WABA. If you do not have one, set it up before creating templates
Business phone number Your business phone number must be verified and activated through the WhatsApp Business API before templates can be submitted or sent
WhatsApp Business API access Apply for WhatsApp Business API access through Meta. Once approved and activated, navigate to Setup > Instant Messaging > WhatsApp to connect your account to Zoho Desk
Opted-in contacts Templates can only be sent to customers who have opted in to receive WhatsApp communication from your business. Sending to non-opted-in contacts is not permitted by Meta
Approved templates Every template must be submitted to Meta and approved before it can be used. Templates in Pending or Failed status cannot be sent
Note
If your WhatsApp Business Account or phone number is not yet set up, contact your Zoho Desk administrator or refer to the WhatsApp Business API setup guide before proceeding.


What are WhatsApp Message Templates?

A WhatsApp Message Template is a pre-approved, structured message used to send outbound notifications to customers who have opted in to receive WhatsApp communication from your business.
Templates must be submitted to Meta and approved before they can be used in Zoho Desk Instant Messaging. This is WhatsApp's way of ensuring only trusted, relevant messages reach customers.

When to use templates

Use templates when you need to start or reopen a WhatsApp conversation with a customer.
Common use cases include:
  • Appointment and booking confirmations
  • Payment reminders and receipts
  • Order status updates and shipping notifications
  • Service updates and ticket notifications
  • Follow-up messages after the 24-hour WhatsApp messaging window has expired
  • Reopening expired conversations without needing the customer to message first
Templates can also be used for Utility or Marketing communication while a customer service window is active. Utility template messages sent within the 24-hour window will be chargeable.

How templates work

WhatsApp conversations have a 24-hour messaging window. When a customer messages your business, agents can reply within the 24-hour customer service window using service messages. Starting October 1, 2026, the first 1,000 service messages per WhatsApp Business phone number each month are free. Once the free allowance is exhausted, additional service messages are charged at the applicable rate.
Note
The 1,000-message free allowance applies separately to each WhatsApp Business phone number and resets every month. There are no volume-based pricing discounts for service messages.
When a template is sent, Zoho Desk sends the approved message through your connected WhatsApp Business Account. If the template includes placeholders, Zoho Desk automatically replaces them with the relevant values from the contact or ticket record.
For more information about the October 1, 2026 pricing changes, refer to WhatsApp Business Platform Pricing Changes: What's Changing in Zoho Desk IM from October 1, 2026 ↗
For example, a template body written as:

Hi ${Contacts.First Name}, your appointment has been confirmed for ${Tickets.Due Date}.

is delivered to the customer as:

Hi Arjun, your appointment has been confirmed for 28 May 2026, 11:00 AM.

This happens automatically for every customer without agents needing to type or copy any details manually.

Components of a WhatsApp Message Template

A WhatsApp Message Template is made up of up to five components. Each component plays a specific role in how the message is structured and displayed.

Component Description Required
Header Displays text, an image, video, or document at the top of the message Optional
Body Contains the main message text. Supports placeholder variables Mandatory
Footer Displays a short plain-text note below the body Optional
Buttons Adds Quick Reply or Call to Action buttons below the message Optional
Language Defines the language variant of the template Mandatory

The header appears at the top of the template and gives the customer immediate context before they read the body. It is optional, but a well-chosen header sets the tone of the message before a single word of the body is read.


You can choose one of the following header types:
Header type What it does
Text Adds a short title line above the body. Supports one placeholder. Limited to 60 characters
Image Attaches an image at the top of the message
Video Attaches a video file at the top of the message
Document Attaches a PDF or file such as an invoice, arrival guide, or report. Delivered directly within the message without needing a separate follow-up
Note
  • Only one header type is allowed per template.
  • Markdown formatting is not supported in text headers.
  • A text header supports one placeholder.

Body

The body is the main content of the template and the only mandatory component. It contains the message the customer reads and acts on.
To personalize the body, type $ while composing the template to open the placeholder dropdown. Select the placeholder you need and Zoho Desk will automatically replace it with the correct value when the message is sent.
The body is limited to 1024 characters. Emojis are also supported in the body. Up to 10 placeholders are allowed in the body.

Placeholder position rules


Do not place a placeholder at the very beginning or the very end of the body text. Meta may reject templates that start or end with a placeholder.
Correct example:

Hi {{1}}, your appointment with {{2}} is confirmed on {{3}}.

Incorrect examples:

{{1}}, your appointment is confirmed.

Your appointment is confirmed on {{3}}


The footer is a short plain-text note displayed below the body. It is commonly used for opt-out instructions, support contact details, clinic hours, or a short brand sign-off.
Example:

Reply STOP to unsubscribe.

Note
  • Footer text is limited to 60 characters.
  • Placeholders are not supported in the footer.
  • Markdown formatting is not supported in the footer.

Buttons

Buttons are optional interactive elements that appear below the message. When tapped, they trigger an action immediately without the customer needing to type a reply or search for a link.

Button type What it does
None No button is added to the template
Quick Reply Sends a preset reply to your team when tapped. Useful for fast responses such as Confirm, Cancel, Reschedule, or Talk to Agent. Up to 10 Quick Reply buttons per template
Call to Action Triggers a specific action when tapped. Two actions are available: Call Phone or Visit Website

Call to Action button



Action What it does
Call Phone Calls a specified business phone number directly when tapped
Visit Website    Opens a webpage in the customer's browser. Supports Static URL (same link for all recipients) or Dynamic URL (a customer-specific link generated by appending a placeholder value)
A dynamic URL is useful for sending personalized links such as a payment page, pre-check-in form, ticket update page, or appointment details page. The placeholder value is always appended at the end of the URL.
Important
The placeholder in a dynamic URL must always go at the end of the URL. Placing it anywhere else may result in Meta rejecting the template.
Templates with four or more buttons, or templates combining a Quick Reply button with one or more Call to Action buttons, cannot be viewed on WhatsApp desktop. Customers will be prompted to open the message on their phone.

Choosing the right category

Every template must be assigned a category that matches its purpose. Zoho Desk IM currently supports two categories: Utility and Marketing.
Category Use it for Examples
Utility Transactional updates directly related to a customer's action or account Appointment confirmations, booking updates, payment receipts, ticket notifications, order status updates
Marketing Promotional messages intended to drive awareness, engagement, or sales Offers, product announcements, campaigns, referral programs, upsell communication
Note
Authentication templates, used for one-time passwords and verification codes, are not currently supported in Zoho Desk IM.

Why choosing the right category matters

Meta may automatically reclassify a template if the selected category does not match the content. A template submitted as Utility but containing promotional language may be reclassified as Marketing. Once reclassified, Marketing template rules apply.


Pricing within the 24-hour customer service window

Utility template messages can be chargeable even when sent within the 24-hour customer service window. Refer to the Comprehensive Pricing User Guide for the applicable rates.


Marketing template delivery limits
Marketing templates are subject to Meta's per-user delivery limits. These limits are applied globally across all businesses that message the same customer on WhatsApp. Because of this, a Marketing template may fail to deliver even if it is the first message you have ever sent to a customer, and even if the template is fully approved.
This happens because Meta tracks how many marketing messages each user receives from all businesses combined, along with their overall inbox activity and recent message engagement. If a customer's limit is reached, your message will not be delivered regardless of your account standing.
Important
If a Marketing template fails to deliver, error code 131049 will appear. Wait at least 24 hours before retrying. Resending immediately will result in another failure.
Marketing templates cannot be delivered to users with United States phone numbers (+1 dialing code) under Meta's current policy.

Placeholder support and restrictions

Placeholders automatically personalize your template with real customer data pulled from Zoho Desk. Type $ while composing the template to open the placeholder dropdown and select from the available fields.

Placeholder support by send method

Which placeholder values populate correctly depends on where the template is sent from and whether it is sent to a single recipient or multiple recipients. Choosing the wrong send method can result in blank values appearing in the delivered message even if the template is correctly configured.
Note
  • Contact placeholders populate when sending from the Contacts module as a single send.
  • Ticket placeholders populate when sending from the Tickets module as a single send.
  • All placeholder types populate when sending from within an IM conversation.
  • No placeholders populate during bulk sends from either module, or when sending through workflow automation.


How to send template messages (outbound messaging) via WhatsApp?

The type of WhatsApp message that can be used for this outbound messaging is the template message - a pre-approved customized message used to send out customer notifications.

From the Contacts module
Follow these steps to send a template message from the Contacts module in Desk:
  1. 1 Open the Contacts module.
  2. 2 Then, find the contact you want to message.
  3. 3 Tap on the contact's name to open the contact's detail view.
  4. 4 On the contact's detail view, tap the WhatsApp logo next to the phone number (mobile number). This will open the messaging dialog box, where you can select the template message from the available list.
  5. 5 Check the preview.
  6. 6 And then click on Send.

From the Tickets module
Follow these steps to send a template message from the Tickets module in Desk:
  1. 1 Open the Tickets module.
  2. 2 Then, find the ticket you want to send a WhatsApp message to.
  3. 3 Tap on the ticket to open the ticket's detail view.
  4. 4 On the ticket's detail view, tap the WhatsApp logo next to the phone number (mobile number) under the Contact Info. This will open the messaging dialog box, where you can select the template message from the available list.
  5. 5 Check the preview.
  6. 6 And then click on Send.

Multilingual Message Templates

Every WhatsApp Message Template is created for a specific language. The language you select when creating the template becomes the primary language variant.
For teams communicating with customers across multiple regions, Zoho Desk IM allows you to create additional language variants of the same template. Each variant carries the same structure and intent as the original but is written in the customer's preferred language.

How language variants work

For example, a dental appointment confirmation template can have an English variant and a German variant. A patient whose preferred language is German receives the German version, with the same appointment details, instructions, and buttons.
Each language variant must be submitted to Meta separately for approval. A template approved in English is not automatically approved in another language. Build all required language variants before submitting and send them together to avoid staggered approval delays.

Workflow limitation

When sending templates through automated workflows in Zoho Desk IM, only English templates are currently supported. Non-English templates may fail when triggered through a workflow.
Important
A template approved in English is not automatically approved in other languages.

How to create a WhatsApp Message Template

Before creating templates, ensure you have applied for WhatsApp Business APIs and verified and activated your business phone number.
Navigate to
Setup  ›  Instant Messaging  ›  WhatsApp  ›  Templates  ›  Create Template

Step 1: Select your WhatsApp Business Account

Select the WhatsApp Business Account (WABA) to associate the template with. All templates must be linked to a verified WABA. If you have multiple accounts, select the appropriate one from the dropdown. If you have not yet set up a WABA, complete that step before creating templates.

Step 2: Enter a template name

Enter a name that clearly reflects the message content. The template name is your internal reference and is also used by Meta during the approval process.
Follow these rules when naming templates:
  • Lowercase letters only
  • Use underscores instead of spaces
  • Make the name specific and descriptive

Good example: appointment_confirmed_dental

Poor example: template_001

Note
The template name field is limited to 512 characters.

Step 3: Select the template category

Select Utility or Marketing based on the purpose of the message. Refer to the Template Categories section for detailed guidance.
Important
Meta may automatically reclassify your template if its content does not match the selected category. Always verify the template category in Zoho Desk before sending, especially after making edits.

Step 4: Select the default language

Select the language the template is written in. This is the primary language variant. Additional language variants can be configured after completing the mandatory fields. Refer to the Multilingual Message Templates section for details.

Step 5: Compose the message

Build your template using the following components:
Component Details
Header (Optional) Add a text title or upload an image, video, or document. One placeholder supported
Body (Mandatory) The main message content. Supports 10 placeholder variables. Limited to 1024 characters.
Footer (Optional) A short plain-text note below the body. Limited to 60 characters. No placeholders supported
Buttons (Optional) Select None, Quick Reply, or Call to Action
To add a placeholder, type $ in the body or text header field. The available placeholder list will appear. Select the field you need and Zoho Desk will handle the replacement automatically when the message is sent.

Step 6: Add additional languages (Optional)

Scroll to the additional Languages section to configure translated variants of the same template for regional customers. Each variant must be submitted to Meta separately for approval. Submit all language variants together to avoid staggered approval timelines.

Step 7: Preview and save

Review the template in the Preview panel on the right before saving. The preview shows exactly how the message will appear on a customer's phone, including the header, body, footer, and buttons.
Check placeholder positions, confirm button labels make sense, and verify the footer is within 60 characters. When everything looks correct, click Save. The template is submitted to Meta and its status will change to Pending.

Approval process and status


After saving a template, Zoho Desk submits it to Meta for review. You can track the approval status from the Templates tab under your WhatsApp channel.
Status Meaning Action required
Approved Successfully approved by Meta Ready to use immediately
Pending Submitted to Meta and awaiting review Wait for Meta's review. This can take a few minutes to a few hours
Rejected Rejected by Meta due to content or formatting Review the reason, correct the content, and recreate or edit the template
Note
  • If a template is rejected due to a placeholder position issue or formatting error, editing and resubmitting may not always trigger re-approval. Deleting and recreating the template from scratch after correcting the content is the more reliable fix.
  • A template can only be edited when its status is Approved or Rejected.
  • Templates can be edited once per day, up to 10 times per month.
  • Zoho Desk supports up to 1000 WhatsApp templates per account.

Approval tips

Follow these guidelines to improve the chances of your template being approved by Meta on the first submission.
Tip Guidance
Use clear, simple language Meta reviewers may not know your business context. Write the message so it is self-explanatory without internal terminology
Name templates specifically Use names that reflect the message content, such as appointment_confirmed_dental rather than template_001
Avoid promotional language in Utility templates If the message contains offers, discounts, or upsell content, submit it as Marketing
Check spelling and formatting Spelling errors, incorrect placeholder formatting, or mismatched brackets may cause rejection
Do not start or end with a placeholder Meta may reject templates where the body begins or ends with a placeholder variable
Choose the right category Submitting under the wrong category may result in automatic reclassification by Meta, which affects delivery behaviour
Add context for conversation reopening If the template is intended to reopen an expired 24-hour conversation, include details that reference the previous interaction

Examples of approved and rejected message templates

Approved messages

1. Order confirmation


2. Customer loyalty




Rejected messages

1. Promotional information




To view the Meta's guidelines for Message Templates. Click here ↗

Editing and deleting templates

Editing a template


  1. 1 Navigate to WhatsApp > Templates.
  2. 2 Click the horizontal ellipsis next to the template name and select Edit Template. This opens the template form where you can update the content.
  3. 3 Once updated, the template status changes to Pending and must go through Meta's review process again before it can be used.
Note
  • A template can only be edited when its status is Approved or Rejected.
  • Templates can be edited once per day, up to 10 times per month.
  • The template cannot be used until the updated version is approved by Meta.

Deleting a template


  1. 1 Click the Setup icon in the top bar.
  2. 2 Navigate to WhatsApp > Templates.
  3. 3 Click the horizontal ellipsis next to the template name and select Delete Template.
  4. 4 A confirmation prompt will appear. Click Delete to remove the template permanently.

Important
Deleted templates cannot be recovered. If you need the template again, you will need to recreate and resubmit it for Meta approval.

Credits and billing

Sending WhatsApp Message Templates uses credits. The cost per message is based on the recipient's country. You can check your current credit balance at any time.

Checking your credit balance

Navigate to
Setup  ›  Instant Messaging  ›  WhatsApp  ›  Available Credits
If your balance is insufficient when sending a template, an insufficient funds message will appear and you will be directed to the payments screen to top up your credits before sending can resume.

Purchasing credits
  1. 1 Click the Setup icon in the top bar.
  2. 2 Under Channels, click Instant Messaging.
  3. 3 On the Instant Messaging page, click Buy Credits.
  4. 4 Enter the number of credits you want to purchase.
  5. 5 Click Make Payment and complete the payment.
Once paid, your credits are topped up and reflected in the Available Credits section immediately.
Note
WhatsApp charges are based on the country of the user you are messaging. Refer to the Comprehensive Pricing User Guide for exact rates by region.

Limitations summary

Area Limitation
Template name Limited to 512 characters
Template body Limited to 1024 characters
Body placeholders Up to 10 placeholders supported in the body
Header placeholder Text headers support 1 placeholder, counted separately from body
Footer Limited to 60 characters. No placeholders supported
Template edits Can only be edited when status is Approved or Rejected. Once per day, up to 10 times per month
Template count Up to 1000 WhatsApp templates per account
Button combinations Templates with 4 or more buttons, or mixing Quick Reply and Call to Action buttons, cannot be viewed on WhatsApp desktop
Workflow language Only English templates are supported in automated workflows. Non-English templates must be sent manually
Marketing delivery Subject to Meta's per-user delivery limits. Even first-time messages can fail with error code 131049. Wait 24 hours before retrying
US phone numbers Marketing templates cannot be delivered to US phone numbers (+1 dialing code)
Authentication Authentication templates for OTPs and verification codes are not currently supported in Zoho Desk IM

Frequently asked questions

What happens if I submit a template under the wrong category?
Meta will automatically reclassify the template to the appropriate category. A template submitted as Utility with promotional content will be moved to Marketing. Once reclassified, Marketing template delivery limits apply, which may affect whether your message is delivered at all.
Why did my Marketing template fail even though it is approved?
An approved Marketing template can still fail to deliver if the recipient has reached Meta's per-user marketing message limit. This limit is applied globally across all businesses messaging that user on WhatsApp, not just your account. Even the first Marketing message you send to a contact may fail if their limit is already reached.
In such cases, error code 131049 will appear. Wait at least 24 hours before retrying. If your use case is transactional, switch to a Utility template to avoid this restriction entirely.
Why are my template placeholders showing as blank when the message is delivered?
This usually happens when the template is sent from a location that does not support the placeholder types used in the template. For a full explanation of which placeholders populate in each send method, refer to the Sending WhatsApp Message Templates article.
Why is my non-English template failing to send through a workflow?
Automated workflows in Zoho Desk IM currently support only English templates. Templates in other languages may fail when triggered through a workflow. For guidance on sending non-English templates, refer to the Sending WhatsApp Message Templates article.
Can I use a template to reopen an expired WhatsApp conversation?
Yes. When the 24-hour messaging window has expired, agents can no longer send free-text replies. Sending an approved template reopens the conversation. Refer to the Sending WhatsApp Message Templates article for steps on how to do this.