WhatsApp Marketing Messages: Types, Rules and Examples

Before you send a single campaign, it helps to know the kinds of messages WhatsApp allows and when each one fits. Get this right and your messages land, get read, and stay compliant. Get it wrong and they bounce or, worse, your number takes a hit.

The two message states on WhatsApp

Every business message falls into one of two buckets:

• Template messages — pre-approved messages you can send any time, even to someone who has not messaged you recently. Marketing, offers, and reminders use these.
• Session (free-form) messages — anything you send within 24 hours of the customer’s last message. Inside this window you can reply freely, no template needed.

That 24-hour window matters. Outside it, you must use an approved template to start the conversation again.

The three template categories

WhatsApp sorts every template into one of three categories, and each is priced differently.

Utility and authentication messages are cheaper than marketing ones, so map each message to the right category honestly. Dressing up a promo as a utility update gets templates rejected.

The marketing messages that actually perform

• Welcome message — sent the moment someone opts in, with a clear next step.
• Offer and launch — a single product or deal, one button, one action.
• Abandoned cart — a gentle nudge a few hours after someone leaves a full cart.
• Re-engagement — a check-in for customers who have gone quiet.
• Order and delivery updates — utility messages that customers genuinely want.
• Feedback request — a quick star rating after a purchase.

Want ready-to-use wording? See our WhatsApp marketing examples and templates.

What makes a message get approved (and read)

• Keep it short. One idea, one action.
• Personalise with the customer name and order details using variables.
• Add a clear button: Shop now, Track order, Talk to us.
• Avoid all-caps, fake urgency, and misleading claims.
• Stay in the right category.

How to send them at scale

To send template messages to a list, you need the WhatsApp Business API and a platform that handles approvals, variables, and delivery reports. With WA MARK you build a template, get it approved, personalise it per contact, and broadcast it to a segment in a few clicks.

Frequently asked questions

Do all WhatsApp marketing messages need approval?

Any message you start outside the 24-hour window needs an approved template. Replies inside the window do not.

How much does a marketing message cost in India?

Meta charges per message by category. Marketing messages are typically sub-rupee to around ₹1, and the rate changes, so check current pricing before you budget.

Why was my template rejected?

Usually wrong category, spammy wording, or missing context. Rewrite it clearly, pick the honest category, and resubmit.