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Good messaging starts with permission
A concise guide to consent, templates, customer-service windows and responsible WhatsApp messaging.
Start with permission
Contact people who have provided their number and agreed to hear from your business on WhatsApp. Make your business identity and the purpose of the messages clear. Respect opt-out requests wherever you receive them.
Record consent in Contacts, keep its source and purpose clear, and select an appropriate audience before a broadcast. An imported phone number alone does not demonstrate permission.
Match the message to its purpose
| Type | A suitable purpose | Example |
|---|---|---|
| Marketing | Offers, collections and promotional updates. | “Our festive collection is ready. Would you like to see the hampers?” |
| Utility | A non-promotional update tied to a customer’s actual request or transaction. | “Your order GS-204 is ready for collection.” |
| Service | A non-template response to an incoming customer message within the reply window. | “Happy to help. How many gift boxes do you need?” |
Meta also has an authentication template category for verification codes. Alactic uses WhatsApp verification during signup; the customer-facing Template Studio currently creates marketing and utility templates.
Examples are illustrative. Category and price follow Meta’s classification. See Meta’s category overview and the dated pricing notes.
Prepare a template customers can understand
- Start in Campaigns → Template Studio.Choose a starter that fits the message’s purpose, or create your own. Select the language and category.
- Write one clear message.Explain the reason for the update and the next step. Keep customer-specific values in the intended variable fields and supply realistic examples for review.
- Review the entire preview.Check the image header, text, language and variable values. Make sure a sample customer would understand who is contacting them and why.
- Submit, then sync the review status.Meta reviews the template. Approval times vary; a rejection or requested change should be handled using the reason shown. Recheck status before preparing a campaign.
Alactic provides creation, submission and status tools. It cannot guarantee approval, a category or instant review. An approved template still needs an appropriate audience and use.
Understand the 24-hour reply window
A customer message opens or resets a 24-hour service window. Non-template responses are allowed inside it; outside it, use an approved template. Customer menus and automated responses still need to follow the allowed messaging context.
Meta’s dated update applies service-message charges from 1 October 2026 and also charges utility messages sent inside the service window. Use the cost calculator to budget billable deliveries.
Source: Meta’s non-template pricing update. Eligible free-entry messages, credits and account-specific billing treatment can change the actual charge.
Keep the experience useful
- Send messages relevant to the permission the customer gave you.
- Make stopping messages straightforward and honour the request.
- Give customers a clear route to a person when automation cannot help.
- Check account quality and delivery feedback before increasing campaign volume.
Use Settings → WhatsApp to review account readiness, and WhatsApp Manager for current restrictions or required actions. Consult Meta’s policy for prohibited or restricted business uses.
Source: WhatsApp Business Messaging Policy. Reviewed 12 October 2026.