WhatsApp HSM templates

What is an HSM template?

An HSM template (Highly Structured Message) is a pre-defined standard message for sending to customers via WhatsApp. A template can consist of text, media files, buttons, and variables. WhatsApp templates have strictly limited categories and require WhatsApp approval.

HSM template advantages:

1. Safe bulk and individual outbound messages: you can be confident that your WhatsApp number will not be blocked for suspicious activity.
2. Speed. High speed of HSM templates delivery.
3. Personalization. Templates can contain variables that you specify individually for each customer.
4. Buttons, images, videos, and files in a template.
5. Ease of use: there is no need to write a message from scratch every time; agents can easily select the required template in their Workspace.

24-hour time window

WhatsApp restricts the ability to initiate contact with customers. You can only write to a customer first using an HSM template. Template-based messages can be sent both individually and in bulk to a list of phone numbers.

The initial template message to a customer is charged according to company rates. Its cost depends on the category of the template and the country of the recipient. Subsequent messages to a customer of the same category will be free within 24 hours after the customer's last response. Each customer response extends the window by another 24 hours. Once more than 24 hours have passed since the customer's last response, only paid templates can be sent, free-form messaging is blocked.

1. In the Template collections section, select the collection to create an HSM template.
2. Click the Create button and select Create WhatsApp HSM template.

3. Enter the Template name. The template name should reflect its meaning and be understandable to the moderator. This will allow the template to successfully obtain the approval. The field is required.

Correct name example: laundry_detergent.

Incorrect name examples: Sales 20, 20% discount, 84 746 466, Template № 4.

4. From the drop-down list, select the collection (only one) in which you want to create a template. The current collection is selected by default.

5. Select the WhatsApp channel to use the template. If only one WhatsApp channel is created in your account, its name will be automatically filled in the field. You cannot add an HSM template without at least one WhatsApp channel created.
6. Select the channel category. The options are: Marketing and Utility. The cost of sending a message depends on the template category.

Sample template text: Attention! The transfer of {{variable1}} from the account {{variable2}} has been completed.

Sample template text: Attention! Prices for all products in the {{variable1}} category have been reduced by {{variable2}}. Come shopping!

7. To move from general settings to template content settings, click Next.
8. Select the language in which you want to write the template text from the drop-down list. The field is required.
9. Add a Header for the template. It can contain important information for the customer — they will notice it first.

3 types of headers are available:

In the preview window on the right, check how the entered text will approximately display to a customer.

10. In the Message body field, enter the template text the recipient will see. The field is required. The maximum number of characters is 1024, including emojis and variable characters. The text must not contain four or more consecutive spaces and cannot consist solely of variables. The text can contain line breaks.

If required, add variables to make your message individual for each customer.

The template text displays in the preview window on the right. It is recommended to compose the text in such a way that the message topic is clear to the moderator. This will help the template successfully obtain the approval.

11. If necessary, add a footer to the template, for example your company slogan. The maximum number of characters is 60.

12. Add buttons to make your message interactive.

You can add the following types of buttons to the template text:

QUICK REPLY button

Use this option to add buttons with any values. These buttons will display in the message sent based on the template.

Once a customer selects one of the buttons, you receive an inbound message from them with the text. This message will be available in the message report as an inbound message.

In the Button text field, enter the button name (as it will appear to customers). The maximum number of characters in the button text is 25.

In the Payload field, enter the button value, which will display in the message report as an inbound message from the customer. The maximum number of characters is 250.

CALL button

Use this option to add a button that will use standard software for calls on a customer’s device to call the number you specify. The customer can use this button multiple times. The call button can be added simultaneously with a URL button, but not with quick reply buttons.

In the Button text field, enter the text to display. The maximum number of characters in the button text is 25.

Enter the phone number to which calls will be made. The phone number should start with + and include the country code.

URL button

Use this option to add a clickable link to your template. You can add a URL button together with a Call button, but not with quick reply buttons.

The URL can be both static and dynamic.

A static URL is the same in every message based on this template.

A dynamic URL must have two parts. The first one is a fixed (invariable) part (for example, a website https://example.com/marketing/); you must enter it in this step. The second, final part of the URL can change for each broadcast created based on the current template (for example, https://example.com/marketing/action234 или https://example.com/marketing/gift-1000).

Enter the button text. The maximum number of characters is 25.

Enter the static and, if selected, dynamic (variable) link values.

1. After filling in all the mandatory fields, click the Create button and select Create and send for review. At this stage, you can also save a template as a draft to submit it for review later.

1. If your template contains variables, the Enter variable text samples window opens, where you should add variable examples according to WhatsApp rules. For example, if the template announces the release of a new product version, the variable values should be contextually appropriate. If there are no variables, this additional step is not required.

2. Add the required examples and make sure the final message looks correctly in the preview window on the right.
3. Click Send.

Once submitted for review, the template will change the status to In review. Template review can take from a few minutes to 1-2 days. After moderation, the template status changes to Approved or Rejected. Approved templates are available for agents in their Workspace.

A template is highly likely to be rejected by the moderator if:

1. To view the list of HSM templates, go to the WhatsApp HSM tab in the required collection.
2. In the template list, review key information about each record: template name, its status, and creation date/time. Use filters to display templates in the statuses you need.

Possible statuses:

3. Click the template name – an information window will open in the upper right corner of the screen. There, you can also see how approximately the template will appear to customers.

In the HSM template list, there is an Actions menu next to each name, which allows you to manage your templates.

Available actions:

Once you have successfully registered your HSM template, you can send it to a customer.

1. Go to your Workspace and click the Create chat icon. The action is also available while processing a call.

2. Click Create WhatsApp chat.

The Send WhatsApp template window opens.

3. Enter the phone number of the customer you want to start a conversation with. If you send a template message during a call, the phone number may be entered into the field automatically based on the customer card information, but you can edit it.
4. Select the WhatsApp channel from the dropdown list. The list only includes channels with registered templates.

5. Choose a template to send to the customer. The list only shows templates created in the channel you selected above.

After selecting a template, you can preview and partially edit it (variables, attachments, links).

6. If you use variables in the header or message body, enter values for each of them.

If a Media header is used in the template, the system automatically attaches the file, image, or video added during template registration. If necessary, change the attachment by selecting one of the options: Upload from PC or Paste URL.

7. If you use a link button in the template, specify its dynamic part, if applicable.

8. Click Send.

A new chat with the sent template is created on the My tasks tab. Sending free-form messages is blocked until you receive a first response from the customer.

If for any reason your template message was not sent to the customer, an error with the reason displays. Possible errors:

If you have mistakenly sent a template and need to send another one in an open chat within the 24-hour window, click the Use template icon and select an HSM template from the dropdown list. Only templates from the channel you used to send the first template message are available for selection.

After selecting a template, a window similar to the one you filled out when sending the first template message opens. You cannot edit the phone number and WhatsApp channel.

8. After filling out all the necessary fields, click the Send button.

As soon as the customer responds to the template message, you will be able to send free-form messages for 24 hours. Each new response from the customer extends the 24-hour window by another 24 hours. When more than 24 hours have passed since the last response from the customer, your ability to send messages is blocked. To unlock it, you must send a template again.

If the customer resumes the conversation after 24 hours, you can continue free-form communication regardless of whether a repeated template message was sent.

The sent template message, customer response, and all the communication within one conversation display in the Message history.