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 contact with a customer is charged according to the company's rates. Its cost depends on the template category and the recipient's country. Subsequent messages to the customer of the same category will be free within 24 hours after the customer's last response.

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: