Message objectives
Meta groups marketing templates into five message objectives. Each objective is listed below with its business goal and Meta’s example templates.Awareness
Business goal: generate awareness of your business, products or services among customers who have subscribed to receive messages from your business on WhatsApp. Example marketing message templates:Did you know? We installed a {{new_tower}} in your area so you can enjoy a better network experience. To learn more, visit our site.{{Diwali}} is around the corner! Join us at {{location}} on {{date}} to celebrate with friends and family. For more details about our event, click below.Looking for a getaway this fall? Our newest resort just opened in {{location}}: the perfect place to relax and unwind.
Sales
Business goal: send promotional offers to customers related to sales events, coupons or other content intended to drive sales or renewals. Example marketing message templates:As a thank you for your last order, please enjoy {{15}}% off your next order. Use code {{loyal15}} at checkout. Visit our site here below.We are actively seeking {{donations}} to meet our fundraising goal of {{amount}}. Support our cause and contribute now!Upgrade to our {{premium_cabin}} to enjoy new benefits, like {{more_legroom}} and {{priority_boarding}}. Click below or log into our app to upgrade.You have been {{pre_approved}} for our {{credit_card}}! Enjoy an introductory {{apr_rate}} if you apply via your personalized link below.
Retargeting / re-engagement
Business goal: promote or recommend offers, products or services or other calls to action to users who may have visited your website, used your app or engaged with you. Example marketing message templates:Your subscription will expire on {{date}}! Renew today to save {{discount}}.You left {{items}} in your cart! Don't worry, we saved them. Checkout now below.Your loan application is {{pending_approval}}! Please log in to pick up where you left off.We found a {{car}} that meets your saved search. Log in to our app to view.We apologize for the delay in your {{package}} delivery. We have deposited a {{credit}} to your account, available immediately.
App promotion
Business goal: request customers to install or take a specific action with your app. Example marketing message templates:Did you know? You can now {{checkout}} in our app. Download it below to use our streamlined experience.Thank you for using our app. We noticed you have not used our {{latest_feature}}. Click below to learn more about how this benefits you!In-app only: {{20}}% off this week! Use code {{summer_promo}} to save on select styles.Hi {{name}}, your friend {{name}} recently joined our community. Send them a welcome message in our app today: {{URL}}
Build customer relationships
Business goal: strengthen customer relationships through personalized messages or by prompting new conversations. Example marketing message templates:{{Name}}, did you think we'd forget? No way! {{Happy_birthday}}! We wish you the best in the year ahead.As we approach the end of the year, we reflect on what drives us: {{Name}}. Thank you for being a {{valued_customer}}. We look forward to continuing to serve you.Hello, I am the new {{virtual_assistant}}. I can help you discover products or provide support. Please reach out if I can help!
Rules that default templates to marketing
Two rules cause templates to be categorized as marketing regardless of the category you intended:- Templates with mixed content (both utility and marketing, e.g. an order update with a promo/offer) are categorized as marketing.
- Templates where contents are unclear (e.g. contents are only
{{1}}or “Congratulations!”) are categorized as marketing.
Examples are illustrative only; templates containing similar content or
content including this example text may be categorized differently based on
their exact content.