As a highly engaging, action-oriented, and cost-effective communication channel, WhatsApp is a well performing addition to marketing, sales, and customer service alike. In this guide, we'll show you what types of WhatsApp messages you can arrange into multiple scenarios and easily connect them to an automated campaign.

Elements of a WhatsApp business profile

Before including WhatsApp communications in your campaigns, make sure to prep your profile for a professional and trustworthy look:

• Add a company logo consistent with other branding elements
• Use the company name that will display in the recipient's inbox
• Set up an official business profile to get a green checkmark that increases your profile's credibility. Go to Meta developers documentation to learn how.
• Business vertical, description, address, and URL are all set up in Meta profile settings. Completing every field ensures customers they are contacting a real company profile and they can trust the information received.

Elements of a WhatsApp message

When a contact opens a message in WhatsApp, they'll see your logo, business name, and verification mark. Depending on the message type, it can contain various elements apart from the main message, including:

• quick reply buttons triggering an automated response,
• action buttons with assigned links to websites or phone numbers,
• options menu displaying a selection of up to 10 clickable items,
• location based on entered coordinates.

In the following sections, we'll explain the types of WhatsApp messages and example scenarios you can implement in your journey paths.

Create a WhatsApp templated message

To start any conversation with a user, you need to use a message template approved by WhatsApp. That's the first type of message to use in any WhatsApp scenario. Your template can contain text, buttons, or images. For step-by-step instructions on creating a message template, see Create WhatsApp templates.

Start a conversation

Write a conversation starter than clearly states what your message is about and what's in it for the customer. It has to be specific and grasp attention instantly. 

🍞 Bread and Butter Housewares 🧈 

Hi {{1}}, thank you for signing up to Bread and Butter Updates! Now you can shop, track your orders, and contact us directly through WhatsApp. 

Add buttons and images

To add some variety to your templates, enhance them with image content. A visual element will immediately grab the customer's attention and break the wall of text in plain messages.

Apart from that, use the opportunity to simplify the conversation flow by using quick reply buttons or call to action buttons. What's more, links added to CTA buttons are tracked by default, which ensures more accurate reporting from your campaigns.

Send or add to journey

Once your template gets approved by WhatsApp, you can create messages and send them individually or add them to an automated journey path. 

Create a WhatsApp custom text message

Custom text messages can be sent within 24-hour open conversation window, only after a user’s initial message. Custom messages offer more rich content options than template messages, including images, videos, audios, PDF files, vCard (contact data), location, and options menu. For step-by-step instructions on creating a custom text message, go to  Create a WhatsApp custom text message.

Marketing message examples

Scenario 1: Location

Engage customers who are likely to shop in a brick-and-mortar store to increase brand awareness in the local area.

Scenario 2: Quick reply buttons and call to action

This scenario features a less common approach to birthday offers, prompting the customer to select their preferred promotion type. Gathering such insights will be useful for setting up other effective campaigns.

Scenario 3: Options menu and quick reply

WhatsApp offers interactive content types that will engage your audience and help you collect inspiring insights to provide personalized offers.

Scenario 4: Call to action

This simple welcome message with a discount code features elements important to WhatsApp promotional content: terms and conditions disclosure and unsubscribe instruction.

Sales message examples

Scenario 1: Location

If a customer has a question about specific locations, such as a store nearby, set up an automated message that will link the location directly.

Scenario 2: Quick reply

Increase the CLV by prompting customers to restock on items they purchased a certain time ago. Make sure the restock time is linked to a particular product with a sensible time interval, based e.g. on available customer and order data.

Transactional message examples

Scenario 1: Location

Inform the customer who chose click and collect as their delivery option one their order has arrived at the selected store.

Scenario 2: Quick reply and call to action

Message: We're sorry, the product you ordered just ran out of stock. The restock is planned in 5 days. What would you like to do?

Buttons: Cancel my order / I'll wait / Remind me tomorrow

(taps I'll wait)

Thank you for your patience! Good things come to those who wait - you'll receive a 20% discount code with your order.

Customer support message examples

Scenario 1: Text

Use a simple text message to provide the customer with personalized information, such as login details.

Your Acoustic ID login code is {{1}}.

Scenario 2: Location and quick reply buttons

In some cases, the recipient of your messages may find it useful to locate your company's office. Send them a reply with linked location based on the country they sent the message from.

 

Quick reply buttons:

Initial message: Can you send an order as a gift?

Reply: 👋 Thank you for your message, however, we are currently away. We're open [business hours]. We’ll get back to you as soon as we can!

Call to action buttons

Customers may have different preferences when it comes to problem solving and customer service. A message with call to action buttons gives them a possibility to make a choice.

Rich content examples

Scenario 1: vCard

Initial message: I want to talk to my account manager

Reply: Hi {{1}}, here are your account manager details.

Attachment: vCard

Scenario 2: Image

Attract customers' attention with a vibrant image encouraging them to participate in a promotion.

Scenario 3: Video

Message:

🍞 Bread and Butter Housewares 🧈 

Our expert barista is presenting the latest coffee machine drop☕️. You must see this:

Attachment: Coffee machine presentation.mp4

Scenario 4: Quick reply and audio

Initial message: We're about to start a new podcast, "Coffee and Kind Words". Do you want to hear a sneak peek?

Buttons: Yes / No / Ask me tomorrow

(taps Yes)

Attachment: Coffee and Kind Words Sneak Peek.mp3

Scenario 5: Quick reply and PDF

Message:

🍞 Bread and Butter Housewares 🧈

Hi {{1}}, we've just updated the T&Cs on your custom subscription based on your request. Do you want to get a copy in PDF?

Buttons: Yes / No / Remind me tomorrow

(taps Yes)

Attachment: Terms and conditions new.pdf