WhatsApp Message Templates: 50 D2C Examples (2026)
50 WhatsApp message templates for D2C brands, shown as customers see them, with when to send each and the wording that gets utility billed as marketing.
Updated October 2026.
A WhatsApp message template is a message Meta approves in advance so a business can message a customer first. Below are 50 of them for D2C brands, sorted by where the customer is: welcome, cart, order, payment, delivery, reviews, reorders, restocks, win-back and festivals.
The catch: getting approved is the easy part. Meta also sorts every template into Utility or Marketing. One line of selling inside an order update moves it to Marketing, which costs more to send. Every template below shows its category, and each section says what tips it over.
I've written and run these journeys at Healthify, HealthifyStore, Cumin Co and PNG Jewellers, and now for brands at Compound Lab, my retention agency. The biggest lift I've seen didn't come from a better offer. At Healthify, our win-back messages led with 25 to 30% off, and engagement stayed flat. Then we made each lapsed user's own progress one sentence inside the same approved template. Win-back revenue rose 79% on the India cohort, with the same users on the same channel (the full story).
That's the rule behind all 50 templates here. Each one carries one thing that belongs to the customer or helps them, not just their first name.
How to use this page. - Edit: changes the wording right on the card. - Copy: copies the text, or the JSON your provider's API expects. - Open in Studio: for changing the header, the buttons or the image, use the WhatsApp template preview tool. It checks your version against Meta's limits as you type.
What a WhatsApp template is made of
A template has up to four parts. Meta's limits, checked October 2026:
| Part | What it holds | Limit |
|---|---|---|
| Header (optional) | Text, image, video or document | Text up to 60 characters and one variable, no bold or italics |
| Body (required) | The message, with variables like {{1}} for a name | 1,024 characters |
| Footer (optional) | One short line, plain text | 60 characters, no variables |
| Buttons (optional) | Quick replies, website links, a call button, a copy-code button | Up to 10 buttons. Labels up to 25 characters. At most 2 links, 1 call and 1 copy-code button |
Three rules decide most rejections:
- Variables: numbered in order, with a sample value for each. A body can't start or end with a variable.
- Quick replies: grouped together when mixed with other button types.
- Many buttons: with more than 3, WhatsApp shows 2 and hides the rest under "See all options". With 4 or more, the template can't be viewed on WhatsApp desktop.
Marketing or Utility: what decides it
| Item | Utility | Marketing |
|---|---|---|
| What it's about | The customer's own order or account: confirmations, payment, delivery, a feedback ask about their order | Anything that promotes, recommends or persuades |
| One line of selling | Moves it to Marketing | Already Marketing |
| Cost per message | Lower | Higher. See WhatsApp pricing in India |
| Limits | No per-user marketing cap | Meta limits how many marketing messages one person gets (error 131049) |
More on the selling side, with 20 examples, in WhatsApp marketing messages.
From my work. At Healthify and at Cumin Co, Meta moved some of our utility templates to Marketing over a word or two it read as promotional, and rejected others outright. Appeals in WhatsApp Manager sometimes reverted them. More often, rewriting the line and resubmitting was faster. More on that in WhatsApp template approval.
1 · WhatsApp welcome message templates
When: within an hour of sign-up or opt-in, before the first order. Category: Marketing, because each one introduces the brand and carries a code or a pitch. The mistake to avoid: opening with the discount. A welcome has to answer "who are you, and why trust you?" first. Each template below does that with one useful fact.
1.1 Welcome message with a skin-type quiz (skincare)
Welcome to Dewlane, Priya.
Most people who buy three skincare products use them in the wrong order, and wonder why nothing works.
The rule: after cleansing, go from thinnest to thickest. Serum, then moisturiser, then sunscreen last, every morning.
Tap your skin type below and we'll send the routine for it.
Your welcome code DEW10 takes 10% off your first order.
Send when: 30 minutes after sign-up, before any order.
Why it works: the order to apply three products. It's the thing new skincare buyers most often get wrong.
After the tap: Each skin type gets its own 3-step routine as a reply, with the code repeated at the end.
1.2 Welcome message that teaches one buying check (coffee)
Hi Arjun, one thing to check on any coffee pack, ours or anyone's: the roast date.
Coffee tastes its best roughly 1 to 4 weeks after roasting. Most supermarket packs show only a "best before", which can be a year away.
Every Hillmist pack is roasted on our estate in Chikmagalur and dated by hand.
Your first order ships within 4 days of roasting. Code FRESHSHIP gives you free delivery on it.
Send when: Right after sign-up or first opt-in.
Why it works: how to check any coffee's freshness, whoever made it.
1.3 Welcome message that answers "which size?" (cookware)
Hi Kavya, welcome to Panwise.
The question we get most: which size?
🍳 1 to 2 people: 22 cm kadhai. Heats fast, fits a small burner.
🍳 3 to 4 people: 26 cm. Enough sabzi for dinner and tomorrow's tiffin.
🍳 5 or more: 30 cm. Holds a full batch of biryani rice without spilling over.
Every size works on gas and induction. Still unsure? Tap Help me choose and tell us your burner size.
Send when: Within an hour of sign-up, before the first order.
Why it works: the right pan size for their household, before they guess wrong.
After the tap: Help me choose opens a chat. Ask household size and burner size, then reply with one pan.
1.4 Welcome message with a fit rule (apparel)
Welcome to Loomkind, Meenal.
Before your first order, one thing about our fit: our kurtas are cut relaxed, about 4 inches looser than your chest measurement.
So if you're between two sizes, pick the smaller one. The relaxed cut still leaves room, even after pure cotton's small first-wash shrink of about 2% in a cold wash.
Tap your usual size and we'll show what fits in stock now.
Send when: Within an hour of sign-up.
Why it works: a fit rule that prevents the most common return.
After the tap: Each size tap replies with the 4 best-selling pieces in stock in that size, and saves the size to their profile.
1.5 Welcome message with proof they can check (supplements)
Hi Rohan, welcome to Fieldfuel.
Some protein powders sold in India have tested below the protein on their label. So we publish a lab report for every batch.
Look for the batch number on the bottom of the tub. Enter it on our site and you'll see that batch's tested protein per scoop.
Your welcome code FUEL200 takes ₹200 off your first tub.
Send when: Within an hour of sign-up.
Why it works: how to check a protein label claim themselves.
From my work. At PNG Jewellers, the welcome message was the first step of a chain: pop-up, welcome, then browse, cart and checkout reminders, on email and WhatsApp. Automations like these drove 77% of PNG's CRM revenue. The welcome sets the tone for every message after it, so it has to earn the next one.
2 · Abandoned cart and browse abandonment messages
When: 30 minutes after the cart or the second product view, then 6 and about 20 hours later. Category: always Marketing, even though it's about their cart. The mistake to avoid: a discount in the first reminder. Most people were interrupted, not unconvinced. Answer the doubt first and keep any incentive for the last step.
2.1 Browse abandonment message that answers a doubt (skincare)
Hi Priya, you were looking at our 10% Niacinamide Serum.
The question we hear most about it: will it make me break out?
At 10%, some people feel a slight tingle in the first week, and it usually settles. Start every other night and go daily from week two. If it stings or turns red, stop and message us.
Have a different question? Reply here and a skin expert answers within a few hours.
Send when: 30 to 60 minutes after they viewed one product twice without adding it to cart.
Why it works: answers the question that stops most serum buyers.
After the tap: Ask a question routes to a person. Answer within the hours the message promised.
2.2 Abandoned cart message that fixes the grind (coffee)
Hi Arjun, your Estate Medium Roast, 250 g is still in your cart.
Before you order: how do you brew? The grind changes everything.
Too fine for a filter and it chokes. Too coarse for espresso and it tastes like water.
Tap your brewer and we'll grind it to match, at no extra cost.
Send when: 30 minutes after an item is added to cart with no order.
Why it works: fixes the wrong grind before the order ships.
After the tap: Each brewer tap saves the grind to the cart and replies with the checkout link: "Done. Ground for your French press. Finish here."
2.3 Abandoned cart message with the warranty (cookware)
Hi Kavya, still deciding on the 26 cm Triply Kadhai?
Two things people check before buying:
- Induction: yes. Look for the coil mark on the base.
- If it warps, discolours or the layers separate within 10 years, we replace it. Keep your order number. That's your warranty card.
Your cart is saved. Checkout takes under a minute.
Send when: 6 hours after the cart, if the first reminder didn't work.
Why it works: answers whether it works on their stove, and what happens if it doesn't.
2.4 Abandoned cart message for a size worry (apparel)
Hi Meenal, you picked the Indigo Daisy Kurta in size M.
Worried it won't fit? This size measures 40 inches at the chest, with room to move.
If it doesn't fit, we'll pick it up and send another size free within 15 days. No questions.
Hand-printed pieces sell out by size, so we can hold this one for you until tonight.
Send when: 30 minutes after an item is added to cart.
Why it works: their exact measurement for the size in their cart, so they stop guessing.
After the tap: Check other sizes replies with each size's chest measurement and stock for that piece.
2.5 Abandoned cart message with the cost per serving (supplements)
Hi Rohan, the Whey Protein, Chocolate, 1 kg is still in your cart.
The price looks big until you divide it: ₹2,499 for 33 scoops is about ₹76 a scoop, for 24 g of protein each.
Order before midnight and we add a free shaker. After midnight, the shaker goes back to ₹249.
Send when: About 20 hours after the cart, as the last step. The midnight deadline must be real.
Why it works: the real cost per serving, worked out for them.
From my work. The rules matter as much as the copy. I run three on every brand: - no second WhatsApp within four days - no re-entering the same journey - a frequency cap across WhatsApp, email and push
Without them, a shopper who browses, carts and checks out in one evening gets three reminders by morning. For the full cart sequence, see WhatsApp abandoned cart messages.
3 · Order confirmation and COD confirmation messages
When: within a minute of the order. Category: Utility, as long as there's no offer or product pitch anywhere in it. The mistake to avoid: "Thanks for shopping! Check out our bestsellers." One line of selling turns the template into Marketing, and it costs more to send. For thank-you lines that go beyond the receipt, see our thank you messages for customers.
3.1 Order confirmation message with what's in the box (cookware)
Hi Kavya, your order PW-48213 is confirmed.
What's in the box: 26 cm Triply Kadhai with glass lid.
The glass lid ships in a separate, smaller box for safety. It may arrive a day apart.
We'll send your tracking link when it ships, usually within 2 days.
Send when: Within a minute of the order.
Why it works: what's in the box, so nothing seems missing on arrival.
3.2 COD confirmation message with an address check (apparel)
Hi Meenal, please confirm your cash on delivery order LK-20931.
Amount to pay at the door: ₹1,890.
Delivering to: 14, Shanti Nagar, Jaipur 302006.
Address wrong or missing a landmark? Tap Fix address before we ship. Couriers in many areas need a landmark to find you.
Send when: Within 5 minutes of a cash on delivery order. Hold dispatch until they tap.
Why it works: catches a wrong address before the parcel leaves.
After the tap: Confirm order releases it for packing. Fix address opens an address form. Cancel order cancels it with no questions asked. No reply in 24 hours: one reminder, then cancel.
3.3 Order confirmation message with the roast date (coffee)
Hi Arjun, thank you. Order HM-7741 is confirmed.
We roast to order, so your coffee isn't sitting in a warehouse. Roast day: Thursday, 22 Oct. Ships: Friday, 23 Oct.
Your tracking link comes as soon as it leaves the estate.
Send when: Within a minute of the order.
Why it works: when their coffee will be roasted, and why that matters for when it arrives.
3.4 Order confirmation with the GST invoice attached (supplements)
Hi Rohan, your order FF-55102 is confirmed. Your GST invoice is attached.
Total paid: ₹2,499.
If your employer or gym reimburses supplements, this invoice has everything they ask for: GSTIN, HSN code and the tax breakup.
Dispatch within 24 hours. Tracking follows.
Send when: Within a minute of payment.
Why it works: the GST invoice, ready for gym or employer reimbursement.
3.5 Order confirmation with an edit window (skincare)
Hi Priya, order DW-30988 is confirmed.
Your order: Tinted Sunscreen SPF 50, shade Medium.
Picked the wrong shade or size? You can change it until 6 pm today. After that, it's packed and on its way.
Send when: Within a minute of the order, only when the order can still be changed.
Why it works: a short window to fix a wrong shade or size before packing.
After the tap: Looks right closes the window early, so the order can be packed sooner.
4 · Payment reminder messages on WhatsApp
When: within 5 minutes of a failed or pending payment, and within 15 minutes of a cash on delivery order. Category: failed and pending payments are Utility. Asking someone to switch from COD to prepaid is Marketing. The mistake to avoid: blaming the customer, or pushing a retry without saying whether their money moved.
4.1 Payment failed message: "money debited, order not placed" (coffee)
Hi Arjun, your payment of ₹1,140 for order HM-7790 didn't complete, so the order isn't placed yet.
If your bank shows the money as taken, it's a temporary hold. Your bank releases it on its own within a few working days, so don't pay twice for the same hold.
Your cart is saved, and you can try again below.
Send when: Within 5 minutes of a failed payment. Never held back for testing.
Why it works: explains the "money debited but order failed" panic in one line.
4.2 UPI payment pending reminder (apparel)
Hi Meenal, your UPI request of ₹2,340 for order LK-21004 is still pending.
It expires in 10 minutes. Approve it in your UPI app, or use the link below to pay another way.
If it expires, the order is cancelled and nothing is charged.
Send when: 5 minutes after a UPI request is created and still unpaid.
Why it works: tells them the UPI request is expiring and gives the way back.
4.3 COD to prepaid message that isn't a discount (cookware)
Hi Kavya, your order PW-48250 is cash on delivery, so it ships after a confirmation call. That usually adds a day.
Pay online now and it ships today, before the 4 pm pickup.
Same price, same 10-year warranty. Only the wait changes.
Send when: Within 15 minutes of a cash on delivery order, only before that day's pickup cut-off.
Why it works: a real benefit of paying online (it ships faster), not a bribe.
After the tap: Keep cash on delivery thanks them and moves the order to the confirmation step. Never ask twice for the same order.
4.4 COD advance payment request (supplements)
Hi Rohan, to ship your cash on delivery order FF-55190, we need a ₹99 advance.
It's part of your total, not extra. You'll pay ₹2,400 at the door instead of ₹2,499.
We ask this because supplements that come back unclaimed can't be resold, for safety reasons. If you don't pay within 24 hours, the order is cancelled automatically.
Send when: Within 5 minutes of a cash on delivery order, for brands that ask for an advance.
Why it works: explains why a small advance is asked for, and that it counts toward the total.
After the tap: Cancel order cancels it at once and confirms nothing was charged. If they pay, reply with the new amount due at the door.
4.5 Checkout reminder with two ways to start smaller (skincare)
Hi Priya, your checkout of ₹1,840 is still open.
If the total was the problem, two options:
- Pay in 3 monthly instalments at no extra cost. Choose "Pay later" at checkout.
- Start smaller. Our 15 ml travel sizes cost about a third and last 3 weeks, long enough to see if it suits you.
Send when: 6 hours after checkout started without an order.
Why it works: shows the smaller version or the instalment option, so cost stops being the blocker.
From my work. At Zymrat, cash on delivery orders got an automated message offering 5% off to switch to prepaid. It worked as a check as much as an offer: someone who switches to save 5% is someone who means to accept the parcel. Template 4.3 takes the other route, faster dispatch instead of a discount, for brands whose margin can't spare 5%.
5 · Shipping and delivery update templates
When: at each courier event: shipped, out for delivery, delayed, failed attempt, delivered. Category: Utility. The mistake to avoid: a courier link that makes them type in the tracking number, and silence when something goes wrong. A delay message sent before they ask saves a support chat and, often, the order.
5.1 Order shipped message (apparel)
Hi Meenal, order LK-20931 is on its way.
Expected delivery: Monday, 26 Oct.
We pack in reusable cloth pouches instead of plastic, so the parcel may look smaller than you expect.
Send when: When the courier picks up the parcel.
Why it works: one date and one link, plus why the parcel may look small.
5.2 Out for delivery message with an OTP safety note (supplements)
Hi Rohan, order FF-55102 is out for delivery today.
The courier will ask for a one-time code at your door. Share it only when the parcel is in your hands.
Fieldfuel will never call you asking for this code or for payment details. If anyone does, it isn't us.
Send when: The morning of delivery.
Why it works: a warning against a common delivery scam.
After the tap: Not home today asks for a better day and passes it to the courier.
5.3 Delivery delay message, sent before they ask (cookware)
Hi Kavya, we're sorry. Order PW-48213 will reach you later than we promised.
New expected date: Thursday, 29 Oct. The reason: heavy rain has closed the route through the courier's Pune hub.
If that's too late, you can cancel for a full refund, processed the same day.
Send when: As soon as the courier reports a delay, before the original delivery date.
Why it works: tells them about a delay before they have to ask, and gives a choice.
After the tap: I'll wait keeps the order and sends a tracking update the day before the new date. Cancel and refund processes it at once and confirms the amount and timeline.
5.4 Failed delivery attempt message (coffee)
Hi Arjun, the courier couldn't deliver order HM-7741 today. They noted: customer not reachable on phone.
They'll try once more on Saturday. After a second miss, the parcel goes back to us and your coffee loses a week of freshness.
Pick a better time or add directions below.
Send when: Within an hour of the courier's failed-attempt update.
Why it works: turns a missed delivery into a rescheduled one before it's returned.
After the tap: Each time slot goes to the courier's reschedule request. Add directions asks for a landmark and a phone number that answers.
5.5 Delivered message with first-use steps (skincare)
Hi Priya, your 10% Niacinamide Serum has been delivered.
Before using it on your face, do a patch test: a small amount behind your ear, left for 24 hours.
No redness or itching? Start with every other night for the first week, then use it daily.
Something wrong with your order? Tap below.
Send when: When the courier marks the order delivered.
Why it works: the patch test, the step that prevents a bad first experience.
After the tap: Report a problem goes to a person and pauses marketing messages until it is solved.
From my work. Shipping messages depend on plumbing more than copy. The tracking link is created by your shipping partner, so your CRM can only send it if it's connected to that partner through an API. At PNG Jewellers we connected through ClickPost, and I've run into the same dependency since. Check that connection before you write a single delivery template.
6 · Review request and referral messages
When: reviews once the product has had time to work, not on delivery. Referrals right after they've said they're happy. Category: a feedback request about their own order is Utility. A referral ask is Marketing. The mistake to avoid: asking for a public review before fixing a problem. Route unhappy answers to a person first.
6.1 Feedback request timed to results (skincare)
Hi Priya, it's been 4 weeks since your 10% Niacinamide Serum from order DW-30988 arrived.
That's roughly how long skin takes to show a change. How does yours feel now?
Tap one. It takes 5 seconds.
Send when: 28 days after delivery. Skincare needs weeks to show a change.
Why it works: asks when results can actually be judged, at 4 weeks, not on delivery.
After the tap: Clearly better and A little better get a link to leave a public review. No change gets a routine check from a skin expert. Worse goes to a person at once, with a refund offer.
6.2 Fit check-in that turns into an exchange (apparel)
Hi Meenal, how did the Indigo Daisy Kurta from order LK-20931 fit?
Tap one. If it's off, we'll set up a free exchange right here.
Send when: 3 days after delivery.
Why it works: asks about fit, so a wrong size becomes an exchange, not a bad review.
After the tap: Fits well gets a link to leave a review with a photo. Too loose or Too tight starts a free exchange in the chat.
6.3 Referral message with a copyable code (coffee)
Hi Arjun, glad the Estate Medium Roast is working for you.
Your personal code below gives a friend 15% off their first pack of fresh coffee.
When they order, you get a free 250 g pack. There's no limit: five friends, five packs.
Send when: Right after a 5-star review or a "loving it" reply, at most once a quarter.
Why it works: a code to share that works both ways, visible and copyable.
6.4 Referral message for a training partner (supplements)
Hi Rohan, who do you train with?
Send them your link. They get ₹300 off their first tub.
When they order, you both get a free 10-sachet trial pack of our plant protein, to see if it beats your whey.
Send when: After their second order, when they're clearly a regular.
Why it works: a referral built around the gym partner, the one person who's easy to think of.
6.5 Reply to a low rating that fixes the problem (cookware)
Hi Kavya, thank you for rating your 26 cm Triply Kadhai from order PW-48213. We're sorry it hasn't worked well.
If food is sticking, the cause is usually heat. Triply steel needs 2 minutes on medium heat before oil goes in. A drop of water should dance, not sizzle.
Tried that and still having trouble? Tap below and we'll replace it under your warranty.
Send when: Within a day of a rating of 3 stars or below.
Why it works: solves the most common cause of a bad review instead of only apologising.
After the tap: That fixed it thanks them and asks if they'd update the rating, once. Replace my pan starts a warranty claim with a photo request.
What happens after delivery decides whether a first order becomes a second. The full sequence is in the post-purchase flow.
7 · Replenishment and cross-sell messages
When: replenishment about 5 days before they run out, worked out from pack size and their pace. Cross-sell after the first product has been used. Category: Marketing. The mistake to avoid: "Time to restock!" on a calendar, or "You may also like" with random products. The reason has to be theirs: their pace, their pan, their kurta's dye batch.
7.1 Replenishment reminder with the run-out date (supplements)
Hi Rohan, a quick count: your Whey Protein, 1 kg has 33 scoops. At one a day since 20 Oct, you'll be out around 21 Nov.
Reorder now and the next tub arrives before the last scoop.
Taking two scoops a day? The 2 kg tub costs about ₹9 less per scoop.
Send when: 5 days before the estimated run-out.
Why it works: the run-out date, worked out from their tub size.
After the tap: Not yet pushes the reminder back 7 days and learns their real pace.
7.2 Replenishment reminder that teaches the right dose (skincare)
Hi Priya, how long has your sunscreen lasted?
Used properly, two finger-lengths for face and neck every morning, a 50 ml tube lasts about 5 weeks.
If yours has lasted three months, you may be using too little to get the SPF on the label.
Running low? Reorder below.
Send when: About 4 weeks after a 50 ml sunscreen was delivered.
Why it works: the correct sunscreen dose. Most people use too little, so "it lasts forever" is a warning sign.
7.3 Subscription offer based on their reorder rhythm (coffee)
Hi Arjun, you've ordered 4 times now, about once every 3 weeks, and always the Estate Medium Roast.
Want it to just arrive? We'll roast and ship on that rhythm. You save 10% on each pack, and you can pause, skip or cancel from WhatsApp any time.
Send when: Instead of the usual reorder reminder, for customers with 3 or more orders of the same product.
Why it works: a subscription paced to their own reorder rhythm, with pause and cancel up front.
After the tap: Keep ordering myself thanks them and keeps the usual reminders. Don't offer the subscription again for 90 days.
7.4 Cross-sell message that explains why (cookware)
Hi Kavya, one tip for your 26 cm kadhai: cover it.
Triply steel spreads heat evenly. A lid keeps that heat in, so dal and sabzi cook through faster on a lower flame, and the sides stop scorching.
Our tempered glass lid is made for your pan's exact rim, so you can watch without lifting it.
Send when: 2 weeks after delivery, once the pan has been used.
Why it works: why a lid matters on triply steel, then the one that fits their pan.
7.5 Cross-sell message with a real reason to buy now (apparel)
Hi Meenal, a note on your Indigo Daisy Kurta.
Hand-dyed indigo comes out a slightly different shade in every batch. A dupatta from a later batch may not match your kurta.
The matching Indigo Daisy Dupatta from your kurta's batch is still in stock. Once it sells out, this exact shade is gone.
Send when: 5 days after delivery, only while the matching piece from the same batch is in stock.
Why it works: explains why a matching piece must come from the same dye batch.
From my work. At HealthifyStore, supplement reminders were timed to the pack, going out before the last scoop rather than on a calendar. Supplements grew from 37% to 45% of the store's Shopify revenue. On cross-sell, at MyGate, cross-sell messages helped lift return pickups from 21% to 30%. More in replenishment and cross-sell.
8 · Back in stock and price drop alerts
When: the moment it's true, sent in batches sized to the stock. Category: Marketing, even when they asked to be told. The mistake to avoid: messaging 2,000 people about 200 pieces, or showing a "was" price you never charged.
8.1 Back in stock alert for their size (apparel)
Your size is back, Meenal. The Rust Jaal Co-ord Set is in stock again in size M, the one you asked about.
Every batch is printed by hand, so it's a small one: 40 pieces across all sizes.
Tap below to buy it in your size before the batch runs out.
Send when: The moment the size is restocked, in batches sized to the stock.
Why it works: it's their size, not just "it's back".
8.2 Back in stock alert for a limited lot (coffee)
Hi Arjun, Lot 7 is back, and you asked to hear first.
It's from one slope of our estate, picked last: tastes of jaggery and orange peel, with less bitterness than our usual roast.
This year's harvest gave us 300 packs. Last year's sold out in 6 days.
Send when: When the lot goes live, to the waitlist first.
Why it works: what the micro-lot tastes like, and how much there is.
8.3 Price drop alert with a price-protection promise (cookware)
Hi Kavya, the 5 L Triply Pressure Cooker you looked at is now ₹3,299. It was ₹3,899 last week.
This price holds until Sunday, 1 Nov. Same 10-year warranty.
Bought it at the higher price in the last 7 days? Reply here and we'll refund the difference.
Send when: When a product they viewed or carted drops in price.
Why it works: the new price on the exact item, with an honest end date.
8.4 Restock reservation message (skincare)
Hi Priya, the Barrier Repair Ceramide Cream restocks this Friday at 10 am.
Waitlist members can reserve one now, before it goes public. No payment until Friday. Your reservation holds for 24 hours after restock.
Send when: 2 days before a restock, to the waitlist.
Why it works: lets them reserve before stock goes public, with no payment.
After the tap: Reserve one for me holds a unit and sends a payment link at 10 am on restock day. Not this time removes them from this waitlist.
8.5 Still out of stock: the honest update (supplements)
Hi Rohan, an update on the Whey Protein, Chocolate you're waiting for: it's still out of stock. Our next batch is due around 5 Nov.
If you can't wait, our Whey Protein, Coffee has the same 24 g of protein per scoop and the same lab-tested base. Only the flavour is different.
Prefer to wait? Do nothing, and we'll message you the day it's back.
Send when: When the restock date they were promised slips.
Why it works: an honest "still not back", plus the closest match available now.
9 · Win-back messages for lapsed customers
When: when their usual gap between orders has passed by half again, not on a fixed day. Category: Marketing. The mistake to avoid: "We miss you! 20% off!" on day one. It teaches regulars to lapse. Start with their history, a reason or a service, and keep money for the last step.
9.1 Win-back message built on their order history (coffee)
Hi Arjun, you used to order the Estate Medium Roast about every 3 weeks. It's been 9 weeks now.
If a pack went stale before you finished it, try the 100 g size. It's gone before it fades.
Your usual, roasted fresh this week, is one tap away.
Send when: When their usual gap between orders has passed by half again.
Why it works: their own rhythm, shown back to them, with no discount.
After the tap: Try 100 g replies with the 100 g pack of their usual and a one-tap order link.
9.2 Win-back message for a change of season (skincare)
Hi Priya, if your skin feels tight or flaky lately, the routine that worked in summer may be the reason.
Winter air holds less water. A light gel moisturiser that was perfect in May can't keep up now.
Swap only that one step for a cream. Keep your serum and sunscreen as they are.
Send when: At the start of winter, to lapsed customers who bought a gel moisturiser.
Why it works: why last season's routine stops working, which is a common reason people quit.
After the tap: Ask a skin expert goes to a person.
9.3 Win-back message: what's new since they left (apparel)
Hi Meenal, since your last order in March, our printers have made three new designs:
🌿 Neem Leaf: green on undyed cotton
🌸 Gulmohar: a red floral, printed with 4 blocks
🔷 Night Jaal: indigo with a fine white grid
Each is a small batch, printed by hand. Tap below to see them worn, with the sizes still in stock.
Send when: When a customer hasn't ordered in 120 days, listing only pieces launched after their last order.
Why it works: shows only what's new since their last order, nothing repeated.
9.4 Win-back message that asks why they stopped (supplements)
Hi Rohan, you haven't reordered in a while. Mind telling us why? One tap is enough.
Whatever you pick, we'll reply with something useful, not a sales pitch.
Send when: 60 days after their expected reorder date.
Why it works: asks why they stopped; each answer gets a different, useful reply.
After the tap: Still have some pauses messages for 30 days. Didn't like the taste replies with the flavour guide. Stomach issues replies with the lactose-free plant protein and a note to see a doctor if it continues. Switched brands replies with one honest line on comparing lab reports, and no offer.
9.5 Win-back message that offers a service, not a discount (cookware)
Hi Kavya, how is your 26 cm Triply Kadhai holding up after two years?
Steel picks up rainbow stains and burnt spots over time. That's normal, and it doesn't affect cooking.
Send it back to us and we'll restore it to its original shine free, return shipping included. Book a pickup below and it's back in your kitchen in about 10 days.
Send when: Around the second anniversary of the purchase.
Why it works: a free restore service that brings old pans back to life. Help, not a discount.
From my work. This is where the Healthify result came from. The template stayed the same for everyone. What changed was one sentence, built by rules from each user's history: weight progress for one person, workout consistency for another, food logging for a third. There was a safe fallback for anyone with too little data. Click-through more than doubled and win-back revenue rose 79% on the India cohort. The breakdown is in the Healthify win-back case study.
10 · Birthday wishes and Diwali messages for customers
When: birthdays at 9 am on the day. Festivals with the real courier cut-off for their pincode. Category: Marketing. The mistake to avoid: "Diwali dhamaka sale!" Every brand sends that the same week. Give something they can use: a gift, a tip, an honest date.
10.1 Birthday wishes for customers, with a gift (skincare)
Happy birthday, Priya! 🎂
Your next order in the next 30 days comes with a free travel-size Ceramide Cream. No code, no minimum spend. It's added at checkout.
Send when: 9 am on their birthday. Store the day and month only.
Why it works: a gift they can use, with no strings.
10.2 Diwali gifting message with the real cut-off date (coffee)
Hi Arjun, sending coffee as a Diwali gift?
For delivery to Pune 411001 before Diwali, order by 3 Nov. After that, couriers in your area can't promise it.
Our Diwali box has three estate coffees, gift-wrapped, with your note printed on a card inside. ₹1,499.
Send when: About 2 weeks before Diwali. The cut-off comes from their pincode.
Why it works: the real order-by date for their pincode, so the gift arrives in time.
10.3 Diwali message for customers with frying tips (cookware)
Hi Kavya, frying for Diwali this week? Three tips from our test kitchen:
- Heat the oil until a small piece of dough rises in 3 seconds. Any slower and food soaks up oil.
- Fry in small batches. A crowded pan drops the oil temperature.
- Use a wide, heavy pan. It holds heat steadier than a thin one.
Our 30 cm kadhai is ₹500 off until 8 Nov, in case you need a bigger one for the festival.
Send when: 3 to 5 days before Diwali.
Why it works: three festival-frying tips that work in any pan.
10.4 New Year message that talks them out of the big pack (supplements)
Hi Rohan, a New Year tip that costs us money: don't start with the 5 kg tub.
Most fitness plans change by February. Start with 1 kg. If you're still going in 30 days, size up then.
Our 1 kg tub is ₹300 off until 7 Jan. That's your first month covered.
Send when: 1 or 2 January.
Why it works: talks them out of the big tub. Honest, and better for retention.
10.5 First-order anniversary message (apparel)
Hi Meenal, a year ago today you ordered your first Loomkind piece, the Indigo Daisy Kurta.
To keep the colour bright into year two: wash it inside out, in cold water, and dry it in the shade. Sun fades hand-dyed colour faster than washing does.
As a thank-you, your next order comes with a free block-printed pouch. No code needed.
Send when: One year after their first delivered order.
Why it works: a care tip that keeps their year-old kurta looking new, then a gift.
From my work. - Submit early. I submit festival and sale templates 2 to 3 days ahead. Approval can take up to 24 hours, and a rejection or a pause needs room to fix. - Don't over-send. In sale weeks the temptation is to message every day. At Cumin Co, we cut WhatsApp from 3 or 4 messages a week to 2, with a three-day quiet rule. Delivery went from 23% to 44% in a month (case study). Fewer messages reached more people.
For sale, launch, festive and loyalty messages beyond this list, with what each send costs and how many Meta lets you send, see 20 WhatsApp marketing messages that sell.
FAQ
What is a WhatsApp message template? It's a message a business writes once and gets approved by Meta, then sends to many customers with their details filled in. You need one for any message you send first, outside a customer's open 24-hour chat window.
How do I create a WhatsApp template for free? Write it in WhatsApp Manager, or in your provider's dashboard, and submit it for approval. Creating and submitting a template costs nothing; you pay per message when you send. You can draft and preview one free in our WhatsApp template preview tool before you submit it.
What is the character limit for a WhatsApp template? The body allows 1,024 characters. A text header allows 60, the footer 60, and each button label 25.
What image size works for a WhatsApp template header? Meta accepts JPEG or PNG images up to 5 MB for a template header. Keep text out of the image's edges, because the preview crops it, and check the crop in a preview tool before submitting.
How long does WhatsApp template approval take? Meta says a decision can take up to 24 hours, and appeals are also decided within 24 hours. For a sale or launch, submit 2 to 3 days ahead to leave room for a rejection.
Why was my utility template moved to Marketing? Meta treats any promotional or persuasive line as Marketing, even inside an order update. A discount, a product recommendation or "check out our bestsellers" is enough. Remove the line and resubmit it as a separate template.
Where I fit
I'm Raviraj, founder of Compound Lab, a retention agency for D2C brands and consumer apps. WhatsApp is most of the work: the templates, the journeys behind them, the frequency rules and the delivery rate. If your templates are approved but your orders from WhatsApp aren't moving, book a consultation or see how we run WhatsApp marketing for brands.
Want the full set across WhatsApp, email, SMS, push and in-app, with why each message works? That's the Message Museum.
Free audit
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The WhatsApp delivery audit. The checks I ran at Cumin Co, from reading error codes to frequency, replies and retries, in one PDF.
- How to read 131049 and five other failure codes
- Checks on trust, replies, frequency, journeys and retries
- A grid to score every message, and an 8-week tracker
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