DoEcomm
Key takeaways
- On the WhatsApp Business API, you start conversations with Meta-approved templates. Below are 15 to copy and adapt.
- Promotions and reminders are marketing (₹0.8631 per message in India on 30 October 2026); order updates are utility (₹0.1150). Both before GST.
- Never start or end a template with a variable, and give a realistic sample value for each.
- Message only customers who opted in, and add a "Stop promotions" button to every marketing template.
- Send less often than you think, at sensible hours, and to the segment that cares.
WhatsApp is where Indian customers actually read messages, which is why a careless campaign there gets blocked faster than an ignored email. The examples below are written to be approved and read, not just sent.
How WhatsApp templates work
On the WhatsApp Business API, a business starts a conversation with a template that Meta has reviewed. When the customer replies, a 24-hour window opens for free-form chat.
Templates use numbered variables such as {{1}} and {{2}}, filled in for each customer when the message is sent. Meta asks for a sample value for each one. Templates can also carry an image or video header and buttons. Under each example below, we list what every variable stands for.
Every template falls into one of three categories, and the category decides the price:
| Category | Used for | Meta's India rate, 30 Oct 2026 |
|---|---|---|
| Marketing | Offers, new arrivals, festive greetings, back in stock, cart reminders, win-back, referrals | ₹0.8631 |
| Utility | Updates on something the customer did: order confirmation, COD confirmation, shipping, delivery | ₹0.1150 |
| Authentication | One-time passwords for login or verification, in a fixed format set by Meta | ₹0.1150 |
Rates before 18% GST, charged per delivered message. Full rate card and calculator: WhatsApp API pricing in India.
New arrivals and launches
Have a look before the popular sizes go.
{{1}} first name, sample "Priya" · {{2}} collection name, sample "Winter 2026"
You're on our list, so you're hearing it first. Tap below to see it.
{{1}} first name · {{2}} brand name · {{3}} product name · {{4}} launch time
Festive sale messages
Write one template per festival, keep the greeting warm and the offer clear, and send it to the customers most likely to celebrate it.
Our festive sale is live: {{3}} on selected styles until {{4}}. Order early for delivery before the festival.
{{1}} brand name · {{2}} first name · {{3}} offer · {{4}} end date
Wishing you and your family a happy Pongal.
{{1}} first name · {{2}} collection · {{3}} offer
Order soon to receive it in time for the celebrations.
{{1}} first name · {{2}} offer · {{3}} last order date for festival delivery
Thank you for shopping with us this year.
{{1}} first name · {{2}} offer · {{3}} end date
Happy shopping!
{{1}} first name · {{2}} sale name
Back in stock and price drop
It sold out quickly last time, so tap below if you'd like it.
{{1}} first name · {{2}} product name · {{3}} size
You viewed it recently, so we thought you'd want to know.
{{1}} first name · {{2}} product name · {{3}} old price · {{4}} new price
Cart, order and delivery messages
Only the cart reminder is marketing. The others concern an order the customer placed, and are normally utility if they contain no offers. More in our guides to abandoned cart recovery and COD confirmation.
We've saved it for you. Cash on delivery is available.
{{1}} first name · {{2}} product and size · {{3}} brand name
Amount to pay on delivery: ₹{{3}}
Delivering to: {{4}}
Please confirm so we can pack and ship it.
{{1}} first name · {{2}} order number · {{3}} amount · {{4}} delivery address
Expected delivery in {{5}} days. Tap below to track it.
{{1}} first name · {{2}} order number · {{3}} courier · {{4}} tracking number · {{5}} days
It takes less than a minute.
{{1}} first name · {{2}} order number. Add a coupon for the next order and it becomes marketing.
Win-back and referral
Here's {{4}} on your next order, valid for 7 days.
{{1}} first name · {{2}} brand name · {{3}} what's new · {{4}} offer
Tap below to share it on WhatsApp.
{{1}} first name · {{2}} referral code · {{3}} friend's reward · {{4}} your reward
Rules for getting templates approved
- Don't start or end with a variable. "{{1}}, your order…" or a message that finishes on "{{3}}" is rejected. Put fixed text before the first variable and after the last.
- Don't place two variables side by side, or write a template that is mostly variables.
- Give realistic sample values for every variable, not "test" or "xyz".
- Choose the honest category. A promotion submitted as utility is rejected or reclassified as marketing.
- No misleading content: no fake urgency, no "you've won", no offers you won't honour.
- Give marketing templates a clear opt-out, such as Meta's "Stop promotions" button.
Opt-in and opt-out
Meta requires a customer's opt-in before you message them. It also protects your number: customers who never asked to hear from you block and report, which lowers your quality rating and can limit how many people you can reach.
- Collect opt-in at checkout with a checkbox ("Send me order updates and offers on WhatsApp"), or when the customer messages you first.
- Never upload bought or scraped phone lists.
- Treat a "Stop promotions" tap or a typed "STOP" as an opt-out from all marketing, and keep sending that customer their order updates.
Timing tips
- Send in daytime and early evening. A buzz at 11 pm is a quick way to get blocked.
- Send festive messages a few days early, while you can still deliver before the festival.
- Test on a segment first, such as recent buyers, and watch opt-outs before sending to everyone.
- Space out campaigns. Meta limits how many marketing messages one person receives from businesses, so some may not be delivered.
What a campaign costs
| Messages delivered | Category | Meta charge | With 18% GST |
|---|---|---|---|
| 1,000 | Marketing | ₹863.10 | ₹1,018.46 |
| 5,000 | Marketing | ₹4,315.50 | ₹5,092.29 |
| 1,000 | Utility | ₹115.00 | ₹135.70 |
Rates on 30 October 2026, delivered messages only. Full rate card: WhatsApp API pricing in India.
How DoEcomm helps
DoEcomm is an Indian ecommerce platform. Store + WhatsApp (₹1,999/month) includes WhatsApp Business API setup, scheduled campaigns to customer segments, order updates, COD confirmation, abandoned-checkout recovery and a shared team inbox. Commerce Suite (₹2,999/month) adds a WhatsApp flow builder and Instagram automation. First month free; WhatsApp charges are passed on at Meta's cost. More on WhatsApp automation and Instagram automation.
Store + WhatsApp from ₹1,999/month, first month free. We set up the API and your first templates within a week.
Book your setup ↗Frequently asked questions
What is the difference between a marketing and a utility WhatsApp template?
A utility template is about something the customer has already done, such as an order, a payment or a delivery, and contains nothing promotional. Everything that promotes products, offers or your brand is marketing. Meta decides the category when it reviews the template, and can change it later.
How much does a WhatsApp marketing message cost in India?
On 30 October 2026, Meta's India rate was ₹0.8631 per delivered marketing message and ₹0.1150 per utility message, both before 18% GST. A campaign delivered to 1,000 customers costs about ₹863, or about ₹1,018 with GST.
Why was my WhatsApp template rejected?
Common reasons are a variable at the very start or end of the message, two variables next to each other, too many variables for the amount of text, missing or unclear sample values, misleading claims, and promotional content submitted as utility. Fix the specific issue and submit the template again.
Can I send a festive greeting on WhatsApp without a template?
Only to customers who have messaged you in the last 24 hours. To start a conversation, a business must use an approved template, and festive greetings and sale announcements are marketing templates. Send them only to customers who have opted in.
How often should I send WhatsApp promotional messages?
There is no fixed rule, but most customers tolerate far fewer messages on WhatsApp than by email. Send when you have something genuinely new, such as a launch, a sale or a restock, and watch opt-outs and blocks. If they rise after a campaign, send less often or to a smaller segment.