With Papo (https://papo.global/), you can initiate active conversations with your customers on WhatsApp using Message Templates, also known as HSM (Highly Structured Message). To do this, you need to create the template directly on the Meta platform, submit it for approval, and once approved, use it through your WhatsApp Cloud API inbox connected to Papo to send notifications, alerts, or launch marketing campaigns.
Message Templates are the only way allowed by WhatsApp for a business to initiate a conversation with a customer after the 24-hour customer service window has closed. They ensure quality communication and prevent spam, as every template undergoes a review and approval process by Meta.
What are Message Templates (HSM)?
Message Templates, or HSM (Highly Structured Messages), are pre-approved message formats by Meta that businesses can use to contact customers on WhatsApp. They are essential for any business-initiated communication, such as:
- Transactional notifications: Order confirmation, delivery status, appointment reminders.
- Marketing campaigns: Product launches, special promotions, newsletters (provided the customer has given prior consent - opt-in).
- Account alerts: Security notifications, important service updates.
Each template consists of fixed text and can contain dynamic variables (such as customer name, order number, etc.), as well as action buttons and media.
| Step | Action | Where it's Done |
|---|---|---|
| 1. Creation | Define the template's objective, text, and variables. | Meta Business Manager |
| 2. Submission | Submit the created template for review and approval. | Meta Business Manager |
| 3. Synchronization | Approved templates become available in Papo. | Automatic (Papo and Meta) |
| 4. Sending | Use the template to send individual or bulk messages. | Papo Platform |
How to Create and Submit a Message Template for Approval
Before you begin, ensure your WhatsApp Cloud API account is already connected to an inbox in Papo.
- Access Meta Business Manager: Log in to your account on Facebook Business Manager.
- Navigate to Message Templates: Within your WhatsApp Manager, go to the template creation section.
- Start Creation: Click on "Create Template".
- Configure Basic Information:
- Category: Choose the one that best suits your objective (Marketing, Utility, or Authentication). The correct choice is crucial for approval.
- Name: Give your template a unique and descriptive name (e.g.,
appointment_reminder_24h). Use only lowercase letters, numbers, and underscores. - Language: Select all languages in which the message will be sent.
- Structure the Message Content:
- Header (Optional): Add text, an image, video, or document that will appear at the top of the message.
- Body: Write the main text of your message. To insert personalized information, use variables, such as
{{1}},{{2}}, etc. For example: "Hello,{{1}}! Your order no.{{2}}has been shipped." - Footer (Optional): Add a short line of text at the end, such as your company name.
- Buttons (Optional): Add "Call to Action" buttons (which direct to a link or initiate a call) or "Quick Reply" buttons (which send a predefined text response).
- Add a Sample and Submit: Fill in examples of how the variables will be used. This helps the Meta team understand the context of your message. Review everything and click "Submit" to send for approval.
The approval process can take from a few minutes to a few hours. You can track the status directly in the Meta dashboard.
How to Send Message Templates (HSM) via Papo
Once a template is approved by Meta, it automatically becomes available for use in your Papo account, associated with the corresponding WhatsApp Cloud API inbox.
Individual Sending
Sending to a single contact is ideal for personalized notifications, such as an appointment reminder or sending an invoice. Within the Papo platform, when interacting with a contact, you will have the option to initiate a conversation using one of your approved message templates. Simply select the desired template, fill in the variables (such as the customer's name or tracking code), and send.
Bulk Sending (Campaigns)
For marketing campaigns or communications to multiple customers, Papo allows sending the same template to several contacts at once through features like the Trigger. You can segment your contact base by tags or other properties and schedule the sending.
Attention: Sending bulk messages, especially marketing ones, must strictly adhere to WhatsApp's policies. It is mandatory to have explicit consent (opt-in) from each customer to receive your communications, in order to avoid your number being blocked and to ensure a good reputation for your channel.
Frequently Asked Questions (FAQ)
Why was my message template rejected?
The most common reasons for rejection include: using promotional language in "Utility" templates, requesting sensitive data, broken or shortened links that are not from your company, or content that violates WhatsApp's Commercial Policies. Review Meta's guidelines and correct the template before resubmitting it.
What are variables (e.g., {{1}})? How do I use them?
Variables are placeholders in your template that will be replaced by dynamic information at the time of sending. For example, {{1}} can be the customer's name and {{2}} the order number. On the Papo platform, before sending the message, you will fill in these fields to personalize the communication for each contact.
How long does Meta take to approve a template?
Generally, approval is quick, potentially taking just a few minutes. However, in some cases, it can take up to 24 hours. It is recommended to create and submit your templates in advance to avoid delaying your campaigns.
Can I edit a template after it's approved?
No. Once a template is approved, its content cannot be changed. If you need to make any modification, even a small one, you must duplicate the template, make the changes, and submit it as a new version for approval.
Where can I see my approved templates in Papo?
Approved templates are loaded and listed directly in the Papo interface when you select the option to send a template message from your WhatsApp Cloud API inbox. The platform synchronizes this list with Meta.
Do I need consent (opt-in) to send messages?
Yes, it is mandatory. WhatsApp's policy requires you to obtain clear and explicit prior consent from customers before sending any proactive messages, especially marketing ones. Lack of opt-in is one of the main causes of number blocking.
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