Social Media: WhatsApp message templatesUpdated 35 minutes ago

Who can use this feature?

• Everyone (except Observers) can send an approved template from a ticket
• The account owner and admins can review the full template list in your helpdesk settings (templates themselves are created in Meta's WhatsApp Manager)

All Helpdesk plans (requires a connected WhatsApp number)

Can be used with any connected store

To initiate a WhatsApp conversation with a customer, or to re-engage them outside of the 24-hour messaging window, you can send a message template. Message templates are pre-written messages that Meta has reviewed and approved. You create and edit templates in Meta's WhatsApp Manager, and Gorgias imports them to your helpdesk so agents can send them from a ticket.

Create templates in WhatsApp Manager

When you create a template in Meta's WhatsApp Manager, Gorgias will automatically import it into your helpdesk. You can view a template's status in Gorgias as Meta reviews, pauses, or disables it. If you delete a template in WhatsApp Manager, it will also be removed from Gorgias.

From your helpdesk, click the Settings icon in the bottom-left corner.
In the menu, locate Apps, then select App store.
Search for and select WhatsApp.
Click the Integrations tab, then select your number.
Click the Templates tab.
Click Manage & Create Templates in the top-right corner to open WhatsApp Manager, then create your template there.

Compatible message templates

Only certain template features are compatible with Gorgias. To create a template you can use in Gorgias, select a Marketing: Default template and make sure it includes only:

A text-only header
A body
A footer
Quick reply buttons
Variables in the header and body

Templates that contain an image, video, document, or location header, or buttons that open a URL, dial a number, send a one-time code, or list products are Unsupported and can't be sent from Gorgias.

Review your templates in Gorgias

The Templates tab is where you can review which templates your team can send from Gorgias. Select a template to view its status, category, language, and a preview of the message your customer will see.

Categories are set in WhatsApp Manager and describe what a template is for:

Marketing for promotions and announcements
Utility for account and order updates
Authentication for login codes

Note: Only Marketing templates can be sent from Gorgias. If you need to send a different template to a customer, you can do it directly from Meta Business Suite.

The status tells you whether agents can use the template:

Active — Meta approved the template. It's ready to send, and only templates with this status can be sent from Gorgias.
In review — You submitted the template to Meta and are waiting on a decision. It can't be sent yet.
Rejected — Meta found that the template violates WhatsApp policies. It can't be sent. Re-edit and resubmit it, or appeal the decision in WhatsApp Manager.
Paused — Meta paused the template after recurring negative feedback from customers. It can't be sent until Meta lifts the pause, which usually takes up to six hours.
Disabled — Meta disabled the template after continued negative feedback. It can't be sent. Re-edit it and appeal the decision in WhatsApp Manager.
Appeal requested — You appealed Meta's decision and are waiting on the outcome. The template can't be sent in the meantime.
Unsupported — The template contains content Gorgias can't send, such as a media header or a link button. It stays visible in your template list, but it can't be sent from the helpdesk.

Tip: Meta enforces a template quality rating policy and pauses templates that receive a low rating. A paused template becomes available in Gorgias again as soon as Meta lifts the pause, but treat a pause as a signal to review Meta's marketing template guidelines and rewrite the template to improve its rating.

Tips for creating high-quality message templates

Here are some strategies recommended by Meta to improve your message read rates:

Know your audience — Tailor your messages to specific user segments for more relevant communication.
Find good timing — To maximize chances of engagement with your templates, consider not sending on days when many businesses are competing for your customers' attention, such as weekends or seasonal peaks.
Mind the frequency of messages — Monitor how many marketing conversations a customer receives per day and week to avoid overloading the customer.
Allow cool downs — Give customers who have stopped engaging with your templates a break.
Provide opt-in — An opt-in is required before any business-initiated messaging, but collecting a separate opt-in for marketing content is a best practice that helps you avoid negative feedback.
Enable opt-out — Always include the option to opt out of marketing conversations on WhatsApp.
Pay attention to the relevance of the message — Make sure the opening line clearly signals why the message is relevant. Past negative interactions also make customers less likely to open your messages.
Optimize the first 60-65 characters — This is what people see first in their message preview on WhatsApp. Make it engaging, convey the main point, personalize it, and test different approaches to see what works best.

Tip: Review your template metrics and insights regularly to protect your quality rating and optimize your customer engagement.

FAQ

Why can't I find a template in the composer?

The composer lists only templates that are Active and supported by Gorgias, and only those belonging to the WhatsApp Business Account behind the number you're sending from. Check the integration's Templates tab: the template may still be in review, paused, disabled, rejected, or marked Unsupported. Also check the language filter — templates are approved separately for each language.

Can I edit a template's wording in Gorgias?

No. Meta approves the exact wording, so template content is managed only in WhatsApp Manager.

Why did sending a template fail?

The most common cause is that the template is no longer usable: Meta may have paused, disabled, or deleted it, or a recent edit put it back into review. Gorgias re-checks the template with Meta when this happens, so its status in your template list updates shortly after. Pick a template with the Active status and send again.

Do I have to fill in every variable?

Yes. Meta rejects a template message with missing or mismatched values, so fill in every variable in the header and body before sending.

Can a rule send a template automatically?

Yes. A rule that replies to the customer on a WhatsApp ticket can apply a template — and must apply one once the 24-hour messaging window has closed. As with a manual send, the template must be Active; otherwise, the reply fails.

Does a template restart the 24-hour messaging window?

Not on its own. Sending a template lets you reach the customer, but the messaging window reopens only when they reply.

What happens to my templates if I delete a WhatsApp integration?

Gorgias removes the imported templates from your helpdesk. They remain available in WhatsApp Manager, and Gorgias imports them again if you reconnect that number.

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