When a WhatsApp Business API (WABA) template passes moderation, it can be sent to customers.
When to send the WABA template
WhatsApp Business API (WABA) templates are used to start a conversation with a client — especially if they haven’t messaged first. After sending a template, Meta will review its category, and the message cost will depend on that classification.
Previously, templates opened a 24-hour session. But starting July 1, 2025, the model has changed:
- Conversation sessions are no longer billed — each template message is charged individually;
- Regular (non-template) messages are still free;
- Utility templates sent in response to a client’s message are free within 24 hours of that message (the so-called “conversation window”).
👉 How WABA correspondence is paid for and how much it costs
New: Templates can now be used not only to start a conversation, but also within ongoing chats.
To avoid overpaying, use templates according to their category rules:
- If you started the conversation with a “Marketing” template, any following templates from the same category within 24 hours will also be charged — but they won’t count toward the user’s limit if the client replied;
- If the client messaged first, you can send “Utility” templates for free within the next 24 hours;
- Regular messages and Wazzup templates are free.
How to write with WABA first
To send a WABA template from Wazzup chat, go to the dialog and select a template from the list by pressing the “/” button.
If there are variables in the template, fill in the fields — otherwise you will not be able to send the template. If you want to leave the variable field empty, put a space.
You can also start a correspondence with any text: not necessarily one that you have agreed with Facebook. To do this, type a message and send it — it will leave with an empty WABA template.
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If you send a WABA template of one of the categories for the first time in 24 hours, the money for starting a 24-hour conversation will be deducted from your balance. Including if you use empty templates, which we automatically send for approval.
The cost of conversation depends on the category of the template. To see which category a template belongs to, go to the “Templates” section → WABA Templates → click on the “pencil” next to the desired template.
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How to fill in variables
Everything is simple — just enter the text. But take into account the features that affect the view of the message in the chat.
Variables are needed to tailor the message to different clients. They are not designed for a large amount of text, so variables cannot be indented. This means that it will not be possible to make a large text convenient for the client.
If you add hyphens or tab characters, they will disappear after the template is sent. Therefore, it is better to make the text in variables shorter, and after the client’s response, send the expanded text in regular messages.
How to send out templates automatically
WABA templates can be sent out automatically, but it is important not to bore the client. If he considers the message to be spam, he can complain about it. If there are many complaints from different clients about one message, Meta will block your template.
To send out the template, you will need CRM tools: Salesbot in Kommo and Business Processes or Robots in Bitrix24.
👉 Kommo: how to send a WABA template via Salesbot
👉 Bitrix24: how to send a WABA template via Business Processes
