We've created universal WhatsApp Business API (WABA) templates so you can start a conversation with a customer using any text you want. No need to pre-approve a template for every possible case with Meta.

What are universal templates

These are regular WABA templates that we submit to Facebook for approval. They are empty: they do not contain any approved text.

You can start a conversation with a client using universal templates. As with any other WABA templates, you will be charged for sending them. Most of the time, universal templates are approved in the "Marketing" category, so the sending cost will be the same as for a marketing message.

👉 How correspondence on WABA channels work

How to start WABA correspondence with text in a universal template

Universal templates are not displayed in the list of WABA templates. To use them:

1. Open a dialog with the client you want to start a 24-hour correspondence with.

2. Enter the text of the message and send it - done. The text will automatically go in the universal template.

If you can't enter the message text, the templates are probably still being approved by Facebook. To find out if a template is approved, write to support.

How much does it cost to send a universal template

When you send text in a universal template, it looks like you are sending a regular message. A universal template is a WABA template, so Meta charges per template sent, not per conversation.

Most often, Facebook approves universal templates with the Marketing category - we cannot influence this. Therefore, starting a conversation with any text in them will cost the same as the Marketing template.

👉 How much do WhatsApp Business API conversations cost

What you can send in a universal template

You can only send text without paragraphs or indents. There are no attachments or buttons in the template.

Therefore, we do not recommend writing too much at once: it will be difficult for the client to read one large paragraph without structure. It's better to send a short message, wait for a response, and then write everything down in detail.

Also, write to your contacts only what is interesting to them. Otherwise, messages will be thrown into spam or your number will be blocked, and this will affect the quality of your WhatsApp account; I can ban the templates.