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When agents use WhatsApp in Aircall, it's important to know when to use templates and when to use custom messages.
Templates
Templates are standardized messages that must be approved by Meta before use. When initiating a WhatsApp conversation with a customer, or when following up after an extended amount of time, a template must be used to contact the customer.
Aircall currently offers two templates that can be used:
- Marketing: Good for welcome messages, promotions, offers, coupons, announcements, etc.
- Utility: Good for order confirmations, account updates, receipts, reminders, etc.
Custom Messages
Customer messages are any non-template messages that an agent may send. For example, a custom message may be a personalized response that an agent manually types out to a customer.
Templates vs Custom Messages
When a customer responds to a message, or sends a message to an agent, a 24 hour window opens (or refreshes) which allows the agent to continue the conversation with any number of custom messages to them during 24 hours.
Each time the customer answers back to the agent the window refreshes, meaning agents have 24 hours to respond with custom messages from the last message received, before the window closes. When the 24 hour window expires, agent will need to re send a template and wait for an answer to re-initiate a 24h customer window.
Templates may be used at any point in the conversation without disrupting a conversation window already opened. Non-template custom messages can only be sent within the customer service window after receiving a message from a customer.
For more information, please visit the WhatsApp Business Messaging Policy