WhatsApp Outbound

Initiate WhatsApp chats with your prospects using approved templates.

Written by Shelby Glynn
Updated over a week ago

This article describes the setup and approval processes for using WhatsApp outbound with CloudTalk.

User Level:

  • Admin

WhatsApp Outbound Numbers

By submitting an Outbound Template, you can use your WhatsApp enabled numbers for WhatsApp outbound messages. You will be able to proactively reach out to new clients and prospects using your verified Meta Business profile. All of the valuable insights captured in your WhatsApp message exchanges will be saved and organized on one platform, along with the rest of your call and SMS data, thanks to our CloudTalk + WhatsApp integration.


  1. You can first submit a request for a WhatsApp-enabled number in our integration registration form, and then

  2. After your integration is active, submit templates for outbound messaging.

    Be ready to provide the following resources as you compile your request:

Our Numbers team may require additional documents depending on your business case. Many of these requirements are set by our carrier partners and Meta, and are designed to ensure customer protection and business continuity. We are not able to influence these compliance regulations.

Integration Registration Process

Numbers submitted for our WhatsApp integration use case can only be used within our integration—this is Meta’s policy. The approval process can experience delays from Meta of up to 15-30 days.

  1. Before submitting your request, your business will need a verified Meta Business account.

    1. If you don’t yet have a Meta Business account, be aware that the verification process can take up to 14 working days.

  2. Our registration form will ask you for the the following information, which CloudTalk will use to active your number with Meta for the WhatsApp interconnection:

    1. CloudTalk Account name

    2. Legal business name

    3. Commercial / Trading name

    4. Email contact (for signing WhatsApp terms of service)

    5. Meta Business manager ID

      1. This can be found on the Business Settings page within Facebook Business Manager, under Business Information.

    6. Desired WhatsApp business display name

      1. It is highly recommended that this matches the business name in your Meta Business id.

      2. If you want to use a different name:

        1. Both names must be shown on the website that was submitted within Meta Business Manager.

        2. The new name must comply with WhatsApp’s commerce and business policy.

        3. The new name must follow Meta display name rules.

    7. Company address (visible to customers)

    8. Company email (visible to customers)

    9. Company website

    10. Vertical (select an option, or “other”)

      1. This is the market niche or specialization.

      2. e.g., automotive, finance and banking

    11. Link to your company logo

      1. JPG or PNG, 640x640 pixels or larger, square ratio

    12. Public company description for your WhatsApp profile

  3. Once we have submitted your information on your behalf, there are terms and consent forms that will need to be approved by representatives of your company:

    1. We will reach out to you for signing the WhatsApp Client Terms document. This will be done on our carrier platform, and requires a legal signatory from your company to complete it.

    2. You will also need to approve our WhatsApp intermediary partner, from within your Facebook Business Manager profile. This is necessary to allow your messages to be passed to CloudTalk for the purposes of this integration.

  4. In addition to submitting desired outbound numbers and their requirements, you will need to submit outbound message templates, through a separate form. (See Outbound Templates).

WhatsApp Chat Limitations

24-Hour Response Windows

Outbound agents using WhatsApp will only be allowed to start chats using message templates that have been submitted through us and approved by Meta. Once a first message has been sent, a 24-hour response window is opened. If the customer responds within the 24-hour window, the agent will be allowed to message freely.

Each time a customer sends a message, a response timer of 24 hours will reset, in which the agent will have 24 hours to reply back to the customer. If at any point the agent stops replying within their given 24-hour window, the agent will be once again restricted to using templates if they want to reach out proactively to the customer.

Daily Message Limit

Daily message limits will differ depending on what tier your business has been placed in according to Meta’s guidelines. There are four tiers a business can fall in, with higher tiers allowing more daily outbound messages. Tiers change based on customer feedback and following certain best practices.

Outbound Templates

Meta requires businesses who are messaging customers through WhatsApp to submit message templates, which help ensure customer trust and consent. These templates are required for initial outbound messages. Templates fit into categories based on their function, and they must comply with certain standards set by Meta to be approved.

Submitting Templates

Registration for our WhatsApp integration (including Meta Business verification for the outbound use case) must be completed before submitting templates.

  1. When you're ready to fill out the template submission form, you will need to compile the following information:

    • CloudTalk Account name

    • Meta Business manager ID

    • a name for the template

      • can only contain lowercase alphanumeric characters and underscores

      • e.g., opener1, order_management2

    • Template Category—Every template must fit into one of our two supported WhatsApp template categories:

      • Marketing

        • personalized messages or new, prompted conversations

        • promotional offers

        • product announcements

        • brand awareness and engagement

        • templates that are a mix of marketing + utility

      • Utility (Transactional Service)

        • order management (order confirmation templates must contain a variable for order number)

        • account alerts or updates

        • important information related to a specific, agreed-upon transactional service or subscription: confirmations, suspensions, or changes to a transaction

        • feedback surveys

    • Template Language

    • Message body

      • 1024 characters or less

      • Use curly braces {{ }} for dynamic values. These will be the values outbound agents fill in when using the template.

        • Utility example: "Your {{1}} is scheduled for {{2}}. Let us know if you need to reschedule!"

        • Marketing example:

          "Diwali is around the corner! Join us at {{1}} on October 24 to celebrate with friends and family. For more details about our event, click {{2}}."

      • Optionally, you can include suggested value types for your templates, such as {{1}}, date or {{2}}, name.

Additional Template Limitations

While there are no limitations on the amount of dynamic variables {{}} used in a template, there is a limit on what kind of content can be used within those variables. Variables should only contain text or URLs.

Please do not include:

  • clickable buttons

  • CTAs (“call to action” functions)

  • character counts exceeding 25 for text

  • character counts exceeding 2000 for URLs

We do not currently support Authentication category templates.

Anything regarding submitting, changing, or deleting templates currently must be done through the submission forms or communicating with our Numbers team. There is no way to view or edit existing templates from the dashboard.

Template Best Practices

Time Sensitive Messages

Templates might be a cause for concern when it comes to time sensitive messages. For example, imagine you want to send a message like: "Today, we are having a company-wide announcement at 11am." Though most templates are approved immediately, the time sensitive nature makes the process of submitting and waiting for approval stressful and difficult to replicate for future announcements.

In such cases, using a generic template which can cover a range of situations is recommended. Consider this example:

  • Hello {{1}}, we have a new update regarding your account. Please respond to this message to receive it. Have a nice day!

Re-Opening the 24-Hour Window

It is good to use templates which ask for customer consent to receiving non-templated messages. In case of the 24-hour window running out, you can have a template which prompts the customer whether they want to receive more information from your business.

Clear but considerate wording can be used to create a template which agents can use to try and re-open the 24-hour window for free communication:

  • I’m sorry that I wasn’t able to respond to your concerns yesterday, but I’m happy to assist you now. If you’d like to continue this discussion, please reply with YES.

The Right Amount of Detail

While templates should be worded generic enough for flexibility with dynamic variables, they should not be overly vague. For example, a company may have three distinct templates that represent their three common use cases: one template for order management, one for meeting reminders, and one for promotional offers. It is recommended to include the company name (especially in a chat opener) and imply a clear purpose of the message.

Templates should:

  1. Make it clear to Meta’s approval teams how the template will be used.

  2. Make it clear to the user why they are receiving the message.


  • I have a WhatsApp number enabled for inbound messages. Can I use this same number for outbound messaging?

    • Once your integration and numbers are activated, you can use the same numbers for outbound conversations as soon as you have an a approved template.

If you need any further assistance please do not hesitate to reach out to our Support team, we are always happy to help!

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