In order to proactively initiate a conversation with your customers through the WhatsApp Business API, you need to create and use what is known as WhatsApp Templates beforehand. The reason behind this requirement is that WhatsApp aims to protect its users from spam and is concerned that the messenger might be inundated with unnecessary promotional messages, similar to what is often experienced in personal email inboxes.

Initially, you might need some time to adjust to this new approach. However, with the help of WhatsApp Templates, you can cover almost all the reasons for which you might want to proactively contact a customer.

We've also provided examples of how these templates could look like.

WhatsApp refers to a 24-hour period during which you can freely communicate with the customer as the Customer Care Window. This window opens from the time of the last customer message and remains open for 24 hours from that point on. After the 24-hour period expires, you can only contact your customers using a WhatsApp Template. Once your customers message you again, the window reopens.

WhatsApp Templates are special messages that you need to get approved by WhatsApp in advance before you can use them. These templates are required, for instance, for proactively messaging customers.