WhatsApp message template

On WhatsApp, the first message a company sends sets the tone for the whole conversation. Because a business cannot write freely to someone who has not messaged it recently, that first message must be a template. When and why Meta asks for one is explained under WhatsApp Business API. This page is about writing a template that candidates answer.

What does a template consist of?

A template has a few fixed parts:

• A name and a language. Each language version is its own template.
• A category. Meta sorts templates into categories such as utility and marketing. A message about an application the candidate made usually counts as utility. Promotional wording can push a template into marketing, with stricter rules.
• The body. The text itself, with variables in place of the parts that change.
• Optional buttons, for example a quick reply such as "Yes, call me".

Meta reviews the template. A rejected template has to be reworded and submitted again.

How do variables work?

A variable is a placeholder that the software fills in per candidate. A recruiting template often uses:

1. The candidate's first name.
2. The job title or vacancy.
3. The company or office name.

Example: "Hi {{1}}, thank you for applying for the {{2}} job at {{3}}. Do you have a few minutes for some short questions about the job?" The candidate sees their own name and job, which makes the message feel personal without changing the approved text.

What makes a good recruiting template?

• Say who you are first. The candidate should know at once which company writes and why.
• Refer to their application. A message that starts from something the candidate did reads as service, not as advertising.
• Ask one easy question. A yes or no is easier to answer than an open question.
• Keep it short. Three or four lines fit on a phone screen without scrolling.
• Avoid sales language. Words like "amazing opportunity" can make the template look like marketing.

What about reminders?

A candidate who does not answer needs a second message. When the earlier message is too long ago to reply freely, that reminder must also be a template. Plan reminder templates from the start:

1. A short, friendly nudge that repeats the question.
2. A last message that leaves the door open, for example "Reply any time if the job is still of interest".

More reminders than that start to feel like spam. See WhatsApp recruiting for the rest of the conversation.

How does Ringtime handle templates?

Ringtime writes and submits the templates for you.

1. Ringtime writes the templates for the first message and for each reminder in the campaign.
2. Ringtime publishes them to your own WhatsApp Business account and Meta approves them. Plan the approval time before you go live.
3. Each reminder is one more template step in the campaign, sent after the wait you choose.
4. When the candidate replies, the assistant continues the screening in the chat.

To screen candidates on WhatsApp from your own number, see how Ringtime runs WhatsApp recruiting.