---
title: "What's New in WhatsApp for Business: Outbound Promotional Messages and Best Practices to Strengthen Your Connection with Customers"
id: "814"
type: "post"
slug: "whats-new-with-whatsapp-for-business-outbound-promotional-messages-best-practices-to-strengthen-customer-relationships"
published_at: "2021-12-28T14:54:41+00:00"
modified_at: "2025-12-08T18:29:40+00:00"
url: "https://www.simpletech.uy/en/lo-nuevo-de-whatsapp-for-business-mensajes-salientes-promocionales-buenas-practicas-potenciar-vinculo-con-clientes/"
markdown_url: "https://www.simpletech.uy/en/lo-nuevo-de-whatsapp-for-business-mensajes-salientes-promocionales-buenas-practicas-potenciar-vinculo-con-clientes.md"
excerpt: "WhatsApp is the most widely used messaging platform. It has developed tools to help businesses communicate with their customers more efficiently. Discover in this post how to take your marketing strategy to the next level through..."
taxonomy_category:
  - "Innovation"
taxonomy_post_tag:
  - "C-Commerce"
  - "CX"
  - "OMNICHANNEL"
  - "UX"
  - "WhatsApp"
---

WhatsApp has become the most widely used messaging platform for users globally in recent years. Along with the growth in demand and use, the company has developed tools (such as WhatsApp for Business) so that companies can communicate with their customers more efficiently and take their marketing strategy to the next level.

I imagine that if you’re reading this blog, your company’s omnichannel customer service strategy (one of the factors driving [the greatest growth](https://blog.simpletech.uy/2021/12/22/4x-en-que-consiste-las-experiencias-cx-ex-mx-y-ux-y-por-que-todos-hablan-de-ellas/)
 in companies today) is important to you.

WhatsApp wants interactions to be relevant and personalized. This shows that it respects users and wants their experiences when interacting on this channel to be valuable and useful. Omnichannel at its finest!

In its quest to continue growing in terms of usage and customer experience, the platform itself encourages brands to send messages that enhance the customer experience. To this end, it created the HSM outbound messaging feature.

In case you haven’t heard of them, "HSM" (Highly Structured Message) is exactly what it sounds like: a highly structured message. It’s a template enabled by WhatsApp that allows companies to proactively start a conversation. They consist of static phrases and dynamic fields, where specific data about each customer or their interactions can be entered.

**So, can I send marketing promotions to my customers through**[WhatsApp for Business](https://developers.facebook.com/docs/whatsapp)
**?**

The answer is: **Yes!** And this is a new development, since in the past it wasn’t allowed to send promotional messages.

What kinds of messages can you send? And how should HSMs be structured and written? We’ll tell you what to do and what to avoid when using WhatsApp for your business like a pro.

*Italmundo uses*[WhatsApp](https://www.simpletech.uy/en/whatsapp/)
*to allow companies to send payment reminders to their clients. They can send payment receipts through the same channel and settle their debts quickly and easily.*

About the Template Approval Process

All message templates are reviewed on a case-by-case basis by WhatsApp. A template that was approved for one business may be rejected for yours. Additionally, it may take several attempts for a message template to be approved. Please note that this is normal and happens with all brands and businesses.

What kinds of messages can we send?:

- Account Update
- Alert Update
- Appointment Update
- Troubleshooting
- Payment Update
- Personal Finance Update
- Booking Update
- Shipping Update
- Update on Entries
- Transportation Update

** You can find all the technical details about the writing and structure of these messages in*[Our Wiki](https://wiki.simpletech.uy/books/recursos-de-apoyo/page/templates-mensajes-salientes)
*.*

What messages should look like:

Based on the [guidelines](https://developers.facebook.com/docs/whatsapp/message-templates/guidelines)
 provided by the WhatsApp platform for businesses, we’ve created a guide that summarizes what you should keep in mind when creating HSM templates and securing quick approval.

1. **Privacy and Consent:** It’s important not to lose sight of the customer experience when they receive communications. So, what do we recommend to protect their privacy? Obtain their consent. This can be obtained through [various methods](https://developers.facebook.com/docs/whatsapp/overview/getting-opt-in). Once they agree to receive your messages, it’s crucial that those messages are relevant and useful. Otherwise, if the customer feels they are being sent information that is not useful, they will find it annoying and may even feel their privacy is being invaded.

1. **Personalization:** A best practice is to personalize messages using variable fields that allow you to include each customer’s specific data, such as their name, order status, and purchase history, among others. This way, the user will understand that the company knows them, which will foster greater engagement and a closer relationship. Another recommendation is to ensure your templates are flexible. How can flexibility be applied to these messages? By incorporating these same dynamic fields, so that the messages can be adapted to different communication scenarios and user types.

1. **Spelling:** Whether it’s spelling or grammatical errors, the WhatsApp message will be rejected by the platform. We recommend that you avoid local or overly informal expressions, which may not be understood by the approval team.

1. **Rich content:** Adding multimedia content will allow you to provide an enhanced experience for your users and create more engaging interactions. When we talk about multimedia, we’re referring to formats such as documents, images, stickers, audio clips, and videos.

1. **Clarity:** Less is more—in marketing and in life. (You can learn more about this in our post on [CX and experiences)](https://blog.simpletech.uy/2021/12/22/4x-en-que-consiste-las-experiencias-cx-ex-mx-y-ux-y-por-que-todos-hablan-de-ellas/) . Returning to the main topic of this post, the most important thing regarding HSMs is that the message content is concise. This also applies to the length of the messages—make sure they aren’t too long. Remember that the shorter and clearer the message, the easier it will be to capture your users" attention.

1. **Message Limits:** There are [guidelines](https://developers.facebook.com/docs/whatsapp/api/rate-limits) regarding the frequency and reach of these structured messages. In other words, WhatsApp sets recommendations regarding the number of unique users your business can contact on a daily basis. There is no limit on the number of messages your business can send; rather, the limit applies to the number of users to whom you want to send those messages. This does not apply to messages sent in response to a user-initiated message within a 24-hour period.

1. **Settings:** A small tweak can make all the difference. By this we mean that sometimes, changing a single word within a template can affect whether or not the message is approved by WhatsApp.

**WhatsApp as an Omnichannel Tool**

We’ve already said it: WhatsApp is the go-to channel when it comes to accessibility and practicality. Today, you can proactively start a conversation with your customers on [WhatsApp through your bot](https://www.simpletech.uy/en/whatsapp/)
. This guide was designed to help you make your conversations more efficient and offer greater value to your customers.

*Our client,*[The Bolivian Ciacruz](https://www.simpletech.uy/en/la-boliviana-ciacruz-caso-de-exito/)
*, uses our chatbot (*[Wittybots](https://www.simpletech.uy/en/wittybots/)
*) to handle the self-inspection process for new policyholders. The entire process is handled via WhatsApp by the same user, saving time and resources while improving the customer experience.*

If you found this content interesting, follow our blog for more content related to WhatsApp, trends in business communications, experience optimization, and innovation through telephony, AI, and automation.

[https://www.linkedin.com/in/rosina-cortella-terra-17801624/](https://www.linkedin.com/in/rosina-cortella-terra-17801624/)
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**We can help you with your business needs!** Leave us a message, and our experts will contact you.

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