This blog was originally published on June 29, 2021 and updated on January 22, 2025 to reflect recent changes.
Just when you thought you had a handle on the different types of WhatsApp messages, Meta (formerly Facebook) changed the rules of the game. Not to worry. In this post, we'll review everything you need to know about messaging with the WhatsApp Business API – including updates as of January 2025.
Types of WhatsApp messages
The two main types of WhatsApp messages are customer care messages and notifications.
Customer care messages
Customer care messages, or session messages, are responses to customer-initiated conversations. You have 24 hours to respond to a customer-initiated message at no cost.
Customer care messages do not need to follow a template and can include media attachments. You also do not need to get customers to opt-in before replying to their messages.
To recap, customer care messages:
- Are customer-initiated
- Do not require the use of a template
- Do not require an opt-in
- Have a 24-hour response window
- Are free if you respond within 24 hours
Notifications
Notifications are business-initiated, templated messages that can be sent any time. Before sending a notification, you must get customer opt-in.
When sending notifications, you pay per delivered message. Message pricing is now based on conversation-based billing, categorised into business-initiated and user-initiated conversations. Charges apply based on the type of conversation and the recipient’s country.
To recap, notifications:
- Are business-initiated
- Require the use of a template
- Require customers to opt-in
- Can be sent any time
- Are priced based on conversation category and volume
Types of WhatsApp notifications
Next, it's important to understand what types of WhatsApp notifications you can send through the API. Notifications are templated messages that WhatsApp reviews to ensure they do not violate its policies.
Transactional messages
Prior to June 2021, business-initiated notifications were required to be transactional; promotional messages were not permitted. WhatsApp only supported 10 transactional message categories:
Transactional message categories:
- Issue resolution
- Reservation update
- Ticket update
- Alert update
- Appointment update
- Personal finance update
- Shipping update
- Account update
- Payment update
- Transportation update
Promotional messages
In June 2021, WhatsApp announced that it would allow businesses in approved countries* to send non-transactional notifications, including promotional messages.
Non-transactional message categories:
- Product recommendations related to a customer’s previous purchases
- Helpful informational alerts
- Relevant offers
- Reminders to book an appointment
As of 2025, WhatsApp has expanded this capability globally, allowing all approved businesses to send promotional and transactional messages, provided they comply with local regulations and WhatsApp's opt-in requirements.
To recap:
- Prior to June 2021, businesses could only send transactional messages that were non-promotional in nature.
- As of January 2025, businesses worldwide can send non-transactional notifications, including promotional messages.
Types of WhatsApp notification formats
WhatsApp notification templates are highly customizable, enabling businesses to send:
- Standard message templates — Common reusable messages you wish to send to your customers.
- Media message templates — Expands upon standard message templates to include media, headers, and footers.
- Interactive message templates — Allows you to send messages with interactive buttons, quick replies, or call-to-action links.
Collecting opt-ins for WhatsApp notifications
WhatsApp simplified its opt-in policy further in 2023. Businesses must:
- Clearly state that a person is opting in to receive messages from the business over WhatsApp.
- Clearly state the business’s name during the opt-in process.
- Comply with applicable data protection laws, such as GDPR or CCPA.
You can read more about this updated policy and get tips for collecting WhatsApp opt-ins here: 3 Steps for a Successful WhatsApp Opt-In Strategy.
Best practices when sending different types of WhatsApp messages
Customers are in control of their messaging experiences; they can block or report your business account at any time. So, regardless of the types of WhatsApp messages you send, you'll want them to be expected, relevant, and timely.
Messages should be expected: Because your customers opt in to receive messages from you, they should not be surprised to hear from you. Always be clear about what types of messages your customers are opting in to receive, and give them instructions on how they can opt out.
Messages should be relevant: Today’s customers expect a personalized experience. The messages you send through WhatsApp should be based on recent purchases or engagement with your business. They should also clearly outline any next steps required.
Messages should be timely: People should receive your messages when they are relevant. Sending messages too frequently will lead to frustrated customers and opt-outs.
Getting started with different types of WhatsApp messages
If you're a medium or large-sized company, you'll want to use the WhatsApp Business API to send different types of WhatsApp messages. The WhatsApp Business API makes it easy to send outbound notifications, personalize messages, and interact with customers in real time.
The API also helps you integrate WhatsApp's features with the rest of your tools or software stack. You can request access to the WhatsApp Business API through an Official Business Solution Provider, like Hubtype.
