What are authentication messages, and how can they improve your business?

Today, customers demand instant, personal, and convenient interactions. They want to connect with businesses on the same platforms they use to talk to friends and family.

For businesses ready to innovate, WhatsApp is the definitive platform for building trust and driving growth.

To unlock the power of programmatic authentication messaging, you need to go beyond the standard WhatsApp Business app. The WhatsApp Business Platform is your gateway to scaling conversations, and getting started is straightforward.

Within Kommo, you can initiate the setup process, connect your number, and establish your official business profile, complete with your logo, business hours, and description. This verified presence is the foundation of trust for every message you send.

Authentication messages are pre-approved templates used to verify a user's identity at critical points in their journey. Think of one-time passcodes (OTPs), account recovery links, and pre-programmed login links.

But why do they matter so much? Because security and user experience are two sides of the same coin. In an era of increasing digital threats, customers need to feel their accounts are secure. At the same time, they won’t tolerate a slow, clunky verification process.

Authentication messages sent via WhatsApp solve both challenges. They offer robust security through a channel users already trust and use daily, making verification seamless and intuitive. This builds immense confidence in your brand from the very first interaction.

Leveraging WhatsApp for authentication isn't just a modern alternative; it's a strategic upgrade for your business.

• Enhanced security: Messages are end-to-end encrypted and delivered only to a user's primary device, drastically reducing the risk of breaches. WhatsApp also lets you set a custom time-to-live (TTL), so codes expire at your chosen time, adding another layer of protection.
• Superior user experience: WhatsApp offers advanced features like one-tap, autofill, and zero-tap authentication. With zero-tap, users on Android don’t even have to touch a button—your app receives the code seamlessly and securely in the background. This removes friction from the login or transaction process, making verification feel almost invisible to users.

• Business branding and trust: Authentication messages appear in your company’s chat thread, showing your business name, logo, and verified badge. This reinforces confidence for your users with every interaction.
• Unmatched deliverability and speed: Unlike SMS or email, WhatsApp authentication messages are typically delivered in under 5 seconds, so your users can proceed without delay.
• Cost efficiency: Thanks to a pay-for-delivery model, businesses are charged only for messages that reach the user—often resulting in substantial savings compared to traditional SMS, especially for global audiences.

Clarity and conciseness are paramount. Your user needs to understand the purpose of the authentication message instantly.

• Be direct: State the purpose of the message immediately. Example: “Your Kommo login code is 123456.”
• Include identifiers: Mention your brand name and, if relevant, a detail like a username or account number to add context and legitimacy.
• Keep it simple: Avoid marketing language, jargon, or unnecessary information. The sole purpose is authentication.
• Use placeholders wisely: Templates use variables (e.g., {{1}}). Use them for the code, name, or other dynamic content.
• Add a security warning: A brief line like “Don't share this code with anyone” reinforces security best practices.
• Relevance and Timing: Send authentication messages only when needed, such as at critical security or transaction points. Avoid overloading users with unnecessary verifications to maintain trust and engagement.

Authentication messages are versatile and add value across all sectors.

• E-commerce: Securely verify new account creations and confirm high-value transactions to prevent fraud. “Hi {{1}}, use code {{2}} to confirm your purchase of $500.”
• Retail: Authenticate loyalty program sign-ups or confirm in-store pickup orders. “Your order for in-store pickup at {{1}} is confirmed. Present code {{2}} at checkout.”
• Auto: Verify scheduled service appointments or authenticate access to vehicle tracking features. “Confirm your service appointment for {{1}} at {{2}} by entering code {{3}}.”
• Travel: Verify user identity during the booking process or when accessing trip details. “Confirm your identity to view your booking details with code {{1}}.”
• Medical Clinic: Securely confirm appointment bookings or provide access to patient portals. “Your appointment with Dr. {{1}} on {{2}} at {{3}} is confirmed. Verify with code {{4}}.”
• Beauty Services: Authenticate online booking changes or confirm consultation details. “To confirm changes to your booking at {{1}}, please enter code {{2}}.”

Integrating authentication messaging is more than a security measure; it’s a growth lever.

• Reduce onboarding friction: A smooth sign-up process leads to higher completion rates. By making verification instant and easy via WhatsApp, you capture more qualified leads.
• Increase customer lifetime value: Secure and seamless experiences build trust. A user who trusts your platform is more likely to remain a loyal customer and advocate for your brand.
• Improve operational efficiency: Automating verification frees up your support team from manually handling account access issues, allowing them to focus on higher-value conversations.

Message templates are the backbone of programmatic WhatsApp communication. They are pre-approved message formats that ensure high-quality, non-promotional content for business-initiated conversations.

• Expanded template library: WhatsApp offers a comprehensive authentication template library that covers key use cases, including account verification, transaction confirmation, and order follow-ups.

• Guaranteed compliance: Templates are reviewed by Meta to ensure they adhere to WhatsApp's policies. This prevents your number from being flagged or blocked.
• Scalability and speed: Once approved, templates can be sent at scale to opted-in users programmatically, enabling you to manage thousands of verifications with ease.
• Personalization at scale: Templates support variables, allowing you to personalize messages with names, codes, or other user-specific data, maintaining a personal touch even in automated flows.
• Consistency and adoption: Ensure your brand communication is consistent and professional across every single authentication request. This will accelerate customer adoption of authentication messages on WhatsApp.

Meta has specific rules for authentication templates to maintain their integrity, such as:

• Content restrictions: The template must not contain any marketing or promotional content. URLs, if used, must lead directly to the authentication action.
• Parameter formatting: Use placeholders like {{1}}, {{2}} for dynamic content. These variables cannot contain promotional material.
• Button options: You can include a “Copy code” button or a one-tap autofill button. These are highly recommended as they drastically improve the user experience.
• Clarity of purpose: The template name and content must clearly indicate its purpose (e.g., password_reset, otp_verification)

Submitting a template for approval through Kommo is a simple, guided process.

• Draft your template: In Kommo, navigate to the template manager. Define a name, select the “Authentication” category, and write your message content using placeholders for variables.
• Add buttons (optional but recommended): Choose a “Copy code” or “One-tap” button to make the user's experience more seamless.
• Submit for review: Click submit. Your template is sent directly to Meta for review.
• Approval: The review process is typically fast, often taking just a few minutes to an hour. You'll be notified in Kommo once the template status changes to “Approved.”

Clear and explicit opt-in flows are essential for authentication messages. Before you can send an authentication message, users must actively provide consent to receive them on WhatsApp.

Your opt-in process should:

• Clearly state what types of messages the user will receive—for example: “Receive a login code and account alerts via WhatsApp.”
• Include a checkbox during sign-up: “[✓] Send my login code via WhatsApp.”
• Prompt consent through in-app notifications or website forms, specifying why authentication messages are being sent.
• Let users know they can manage opt-out at any time.

Respecting a user's choice is non-negotiable. Opt-outs must be as easy as opting in.

• Clear instructions: WhatsApp policies require you to include instructions for opting out, such as “Reply STOP to unsubscribe.”
• Automated management in Kommo: Kommo can automatically detect keywords like “STOP” and update the user's profile to unsubscribe them from future communications, ensuring compliance without manual effort.
• Preference center: For more advanced setups, direct users to a preference center where they can choose what types of messages they want to receive (e.g., security alerts but not marketing updates).

Authentication is a prime candidate for automation. The process is standardized and time-sensitive.

Automation (the standard): A user action (like a login attempt or password reset request) triggers an API call that automatically sends the templated WhatsApp message. The entire flow, from request to verification, is touchless.

Human handoff (the exception): A human agent should only get involved if the authentication fails repeatedly. Kommo can be configured to flag these instances, creating a task for an agent to reach out.

For example, if a user fails to verify after three attempts, a ticket can be automatically created for a support agent to investigate, turning a moment of friction into a supportive interaction.

This feature is coming soon to the Kommo family! In the meantime, here’s a sneak peek at how the implementation will work through our platform.

Integrating WhatsApp authentication into your systems via Kommo is designed for simplicity and power.

• Connect your account: Follow the guided steps in Kommo to connect your WhatsApp Business Platform account.
• Create and approve templates: Use our intuitive editor to create and submit your authentication templates.
• Configure the trigger: In your application's backend, make a simple API call to Kommo whenever a verification is needed. You'll pass the recipient's phone number and the values for your template's variables (like the OTP).
• Launch: Once configured, the system operates independently. Kommo handles the delivery, tracking, and logging of every authentication message directly within the lead or contact card, giving you full visibility.

Actively monitoring the performance of your authentication messages is critical to ongoing success.

• Track delivery and read rates: Use WhatsApp Manager and Kommo analytics to review how many authentication messages are delivered and read.
• Listen to feedback: Pay attention to direct customer responses and trends in opt-outs or message blocks.
• Adjust messaging strategy: If engagement drops, refine message timing, content, or frequency. Remove inactive users and experiment with template enhancements, ensuring each authentication message remains effective, expected, and valuable.

Continual improvement is key—monitoring these metrics helps you provide a secure, timely, and user-focused authentication experience.

WhatsApp authentication messages are far more than just a security tool. When integrated thoughtfully through a platform like Kommo, they become a cornerstone of a modern, secure, and frictionless customer experience. They are your first opportunity to demonstrate to a customer that you value their time and security.

This is the power of conversational commerce, turning every touchpoint into an opportunity to strengthen your customer relationships and drive your business forward.

🚀 This feature is coming soon to Kommo!

Interested in trying it out? Sign up today and be the first to get updates when it launches.