The ultimate guide to leveraging utility messaging on WhatsApp

Utility messaging is a powerful form of business communication. It delivers essential, non-promotional information to customers through pre-approved message templates sent via platforms like WhatsApp and requires prior customer consent or opt-in.

Delivering these essential communications enables businesses to enhance the customer experience significantly. Utility messages keep customers informed during every stage of their journey. This builds greater trust and strengthens loyalty.

By combining the power of WhatsApp and Kommo, a Meta Business Partner, businesses worldwide are unlocking smart automation through conversation.

Businesses can automate these conversations, staying connected beyond the 24-hour service window and ensuring critical information is always visible.

This makes utility messaging a powerful way to build lasting relationships, keep customers engaged, and seamlessly integrate your brand into their daily lives.

See utility messages as more than messaging clients for updates, and step into a realm for real-time interaction and customer satisfaction 👇

• Boosts read rates: Utility messages lead to higher open and clickthrough rates, ensuring your communications are seen and acted upon.

• Perfect for time-sensitive communications: They work well for urgent updates, leveraging rich media and requiring customer action within a 24-hour window.
• Enhances customer engagement: By consolidating touchpoints, these messages encourage ongoing interactions and build stronger relationships.
• Improves customer experience: 95% of businesses report utility messages deliver timely, relevant information that fosters trust, loyalty, and revenue growth.

Small details make a big difference. Providing specific information like an order number and estimated arrival date, along with a clear call-to-action, offers significant value. A generic message, by contrast, can miss an opportunity to build trust.

Use a friendly and approachable tone in your message and personalize messages by using the customer's first name. Avoid using jargon or overly technical language.

Optimize your messages for action. A concise reminder with a simple, clear call-to-action (like “Reply 1 to confirm”) is more effective and user-friendly than a longer, more formal message. This helps increase response rates and reduces friction.

Use images, videos, attachments, call-to-action buttons, and other unique features to enhance your messages. Avoid overusing rich media, as it can be distracting.

Respecting your customers' choices is fundamental to building trust. When a user opts out, it's best to send a simple confirmation and provide an easy way for them to opt back in, rather than immediately trying to re-engage them with promotions.

Use pre-approved templates to ensure consistency and compliance with WhatsApp's guidelines. Also, customize your utility templates to fit your brand's voice and style, and maintain a consistent voice and style to foster trust and loyalty.

Test your utility messages with a small group of customers before sending them to a larger audience. If need be, then you can refine your messages based on customer feedback and performance metrics.

Make sure that your messages come in at the right time, which helps to increase your clients' trust in your business.

Depending on the type of business you run, the type of utility messages you send might be different. This is why we will give you a detailed use case depending on the type of business you run 👇

Utility messages on WhatsApp are a great way to send non-promotional, transactional messages to your customers.

To start using utility templates, your business needs to

• Register on the WhatsApp Business API platform
• Create approved message templates
• Integrate them into your communication workflows.

• Enhanced customer engagement 🤝

Direct and personalized communication helps build stronger customer relationships.

• Cost efficiency 💰

Automating communication reduces operational costs and improves efficiency.

• High open rates 👀

Messages on WhatsApp have higher open and response rates compared to traditional communication channels like email.

Utility message templates are typically triggered by a user action or request. They must include specificity about the active or ongoing transaction, account, subscription, or interaction to which they relate. For example, an order confirmation must contain an order number.

• Opt-in management on WhatsApp: Confirm opt-in for receiving messages on WhatsApp as a follow-up to opt-ins collected via other channels (e.g., website, email). Also, confirm opt-out.
• Order management: Confirm, update, or cancel an order or transaction with a customer using specific order or transaction details in the body of your message.
• Account alerts or updates: Send essential account updates, including time-sensitive alerts, safety information, payment reminders, and other relevant information for products and services that have already been purchased or subscribed to. These messages should not be intended to upsell or cross-sell new products or services.
• Feedback surveys: Collect feedback on previous orders, interactions or ongoing relationships with customers. These messages should not be about requesting feedback related to potential upsell or cross-sell opportunities.
• Continue a conversation on WhatsApp: Send a message to initiate an interaction that began in another channel on WhatsApp. These messages should not be initiated without a user having requested the conversation to be moved to WhatsApp.

When you create a template, Meta validates the category you indicated per the contents of the template and our guidelines. We will then make the template and set its status to one of the statuses below, based on the outcome of the validation process.

1. When you create a template and Meta approves it, you can request a review up to 60 days from the creation date.
2. For utility templates, Meta may update them to marketing templates. You can request a review up to 60 days from the date we updated the category.
3. Approval statuses include:

a. APPROVED - This means Meta agrees with the category chosen in your template creation request, and the template has successfully passed template review. It can now be used to send messages.

b. PENDING - This means Meta agrees with the category chosen in your template creation request; however, the template is undergoing template review.

c. REJECTED - This indicates that Meta disagreed with the category you designated in your template creation request.

1. If your message template is rejected, you have the following options:

- tCreate a new message template via WhatsApp Manager or the API.

- tEdit the template's category and resubmit for approval.

- tRequest another review

To send a WhatsApp user a template message, you must first receive opt-in permission confirming that they wish to receive future messages from you on WhatsApp.

The opt-in must 🤓☝️

1. Clearly state that the person is opting in to receive messages from you over WhatsApp
2. Clearly state your business's name.

1. Website integrations

Make it easy for customers to connect with you. By integrating WhatsApp and other messaging options directly on your website, you can capture leads and provide instant support, turning visitors into loyal customers.

• Modal pop-ups: Targeted based on behavior or pages visited
• Embedded forms: Integrated into checkout, registration, or account processes
• Chat widgets: Direct conversation starters with opt-in option
• User account settings: Preference centers with channel selection

1. SMS /Email invitations

Bridge the gap between channels. Use opt-in SMS to send timely updates and include a direct link to start a conversation on WhatsApp. This strategy helps you transition customers to a richer, more interactive channel for support and engagement.

• Transitional messages: Invitations to switch from existing channels
• Enhanced service offers: Highlighting WhatsApp benefits
• Click-to-opt-in links: Direct WhatsApp conversation starters
• QR codes: Visual opt-in options embedded in digital communications

1. QR codes ℹ️

Connect with customers in the physical world. A simple QR code can instantly open a WhatsApp chat for order tracking, support, or promotions, creating a seamless link between your offline and online experiences.

• Point-of-sale displays: QR codes at checkout counters
• Product packaging: Direct connection from physical products
• Print materials: Brochures, catalogs, direct mail
• Event displays: Conference booths, promotional events
• Receipts: Post-purchase opt-in opportunities

1. In-app prompts

Keep your customers informed with proactive in-app prompts. Send order confirmations, shipping notifications, and other important updates directly through WhatsApp to provide a transparent and reassuring customer experience.

• Post-transaction screens: Offers to receive confirmations and updates
• Preference settings: Channel selection within apps
• Engagement moments: Prompts at key customer journey points
• Value-added service offers: Premium support or faster service via WhatsApp

1. Other examples ✏️

• In-store signage: Visible opt-in prompts at relevant locations
• Service desks: Staff-assisted opt-in during customer interactions
• Billing statements: QR codes or instructions on physical bills
• Loyalty program materials: Channel preference options

To maintain compliance and customer satisfaction:

- Reply with “STOP” or similar keywords

- Click the unsubscribe buttons in messages

- Update preferences in account settings

- Contact customer service

- Confirm opt-outs promptly

- Cease all messages immediately

- Update databases across all systems

- Provide resubscription options only if appropriate

- Allow selection of specific message types

- Enable frequency controls when applicable

- Provide channel switching options

- Offer temporary pause capabilities

With Kommo as your business solution provider, implementing WhatsApp utility messages is straightforward:

1. Business verification: We handle the verification process with Meta to establish your business presence on WhatsApp.
2. Template creation: Our team helps design effective message templates that comply with WhatsApp's guidelines while maximizing engagement.
3. System integration: We seamlessly integrate the WhatsApp Cloud API using our WhatsApp Business integration.
4. Analytics and optimization: Our measurement platform, Kommo, provides detailed insights on message delivery, engagement, and conversion rates.

Utility messages on Kommo and WhatsApp are a great way to make the customer experience smoother from start to finish. They don't just support ads that bring people into WhatsApp; they also help keep the conversation going in a meaningful way, making repeat business more likely and building long-term loyalty.

By incorporating utility messages into your overall messaging strategy, you can maintain consistent contact, share timely updates, and be there for customers at every step. This proactive approach helps boost engagement and satisfaction, encourages people to come back, and turns one-time chats into lasting relationships.

Are you ready to transform your business? Use this utility messaging guidebook now and start creating high-impact messaging flows your customers will love.

Try Kommo’s WhatsApp Business integration today and start building automated, conversion-driven experiences