WhatsApp Templates · E-commerce and retail
WhatsApp message templates for DTC brands and retail stores
Online retail on WhatsApp needs order confirmation, dispatch with tracking, a failed-delivery attempt, and a return or replacement update — all utility templates tied to an order that exists. Abandoned-cart and win-back messages are marketing.
"Where is my order?" is the most expensive message in e-commerce, because a human has to answer it. A dispatch message carrying the tracking link answers it before it is asked, and it lands where the customer is already looking.
Order confirmation
UtilitySend it when: The moment payment is captured or the order is accepted.
Hi {{1}}, thank you for your order {{2}} from {{3}}. Total {{4}}, shipping to {{5}}. We will message you a tracking link the moment it is dispatched.Dispatched with tracking
UtilitySend it when: When the parcel is handed to the courier.
Hi {{1}}, order {{2}} has left our warehouse. Track it here: {{3}}. Delivery is expected by {{4}}.Failed delivery attempt
UtilitySend it when: The courier reports a missed delivery.
Hi {{1}}, our courier tried to deliver order {{2}} today but could not reach you. Reply with a preferred time or another address and we will reschedule {{3}}.Return received
UtilitySend it when: The returned parcel reaches the warehouse.
Hi {{1}}, we have received the return for order {{2}}. Your refund of {{3}} is being processed and will reach {{4}} within {{5}} working days.Back in stock
MarketingSend it when: An opted-in customer asked to be told about one specific item.
Hi {{1}}, the {{2}} you asked about is back in stock in {{3}}. Reply BUY and we will send the link and hold one for 24 hours.Abandoned checkout
MarketingSend it when: Checkout was started and not completed, with marketing opt-in already in place.
Hi {{1}}, your cart at {{2}} is still saved — {{3}} is waiting. Reply CART for the link, or to see if a size is still available.How the category changes what you pay
- Every template is submitted under one category, and Meta assigns the final one in review. A utility template that reads like a promotion can be reclassified as marketing, which changes both the rate and the opt-in requirement.
- Since 1 October 2026, service messages are charged per delivered message after the first 1,000 free service messages per business phone number per month. The allowance does not roll over and there are no volume tiers.
- Inbound messages are free, and a customer-initiated message opens the 24-hour customer service window. Anything you start outside that window needs an approved template.
E-commerce and retail on WhatsApp: common questions
Templates for other industries
Send these from your own number, with a team behind it
BNex runs the official Meta WhatsApp Cloud API with a shared inbox, campaign broadcasts and a visual flow builder. Connect a number, submit these templates, and start on the free plan — no credit card.