Sent Template Creation Guide

Overview

Sent's template system enables you to create reusable message templates for WhatsApp and SMS channels.

Templates support dynamic content through variables, links, and media attachments, and align with the approval requirements and processes for sending messages on all channels.

Template Categories

Sent supports two template categories, each with specific use cases and approval requirements:

UTILITY Templates

Purpose: Transactional and service-related messages
Use Cases: Order confirmations, shipping updates, appointment reminders, account notifications, password resets
WhatsApp Approval: Generally faster (1-24 hours)
Content Requirements: Must be non-promotional, user-initiated, or expected communications
Best For: Essential business communications and customer service

AUTHENTICATION Templates

Purpose: Security and identity verification only
Use Cases: One-time passwords (OTPs), two-factor authentication codes, account verification
Restrictions: Must contain authentication codes, no marketing content allowed
Format Requirements: Keep minimal - focus on the code and expiration time
WhatsApp Approval: Fast approval for properly formatted templates

Note: Marketing templates are not currently available. To achieve marketing-like messaging, frame your content as utility messages (e.g., "Your loyalty rewards are now available" instead of "50% off sale"). See our comprehensive guide below for mastering this approach.

Quick Start: AI Template Generator

Sent includes an AI-powered template generator that helps you create professional templates instantly:

How to Use the AI Generator

Access the Generator: Click the "Generate with AI" button (wand icon) in the template editor
Describe Your Need: Enter a natural language prompt describing your template requirements
Review and Customize: The AI generates a complete template with:
- Appropriate category selection (UTILITY or AUTHENTICATION)
- Professional content structure
- Dynamic variables, links, and media placeholders
- Sample values for testing

AI Generator Examples

Example Prompt: "Create an order confirmation template with customer name, order number, and tracking link"

Generated Template:

Hello {{0:variable}},

Your order #{{1:variable}} has been confirmed and is being prepared for shipment.

Track your order: {{2:link}}

Thank you for your purchase!
The Team

Example Prompt: "Generate a appointment reminder for a dental clinic with patient name, date, and time"

Generated Template:

Hi {{0:variable}},

This is a reminder for your upcoming appointment:

Date: {{1:variable}}
Time: {{2:variable}}
Location: Downtown Dental Clinic

Please arrive 10 minutes early. Reply CONFIRM to confirm or RESCHEDULE to change.

See you soon!
Downtown Dental

AI Generator Tips

Be specific about your business type and use case
Mention if you need variables, links, or media
Specify tone (professional, friendly, urgent)
The AI automatically excludes images (not supported)
Templates are generated as UTILITY by default unless authentication is mentioned

Creating Templates Manually

Step 1: Template Configuration

Template Name

Internal identifier (not visible to recipients)
Use descriptive naming: order_shipped_notification, appointment_reminder_24hr
Cannot be changed after creation

Category Selection

Choose between UTILITY or AUTHENTICATION
This selection is permanent - category cannot be changed later
Affects WhatsApp approval process and content requirements

Step 2: Content Creation

Character Limits

SMS: Maximum 300 characters (enforced in editor)
WhatsApp: No hard limit, but keep concise for better engagement
Minimum: All templates require at least 10 characters

Content Guidelines

For UTILITY templates:

Start with your business name for clarity
Focus on providing value and information
Avoid promotional language ("sale", "discount", "limited time")
Include only essential, actionable information

For AUTHENTICATION templates:

Lead with the verification code placeholder
Include code expiration time
State the purpose clearly ("Your WhatsApp verification code")
Keep extremely brief (under 50 characters ideal)

Step 3: Dynamic Content (Entities)

Templates support three types of dynamic content that get replaced at send time:

Variables `{{0:variable}}`

Types: Text, Number, or Boolean
Usage: Customer names, order numbers, dates, amounts
Format: {{index:variable}}
Sample Required: Provide realistic sample values for WhatsApp approval
Example: "Hello {{0:variable}}, your order #{{1:variable}} has shipped"

Links `{{1:link}}`

Automatic Shortening: Links are converted to https://s.dm/xxxxx format
Analytics: Full click tracking with visitor data (IP, device, browser)
Usage: Order tracking, appointment details, account access
Format: {{index:link}}
Best Practice: Use descriptive link names internally

Media `{{2:media}}`

Supported Types: Image, Video, Document
File Handling: Automatic upload and CDN hosting
WhatsApp Limits: Respect file size limits (varies by type)
Format: {{index:media}}
Usage: Product images, PDF receipts, video instructions

Step 4: Template Publishing

Templates exist in two states:

Draft State

Editable content and configuration
Can test with SMS channel
Cannot send via WhatsApp
Useful for iteration and internal review

Published State

Submits to WhatsApp for approval automatically
Locks template for WhatsApp channel use
Triggers webhook subscription for status updates
Required for production WhatsApp messaging

Language Support

Templates support 99 language codes including:

Major languages: en, es, fr, de, zh_CN, ar, hi, pt_BR
Regional variants: en_US, en_GB, es_MX, es_AR
All standard ISO language codes

Default language is en (English).

Channel-Specific Features

WhatsApp Channel

Requirements

Template must be published (published: true)
WhatsApp Business Account (WABA) configured
Valid Phone Number ID and System User Access Token
Template approved by WhatsApp (whatsappTemplateStatus: APPROVED)

Approval Process

Create and publish template
Automatic submission to WhatsApp
Status tracking: PENDING → APPROVED or REJECTED
Typical approval time: 1-24 hours
Status visible in template list with color-coded badges

Status Indicators

🟢 APPROVED: Ready for WhatsApp messaging
🟡 PENDING: Under review by WhatsApp
🔴 REJECTED: Needs revision (check rejection reason)
⚪ Not Set: Not submitted to WhatsApp

Common Rejection Reasons

Promotional content in utility template
Missing business name identification
Vague or misleading content
Grammar or spelling errors
Template doesn't match selected category
Excessive punctuation or CAPS

SMS Channel

Features

No approval process required
Works with templates in any state (draft or published)
300-character hard limit with visual counter
Automatic message segmentation (160 chars per segment)
Cost increases with multiple segments

Best Practices

Front-load critical information
Use standard SMS abbreviations sparingly
Include clear call-to-action
Always identify your business
Consider segment boundaries for cost optimization

Mastering Marketing-Like Utility Templates

While marketing templates aren't available, you can achieve remarkable marketing results with carefully crafted utility templates. The key is framing your message as a service to the customer rather than a sales pitch.

The Psychology of Utility Messaging

Utility templates pass WhatsApp approval when they:

Provide genuine value or information
Relate to an existing customer relationship
Focus on the customer's benefit, not your sale
Use transactional or informational language

Conversion-Focused Utility Templates

1. Account Status Updates (Instead of "Sale Announcements")

❌ Wrong (Marketing):

🎉 FLASH SALE! 50% off everything today only! 
Shop now: [link]
Limited time offer!

✅ Right (Utility):

Hi {{0:variable}},

Your account has been upgraded to VIP status. This unlocks:
• 50% member pricing (active today)
• Priority customer support
• Early access to new arrivals

View your benefits: {{1:link}}

[Business Name]

2. Loyalty Program Updates (Instead of "Discount Codes")

❌ Wrong (Marketing):

Use code SAVE30 for 30% off your next purchase!
Hurry, expires tomorrow!

✅ Right (Utility):

{{0:variable}}, you've earned 300 reward points!

Your points expire on {{1:variable}}. Redeem them for:
• $30 credit (equivalent to 30% on most items)
• Free shipping on your next order
• Exclusive member products

Manage rewards: {{2:link}}

[Business Name]

3. Cart Recovery (Instead of "Abandoned Cart Promotions")

❌ Wrong (Marketing):

You left items in your cart! Complete your purchase now and save 20%!

✅ Right (Utility):

Hi {{0:variable}},

Your saved items are still available:
• {{1:variable}}
• {{2:variable}}

We're holding them for 24 hours. Your member discount of 20% has been automatically applied.

Complete checkout: {{3:link}}

[Business Name]

4. Inventory Notifications (Instead of "Back in Stock Alerts")

❌ Wrong (Marketing):

Good news! The product you wanted is back! Buy it now before it sells out again!

✅ Right (Utility):

{{0:variable}}, item update for your wishlist:

{{1:variable}} is now available. Based on current demand, estimated availability: {{2:variable}} days.

Your saved size/color has been reserved for 2 hours.

View reserved item: {{3:link}}

[Business Name]

5. Membership Benefits (Instead of "Exclusive Offers")

❌ Wrong (Marketing):

Exclusive member-only sale! Shop premium products at 40% off!

✅ Right (Utility):

Monthly membership benefit activation:

Hello {{0:variable}}, your November benefits are now active:
• Premium collection access unlocked
• Member pricing applied (saves avg. 40%)
• Complimentary gift wrapping available

Access your benefits: {{1:link}}
Benefits expire: {{2:variable}}

[Business Name]

6. Account Milestones (Instead of "Customer Appreciation Sales")

❌ Wrong (Marketing):

Thank you for being our customer! Enjoy 25% off as our gift to you!

✅ Right (Utility):

{{0:variable}}, account milestone reached!

You've been with us for {{1:variable}} year(s). Your loyalty tier benefits:
• Anniversary credit: $25 added
• Loyalty pricing: Now active
• VIP support: Enabled

View account benefits: {{2:link}}

[Business Name]

7. Service Reminders (Instead of "Booking Promotions")

❌ Wrong (Marketing):

Book your next appointment and save 30%! Limited slots available!

✅ Right (Utility):

Hi {{0:variable}},

Your service history shows it's time for your regular {{1:variable}}.

Recommended timeframe: {{2:variable}}
Your member rate: ${{3:variable}} (30% savings applied)
Available times this week: {{4:link}}

[Business Name]

8. Product Updates (Instead of "New Arrival Announcements")

❌ Wrong (Marketing):

NEW ARRIVALS! Check out our latest collection - 20% off for early birds!

✅ Right (Utility):

{{0:variable}}, updates for your product interests:

Items matching your preferences are now available:
• Category: {{1:variable}}
• Your size: In stock
• Early access pricing: Active for 48 hours

View matched items: {{2:link}}

[Business Name]

9. Subscription Management (Instead of "Renewal Discounts")

❌ Wrong (Marketing):

Renew now and save 35% on your subscription!

✅ Right (Utility):

{{0:variable}}, subscription status update:

Renewal date: {{1:variable}}
Current plan: {{2:variable}}
Loyalty rate applied: ${{3:variable}}/month (35% retention savings)

Manage subscription: {{4:link}}

[Business Name]

10. Waitlist Updates (Instead of "Limited Availability Pushes")

❌ Wrong (Marketing):

Hurry! Only 5 spots left for our exclusive event! Register now!

✅ Right (Utility):

{{0:variable}}, waitlist position update:

You've moved up to position #{{1:variable}} for {{2:variable}}.

Current availability: {{3:variable}} spots
Your priority access window: {{4:variable}}

Confirm your spot: {{5:link}}

[Business Name]

Advanced Utility Template Strategies

The "Account Update" Framework

Frame any promotional content as an update to the customer's account status:

"Your account has been credited with..."
"New benefits have been added to your profile..."
"Your membership tier has unlocked..."

The "Service Notification" Approach

Position offers as service improvements:

"We've improved our pricing for your account type..."
"Your regular items now include complimentary..."
"Based on your history, we've reserved..."

The "Informational Update" Method

Provide genuine information that happens to include beneficial offers:

"Store hours update: Extended hours plus member hour from..."
"Shipping update: Your zone now qualifies for..."
"Policy update: Returns extended to 60 days, plus..."

WhatsApp Approval Tips for Marketing-Like Utility Templates

Start with Service: Always lead with the utility aspect
Avoid Trigger Words: "sale", "discount", "limited time", "hurry", "exclusive offer"
Use Passive Benefits: "Your discount is active" vs "Get your discount now"
Include Genuine Utility: Add real value like account info, dates, or status updates
Professional Tone: Business-like language passes more easily than promotional excitement
Specific Personalization: Use customer data to make it truly transactional
Clear Business Relationship: Reference their account, membership, or history

Testing Your Marketing-Like Utility Templates

Before Submission Checklist:

Does it provide genuine information or service?
Is there an existing customer relationship context?
Have you avoided promotional language?
Does it sound like a notification rather than an advertisement?
Is the primary purpose informational?
Would the customer expect or appreciate this message?

Testing Templates

Using the Playground

The Playground (/dashboard/playground) allows you to test templates before sending:

Select Template: Choose from your template library
Choose Channel: Default (router), SMS, or WhatsApp
Configure Recipient:
- Phone number with country code
- Or select existing contact
Fill Variables: Provide values for all placeholders
Preview: See exactly how the message will appear
Send Test: Send to real phone number
Track Status: Monitor delivery in real-time

Channel Availability

SMS: Always available for all templates
WhatsApp: Only for published, approved templates
Default Router: Automatically selects best channel

Template Management

Editing Templates

What You Can Modify

Template content (creates new version if published)
Variable sample values
Media attachments
Draft/publish status

What's Immutable

Template name (for consistency)
Category selection
Approved WhatsApp templates (must create new version)

Template Versioning

Best practice for iterating on templates:

Use versioned naming: welcome_v1, welcome_v2
Keep previous versions for A/B testing
Archive outdated versions
Document changes in version notes

Performance Monitoring

Track template effectiveness through:

Delivery rates by channel
Link click-through rates
Message status updates
WhatsApp quality ratings
Cost per message

Best Practices

Content Optimization

For Higher Approval Rates

Match content precisely to category
Use professional, grammatically correct language
Include all context upfront
Test with realistic sample data
Avoid marketing language in utility templates

For Better Engagement

Personalize with meaningful variables
Keep messages scannable with short paragraphs
Include clear next steps or calls-to-action
Use shortened links for tracking
Time messages appropriately for recipient timezone

Compliance Guidelines

WhatsApp Compliance

Only message users within 24-hour window (user-initiated)
Include business name prominently
Respect opt-out requests immediately
Avoid misleading or clickbait content
Maintain high quality score

SMS Compliance

Include opt-out instructions where required
Respect quiet hours (8 AM - 9 PM local time)
Keep content relevant and expected
Maintain proper consent records
Follow regional regulations (TCPA, GDPR)

Advanced Features

Rich Text Formatting

Templates support formatting through the TipTap editor:

Bold and italic text
Lists and bullet points
Line breaks and paragraphs
Emojis (use sparingly)

Media Best Practices

Images

Optimize for mobile viewing
Use JPEG for photos, PNG for graphics
Keep file sizes under 5MB
Include alt text for accessibility

Documents

PDF format preferred
Keep under 100MB
Name files descriptively
Test download speeds

Videos

MP4 format recommended
Compress for mobile networks
Keep under 16MB for WhatsApp
Include captions when possible

Link Strategies

Short Links

Automatically generated as https://s.dm/xxxxx
Full analytics and tracking included
Maintain trust with consistent domain
Use descriptive internal names

Tracking Parameters

Links preserve UTM parameters
Track campaign performance
Integrate with analytics platforms
Monitor conversion rates

Troubleshooting

Common Issues and Solutions

"Template Not Available for WhatsApp"

Solution: Publish the template and wait for WhatsApp approval

"Character Limit Exceeded"

Solution: Shorten content or split into multiple messages

"Template Rejected by WhatsApp"

Solution: Review category alignment and content guidelines
Check WhatsApp's rejection reason in status details

"Variables Not Replacing"

Solution: Verify variable format {{index:variable}}
Ensure all variables have values provided

"Media Not Displaying"

Solution: Check file format and size limits
Verify media URL is accessible

"Low WhatsApp Quality Rating"

Solution: Review template content for relevance
Check user block rates and feedback
Ensure messaging within business hours

Integration Tips

API Integration

When sending messages via API:

Reference template by ID
Provide all variable values in messageBody object
Specify channel preference if needed
Include webhook URL for status updates

Webhook Events

Monitor these events for template messages:

message.sent: Initial send confirmation
message.delivered: Delivery confirmation
message.read: Read receipt (WhatsApp only)
message.failed: Delivery failure with reason

Error Handling

Common API errors:

TEMPLATE_NOT_FOUND: Invalid template ID
MISSING_PARAMETERS: Required variables not provided
CHANNEL_UNAVAILABLE: WhatsApp not approved or SMS not configured
RATE_LIMIT_EXCEEDED: Too many messages sent

Template Creation Workflow

Complete Template Creation Process

Start with AI Generator (Optional but Recommended)
- Click the AI wand icon in template editor
- Describe your needs in natural language
- Get instant professional template with proper structure
Customize Your Template
- Adjust the generated content
- Add/modify variables, links, and media
- Ensure compliance with utility guidelines
Test in Draft Mode
- Send test SMS messages
- Verify variable replacement
- Check character count
Publish for WhatsApp
- Click "Publish" to submit to WhatsApp
- Monitor approval status (typically 1-24 hours)
- Template becomes available once approved
Production Testing
- Use Playground for final testing
- Verify both SMS and WhatsApp delivery
- Monitor analytics and performance

Template Library Management

Your template library (/dashboard/templates) provides:

Template List View: All templates with status badges
Quick Actions: Edit, duplicate, test, or delete templates
Status Indicators: Visual badges for WhatsApp approval
Version History: Track template iterations
Performance Metrics: Delivery and engagement rates

Best Practices for Template Library

Naming Conventions
- Use descriptive names: order_confirmation_v2
- Include version numbers for iterations
- Group by function: auth_, order_, appointment_
Template Organization
- Keep active templates at the top
- Archive outdated versions
- Maintain both SMS and WhatsApp variants
Regular Maintenance
- Review template performance monthly
- Update templates based on customer feedback
- Remove unused templates to stay organized

Need Help?

Template Status: Check dashboard for current approval status
AI Generator: Use the wand icon for instant template creation
Testing: Use Playground for safe testing across channels
WhatsApp Policies: Review Meta's Business Messaging Policies
Support: Contact support for category guidance and approval help
Documentation: Visit docs.sent.dm for API reference

Remember: Successful templates balance compliance requirements with effective communication. Master the art of utility messaging to achieve marketing goals while maintaining WhatsApp approval. The AI generator and comprehensive examples above will help you create high-converting utility templates that pass approval and drive results.

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