{"id":910,"date":"2026-10-29T13:46:02","date_gmt":"2026-10-29T13:46:02","guid":{"rendered":"https:\/\/vectalk.com.br\/blog\/how-to-write-whatsapp-marketing-messages\/"},"modified":"2026-10-29T13:46:07","modified_gmt":"2026-10-29T13:46:07","slug":"how-to-write-whatsapp-marketing-messages","status":"publish","type":"post","link":"https:\/\/vectalk.com.br\/blog\/en\/how-to-write-whatsapp-marketing-messages\/","title":{"rendered":"How to write WhatsApp marketing messages: structure, emojis and CTA"},"content":{"rendered":"\n

Updated on October 29, 2026<\/em><\/p>\n\n\n\n

A good WhatsApp marketing message follows three steps: a hook in the first line that tells the customer why it matters to them, the concrete value of the offer in one or two sentences, and a single call to action, ideally in a button. It’s short, personalized with variables that make sense, uses emojis only where they help readability and makes it clear how to opt out. Since all marketing through the API goes through an approved template, the copy also has to respect Meta’s limits and review rules.<\/p>\n\n\n\n

This guide is about copywriting technique. If you’re looking for ready-made copy, see the 60 WhatsApp template examples by industry<\/a>.<\/p>\n\n\n\n

The structure: hook, value and CTA<\/h2>\n\n\n\n

Hook.<\/strong> It’s what shows up in the notification and at the top of the chat. It should answer “why am I getting this now?”. Good hooks use something the customer recognizes: their name, the last product they bought, a date or a specific benefit.<\/p>\n\n\n\n

Value.<\/strong> One or two sentences about what the person gets: price, deadline, terms, what’s new. Swap adjectives for facts. “Unmissable discount” says less than “20% off the kit until Sunday.”<\/p>\n\n\n\n

CTA.<\/strong> One action, one verb, one destination. “See offers,” “Book my slot,” “Get the coupon.” If there are two possible actions, the second is usually the way out (“Stop offers”).<\/p>\n\n\n\n

A skeleton that works for most campaigns:<\/p>\n\n\n\n

    \n
  1. Hook, with {{1}}<\/code> for the name or context.<\/li>\n\n\n
  2. Value: what, how much and until when.<\/li>\n\n\n
  3. Optional detail: terms, shipping or stock.<\/li>\n\n\n
  4. Footer: how to leave the list.<\/li>\n\n\n
  5. Buttons: main CTA and “Stop offers.”<\/li>\n\n<\/ol>\n\n\n\n

    Length: what Meta allows and what works<\/h2>\n\n\n\n

    The limits for each template component are in the template components documentation<\/a>:<\/p>\n\n\n\n

    Component<\/th>Limit<\/th>Copy tip<\/th><\/tr><\/thead>
    Text header<\/td>60 characters, up to 1 variable, no Markdown special characters<\/td>Use it for the hook or the offer name<\/td><\/tr>
    Body<\/td>1,024 characters<\/td>Far less than that; read it on a phone before sending<\/td><\/tr>
    Footer<\/td>60 characters<\/td>Opt-out instruction or a short legal condition<\/td><\/tr>
    Button text<\/td>25 characters<\/td>Verb + benefit<\/td><\/tr>
    Buttons<\/td>Up to 10 in total, up to 2 URL buttons<\/td>With more than 3, WhatsApp shows 2 and hides the rest under “See all options”<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

    The 1,024 limit is a ceiling, not a target. On a phone screen, long messages require scrolling and bury the CTA. As a working reference, try to fit the essentials in the first three lines and test the message on a real phone before submitting it.<\/p>\n\n\n\n

    Personalization with variables<\/h2>\n\n\n\n

    Variables ({{1}}<\/code>, {{2}}<\/code> or named ones) are what keep a message from reading like a flyer. Use them when the data exists and is reliable:<\/p>\n\n\n\n