Published on: Sunday, July 16, 2023

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Understanding the difference between sessions and message templates in WhatsApp Business API is crucial for businesses leveraging the platform for communication. Explore the distinctions, roles, limitations, and best practices associated with sessions and message templates:

1. Definition and Purpose

Sessions: In WhatsApp Business API, a session refers to the ongoing, interactive conversation between a business and a user. A session is initiated when a user sends a message to the business, and it remains active as long as there is user engagement or activity within a 24-hour window.

Message Templates: Message templates are predefined message formats that businesses can use to send specific types of messages outside the 24-hour window. These templates are approved by WhatsApp and can be used for sending important and non-promotional messages to users after the 24-hour session window has elapsed.

2. Session Duration

Sessions: A session begins when a user sends a message to the business. The session remains active for 24 hours from the last user message. During this window, businesses can send free-form messages without template restrictions.

Message Templates: Message templates can be used to initiate conversations and send messages beyond the 24-hour session window. They provide a way for businesses to send specific types of messages, such as order updates or appointment reminders, after the session has ended.

3. Content Flexibility

Sessions: Within the 24-hour session window, businesses have flexibility in sending free-form messages. They can engage in interactive and dynamic conversations with users, tailoring responses based on user input and queries.

Message Templates: Message templates have a structured format with predefined elements. While they offer specific use cases and enable businesses to send important information, they have a more rigid structure compared to free-form messages during sessions.

4. User Opt-In Requirement

Sessions: User engagement within the 24-hour window is considered an implicit opt-in, allowing businesses to send messages freely during this period without explicit user consent.

Message Templates: For message templates used outside the 24-hour window, businesses need explicit user opt-in. Users must have consented to receive specific types of messages, and businesses must adhere to WhatsApp's policies regarding the use of message templates.

5. Use Cases

Sessions: Sessions are suitable for ongoing, interactive conversations, customer support, and general communication within the 24-hour window. Businesses can respond to user queries, provide assistance, and engage in real-time discussions during active sessions.

Message Templates: Message templates are ideal for specific use cases such as order updates, shipping notifications, appointment reminders, and other time-sensitive information that needs to be communicated outside the 24-hour session window.

6. Restrictions and Guidelines

Sessions: While sessions offer flexibility, businesses should be mindful of the 24-hour window limitation. After this period, they need to rely on message templates or other approved communication methods to reach users.

Message Templates: Businesses must adhere to WhatsApp's guidelines and policies when using message templates. These guidelines ensure that message templates are used appropriately and provide value to users without being overly promotional or intrusive.

Conclusion

Understanding the difference between sessions and message templates in WhatsApp Business API empowers businesses to navigate the platform's communication mechanisms effectively. By leveraging sessions for real-time interactions and message templates for structured and post-session messaging, businesses can provide a seamless and compliant experience for users on the WhatsApp platform.