Not every customer message can be left to chance. Some are urgent. Some are time-sensitive. Some, like OTPs, appointment reminders, or payment confirmations, need to reach the right person, instantly, and with zero ambiguity.
That’s where WhatsApp business notifications come in. These are structured, pre-approved messages sent via WhatsApp, designed specifically for businesses that can’t afford to miss a beat.
This guide walks through how to set them up, send them, and scale them, with Messente as your partner in getting it right.
What is a WhatsApp business notification?
A WhatsApp business notification is a type of pre-approved message that businesses can send through the WhatsApp Business Platform. These aren’t casual replies or chat messages. They’re used specifically for one-way communication like alerts, confirmations, and reminders.
Before your business can send these, recipients must have given their explicit opt-in, and you must follow WhatsApp’s compliance policies. In other words, you can’t just blatantly send out promotional content en masse. There are certain boundaries in place.
These notifications are built for speed and scale, making them ideal for time-sensitive or transactional purposes, such as order updates, OTPs, delivery notifications, appointment reminders, and so on. Since they fall under sessionless messaging, they’re not dependent on an active conversation or live agent response.
WhatsApp business notifications can be triggered automatically via API or sent manually through a dashboard interface, both of which are options that Messente offers.
Each template must be submitted under a specific category: utility, authentication, or marketing. There are different rules for each, which you must follow. For most business-critical use cases, utility and authentication are the ones you need to go for.
Notifications also carry your business branding, including your name, verified badge, and profile, and are delivered through enterprise-grade infrastructure for maximum reliability.
When and why you should use WhatsApp business notifications
There are certain opportunities where WhatsApp business notifications can make the most impact, and so there are plenty of good reasons to use them.
They’re especially useful when customers need updates in real time, like shipping statuses, booking confirmations, or service alerts. WhatsApp notifications are a reliable way to deliver OTPs during login or sign-up. They are also ideal for onboarding flows and post-sales messaging, and work well for confirmations and reminders too, e.g., to discourage no-shows and inactivity.
If SMS delivery is unreliable due to spotty network coverage, WhatsApp can help close that gap. Thus, it’s often used as a fallback for critical messages, offering even wider global reach and lower costs in many regions.
For high-volume businesses or those operating in markets with expensive or unreliable SMS services, WhatsApp is an obvious choice. It is also a strong alternative to email in regions where WhatsApp dominates as a messaging channel.
Since WhatsApp notifications are linked to a verified Meta business profile and approved sender name, they show up as branded and credible. That, combined with WhatsApp’s open rates that often exceed 90%, makes it a strong channel for customer engagement.
WhatsApp Business App vs WhatsApp Business API
The WhatsApp business app is designed for small businesses that manage conversations manually. It’s a mobile app version of WhatsApp meant for basic 1-on-1 chats, used for maybe answering questions, confirming bookings, or following up personally. But it’s not built for business notifications at scale.
You can’t automate anything, trigger messages based on user activity, or send templated, pre-approved notifications. There is no integration with CRMs, ecommerce systems, or backend tools. You’re limited to a single device (multi-device support is still in beta), and there’s no option for multi-user access, in-depth analytics and delivery reports, or fallback to SMS if the message doesn’t go through. It’s also not compatible with platforms like Messente, which work exclusively with the WhatsApp Business API.
That’s where the API comes in, specifically for businesses that send high volumes of notifications each month. It is the only way to legally and scalably send business notifications.
The WhatsApp Business API supports templated, automated business notifications, including OTPs, alerts, and updates, and integrates cleanly with CRMs, eCommerce systems, and several other types of platforms. It works the same whether accessed via the API itself or through a business dashboard, both of which are options offered by Messente.
With the API, you get full delivery tracking, fallback logic, branding, and rich content options. It also supports multi-user setups and sends messages via a verified sender identity.
Providers like Messente can make the whole process easier by handling onboarding, compliance, and template approvals for you.
Why the difference matters
A lot of teams assume they can just open the WhatsApp business app and send a quick message. But when it comes to WhatsApp business notifications, that’s not how it works. These notifications require the API, and insisting on using the app anyway often leads to delays, technical confusion, miscommunication, or even serious compliance issues.
The API route might seem like too complicated an option at first glance, but it’s actually the only path designed for proper scalability, automation, and integration. It aligns with how real businesses operate, with proper systems, workflows, and the need for delivery reliability. You don’t get all this with the plain old business app.
Catering to both tech-savvy users as well as those who don’t have any technical knowledge at all, Messente can give you access to both the API and a ready-to-use dashboard. Along with that, you also get access to fast, responsive support when you need it. The setup process is straightforward, the tools are flexible, and everything is built to help you send business notifications the right way from day one.
How to set up WhatsApp business notifications using Messente
Setting up WhatsApp business notifications with Messente isn’t as complicated as it might sound. The API side of things is well supported, and you’ll get full guidance through every step, whether you’re a marketer handling templates or a developer integrating messages into your systems.
Here’s how it works from start to finish, in four simple steps.
Step 1: Get WhatsApp Business API access
Start by setting up your Meta Business Manager and verifying your business. You’ll also need to set up a billing account in Meta before you can proceed.
Next, you’ll submit your business display name and connect a phone number to your account. There are a few ways to get a number for this:
Request your current telecom provider for a new number.
Buy a SIM card (note that you will need to be able to receive a call or SMS during registration, for verification and authentication purposes; you will also have to keep the number active for future authentication needs).
In some markets, Meta offers free numbers during the sign-up process (but these free numbers are usually US-based). This option will appear automatically if they’re available in your region.
Or ask your Messente account manager. We can help acquire numbers in supported markets.
Also, make sure the number hasn’t already been used on WhatsApp. If it has, it’ll need to be migrated first.
You will need to submit your messaging use case. Options include authentication (e.g. OTPs), utility (other transactional messages), or marketing (promotional messages). Once submitted, approval typically takes 1-2 business days.
With Messente, you don’t go through this process alone. Every basic support plan guarantees a response time of under four hours, and if you’re on an enterprise plan, it goes even lower, to one hour or less.
Step 2: Connect WhatsApp with Messente
Once Meta has verified your account, the next step is to connect your WhatsApp sender ID through Messente.
We’ll assist you with the WhatsApp Business Account onboarding. That includes account verification, connecting your sender ID, registering message templates, and ensuring compliance with all WhatsApp policies.
Alternatively, here’s a tutorial that can get you started:
Step 3: Create your template and submit it for approval
Log into your WhatsApp Manager account and head to the ‘Manage templates’ section.
Here, you’ll see your list of templates that have already been approved.
Click ‘Create Template’ to start a new one and select the use case it falls under: authentication, utility, or marketing.
Next, fill in the required fields. Templates generally have four parts: header, body, footer, and buttons.
Once it’s ready, submit the template for Meta’s approval. The review process usually only takes a few minutes, though in some cases it might take a bit longer.
Step 4: Start sending WhatsApp business notifications via the API or dashboard
First, a tip: always name your templates clearly and logically. It’ll save you confusion later, especially when you’re working with multiple channels or teams.
Now, it’s time to start creating your notifications and sending them out instantly or later.
Sending WhatsApp business notifications via the API
Take this example: here’s a template named ‘simple_test’.
In Messente’s omnichannel API call, you’ll choose the recipient, sender ID, channel (WhatsApp, in this case), and template name (‘simple_test’, in this case; it must be approved beforehand). Then you simply fill in the message content fields.
Click ‘Send’ and that’s it.
Sending WhatsApp business notifications via the dashboard
If you’re using the dashboard instead, the process is similar and just as straightforward. The interface looks much less intimidating than the API!
Log into the Messente dashboard and navigate to the ‘Send WhatsApp’ section.
Fill in the details. Choose the template you want to send, enter the message content, and set up SMS fallback if needed. You can also write a slightly shorter version of your message for fallback, so that you don’t end up sending and paying for a multi-part SMS in case the fallback mechanism does kick in.
Press ‘Send Now’ to dispatch the message immediately. Or schedule it for later if that suits your workflow better.
You’ll also be able to view delivery reports, check message history, and access essential analytics data in real time via the dashboard.
Examples of typical WhatsApp business notification templates
Let’s walk you through a few examples of common WhatsApp business notification templates. These are short, structured messages that fit typical use cases across industries. Each one we’ve listed follows WhatsApp’s standard formatting rules using placeholder variables (the {{1}}, {{2}}, and so on you’ll see below) that get filled in automatically when you’re sending the notification.
These templates are just starting points. You can tailor them based on tone, language, flow, or other business-specific factors, as long as they remain compliant with WhatsApp’s rules.
OTP verification
A key use case for WhatsApp business notifications, they’re used for secure login, sign-up, or transaction approvals.
E.g., Your verification code is {{1}}. Please do not share it with anyone. Expires in 10 mins.
Appointment reminder
These are used to remind customers about upcoming meetings, check-ups, or consultations, for example, and can help significantly reduce no-shows.
E.g., Hi {{1}}, this is a reminder for your {{2}} appointment on {{3}} at {{4}}. See you soon!
Order update
Use these to keep the customer informed about order status or shipping progress.
E.g., Hi {{1}}, your order #{{2}} has shipped. Track it here: {{3}}
Payment confirmation
This confirms a completed payment and provides a reference in case of issues.
E.g., Thank you for your payment of {{1}}. Transaction ID: {{2}}. Need help? Reply to this message.
Delivery notification
It alerts the customer that a delivery is on its way, so they’re prepared to receive it.
E.g., Your parcel is out for delivery today. Make sure someone is available to receive it.
Subscription renewal reminder
Give your users a heads-up before automatic billing or subscription changes.
E.g., Hi {{1}}, your subscription will renew on {{2}}. Update details or cancel before then: {{3}}
Common mistakes to avoid when sending WhatsApp notifications
Even with the right templates and tools, it’s surprisingly easy to get WhatsApp business notifications wrong. Here are some common missteps to watch out for and ideally avoid altogether.
Using templates that haven’t been approved, or trying to send unstructured, freeform messages. WhatsApp won’t let these go through, and repeated attempts can put your account at risk.
Overusing promotional content without getting proper opt-ins. It’s very likely to get your business reported and even banned.
Misclassifying your template’s category during submission, even if it’s by mistake. If it’s clearly a marketing message, don’t try to sneak it in under utility. It’ll get rejected, or worse, flagged after sending.
Sending messages outside the permitted 24-hour window generally granted for a user-initiated conversation. Notifications fall under a separate rule on sessionless chats. Make sure you’re following the correct flow.
Failing to monitor delivery issues, especially for OTPs or other time-sensitive or critical messages. If something doesn’t land, you need to know why, and quickly. You also need to be paying attention to open rates, clicks, and other key performance indicators. Without analytics, you will have no idea what issues exist and how they can be fixed.
Skipping localization. Sending English messages to Spanish-speaking users (or any other mismatch) just makes your brand look lazy and makes for a horrible customer experience.
Including short URLs that look suspicious or spammy. Always use trusted, brand-friendly links where possible.
Using sender names that are confusing, overly generic, or clearly fake. Customers will either ignore you or lose trust before even opening the message.
Not setting up fallback channels like SMS or Viber in case WhatsApp delivery fails. For OTPs or alerts, that’s a serious risk.
Choosing providers that charge hidden fees, offer little visibility, or respond too slowly when there’s an issue. Delays in support can cost you revenue and reputation.
Sending to countries without ensuring you’re properly registered or compliant. Each market has its own requirements; if you ignore them, you may find yourself blocked and banned.
Not maintaining a clean opt-in list. If users haven’t consented to receiving any kind of WhatsApp messages from you, then they’re very likely to report you, even if the message doesn’t violate any other policies or rules. Texting without prior consent is illegal.
Wrapping up: Take control of your business messaging with Messente
WhatsApp business notifications give you a direct, reliable way to reach customers when timing and clarity are a top priority. Whether you’re sending OTPs, appointment reminders, or post-purchase updates, this is a channel built for trust and speed.
With Messente, you don’t need to choose between ease of use and technical control. You get both: a no-code dashboard that marketing teams can work with, and a robust API that’s ready for developer integration. Setup is straightforward. Support is fast. Delivery rates are consistently high. And you won’t be surprised by any hidden fees or overwhelmed with vague pricing structures.
You also get access to a unified API that covers SMS, WhatsApp, and Viber, which means fewer integrations and a smoother messaging stack overall. Add in built-in routing, fallback options, delivery reports, and insights, and you’ve got a complete solution for business-critical messaging.
Ready to get started? Explore Messente’s WhatsApp messaging solution today.
