# Create Broadcast/Template Message

### Overview

Broadcast messages are WhatsApp messages sent from your dedicated number to participants. They are used to invite participants into studies, send reminders, share results, and communicate any other research-related messages throughout the lifecycle of a project.

Every broadcast message must be approved by Meta before it can be sent. This is a standard requirement of the WhatsApp Business API — Meta reviews each message template to ensure it meets their policies. Approval typically takes between 5 minutes and 4 hours.

{% embed url="<https://www.loom.com/share/4cd98fb5616e47edb11faaa069df7dc3>" %}

***

### How It Works

#### Creating a Broadcast

1. Navigate to the Broadcast Messages tab.
2. Click **Actions → Create**.
3. Select the type of broadcast you want to create.
4. Name your broadcast.
5. Choose the message category (Marketing or Utility).
6. Select the language.
7. Design the message (header, body, buttons).
8. Submit for Meta approval.
9. Once approved, send to your participants.

<div><figure><img src="https://358667285-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FzMRQUXiGQlBwWdg6WEmG%2Fuploads%2FGVyXd7PsoIKeCVCYZ97C%2FGroup%201000006418.png?alt=media&#x26;token=a2b50c51-ebbe-45af-8149-004476b77f98" alt=""><figcaption></figcaption></figure> <figure><img src="https://358667285-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FzMRQUXiGQlBwWdg6WEmG%2Fuploads%2Ft8lfEJF81G4dpfTSmGB3%2FGroup%201000006419.png?alt=media&#x26;token=30e90ff7-ddf9-4962-b357-9614682344bb" alt=""><figcaption></figcaption></figure></div>

***

### Broadcast Types

When creating a broadcast, you select from eight pre-configured types. Each type is designed for a specific purpose, and some have restrictions on how the message can be configured to ensure they function correctly.

1. **Participant Invite** — Invite participants to start a study with a campaign button to initiate the survey, interview, or diary.
2. **Reminder** — Prompt participants who haven't completed a study. These are sent automatically and can't use CSV variable placeholders.
3. **Follow-Up** — Re-engage participants after a study or between activities, suitable for multi-day studies or post-completion communication.
4. **External Link** — Direct participants to a pre-populated URL, such as a Google review, incentive page, or results page.
5. **Thank You** — Acknowledge completion and express gratitude, sent after study completion.
6. **Incentive** — Share details about rewards or incentives, such as prize draw announcements, voucher distribution, or payment confirmation.
7. **General** — For any other communication purposes, offering a flexible format for ad-hoc messages.
8. **Opt-Out Confirmation** — Confirm a participant's removal from future messages, triggered when they opt out.

**Note:** Some broadcast types restrict certain features to ensure they work correctly for their intended purpose. For example, reminder messages cannot include CSV variable placeholders because they are designed to fire automatically and cannot dynamically pull individual participant data at send time.

<figure><img src="https://358667285-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FzMRQUXiGQlBwWdg6WEmG%2Fuploads%2FaY5dUUvNdRgaymiltNER%2FScreenshot%202026-03-02%20at%2010.47.11%201.png?alt=media&#x26;token=3cad8dcc-de2a-4f61-a563-80a9c6f1db9b" alt=""><figcaption></figcaption></figure>

***

### Message Categories: Marketing vs. Utility

Every broadcast must be classified as either Marketing or Utility. This classification determines both the cost and the delivery rules.

#### Marketing Messages

Marketing messages are promotional or request-based messages where you're asking the participant to do something. Examples include invitations to take a survey, requests for feedback, and incentive-driven calls to action such as "Share your thoughts and win a R3,000 voucher."

Marketing messages cost approximately **$0.04 / R0.68 per message** and can be sent to any participant on your contact list.

#### Utility Messages

Utility messages are transactional messages directly related to a specific action or account event. Examples include post-purchase feedback requests referencing a specific transaction, appointment confirmations, and payment processing notifications.

Utility messages cost approximately **$0.01 / R0.15 per message** — roughly 5x cheaper than marketing — but must be directly related to a specific participant interaction or transaction.

#### How Meta Classifies Messages

Meta reviews every broadcast template and assigns the final classification — regardless of what you select when creating it. Meta is restrictive about granting utility classification. What commonly happens is that you create a broadcast and select "Utility" as the category, Meta reviews the template, and if the message doesn't meet their strict transactional criteria, Meta reclassifies it as Marketing.

To maximise your chances of utility classification:

* **Reference a specific event** — "You completed a purchase on \[date]" rather than "We'd love your feedback."
* **Use Meta's standard survey templates** as a starting point.
* **Keep the message short and transactional** in tone.
* **Include specific customer context** — account details, transaction references, service interactions.
* **Avoid promotional language** — words like "win," "exclusive," and "special offer" will trigger marketing classification.

**Quick classification guide**

* **Utility** — Service-related, transactional, or informational. Usually triggered by a user action or tied to an existing service interaction.
  * Examples:
    * Order confirmations
    * Appointment reminders
    * Account notifications
    * Service feedback requests like “Rate your experience”
* **Marketing** — Promotional or persuasive content.
  * Examples:
    * Sales offers
    * Product launches
    * Discounts or incentives
    * General newsletters

{% hint style="warning" %}
**Important**

* US numbers cannot receive marketing messages.
* To reach US contacts, your template must be classified as **Utility**.
* If Meta detects marketing language in a utility template, it may reclassify it automatically.
* Reclassified templates may be throttled or blocked for opted-out or low-engagement contacts.
  {% endhint %}

{% hint style="info" %}
**Cost optimisation tip**

Use link-based access where possible instead of broadcast invitations. If a participant clicks a link to start a study, Meta classifies it as a service conversation, which is free. Use broadcast invitations when you need to proactively reach participants.
{% endhint %}

<figure><img src="https://358667285-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FzMRQUXiGQlBwWdg6WEmG%2Fuploads%2FE4poS1v5pK52g6SD2t9Z%2FScreenshot%202026-03-02%20at%2010.47.35%201.png?alt=media&#x26;token=b8750c23-fdba-443e-adf9-e9d41fe721a7" alt=""><figcaption></figcaption></figure>

### Using Meta's Utility Template Library

Meta provides a library of pre-approved utility templates that you can use as a starting point. These templates are already structured to meet Meta's utility classification criteria, which significantly increases your chances of approval.

To access the template library:

1. When creating a new broadcast in Yazi, select **Utility** as the message category.
2. Browse Meta's template library by category (e.g., Customer Feedback, Account Updates, Order Management).
3. Select a template that matches your use case.
4. Customise the placeholder text to fit your research context.

#### Customer Feedback Templates

The **Customer Feedback** category is the most relevant for research use cases. Meta offers several pre-approved feedback survey templates that can be adapted for post-service surveys, experience ratings, and participant follow-ups.

Here are the key templates available:

***

**`feedback_collection`**

A short, direct post-service feedback request tied to a specific service interaction.

```
Hi {{text}}, the service request we completed on {{date}} is now closed.
Please rate your experience from 1-5 and share any feedback to help us improve.
```

**Why it works for utility:** References a specific completed service request with a date, making it transactional rather than promotional.

***

**`feedback_survey_1`**

A polished feedback request with a link button, referencing a specific interaction.

```
Hi {{text}},

Thank you for your recent {{text}} on {{date}}.

We value your feedback and would appreciate you sharing more about
your experience with us at the link below.

This should only take {{number}} minutes. We appreciate your time.

[Leave feedback]
```

**Rendered example (what the participant sees):**

```
Hi John,

Thank you for your recent visit on Jan 1, 2025.

We value your feedback and would appreciate you sharing more about
your experience with us at the link below.

This should only take 5 minutes. We appreciate your time.

[Leave feedback]
```

**Why it works for utility:** Mentions a specific interaction type and date. The tone is service-oriented rather than promotional.

***

**`feedback_survey_2`**

A location-specific feedback request with a header and survey link.

**Header:** How did we do?

```
Thank you for visiting us at {{address}} on {{date}}.

We value your feedback.

Please fill out this short survey to let us know how we can
continue to improve.

[Fill out survey]
```

**Why it works for utility:** References a specific location and date, tying the message to a real-world interaction.

***

**`rate_your_experience`**

A simple, flexible post-experience survey invitation.

```
Rate your experience

Your feedback is important to us.

Please take a quick survey about your recent {{text}} experience.

[Take survey]
```

***

**`customer_feedback_survey`**

A longer-form template with multiple placeholders for full customisation.

```
At {{text}}, we value customer feedback and use it to continually
improve our {{text}}.

Please fill out a short {{text}}, linked below, to let us know
more about your recent {{text}} with us.

Thank you in advance.

[Take survey]
```

**Why it works for utility:** Multiple context placeholders allow you to tie the message to a specific product, service, or interaction.

***

### Practical Guide: Creating a Utility Template

Utility templates are roughly 5× cheaper than marketing templates (\~$0.01 vs \~$0.04 per message). If your research is tied to a specific participant interaction — a purchase, a visit, a service event — you should aim for utility classification.

**Keep the tone transactional**

The single most important factor for utility approval is tone. Your message must read like a service communication, not a marketing pitch.

**✅ Utility-safe language:**

* "Thank you for your recent visit"
* "Rate your experience"
* "We value your feedback"
* "This should only take 5 minutes"

**❌ Will trigger marketing reclassification:**

* "We'd love to hear from you!"
* "Share your thoughts and win..."
* "Exclusive opportunity to..."
* "Don't miss out on..."

**Always reference a specific interaction**

The key differentiator between utility and marketing is specificity. A utility message should make the participant think "this is about that specific thing I did" rather than "this company wants something from me."

Include at least one of:

* A **date** of the interaction
* A **location** or address
* A **product or service** name
* A **transaction or reference** number

***

#### When to Use Utility vs. Marketing

| Scenario                                                           | Category      | Reasoning                                 |
| ------------------------------------------------------------------ | ------------- | ----------------------------------------- |
| Post-purchase satisfaction survey referencing the transaction date | **Utility**   | Tied to a specific interaction            |
| Feedback request after a support ticket is closed                  | **Utility**   | Related to a completed service event      |
| General brand perception survey sent to a panel                    | **Marketing** | No specific interaction trigger           |
| Diary study invitation to a recruited panel                        | **Marketing** | Proactive outreach, not transaction-based |
| Follow-up survey after a store visit on a specific date            | **Utility**   | References a specific visit and date      |
| Incentive announcement for completing a study                      | **Marketing** | Promotional in nature                     |
| NPS survey sent after a policy renewal                             | **Utility**   | Tied to a specific account event          |

> **Tip:** When in doubt, default to Marketing. It's better to pay the higher rate and have your template approved than to have a utility template rejected or reclassified, which adds delay to your project timeline.

***

### Designing a Broadcast Message

Each broadcast message has three components: a header, a body, and buttons.

<figure><img src="https://358667285-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FzMRQUXiGQlBwWdg6WEmG%2Fuploads%2FGRJpN71t9z37TPwebMLG%2FScreenshot%202026-03-02%20at%2010.47.53%201.png?alt=media&#x26;token=c325a4a1-983d-4166-804b-a50fdc4792f8" alt=""><figcaption></figcaption></figure>

#### Header

Choose between a logo/image or text. The image option pulls your organisation's logo from your account settings. If you update the logo in settings, it updates across all broadcasts — even those already created.

**Tip:** Use the image header to include incentive details, study branding, or visual context. Participants are more likely to engage with messages that include an image.

#### Body

The main message text. This is where you explain what the study is about and why the participant should take part.

**Variable placeholders:** You can insert dynamic placeholders into the body text that are populated from your participant CSV upload. For example, `{{1}}` might map to the participant's first name, and `{{2}}` might map to a company name, product purchased, or any other CSV column.

When creating the broadcast, you insert dummy/proxy text into each placeholder. This dummy text serves two purposes: it shows Meta how the message will be used during the approval process, and it demonstrates the intended context and personalisation.

Example body text: *"Hi {{1}}, we're conducting research on {{2}} and would value your input. It takes just 5 minutes."*

Rendered for participant: *"Hi Sarah, we're conducting research on banking and would value your input. It takes just 5 minutes."*

**Note:** Variable placeholders are not available on all broadcast types. Reminder messages, for example, cannot use CSV variables because they fire automatically.

#### Buttons

Up to two buttons can be added at the bottom of the message:

**Campaign Button** — The primary call-to-action. When tapped, this starts the participant's entry into the study (survey, AI interview, or diary). The button text can be customised (e.g., "Start Survey," "Begin," "Take Part," "Share Feedback").

**Opt-Out Button** — Allows the participant to opt out of receiving further broadcast messages from your number. This gives participants control over their engagement and is required by Meta's policies.

***

### Meta Approval Process

#### How It Works

1. You design and submit your broadcast template.
2. Meta reviews the content, category, and structure.
3. Meta either approves or rejects the template.
4. If approved, you can begin sending immediately.
5. If rejected, you'll need to revise and resubmit.

#### Typical Approval Time

Most templates are approved within 5 minutes to 2 hours. Some templates take up to 4 hours. Rejected templates require revision and resubmission, adding an additional review cycle.

#### Tips for Fast Approval

* Follow Meta's template guidelines closely.
* Use clear, straightforward language.
* Avoid anything that could be interpreted as spam or misleading.
* Include an opt-out option.
* Don't include URL shorteners (use full URLs).
* Ensure placeholder text accurately represents how the message will be used.

#### Common Rejection Reasons

* Message is too promotional for utility classification.
* Missing opt-out option.
* Placeholder text is vague or misleading.
* Message violates Meta's commerce or advertising policies.
* URL shorteners or suspicious links included.

***

### Broadcast Costs & Billing

#### Message Pricing

* **Marketing:** \~$0.04 / R0.68 / £0.038 per message
* **Utility:** \~$0.01 / R0.15 per message
* **Service (participant-initiated via link click):** Free

#### How Billing Works

WhatsApp message costs are charged by Meta, not Yazi. You have two options for handling these costs:

**Pay Meta directly** — Enter your payment details within Meta Business Manager. Message costs are billed directly to your account. You can track usage by project within the Yazi platform for internal cost allocation.

**Consolidated billing** — Yazi can handle Meta message costs and add them to your Yazi invoice. This simplifies finance operations if you prefer a single vendor invoice.

***

### Opt-Outs & Compliance

#### How Opt-Outs Work

When a participant taps the opt-out button on any broadcast message, they are immediately removed from future broadcast messaging, they receive an opt-out confirmation, and their opt-out status is recorded in the platform. They can no longer be sent marketing or utility messages from your number.

#### Why This Matters

Meta requires that participants have the ability to opt out of receiving messages. Maintaining low opt-out and block rates protects your sending reputation and limits. High block rates can result in Meta restricting or suspending your number's messaging capabilities.

**Best practice:** Only send broadcasts to participants who have a reason to hear from you. Unsolicited messages to cold contacts will drive up block rates and damage your number's reputation.

***

### Message Design Best Practices

* **Keep it short** — Participants decide within seconds whether to engage. Front-load the value proposition.
* **Use an image header** — Messages with images get significantly higher engagement than text-only messages.
* **Include incentive details in the image** — If you're offering an incentive, put it in the header image where it's immediately visible.
* **Personalise with variables** — "Hi Sarah" performs better than "Hi there." Use CSV data to personalise wherever possible.
* **Set expectations** — Tell participants how long the study takes and what it's about.

For sending workflows, automated reminders, sending limits, timing, and delivery monitoring, see [Sending a Broadcast](https://claude.ai/chat/08-sending-a-broadcast.md) and [Broadcast Statistics](https://claude.ai/chat/09-broadcast-statistics.md).

***

### Known Limitations

* **Meta has final say on category** — You can request utility classification, but Meta may reclassify your template as marketing regardless of your selection.
* **Sending limits apply** — New numbers start at 250/day. Plan your number warm-up timeline before large launches.
* **Template approval is not instant** — While most templates are approved within minutes, allow up to 4 hours. Don't leave template creation to the last minute before a launch.
* **Reminder messages cannot use CSV variables** — Because they fire automatically, they cannot dynamically insert participant-specific data from your uploaded contact list.
* **Opt-out is permanent per number** — Once a participant opts out, you cannot send them further broadcast messages from that WhatsApp number.

### Steps to Create

{% stepper %}
{% step %}
Click "Create New" in the Share tab of a campaign or "Create" in the Broadcast Messages page

<figure><img src="https://358667285-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FzMRQUXiGQlBwWdg6WEmG%2Fuploads%2FGG5oIN1sLBMtbfVi3ooE%2FGroup%201000006316.png?alt=media&#x26;token=f019edc3-6900-44c5-b587-ae54ab84ea51" alt=""><figcaption></figcaption></figure>
{% endstep %}

{% step %}

### Specify the template details in Configuration tab

<figure><img src="https://358667285-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FzMRQUXiGQlBwWdg6WEmG%2Fuploads%2FysIHjpFnoy2YQMM6ZrN3%2FScreenshot%202025-01-29%20at%2001.03.18%201.png?alt=media&#x26;token=c9dd8688-cefd-4f6a-99d4-b597a660243b" alt=""><figcaption></figcaption></figure>

* Give the template a Name (all lowercase, no numbers or characters)
* Select the Type of template you want to create.\
  i) For survey invitations, select the <mark style="background-color:green;">Marketing type.</mark>\
  ii) For payment notifications, select the <mark style="color:yellow;background-color:yellow;">Utility type.</mark>

<figure><img src="https://358667285-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FzMRQUXiGQlBwWdg6WEmG%2Fuploads%2FbOyD5Of7R526j74ol3Gq%2Fimage.png?alt=media&#x26;token=31e1a15c-0d0f-4ebb-8dcd-d7943d85805c" alt=""><figcaption></figcaption></figure>
{% endstep %}

{% step %}

### Specify the Message details in Content tab

<figure><img src="https://358667285-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FzMRQUXiGQlBwWdg6WEmG%2Fuploads%2FNJ0zZz1Y9Jg8izdTG6yb%2FGroup%201000006317.png?alt=media&#x26;token=f6c01f8c-53ae-4c7a-aeb5-93d80a4c3beb" alt=""><figcaption></figcaption></figure>

* Give it a Header: Either an image (Logo) or header text
* Update the Body of the message. You can also add [placeholders](https://developers.facebook.com/docs/whatsapp/api/messages/message-templates/interactive-message-templates/) to your message body to personalise the message for each recipient.
* Once you have filled in all the details, you can click ‘Create Template 🚀’
  {% endstep %}
  {% endstepper %}

{% hint style="info" %}
**Templates typically take 1 minute - 1 day to be approved.**
{% endhint %}

**Example of a Generic Template Message**

```vbnet
vbnetCopy codeHello {{1}} 👋🏽,

We're doing research into {{2}}.

We're inviting you to participate in a WhatsApp interview for this research.

Interview Details:
⏰ Questions: {{3}}

Just press 'Start Interview' to begin.
```

**Placeholder Guide**:

* `{{1}}`: Participant's name.
* `{{2}}`: Topic of research.
* `{{3}}`: Number of questions or interview details.