The most important thing to keep in mind when using WhatsApp is that WhatsApp is NOT the same as SMS messaging. With SMS, when you click 'Send', the message is on its way. With WhatsApp, when you click 'Send', WhatsApp scans the content of the message in several ways, evaluates whether it is SPAM or not, evaluates what type of content is in the message, and even evaluates how the recipient usually treats marketing-type content. All of that is done before the message is delivered.

This can easily lead to confusion on why some messages go through and other don't, or why you were able to message a candidate a few days ago, but now WhatsApp keeps refusing to deliver the message.

WhatsApp groups conversations into two types: Cold and Warm, based on how recently the recipient has engaged.

A conversation is considered warm when the recipient has replied within the past 24 hours. This is WhatsApp’s way of recognizing that there’s an active, ongoing exchange between two people. When a chat is warm, WhatsApp relaxes its restrictions and messages usually send and deliver right away. This experience feels like SMS messaging.

A conversation becomes cold when the recipient has NOT replied within 24 hours, or when it’s your first time reaching out to them. cold conversations are more tightly controlled — WhatsApp only allows messages that use approved message templates in these cases. This helps prevent unwanted or spammy outreach.

In short:

WhatsApp also uses message templates to manage what types of messages can be sent — especially in Cold conversations. These templates fall into three categories: Authentication, Utility, and Marketing.

We’ll focus on the two that apply most to our use case:

Utility templates are designed to follow up on an action or request made by the recipient. These messages are usually triggered by something the person has done — for example, confirming an interview time, sending a receipt or status update, or sharing next steps after a job application.

Because they’re a direct response to the recipient’s action, WhatsApp considers them low-risk. Utility templates are the only type approved for use in Cold conversations.

Marketing templates are broader — they’re meant to create awareness, build engagement, or encourage further action. This could include announcing new opportunities, sending reminders, or re-engaging someone who hasn’t replied.
While these templates can be used freely in Warm conversations, WhatsApp usually won’t approve them for Cold conversations, since they’re considered promotional or unsolicited.

In short:

At this point, all the information about Cold vs. Warm conversations and Utility vs. Marketing templates might feel a little overwhelming — but don’t worry. Creating and submitting templates in WhatsApp is actually pretty straightforward once you get the hang of it.

The best part is: Once a template has been approved once, you can use it again for any number of conversations without needing to have it re-approved. These templates can even use our snippets, so that the recipients receive messages personalized for them!

To get started, simply go to Settings → Manage Templates and click to create a new template. Once you save it, the template is automatically submitted to WhatsApp for approval. Approval can take up to 48 hours, though in many cases it happens in just a few minutes.

From here, we’ll walk through the steps to build a template that’s ready for Cold conversations, so you can start sending messages confidently and efficiently.

To be approved for use on Cold conversations, the template must be approved as a Utility template. Remember, utility templates are transactional. For best results, you'll want to avoid using flowery language, emojis, or any sort of language or punctuation that breaks that transactional appearance.

Here's a template that was approved as Utility and can be used for cold conversations:

Notice that the template has a transactional tone. It explains that it is in response to an action the recipient took, applying for a job. It also includes a prompt for the candidate to respond, which would turn the conversation into a warm conversation, allowing messages to be sent without the restrictions.

Here's a template that was approved as Marketing instead of Utility. Remember, Marketing templates, even though they are technically 'approved', cannot be used on Cold conversations:

Notice how the tone here is much more casual. It references the fact that the candidate applied to a job, but it also includes an offer to talk about other opportunities. That was enough for WhatsApp to categorize this as a Marketing message rather than a Utility one.

Remember, all these restrictions apply only to cold conversations. When you build a template, keep in mind that you don't need to put your entire message into that template.....you just need to get the candidate to respond to you.

Once a candidate responds (and it has been less than 24 hours), the conversation is warm and that's when you can send messages the way you want to send them. The only thing you need that template to do is convince the candidate to respond.

Check out WhatsApp's Template Categorization guide and Twilio's Marketing Message Limitations guide!