If you’re in B2B sales, you know the drill: leads go cold faster than coffee at a Monday morning standup. Chasing people over email gets old. You need to stay quick, but not sound like a robot. This is where WhatsApp templates come in—they can save your sanity, help you follow up faster, and keep things personal (enough).
This guide is for sales teams and reps who actually want to use WhatsApp for follow-ups, not just talk about “going digital.” I’ll walk you through how to set up and use templates, what actually works, and what to avoid. No fluff, just real talk.
Why Use WhatsApp Templates for B2B Sales Follow-Ups?
If you’re new to WhatsApp for business, here’s the short version: it’s fast, familiar, and your buyers probably use it daily. Templates let you send pre-approved, consistent messages—so you don’t have to re-type the same thing a hundred times, or risk fat-fingering a deal.
Here’s what WhatsApp templates are good for in B2B sales:
- Speed: Send outreach or reminders in seconds, not minutes.
- Consistency: Everyone on your team uses the same language (no embarrassing typos or “whoops, wrong name” moments).
- Compliance: WhatsApp requires templates for many outbound messages, so you don’t get blocked as spam.
But let’s be honest—templates can sound canned if you’re not careful, and they’re not magic. They won’t turn a “maybe” into a “yes” all by themselves. Used right, though, they’re a solid tool for keeping deals moving.
Step 1: Understand WhatsApp Business Templates (and Their Limits)
Before you start, know the rules. WhatsApp Business templates are pre-approved messages you can send to people who haven’t messaged you in the last 24 hours. Basically, if you’re starting or re-starting a conversation, you’ll need a template.
A few ground rules:
- Templates must be approved: You can’t just type anything and blast it out. You submit your template to WhatsApp for review, and it can take minutes or a day.
- No hard selling: Templates can’t be overtly promotional (“Buy now!” will get rejected). Focus on “conversation starters” like reminders or helpful nudges.
- Personalization is limited: You can insert variables (like name, company, or meeting date), but you can’t change the overall message on the fly.
Pro tip: Don’t try to game the system. If you stuff your template with too many variables to “personalize” it, WhatsApp will likely reject it. Keep it simple.
Step 2: Choose the Right Follow-Up Scenarios
Not every sales touchpoint needs a WhatsApp message. And not every message should be a template. Here’s where templates actually help:
- Meeting reminders: “Hi {name}, just confirming our call at {time} tomorrow.”
- Document or proposal sent: “Hi {name}, I’ve just shared the proposal. Let me know if you have questions.”
- Gentle nudges: “Hi {name}, just checking if you had a chance to review our last conversation.”
Where they don’t help:
- Deep negotiation: If you’re in a back-and-forth over details, send a personal message.
- Sensitive topics: Don’t use templates for pricing changes, contract redlines, or anything strategic.
- Mass blasts: Sending the same message to 200 people? That’s spam, and WhatsApp is strict about it.
Bottom line: Use templates for the routine stuff—follow-ups, confirmations, nudges. Save real conversations for, well, real conversations.
Step 3: Write Templates That Don’t Sound Like Spam
This is where most people trip up. If your template sounds like it came from a bot, it’ll get ignored. Here’s how to avoid that:
- Keep it short. No one wants a wall of text.
- Use the person’s name, and possibly their company. But don’t overdo it.
- Be clear about why you’re messaging. Avoid vague “just checking in” lines—say what you want.
- Offer value or a clear next step. Don’t just ask if they “had a chance to review.”
Example templates that actually work:
- “Hi {name}, just a quick reminder about our call tomorrow at {time}. Looking forward to it.”
- “Hi {name}, I’ve sent over the proposal for {company}. Let me know if you have any questions.”
- “Hi {name}, wanted to check if you need anything else from me before your team reviews our demo.”
What not to do:
- “Dear valued customer, we hope this message finds you well.” (They know you don’t mean it.)
- “Hi, our product is the best solution for your needs. Click here to buy now!” (Straight to spam.)
Step 4: Set Up Templates in WhatsApp Business (or Your CRM)
You can use templates directly in WhatsApp Business API, or through a CRM or sales engagement platform that ties into WhatsApp. Here’s the basic process:
If You’re Using WhatsApp Business API
- Access your WhatsApp Business dashboard (usually through your provider, like Twilio, MessageBird, etc.).
- Go to the templates section.
- Create a new template.
- Give it a clear name (e.g. “meeting_reminder”).
- Choose the category (often “Alert” or “Reminder” for sales).
- Write your message, using placeholders for variables (like {name}).
- Submit for approval.
- You’ll get notified when it’s accepted or rejected.
- Once approved, use your API or connected tool to send the template to leads.
If You’re Using a CRM (like HubSpot, Salesforce, etc.)
- Many CRMs now offer WhatsApp integrations. You’ll often find a “WhatsApp message” action in your workflow builder.
- Create your templates in the integration settings.
- Map variables to your CRM fields (e.g., contact name, meeting date).
- Set triggers—like after a meeting is scheduled, or a proposal is sent.
Heads up: If your CRM doesn’t offer WhatsApp, you’ll need a third-party connector or to set it up via the API. It’s not rocket science, but it does require a bit of setup.
Step 5: Personalize (But Don’t Overthink It)
Templates save time, but some quick tweaks go a long way:
- Before you hit send, double-check the variables—nothing kills trust like “Hi {first_name}.”
- When possible, add a short personal line after the template: “P.S. Hope you had a good trip to Berlin!” (if you know them).
- Don’t send templates back-to-back. If someone hasn’t responded after two nudges, it’s time for a call or a custom message.
Real talk: If you start relying on templates for everything, people will notice. Use them to get the ball rolling, not to run the whole marathon.
Step 6: Measure, Iterate, and Don’t Get Lazy
Don’t set and forget. Track what’s working:
- Response rates: Are people replying to your WhatsApp follow-ups more than email? Less?
- Timing: Do messages work better right after a meeting, or the next morning?
- Drop-offs: Are people ghosting after certain templates? Maybe it’s time to rewrite.
Things to ignore: - Anyone telling you WhatsApp templates will “revolutionize” your sales process. They won’t—good follow-up is still about timing, relevance, and actual relationships. - Overly complex automation flows. If you need a PhD to figure it out, you’re doing too much.
Pro Tips for WhatsApp Templates in B2B Sales
- Always get opt-in: Don’t message people cold. It’s not just rude; it can get you blocked.
- Respect boundaries: If someone says “No thanks” or stops replying, back off.
- Use templates as a safety net, not a crutch: They’re for speeding up routine stuff, not replacing real conversations.
- Don’t be afraid to tweak: If a template feels off, rewrite it. No one gets it perfect on the first try.
Keep It Simple—and Keep Moving
WhatsApp templates can help you stay quick on the follow-up, but don’t fall for the hype. Start with a few basic templates, see what works, and improve as you go. The goal isn’t to automate yourself out of a job—it’s to cut out the busywork, so you can spend more time closing real deals.
Stay human. Iterate. And remember: a well-timed, thoughtful message still beats any template.