WhatsApp Business
6 min read
10 WhatsApp Templates for Black Friday That Follow Meta's Policy
If you sell to other businesses, your WhatsApp Black Friday templates need the right category, clear variables and contacts who opted in. Here are 10 templates to adapt: eight marketing and two utility, all written within Meta's character limits. Meta reviews every template, so none of them comes with an approval guarantee.
Black Friday 2026 lands on November 27, and Cyber Monday follows on November 30. If you sell to other businesses, your buyers are already closing budgets and stock orders, and your WhatsApp message competes with every supplier's offer.
There's a technical catch, too. To message a customer first, outside the 24 hour customer care window, you need an approved template. A template with the wrong category or confusing variables can come back rejected when there's no time left to fix it. Better to prepare them now.
Our advice for B2B: don't send all ten. Pick three or four for your customer: a presale notice, the offer with a countdown and, for buyers who left an order half done, the cart reminder. The two utility templates take care of themselves once an order is placed. This guide complements our plan for WhatsApp on Black Friday and the Black Friday customer service checklist. Here we focus on the wording of each message. For the rules behind it, read our WhatsApp message template guidelines.
Meta reviews every template before you can use it. Following its rules improves your chances of approval, but it never guarantees it. These are the three checks we'd run before sending any of the ten.
The marketing category covers promotional goals: offers, launches, purchase reminders. The utility category covers transactional or informational messages about something the customer already ordered. That difference decides what you can write, and it also decides the price, because Meta charges by category and by the recipient's country. Eight of the ten templates below are marketing templates. The other two are utility.
The table shows where each template in this guide fits. Meta makes the final call on the category.
| Template | Category | When to send it |
|---|---|---|
| 1. Presale announcement | Marketing | Days before the campaign |
| 2. Early access | Marketing | Before the offer opens to everyone |
| 3. Offer launch | Marketing | On the start day |
| 4. 24 hour countdown | Marketing | One day before the offer ends |
| 5. Last units | Marketing | When real stock runs low |
| 6. Cyber Monday | Marketing | Monday, November 30 |
| 7. Abandoned cart reminder | Marketing | After an unfinished order |
| 8. Order confirmation | Utility | When the order arrives |
| 9. Shipping update | Utility | When the goods leave |
| 10. Aftersales and review request | Marketing | After delivery |
One mistake is worth watching in particular: the coupon inside the order confirmation. It's tempting, because the customer is already reading the message, and it's exactly what the utility category doesn't allow. A confirmation with promotional content can be recategorized by Meta.
Dynamic variables are written as {{1}}, {{2}} and so on, in order. When you create the template, Meta asks for a sample value for each one, so you can't submit it without examples. Give every variable context. Your order {{2}} has shipped makes sense; three variables in a row doesn't.
Respect the limits: the header takes up to 60 characters and one variable, the body up to 1,024 characters and the footer up to 60. Action buttons, such as a link to the offer or a quick reply, are optional, but they help the customer go from notice to order. Personalization starts with the contact's name and the product family they buy most. If you're new to this, first read what WhatsApp Business message templates are.
WhatsApp's business policy lets you contact only people who gave you their number and agreed to receive your messages (opt-in). Meta also recommends collecting consent per message category, so a customer who agreed to order updates hasn't necessarily agreed to offers. Every marketing template should include a visible opt-out: a line in the footer or a quick reply button.
These are WhatsApp Black Friday messages with examples you can copy and adapt, from presale to aftersales. They work as WhatsApp Business templates for offers and for the order cycle. Replace each variable with your own data and adjust the tone to your customer. None of them arrives approved: Meta reviews each template with your final text.
Marketing category. Warn customers who already accepted your commercial messages a few days ahead.
Hi {{1}}, our Black Friday for business customers starts on {{2}}. Want to reserve stock of {{3}}? We'll send you the terms before everyone else. Tap the button to see them.
{{1}} is the name, {{2}} the date and {{3}} the product family. Suggested action button: See terms.
Marketing category. A good fit for your best accounts, before the offer opens to everyone.
Hi {{1}}, as a {{2}} customer you get early access to our Black Friday offers from today until {{3}}. Open your link and place your order before others do.
{{2}} is your company name and {{3}} the closing date of the early window.
Marketing category. This is the core discount template. Keep the discount figure and the end date exact.
Hi {{1}}, the {{2}} Black Friday is live: {{3}} off {{4}} until {{5}}. Browse the catalog and order right here in this chat.
{{3}} carries the discount, for example 15%, and {{4}} the product line.
Marketing category. Use it only if the deadline is real; a countdown that restarts every day reads as spam.
Hi {{1}}, 24 hours left: the {{2}} discount on {{3}} ends on {{4}} at {{5}}. Place your order before closing time.
Marketing category. Send it only when the stock number is true. It works as a last minute template for the buyers who asked about that product.
Hi {{1}}, only {{2}} units of {{3}} are left at the Black Friday price. Need them for your next order? Reserve them now.
Marketing category. It extends the campaign to Monday, November 30.
Hi {{1}}, Cyber Monday is still on: {{2}} on {{3}} until Monday at {{4}}. Anything left open from the weekend? Today is the last day.
Marketing category. Meta's own pricing documentation lists a cart abandonment reminder as a marketing message, so don't send it as utility.
Hi {{1}}, you left {{2}} in your cart. We're holding it until {{3}} at the Black Friday price. Want to finish your order?
Add a URL action button, Finish order, and check that the link opens before you submit.
Utility category. Keep it strictly informational: no coupon, no cross-sell.
Hi {{1}}, we received your order {{2}} for a total of {{3}}. Expected delivery: {{4}}. See the details with the button below.
Utility category. Same rule as above: only the information the customer needs to follow the delivery.
Hi {{1}}, your order {{2}} is on its way. Carrier: {{3}}. Tracking number: {{4}}. Follow your shipment with the button below.
We'd send it as marketing; Meta decides the final category.
Hi {{1}}, how is order {{2}} working out? Your opinion helps us improve. It takes less than a minute.
A template rejection rarely comes down to a single word. In seasonal campaigns, the WhatsApp templates rejected by Meta tend to share a few failures.
The first is promoting inside the utility category: a discount code in the order confirmation is enough for Meta to recategorize it. The second is loose variables, with no context or no sample value. The third is formatting: an action button with a URL that doesn't load, or wording so generic it could apply to anyone. The fourth is sending promotional WhatsApp messages to contacts without opt-in. That won't reject the template, but it puts your account at risk, because the policy requires opt-in.
If Meta rejects a template, read the reason it gives, fix the text and submit it again. For each case with before and after examples, read our guide to why templates get rejected.
Saysimple is a B2B Commerce Customer Engagement Platform: omnichannel, built for WhatsApp Business and other channels, and powered by AI and automation. With Saysimple Engage you can run the WhatsApp broadcast of your templates, segment your contacts and follow the results in reports.
How to create WhatsApp Business templates, step by step:
To estimate what the campaign will cost, use the WhatsApp pricing calculator.
No. Meta reviews each one. Following its rules improves your chances of approval but doesn't guarantee it.
Only to the ones who gave their consent (opt-in).
No, it's a utility template. It shouldn't include promotional content, or Meta may recategorize it.
Meta charges per delivered template message, based on its category and the recipient's country.
Black Friday won't wait for Meta's review. Prepare your templates today, leave room to fix a possible rejection and reach November 27 with the campaign ready. To see it in your own account, request a Saysimple demo and we'll show you how to send them. Our team supports you in English, Spanish and Dutch.
