WhatsApp buttons: Interactive message templates for better response rates

Since the launch of the WhatsApp Business app in 2018, over 2 billion companies globally now use this communication channel to connect with customers¹. Recognizing the widespread adoption of WhatsApp Business, Meta has continuously sought to enhance user engagement and streamline responses.

In July 2020, Meta introduced interactive message templates (also known as WhatsApp interactive buttons) to simplify customer interactions. These buttons offer a quick and easy way to reply to businesses, eliminating the need for typing. This feature is part of the WhatsApp Business API and is designed to reduce response times and improve the overall chat experience. In fact, during testing, WhatsApp observed higher response rates when chatbots utilized interactive buttons compared to text messages².

As of 2024, the WhatsApp chat buttons are part of the cloud API on the WhatsApp Business platform. Let’s learn about WhatsApp interactive buttons—the different types, why you need them, how to get access, and examples of businesses that are already using WhatsApp Buttons to grow their business.

What are WhatsApp Interactive Buttons (Interactive Message Templates)?

WhatsApp interactive buttons are part of the WhatsApp API’s template message offering. Templates are pre-filled messages that businesses can use to rapidly automate workflows and send messages to customers. These templates allow users to respond using the buttons made available in a business message.

There are six types of WhatsApp message templates as of 2024.

1. Text-based templates: These contain only text that can be used to send proactive notifications, such as welcome messages, order status, delivery updates, or payment confirmations.

2. Media-based message templates: These can contain images, files, or videos, such as e-receipts, boarding passes, and onboarding videos.

3. Interactive messages with buttons: These can be a mix of text and rich media, with buttons at the bottom of the message that direct customers to perform an action such as visiting your site, contacting your support team, or scheduling an appointment.

4. Location-based message template: These templates contain location headers and additional information. You can use them to send location information to customers on their WhatsApp phone number (for example, to send them information about your shops, venues, etc.) or request customers' locations (for deliveries, pickups, etc.).

5. Authentication templates: These are OTP-based authentication templates. The OTP is sent to the receiver’s phone number, and the message has a button to copy it to easily paste it elsewhere.

6. Multi-product message templates: These templates can be used if your business offers a WhatsApp-based shopping experience. The template has a button component that defines the titles and sections that will appear when the customer taps the “View items” button. The template is also used to designate which products appear in each section.

What are the types of WhatsApp interactive buttons?

There are two types of buttons that are offered in interactive message templates. These buttons can be attached to text or media messages. After your interactive message templates are approved, you can use them in notifications and customer service messages.

1. WhatsApp call-to-action button: If you need to send your customers a link to a web page, they might think twice before clicking an unknown URL. The WhatsApp CTA button allows you to display easy-to-read button text rather than the raw URL. When tapped, these buttons allow your customers to make a phone call or open a web page through the WhatsApp link.

2. WhatsApp quick reply button: This allows your customers to quickly reply to your business using the available buttons in simple steps. Once the customer selects an option, the reply will be sent as a simple text. Quick replies could offer simple “Yes” or “No” buttons or anything else based on your business flow.

Why use WhatsApp interactive buttons?

WhatsApp buttons are a great way to take users through an automated and logical chat flow that can reduce confusion. With predefined answers, your buttons can provide a great user experience and seamless customer support.

1. Easy to comprehend: Compared to text-based lists, interactive messages provide a simpler and more consistent format for people to find and select what they want from a business.

2. Better customer engagement: While testing WhatsApp chatbots using interactive messaging features, WhatsApp observed that they achieved significantly higher response rates and conversions compared to text-based messages.

3. Personalized interactions: These interactive buttons can be personalized for a customer segment or situation using images, videos, and PDFs.

4. Easy access: WhatsApp is a mobile app available on Android and iOS devices. Businesses have multiple options for communicating with customers. For instance, companies can include a chat widget on their web page or Facebook page. Using this, customers have a “click to chat” option to talk to businesses instantly through WhatsApp.

How to get access to interactive buttons on WhatsApp?

WhatsApp interactive message templates are part of the WhatsApp Business Cloud API offering and the WhatsApp Business on-premise API. However, the on-premise API is being sunsetted and will not be supported from October 2025.

To use WhatsApp buttons, you have to: 1. Apply for WhatsApp Business API and create a WhatsApp Business Account. 2. Create your own interactive message template and send it for approval to WhatsApp. 3. Once approved, you can use it to communicate with your customers. If your template has not been approved yet, you can use one of WhatsApp’s existing templates.

Example of businesses using WhatsApp interactive buttons

Here are some of the businesses that are already making use of WhatsApp buttons to interact with their customers, drive more conversions, get feedback or send reminders.

1. Disney + Hotstar

In India, Disney + Hotstar is currently using WhatsApp buttons to send reminders for subscription renewals. This is a quick and easy way to help users renew their subscriptions with just one click and enjoy uninterrupted service.

2. Adidas India

In December 2021, Adidas India revamped their online store and launched a new membership program to improve online sales. They used WhatsApp buttons to spread awareness and get more people to join this program. Again, when a user clicks the ‘Join for Free’ button, it will take them to the respective page of their website where they can enroll in this program.

3. Flipkart

Flipkart also used WhatsApp Interactive buttons during its Big Saving Days campaign. During this campaign, they not only give away discount coupons to their customers but also promoted their referral program by asking users to forward it to a maximum of 10 friends to avail extra discount and gifts. This is a brilliant example of using WhatsApp as a platform to promote a campaign, improve sales and strengthen referral programs at the same time.

4. Apollo Clinics

Apollo Clinics took a different approach to using WhatsApp buttons. They used the WhatsApp quick reply button to collect customer feedback instead of the WhatsApp call-to-action buttons to spread awareness or drive conversions. Here’s how they collected user feedback.

Start using WhatsApp interactive buttons

WhatsApp is the most popular social media messaging app with 3 billion active users. Not only that, more than 2 billion businesses are already using WhatsApp Business globally to communicate with their customers. As more businesses realize the impact of WhatsApp on their customer base, it’s now more critical than ever before to leverage WhatsApp as a channel to deliver a great customer experience, collect feedback, and drive sales.

Start using WhatsApp interactive buttons through Freshchat for better experience.