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An empty beach from above

Sales2 Jun 20265 min

WhatsApp templates that do not read like a bank

Approved templates are a constraint. Used well, they are also the difference between a message that gets read and one that gets muted.

Meera NairHead of Sales, Kestrel Travel
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Template approval pushes teams into a voice nobody uses: passive, over-formal, hedged. The traveller reads two lines, recognises an automated message, and stops reading the rest of them for the next six weeks.

Three rules that survive approval

  • One job per message. A confirmation is not also an upsell.
  • Name the human. "Meera has your itinerary" outperforms "your itinerary is ready" on every account we have measured.
  • Put the useful thing first. The pickup time, not the greeting.

“The day-before message went from a mute button to the most replied-to message we send, and we changed nine words.”

The constraint is real. The voice is a choice inside it.

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