WhatsApp template for ecommerce: ask for reviews without spamming

Reviews are the new word of mouth. When someone searches for your online store, the first thing they look at are other buyers' opinions. If you don't have them, you lose sales. But asking for them via WhatsApp has a trick: if you send a generic message like 'leave us your opinion', most people ignore it. If you also send it through Meta's official API without approving the template, they reject it. In this guide, I give you a model message that you can copy, load into Wando, and start using today.

What goes in each variable

• {{1}}: the customer's name. Always personalize; it doubles the response rate.
• {{2}}: the exact product they bought. Don't say 'your order', say 'the cotton t-shirt' or 'perfume X'.
• {{3}}: your store's name. Yes, it seems obvious, but many templates omit it and end up feeling cold.
• {{4}}: the platform where you want the review (Google Maps, Mercado Libre, your website, etc.). Choose just one to avoid overwhelming.
• {{5}}: the direct link to leave the review. If it's Google, use Google Maps' shortener so it's short and trackable.

How to load this template into WhatsApp Business

1. 1In Wando, go to the Templates (HSM) section and create a new one. Choose the Marketing category and paste the message with the variables {{1}}, {{2}}, etc.
2. 2Submit the template for Meta's review. Approval can take up to 48 hours, though it usually comes sooner.
3. 3Once approved, set up an automatic trigger: for example, send it 5 days after order delivery.
4. 4You can also send it manually from Wando's inbox: select the chat, tap the template icon, and choose this one.
5. 5Note: the template can only be sent to contacts who have opted in to receive marketing messages. If the customer never interacted with your number, Meta may block the sending.

Message variations

When to send it (and when NOT to)

Timing is everything. If you send the review request right after the customer pays, it's very likely they haven't received the product yet. If you send it three weeks later, they've already forgotten about you. The sweet spot is between 3 and 7 days after confirmed delivery. If your store sells through Mercado Libre, you can wait for the system to mark 'Delivered'.

Don't send it: if the customer hasn't received the product yet (obviously), if there's an open complaint, if the shipment was delayed, or if the customer already left a review spontaneously. In those cases, a review message falls flat and can lead to a 1-star revenge review. Also, don't send it more than once per purchase: spam kills trust.

What to reply to the three most likely responses

Response 1: 'Yes, I loved it, I'll leave the review!'

Response 2: 'I haven't tried it yet' or 'It hasn't arrived'

Response 3: 'Honestly, I didn't like it'

How to measure if it worked

In Wando, campaign statistics show you how many messages were sent, how many were delivered, and how many generated a response. But the most important indicator is the conversion rate to review: how many customers who received the message actually left their opinion. To measure it, use a trackable link (like Google's shorteners or Bitly) in the {{5}} variable and compare it with the number of delivered messages. A rate of 10-15% is a good start; if you're below that, try changing the copy or the sending time.

Mistakes that make Meta reject the template or the customer ignore it

• Asking for a review in exchange for an explicit discount (e.g., 'we'll give you 10% off if you review us'). Meta considers this an inappropriate incentive and may reject the template.
• Including links that aren't from your domain or from known review platforms. Generic shortened links often raise flags.
• Using all caps or excessive exclamation marks: it looks like spam and Meta's quality filter penalizes it.
• Sending the template to contacts who never gave opt-in. Besides Meta possibly blocking your number, the customer will block you.
• Being generic: 'Hi, leave us your opinion' without mentioning the product or the store. Nobody reads that.

With Wando, you don't need to program anything: you load the approved template in the panel, the AI suggests it automatically when the context calls for it (for example, after a delivery) and your team approves it with one click. And since the AI learns from your real responses, over time it will know when it's better not to send it. If you want to try it, start with the 14 free days without a card at wando.online.

Why Meta rejects a review template (and how to fix it)

Meta doesn't tell you exactly why it rejected a template: you get a 'Rejected' and you have to guess. But the most common causes with this type of message are three.

First, the explicit incentive. If you write 'we give you 10% off if you review us', it's a guaranteed rejection. Meta's policy prohibits conditioning the review on a benefit. Second, suspicious links: generic shorteners like bit.ly or domains that aren't yours raise flags. Use the direct Google Maps link or your store's domain. Third, spam formatting: all caps, excessive emojis or repeated exclamation marks make the quality filter flag it.

The fix is simple: review the text, remove any mention of discounts or benefits, use clean links and resubmit. If you get rejected twice in a row, change the copy from scratch: sometimes the problem is a word that triggers the filter, like 'free' or 'prize'.

The message in two other ecommerce situations

The base template works for asking for a review after delivery. But there are two nearby moments where you can also use it, with a small adjustment.

Situation 1: the customer bought but the shipment was delayed. Here you don't ask for a product review, you apologize and then you do. Message: 'Hi {{1}}, we're writing because {{2}} is slightly delayed. We know it's annoying and we apologize. As soon as you receive it, let us know and we'll send you a link so you can tell us about your experience. Thanks for your patience, {{3}}!'

Situation 2: the customer has already left an organic review. Instead of asking for another one, thank them: 'Hello {{1}}! We saw your review of {{2}} on {{4}}. Thank you! It helps us a lot to improve. If you need anything else, we're here. 😊'

Both are variants of the same template, but they change the goal: one manages a complaint, the other strengthens a relationship. Upload them as separate templates if you're going to use them often.

What to write in the example field for Meta to approve it

When you submit a template for approval, Meta asks for an example with all variables filled in. Most people put anything and then are surprised by the rejection.

The example must be realistic and coherent. If the template is for requesting reviews, the example should be: 'Hi Maria, thanks for buying the cotton t-shirt at TuTienda. How did it fit? If you liked it, we'd appreciate it if you could leave us a review on Google Maps. It takes 1 minute. Here's the direct link: https://maps.app.goo.gl/xyz. Thanks for choosing us!'

The key: the link must be from a recognized review platform (Google Maps, Mercado Libre, Trustpilot) and the store name must be a plausible brand. Don't put 'test', 'prueba', or empty variables. Meta checks that the message looks natural in a real conversation. If the example looks like spam, they treat it as spam.

How to chain the review request with the rest of the conversation

A review template doesn't live alone: it enters a conversation that already has history. If the customer wrote to you to ask about shipping, the review request has to come after resolving that, not in parallel.

The ideal sequence is: purchase confirmation (utility) → shipping notice (utility) → delivery notice (utility) → review request (marketing). Each step must wait for the previous one. If you send the review request before delivery, the customer will reply 'I haven't received it yet' and you'll have to improvise a response.

In Wando, the AI suggests the template when the context calls for it, for example after the customer confirms they received the product. Your team approves it with one click. That's what makes it not feel like a robot: the message arrives at the right moment, not at a random time.

And watch out for the next message: if the customer replies 'yes, I'll leave a review', don't leave them hanging. Have a ready response to thank them and, if appropriate, offer something post-review (without conditioning it).

What to do if the customer responds outside the 24-hour window

In the official WhatsApp API, after the customer writes to you, you have 24 hours to reply with a free-form message. If they respond two days later, you can't send a normal message: you have to use another approved template.

The practical solution: have an approved follow-up template, utility or marketing category, that says something like 'Hello {{1}}, we saw your message about {{2}}. We'll get back to you shortly. Meanwhile, could you tell us how it went with {{3}}? If you'd like to leave a review, here's the link: {{4}}'.

That template serves two purposes: it responds within the window (because it's a template, not a free-form message) and it also asks for the review. If the customer replies something like 'I just saw it', you can then reply with a free-form message and continue the conversation normally.

The key is to have at least two extra approved templates: one for follow-up and one for thank-you. That way you never run out of ways to respond.

Checklist before sending the template for the first time

Before sending the review request to a real customer, check this:

1. The template is approved by Meta (don't send it as a draft).

2. The variables are complete: name, product, store, platform, and link. Test with a real example.

3. The review link is direct and from a known platform. Test that it works.

4. The customer gave opt-in for marketing (purchased or interacted before).

5. At least 3 days have passed since confirmed delivery.

6. There are no open complaints or delayed shipments.

7. The message does not mention discounts or incentives for the review.

8. You set up the automatic response for the three likely replies (yes, it didn't arrive, didn't like it).

If all of this is in place, send it. If something fails, fix it before sending: a poorly crafted message costs you a customer.