WhatsApp Template for Stores: Customer Reactivation

Do you have customers who bought once and never came back? With a well-thought-out WhatsApp template, you can reactivate them without falling into spam. Here we leave you a model message that you can copy, adapt, and send in minutes.

• {{1}}: customer's name (e.g., Maria)
• {{2}}: your name or the seller's name (e.g., Caro)
• {{3}}: your store's name (e.g., Lo de Caro)
• {{4}}: discount percentage (e.g., 15)

1. 1Copy the message and replace the variables with each customer's real data.
2. 2In WhatsApp Business, create a template in the Meta manager (business.facebook.com) with the marketing category, since it's promotional.
3. 3Send the template from the WhatsApp Business app or from a tool like Wando, which loads it into the panel and the AI uses it automatically when appropriate.
4. 4Wait for Meta's approval (it can take up to 48 hours) and make sure the customer has opted in to receive messages.

Important: since this is a promotional message, the official WhatsApp API requires you to use a template approved by Meta (marketing category) and that the customer has given their consent. If the message were transactional (for example, a purchase reminder), the utility category would apply. We don't invent prices or times: approval can take up to 48 hours.

When to send this message (and when NOT to)

Timing is everything. This message works when the customer already knows you: they bought at least once, left their number, and haven't returned in more than 60 days. It's the sweet spot: they still remember your store, but they need a nudge.

Don't send it to someone who never bought. Without a history, a 15% discount sounds like spam and could get you reported. Also, don't send it to customers who bought a week ago: you'll rush them unnecessarily and burn the offer. And watch the times: don't send anything before 9:00 or after 21:00. People don't want offers while they're having dinner.

If the customer has already responded or interacted recently, it's better to wait. Reactivation is for those who've gone cold, not for those who are still warm.

• Ideal moment: 60 days or more since the last purchase.
• Avoid: new customers, recent purchases, nighttime hours.
• If the customer has already responded to something, no need to reactivate them.

What to reply if the customer says "yes, I'm interested"

When the customer takes the bait, don't leave them waiting. The response should be quick, concrete, and drive them to action. Here's a template message:

"Great, {{1}}! I'll wait for you at {{3}}. Drop by the store or message me and I'll put together your order with the {{4}}% discount. Would you like me to reserve something special for you?"

If you sell online, change the ending to: "I'll send you the payment link with the discount applied. Do you want it here?"

The key is to close the sale in the same chat. Don't give them time to cool off again.

How to respond if the customer says "no, thanks"

A "no" is not a slammed door, but you have to know how to handle it. Don't insist or make excuses. Respond elegantly and leave the door open:

"No problem, {{1}}. I'll still leave you the discount in case you change your mind. If anything, I'm here. Have a nice day!"

That message has two functions: it maintains the relationship and keeps the offer active. Many customers come back days later with the same saved message. That said: if they say no and then write to you, don't charge them less or offer them more. Keep the same offer, so they don't take you for a fool.

How to tell if the message worked

The message worked if two things happen: the customer responds and then buys. But it's not all about direct sales. It also counts if they ask for more info, ask about prices, or say "I'll stop by later." That's real interest.

To truly measure it, use WhatsApp Business or Wando statistics. Look at three numbers: how many opened the message, how many replied, and how many made a purchase. If they open but don't reply, the problem is the offer. If they don't open, the problem is the timing or the subject line.

Extra tip: if the customer replies but doesn't buy, don't count it as a failure. You've reactivated them, you have them in the chat, and they're set for the next campaign.

• Opened but didn't reply: unattractive offer.
• Replied but didn't buy: closing or pricing issue.
• Didn't open: change the time or the hook of the message.

Why Meta may reject the template and how to fix it

Meta rejects templates for three common reasons. The first: deceptive or exaggerated language, like "You won a prize!" when it's not true. The second: lack of an opt-out option, which is mandatory in promotional messages. The third: odd formatting, like too many emojis or misused variables.

How to fix it: check that the message is honest, add a line like "If you don't want to receive more messages, reply STOP" and use the {{1}}, {{2}}, etc. variables only for personal data, not for free text.

If it's rejected, don't resend it anyway. Read the reason in Meta's manager, adjust, and resubmit. Approval can take up to 48 hours, so plan the campaign in advance.

Formal vs. friendly tone: when to use each

The formal variant is for businesses where the relationship is more distant: a real estate agency, an accounting firm, an expensive technology store. There, the client expects serious treatment, and an "Estimado/a" does not hurt.

The close variant is for clothing stores, restaurants, or beauty salons, where the bond is more personal. There, the "¡Hola!" and emojis add value, because the client sees you as an acquaintance, not as a company.

Simple rule: if you would address the person formally in person, use the formal one. If you would address them informally, use the close one. And if you are not sure, start formal and see how they respond. The client's first response tells you if you can loosen up.