Use case
Run a WhatsApp feedback survey after every delivery, visit or class
Ask for a rating right after the service, in one tap, then send unhappy customers to a person before they post a review. Templates, flow and what to measure.
By Broadchat teamPublished 6 min read
How the flow works
A service is completed
An order is marked delivered, a clinic visit or salon appointment is closed, or a support chat is resolved. That event, from your store, booking system or Broadchat itself, starts the survey after a short delay.
One question, one tap
The first message asks a single rating question with reply buttons or a list. A customer can answer in two seconds without typing, which is what keeps response rates workable.
The answer decides the next step
Happy customers are thanked and, optionally, invited to leave a public review. Neutral customers get one follow-up question. Unhappy customers are asked what went wrong and handed to a person straight away.
Detail through a form, if needed
For longer surveys, a WhatsApp Flows form opens inside the chat with several fields on one screen, so the customer does not answer ten separate messages.
Scores are saved and reported
The rating is stored on the contact, tagged by outlet, agent or courier, and exported for weekly review. A Rating Provided event can be sent to Meta for ad measurement.
Business: Hi Kavya, your order #55102 from Rangoli Home was delivered today. How was your experience? [Very good] [Okay] [Not good]
Customer: Not good
Business: Sorry to hear that, Kavya. What went wrong? [Damaged item] [Late delivery] [Something else]
Customer: Damaged item
Business: Thank you for telling us. Could you send a photo of the damage here? Our support team will take it from there.
Customer: (photo) The bedsheet packet was torn and there is a stain.
Business: Hi Kavya, this is Sameer from Rangoli Home support. I have seen the photo and arranged a replacement. The courier will pick up the damaged sheet on Thursday and bring the new one.
Customer: Thanks, that works.
Why survey on WhatsApp
A WhatsApp feedback survey asks for a rating in the same chat where the customer already got their order update or appointment reminder, a few minutes or hours after the service. They answer with one tap, and the business can respond to a complaint in the same thread before it turns into a one-star public review.
Email surveys arrive late and sit unopened; phone surveys are expensive and intrusive. WhatsApp sits in between, which is also why it needs restraint: one short survey per service, never a daily poll. If you serve customers only once every few years, an occasional email survey may be enough.
Pick the right format
| Format | How it works | Use when |
|---|---|---|
| CSAT, 3 buttons | Very good / Okay / Not good as reply buttons | Deliveries, quick visits, support chats |
| NPS, 0-10 | A list message with 10 rows (0-9 grouped, or 1-10) | Quarterly relationship survey |
| Star rating | A list of 5 rows from 1 to 5 stars | Restaurants, salons, classes |
| Flows form | A WhatsApp Flows screen with ratings and a comment box | Multi-question surveys, B2B accounts |
Reply buttons are capped at three per message and list messages at ten rows in total, so an 11-point NPS scale does not fit one list. Either use 1-10 or split the question. Longer surveys belong in a Flows form built under WhatsApp Mini-Apps → Mini Apps.
Template categories for surveys
If the survey goes out after the customer service window has closed, it must be a message template. Meta generally treats a feedback request about a specific recent order or visit, with no promotion, as Utility. Add a discount, a product recommendation or "shop again" and it becomes Marketing. Meta decides the category and can recategorise a template later, so write it plainly.
| Template name | Category | Sample (with values) |
|---|---|---|
delivery_feedback | Utility | Hi {{1}}, your order {{2}} was delivered today. How was your experience? (Kavya, #55102) |
visit_feedback | Utility | Hi {{1}}, thank you for visiting {{2}} on {{3}}. How would you rate your visit? (Anil, Sunrise Clinic, 11 Oct) |
support_chat_rating | Utility | Hi {{1}}, your support request {{2}} has been closed. Was your issue resolved? (Farah, TKT-8812) |
nps_quarterly | Marketing | Hi {{1}}, how likely are you to recommend {{2}} to a friend? Reply with a number from 1 to 10. (Ritu, Glow Studio) |
feedback_review_invite | Marketing | Thanks for the kind words, {{1}}! Would you share them on Google? It helps other customers find {{2}} online. (Kavya, Rangoli Home) |
A relationship NPS that is not tied to a transaction is usually Marketing. Inside an open service window, you can send the same question as a normal message without a template.
Build it in Broadchat
- Get the survey templates approved under CRM → WhatsApp Templates.
- Create Super Fields under CRM → Super Field: last_csat, last_nps, feedback_reason.
- In Chatbots → Chatbots, start a flow from When Order Status Update (delivered), an Inbound Webhook from your booking system, or a Match Keyword trigger on the template's buttons.
- Use Ask Question with buttons or a list; Save Variable Value into the fields and tag the contact with the outlet or agent.
- For unhappy answers, ask the reason, then Assign to Agent with a high-priority tag so the complaint shows up in CRM → Live Chat.
- For happy answers, add a Send Conversion Event step with Rating Provided, and an optional review link.
- Export ratings weekly from CRM → Exports or push them to Google Sheets from Automations → Workflow.
Failure modes and fixes
- Low response. Sent too late or too long. Send within a few hours of the service and ask one question first.
- Template moved to Marketing. It mentioned an offer or a new product. Remove it and resubmit, or accept marketing pricing and limits.
- Complaints pile up unanswered. The bot apologises but no one follows up. Route detractors to a named team with a response-time target.
- Review gating. Asking only happy customers for public reviews can breach review-platform rules. Never offer rewards for positive reviews, and do not hide the review link from customers based on their score if the platform you use forbids it.
Illustrative ROI
Illustrative only. A salon chain with 2,000 appointments a month gets ratings on 600 of them. If 40 are unhappy and a manager calls each the same day, and 15 of those customers rebook instead of leaving, at an average ticket of ₹1,800 that is ₹27,000 of monthly revenue retained. Subtract Meta's template charges and any service messages beyond the free 1,000 per number per month (see WhatsApp API pricing), plus your subscription and staff time. The bigger value is often the per-outlet data, which you cannot get from phone calls at this scale.
Surveys work best on top of the updates customers already expect, like order status notifications and appointment reminders. Agencies can bundle the flow for clients through the partner program.
Broadchat modules used
- WhatsApp Templates
- Chatbot builder with Ask Question
- Mini Apps (WhatsApp Flows forms)
- Super Fields and tags
- Assign to Agent and Live Chat
- Send Conversion Event
- CRM exports
Industries: Ecommerce, Healthcare clinics, Restaurants, Salons and spas, Logistics and courier, Education and coaching
What to measure
- Response rate: ratings received as a share of survey messages delivered, by trigger type.
- CSAT or NPS by outlet, agent, courier partner or product line, tracked weekly.
- Detractor recovery: unhappy customers who got a human reply within your target time.
- Block and report signals after survey sends, visible as quality rating changes on the number.
- Share of happy customers who followed the review link, if you include one.
Sources
- Template categorization — Meta for Developers, checked 12 October 2026
- Pricing on the WhatsApp Business Platform — Meta for Developers, checked 12 October 2026
Broadchat team · Product and partner success team
The people who build and support Broadchat, the white-label WhatsApp Business API platform. We write from what we see while onboarding partners and their clients on the official WhatsApp Cloud API, and we check every article against Meta's current documentation.
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Frequently asked questions
Is a WhatsApp feedback request a utility or marketing template?
A plain request about a specific recent order, visit or support ticket is generally Utility. Any promotion, discount or product suggestion makes it Marketing, and a general relationship survey not tied to a transaction is usually Marketing. Meta makes the final call and can recategorise.
Can I run an NPS survey with buttons?
Reply buttons allow only three options, so use a list message instead. A list can hold up to ten rows in total, which fits a 1-10 scale. For a full 0-10 scale or several questions, use a WhatsApp Flows form.
Can I offer a coupon for completing the survey?
You can, but the message then becomes Marketing, and you should offer it to everyone who answers, not only to happy customers. Never reward positive public reviews, which breaks the rules of most review platforms.
How soon after a delivery should I send the survey?
Within a few hours for deliveries and visits, while the experience is fresh. For products that need use first, such as appliances or skincare, wait a few days and say so in the question.