Use case
WhatsApp order status notifications from confirmation to delivery and returns
A stage-by-stage plan for order updates on WhatsApp: which events to message, the utility templates, how store events trigger them and how to handle delays and returns.
By Broadchat teamPublished 6 min read
How the flow works
Your store records an event
An order is created or its status changes in Shopify, WooCommerce, the WhatsApp catalogue store or your own system. Broadchat receives it as an order_created or order_updated event, or your system calls the API.
The right template is chosen
A chatbot started by the When Order Status Update trigger, or an automation workflow, checks the new status and picks the matching utility template: confirmed, packed, shipped, out for delivery, delivered or delayed.
The customer gets one clear update
The message carries the order number, the stage, the expected date and a tracking link on your own domain. Each stage sends at most one message, so the customer sees a short, readable timeline in one chat.
Replies are answered in context
If the customer replies, the bot looks up their orders with the Get Orders of Current User action and answers where-is-my-order questions; anything about refunds, damage or address changes goes to an agent.
Exceptions get their own path
Delays, failed delivery attempts and return-to-origin (RTO) cases send a specific template with a clear next step, and tag the contact so your team can follow up from the inbox.
Business: Hi Arjun, your Rangoli Home order #48322 has been shipped with Delhivery. Expected delivery: 17 Oct. Track it here: rangolihome.in/track/48322 [Where is my order?] [Talk to us]
Business: Hi Arjun, your order #48322 is out for delivery today. Please keep your phone reachable. Need to change something? Reply here. [Reschedule delivery] [Talk to us]
Customer: Reschedule delivery
Business: No problem. Which day suits you better? [Tomorrow] [Day after tomorrow] [Talk to us]
Customer: Tomorrow
Business: Done, Arjun. We have asked the courier to deliver order #48322 tomorrow, 18 Oct. You will get an update here when it is out for delivery again.
Customer: Thanks
What to send, and when
WhatsApp order status notifications are short utility messages sent at each meaningful step of an order: confirmed, packed, shipped, out for delivery, delivered, and the exceptions (delayed, failed attempt, return to origin). Done well, they answer where-is-my-order before the customer asks. This page covers the whole lifecycle; confirming cash on delivery orders before dispatch is a separate step with its own flow, described in COD order confirmation.
Not every stage deserves a message. Five to six updates per order is plenty; packed is optional and many brands skip it. Each update is a utility message template because it concerns an order the customer has already placed. Keep offers and product suggestions out of them, or Meta may recategorise them as marketing. Since 1 Oct 2026, utility templates are charged even when a customer service window is open, so fewer, better updates also keep costs down; see the WhatsApp API pricing explainer.
The lifecycle and its templates
| Stage | Template name | Category | Sample |
|---|---|---|---|
| Confirmed | order_confirmed | Utility | Hi {{1}}, thank you for your order #{{2}} of {{3}}. We will message you here when it ships. (Priya; 48322; ₹1,749) |
| Shipped | order_shipped | Utility | Hi {{1}}, order #{{2}} has shipped with {{3}}. Expected delivery: {{4}}. Track it: {{5}} (Arjun; 48322; Delhivery; 17 Oct; rangolihome.in/track/48322) |
| Out for delivery | order_out_for_delivery | Utility | Hi {{1}}, your order #{{2}} is out for delivery today. Please keep your phone reachable. (Arjun; 48322) |
| Delivered | order_delivered | Utility | Hi {{1}}, order #{{2}} was delivered on {{3}}. Reply here if anything is wrong with it. (Meera; 48291; 15 Oct) |
| Delayed | order_delayed | Utility | Hi {{1}}, order #{{2}} is delayed by the courier. New expected date: {{3}}. Sorry for the wait. (Rohan; 48307; 20 Oct) |
| Failed attempt / RTO | order_delivery_failed | Utility | Hi {{1}}, the courier could not deliver order #{{2}} today. Reply to choose a new date, or the parcel will return to us after {{3}}. (Kavya; 48311; 19 Oct) |
More ready-to-adapt wording is in the order update template library, and the template guide explains how categories are decided.
Build it in Broadchat
- Connect your store under Ecommerce → Store Front (Shopify, WooCommerce or the WhatsApp catalogue store) so orders appear under Ecommerce → Orders.
- Submit the six templates under CRM → WhatsApp Templates, with real sample values.
- In Chatbots → Chatbots, create a bot with the When Order Status Update trigger. Add a condition on the status field and one Send Message step per stage, each sending the matching template.
- Add a When New Order Received bot for the confirmation message.
- For a courier or ERP outside your store, have it call the Broadchat API, or use Automations → Workflow with a Webhook start to map courier statuses to your templates. The Ecommerce → Trigger page can also forward order_created and order_updated events to your other systems.
- Add a Match Keyword bot for the Where is my order? and Reschedule delivery buttons, using the Get Orders of Current User ecommerce action and an Assign to Agent step for everything else.
Failure modes and fixes
- Two updates for the same stage: your store fires order_updated for every field change. Check that the status actually changed before sending.
- Shipped message without a working link: the courier AWB arrives after the status change. Add a short delay or send shipped only when the tracking number exists.
- Template turned into marketing: a line like see our new arrivals slipped in. Remove it and resubmit.
- Customers reply and nobody answers: route replies to a team in CRM → Live Chat with working hours, so the bot can say when a person will respond.
Illustrative ROI
Illustrative only: a store ships 3,000 orders a month and its support team handles 450 where-is-my-order calls and chats. If clear updates cut those to 200, that is 250 fewer contacts; at about 4 minutes each, roughly 16 hours of agent time a month. Add any parcels saved from RTO because customers rescheduled instead of missing the courier. Against that, subtract Meta's utility charges for five to six messages per order and your platform subscription. Run the numbers with your own volumes before deciding how many stages to message.
If you are an agency managing logistics updates for several brands, you can run this under your own brand through the partner program.
Broadchat modules used
- Ecommerce orders and triggers
- Chatbot builder (When Order Status Update trigger)
- Utility message templates
- Automations workflow
- Team inbox (Live Chat)
- Contact tags
Industries: Ecommerce, D2C brands, Restaurants and cloud kitchens, B2B distributors, Online pharmacies
What to measure
- Where-is-my-order contacts (calls, emails and chats) per 100 orders, before and after the updates go live.
- Delivery success on first attempt, and how often customers use the reschedule option.
- Share of order-update replies resolved by the chatbot without an agent.
- RTO share for orders that received the out-for-delivery message compared with those that did not.
- Template delivery and read rates per stage, to spot a stage customers ignore.
Sources
- Pricing on the WhatsApp Business Platform — Meta for Developers, checked 12 October 2026
- Template categorization — 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
Are order status updates marketing or utility messages?
Utility, as long as they only report on an order the customer placed. Adding offers, recommendations or discount codes can make Meta recategorise them as marketing, which costs more and needs marketing consent.
How many order updates should I send?
Usually confirmed, shipped, out for delivery and delivered, plus delayed or failed-delivery messages only when they happen. Packed is optional. Every extra message costs money and attention, so skip stages customers do not care about.
Can customers reschedule a delivery from the WhatsApp message?
Yes, if you add quick-reply buttons and a chatbot that records the chosen date and passes it to your courier or team. Broadchat can capture the choice; the courier still has to act on it, through your integration or your staff.
Do I need a store integration to send order updates?
No. Shopify, WooCommerce and the WhatsApp catalogue store connect directly, but any system can send the same templates through the Broadchat API when an order changes.
Are order updates free if the customer messaged us recently?
No longer. Since 1 Oct 2026, Meta charges utility templates even inside an open customer service window. Each business number also gets 1,000 free service messages a month, after which service replies are charged too.