Templates · Marketing
WhatsApp re-engagement templates to win back inactive customers
Win-back marketing templates for customers who stopped buying or replying, plus preference-check and opt-out messages that protect your quality rating.
By Broadchat teamPublished 5 min read
Before you submit these templates
- Re-engagement messages are marketing. Send them only to people who opted in to marketing from you and have not opted out since.
- Base the message on something real: the last product bought, the time since the last visit, a service due. Generic "we miss you" blasts get blocked more.
- Always include an easy way out (a Stop offers or Not interested quick reply) and honour it immediately.
- Do not send win-back messages to contacts who have not opened anything from you in months; per-user limits and blocks will hurt the whole number.
- Offers must be real and redeemable for the stated period; state the minimum order and expiry in the body.
- Keep one template per purpose and vary the variables, instead of submitting many near-identical copies.
When re-engagement is worth it
WhatsApp re-engagement templates try to bring back customers who have stopped buying or replying. They work when they are personal and timely: a restock reminder when a product is about to run out, a service that is due, points about to expire, a new collection in a category the customer bought before. They backfire when they are generic blasts to people who have long stopped reading, because those people block, and blocks lower the quality rating of the number you use for everything else.
All templates here are marketing and go only to contacts who opted in to marketing messages from your business. If a customer is waiting on an order, a booking or a payment, use the utility templates for that instead.
Decide who to re-engage
| Segment | Signal | Template |
|---|---|---|
| Due to repurchase | Last order about one usage cycle ago | replenishment_reminder |
| Lapsed buyer | No order in 2-4 repeat cycles | winback_we_miss_you |
| Service due | Last service date passed the interval | service_due_reminder |
| Disengaged reader | Has not read recent campaigns | preference_check |
| Long silent | No reads or replies for months | goodbye_last_message, then stop |
WhatsApp also limits how many marketing templates each person receives, based on their engagement. Messages to people who rarely read marketing are the ones most likely to be held back (error 131049), which is another reason to prune instead of resend.
Building the segments in Broadchat
- Keep the data you need on each contact: last order date and product, last service date or points balance, stored in Super Fields (your store or system can update them through a workflow or the API).
- In CRM → Segment, build rules such as "last order date more than 60 days ago" and "tag is not stop-offers".
- Send from CRM → Bulk Campaign. Use Repeat for monthly runs, and retarget only recipients by status (for example, read but did not reply) instead of everyone.
- Connect every quick reply to a chatbot flow: YES, reorder can create the order, Not interested and Stop offers add the stop tag, Keep me subscribed removes the contact from the goodbye segment.
Measuring a win-back honestly
Hold back a small random part of each segment and send them nothing. Compare orders between the two groups after a few weeks; the difference is what the messages actually achieved. Watch block and opt-out counts too. For campaign mechanics see WhatsApp broadcast, for consent the opt-in best practices, and for limits the quality rating guide.
Sources
- Per-user marketing template message limits — Meta for Developers, checked 12 October 2026
- WhatsApp Business Messaging Policy — WhatsApp, checked 12 October 2026
- Template categorization guidelines — 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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10 re-engagement templates
Copy the wording, then submit it from CRM → WhatsApp Templates with the sample values shown. Meta reviews every template; approval is never guaranteed.
image header
Hi {{1}}, it has been {{2}} since your last order from Kesar Organics. Our new season's {{3}} has just arrived, and here is 10% off your next order until Sunday.
Tap Stop offers to opt out
- Copy code
- Stop offers
We miss you, with an offer
Marketingwinback_we_miss_youLanguage: en
Use it when: For customers whose last order is two to four times older than your typical repeat cycle.
Variables Variable Meaning Sample {{1}} Customer first name Priya {{2}} Time since last order three months {{3}} Relevant new product cold-pressed mustard oil - Pick the product variable from the customer's own purchase history, not your bestseller list.
Hi {{1}}, the {{2}} you ordered on {{3}} usually lasts about a month. Would you like us to send the same again? Reply YES and we will confirm the order here.
- YES, reorder
- Not yet
Time to restock
Marketingreplenishment_reminderLanguage: en
Use it when: For consumables (groceries, pet food, contact lenses, supplements) shortly before the customer is likely to run out.
Variables Variable Meaning Sample {{1}} Customer first name Arjun {{2}} Product 5 kg Sona Masoori rice {{3}} Last order date 12 Sep - A YES reply opens the service window, so the confirmation and payment link can follow as normal chat messages.
Hello {{1}}, your {{2}} was last serviced on {{3}}. Regular service every six months keeps the filters clean and the warranty valid. Shall we book a technician visit?
- Book a visit
- Remind me later
Periodic service due
Marketingservice_due_reminderLanguage: en
Use it when: For appliances, vehicles and AMC customers whose next service is due but not yet booked.
Variables Variable Meaning Sample {{1}} Customer name Mr Rao {{2}} Product RO water purifier {{3}} Last service date 14 Apr 2026 - Once the visit is booked, switch to the utility appointment reminder templates.
Hi {{1}}, we want to send you only what is useful. Which updates from Rangoli Home would you like on WhatsApp from now on?
- New collections
- Sale alerts only
- Order updates only
Ask what they want to hear about
Marketingpreference_checkLanguage: en
Use it when: For subscribers who stopped reading your campaigns, before you decide whether to keep messaging them.
Variables Variable Meaning Sample {{1}} Customer first name Meera - Tag each answer and actually change what you send. A preference centre that changes nothing loses trust fast.
Hi {{1}}, you have {{2}} Chai Adda Club points worth {{3}}, and they expire on {{4}}. Use them on any order or at any of our 6 cafés in Indore before then.
- Use my points
Loyalty points about to expire
Marketingloyalty_points_expiringLanguage: en
Use it when: Two weeks before points expire, for members who have not visited recently.
Variables Variable Meaning Sample {{1}} Member first name Kabir {{2}} Points balance 420 {{3}} Points value ₹210 {{4}} Expiry date 31 Oct - Even though it reports a balance, the purpose is to bring the customer back, so submit it as marketing.
Hi {{1}}, we have not seen you at FitZone since {{2}}. Your locker and trainer slot are still available. Come back this month and your first two weeks are on us.
- I want to restart
- Not interested
Lapsed gym or class member
Marketinglapsed_member_returnLanguage: en
Use it when: For members whose plan ended without renewal one to three months ago.
Variables Variable Meaning Sample {{1}} Member first name Neha {{2}} Last visit July image header
Hi {{1}}, you liked our {{2}} last season, so we thought you would want to see the new {{3}} first. Browse the collection before it opens to everyone on Friday.
- See early access
New arrivals in a favourite category
Marketingcart_history_new_arrivalsLanguage: en
Use it when: Before a launch, for past buyers of a related category.
Variables Variable Meaning Sample {{1}} Customer first name Sneha {{2}} Past purchase category indigo bedsheets {{3}} New collection Ajrakh range Hi {{1}}, we have not heard from you in a while, so we will stop sending offers from Rangoli Home on WhatsApp after this message. If you would like to keep getting them, tap Keep me subscribed.
- Keep me subscribed
Last message before you stop
Marketinggoodbye_last_messageLanguage: en
Use it when: Once, for contacts who have not read or replied to any campaign for several months. Then stop messaging those who do not answer.
Variables Variable Meaning Sample {{1}} Customer first name Rohit - This message protects your quality rating more than any offer: it removes people who would eventually block you.
नमस्ते {{1}}, केसर ऑर्गेनिक्स से आपका पिछला ऑर्डर {{2}} पहले आया था। इस हफ़्ते नई फ़सल का {{3}} आया है, और रविवार तक अगले ऑर्डर पर 10% की छूट है।
- कोड कॉपी करें
- ऑफ़र बंद करें
Win-back offer (Hindi)
Marketingwinback_offer_hiLanguage: hi
Use it when: For lapsed customers who prefer Hindi.
Variables Variable Meaning Sample {{1}} Customer name सुनीता {{2}} Time since last order तीन महीने {{3}} New product कच्ची घानी सरसों का तेल Hi {{1}}, aapne {{2}} ko {{3}} order kiya tha, jo aam taur par ek mahine chalta hai. Wahi order dobara bhejein? YES reply kijiye.
- YES, dobara bhejo
- Abhi nahi
Restock reminder (Hinglish)
Marketingreplenishment_hinglishLanguage: en
Use it when: For customers who chat in Roman-script Hindi. Submitted under English (en) because WhatsApp has no Hinglish language code.
Variables Variable Meaning Sample {{1}} Customer first name Pooja {{2}} Product 3 kg puppy food {{3}} Order date 12 September
Frequently asked questions
How often can I send re-engagement messages on WhatsApp?
Rarely: one or two per customer per cycle, based on a real signal such as a due repurchase. WhatsApp limits marketing templates per person based on engagement, and frequent win-back messages lead to blocks that lower your quality rating.
Is a restock reminder a utility template?
No. It encourages a new purchase, so it is marketing even though it mentions a past order. Utility templates report on an existing order, booking or account.
Should I keep messaging customers who never reply?
No. Send one clear last message offering to keep them subscribed, then stop. Contacts who never engage are the most likely to block or report you, which affects every message your number sends.
Can I re-engage customers who opted out?
No. An opt-out stands until the customer opts in again, for example by messaging you or ticking a consent box. Exclude opted-out contacts from every marketing segment.