Templates · Marketing
Thank you messages for customers: 25 WhatsApp samples for every situation
Copy-ready customer thank-you messages for shops, D2C brands, service businesses, B2B suppliers and NGOs, as Meta templates and plain WhatsApp Business app texts, and which ones Meta treats as utility or marketing.
By Broadchat teamPublished 9 min read
Before you submit these templates
- A thank-you that confirms a specific order, payment or booking, with its number and amount and nothing promotional, fits Meta's utility category.
- A thank-you that exists to build the relationship (first purchase, loyalty, anniversary, referral, year-end) is marketing. Meta's category guide names thank-you messages under building customer relationships.
- Any discount, coupon, product suggestion or "shop again" line turns a utility thank-you into marketing. Send the offer as a separate marketing template if you want both.
- Put the transaction details in variables with realistic samples ("#48213", "₹2,349", "INV-1187") so the reviewer can see it is transactional.
- Do not ask for a review inside a utility thank-you. Send review requests separately, to every customer, as marketing.
- Keep the gratitude specific: name what they bought, booked or did. Generic "Thanks for your support!!" messages look like spam and get ignored.
The short answer
A good thank you message for customers names the customer, names what they did (the order, payment, booking, referral or review), says thank you in one plain sentence, and tells them how to reach you if they need anything. Keep it to three or four lines and send it at the moment it is relevant: right after the payment, after delivery, or after the problem was fixed.
On the WhatsApp Business Platform the wording also decides the price and the rules. A thank-you that confirms a specific transaction is a utility template; a thank-you sent to build loyalty is marketing. Below are 14 templates, each labelled with its category, and 11 plain messages for the WhatsApp Business app.
Utility or marketing: which thank-you is which
Meta's template categorisation guide defines utility templates as non-promotional and specific to a transaction the customer started, and lists thank-you and birthday messages under building customer relationships, which is marketing. Templates that mix transactional and promotional content are marketing.
| Thank-you for… | Category | Why |
|---|---|---|
| An order, with order number and amount | Utility | Confirms a transaction |
| A payment against an invoice | Utility | Confirms a transaction |
| A booking or appointment | Utility | Confirms a booking |
| Patience, when a complaint is closed | Utility | Update on the customer's own ticket |
| A donation, with receipt | Utility | Confirms a transaction |
| A first purchase, repeat purchase or anniversary | Marketing | Relationship building |
| A referral or a review | Marketing | Relationship building |
| Anything with a coupon or "shop again" | Marketing | Promotional content |
Meta makes the final decision and can recategorise a template after approval, so do not rely on a borderline wording. Marketing templates must go only to people who opted in to promotional messages, and they cost more: ₹0.8631 per delivered marketing message against ₹0.115 for utility to India (Meta rate card effective 1 Oct 2026, excl. GST). The template categories guide explains recategorisation in detail.
Plain thank-you messages for the WhatsApp Business app
In the app you do not need templates or categories. Copy, change the names and send.
1. After a first purchase (online store)
Hi Meera, your first order from Rangoli Home has reached you! Thank you for trusting a small Jaipur brand. If anything is not as you expected, message us here and we will make it right.2. After an in-store purchase
Thank you for visiting Sharma Electronics today, Vikram ji. Your washing machine installation is booked for tomorrow between 10 am and 1 pm. Save this number for any help with your purchase.3. After a large or wholesale order
Dear Mr Nair, thank you for the order of 5,000 mailer boxes. It is our biggest order from Kerala Spice Co. so far, and we appreciate the trust. Dispatch is planned for 6 Nov; I will share the LR copy here.4. After a payment
Thank you, Mr Agarwal. We have received ₹18,000 for the GST annual return filing. The receipt is attached. We will share the acknowledgement as soon as the return is filed.5. After a review
Thank you for your kind review, Ananya! The whole Glow Salon team read it this morning. See you at your next appointment.6. After feedback, including critical feedback
Thank you for telling us honestly, Arjun. You are right that the technician should have called before arriving late. We have spoken to him, and your next service will be handled by our senior technician.7. For a referral
Kavita ji, Rohit has signed up for his home interiors with us, and he told us you recommended us. Thank you! It means a lot to a small studio.8. For being patient during a delay
Thank you for your patience, Priya. Your order finally reached you today, three days late, and we are sorry for the wait. If anything is damaged, send a photo here and we will replace it.9. To a long-time customer
Sunita ji, you have been ordering from Krishna Sweets for five years now. Thank you for being part of our family. Whenever you visit the shop, please ask for me.
- Ravi, Krishna Sweets10. For a coaching parent at the end of the year
Namaste Mrs Verma, thank you for trusting Excel Coaching Classes with Aarav's Class 10 preparation this year. It was a pleasure teaching him. We wish him the very best for the board exams.11. Short one-liners for quick replies
Thank you for shopping with us, see you again soon!
Payment received, thank you! Your order is being packed.
Thanks for choosing us. We are here if you need anything.
Thank you for your order, it will be ready by 6 pm.
We appreciate your business. Thank you!Save the one-liners as quick replies in the app, or as canned replies in a team inbox; see canned responses and quick replies.
How to write a thank-you that does not sound copied
- Name the specific thing. "Thank you for the order of 5,000 mailer boxes" beats "Thank you for your support".
- Use a real detail you hold. Their fifth order, their first year, their child's name in a coaching message.
- Sign as a person when you can. "- Ravi, Krishna Sweets" reads as a message, not a broadcast.
- Offer help, not a sale. Keep the coupon for a separate message, and only to people who opted in to offers.
- Send it at the right time. A payment thank-you within minutes; a loyalty thank-you after delivery, not at checkout.
How to send these
WhatsApp Business app (free, manual). Send one by one from the chat, or to a broadcast list of up to 256 contacts who have saved your number; see the broadcast list guide.
WhatsApp Business API (automated). If a customer messaged you in the last 24 hours, you can thank them with any free-form message inside the customer service window. Otherwise you need an approved template. In Broadchat:
- Create the template in CRM → WhatsApp Templates with the category from the table above. Meta's review can take up to 24 hours.
- For order and payment thank-yous, send the template automatically from Automations → Workflow, started by your store or accounting system through a Custom Webhook, then Send Template Message (V2).
- For loyalty and year-end thank-yous, choose a segment of opted-in customers in CRM → Bulk Campaign and schedule the send.
Only message customers who agreed to WhatsApp messages from your business, and honour STOP replies; the opt-in best practices cover how. For related sets, see the order update templates, the Google review request messages and the WhatsApp message templates guide. Agencies can offer all of this to their clients under their own brand with white-label WhatsApp.
Sources
- Template categorization — Meta for Developers, checked 30 October 2026
- Template components — Meta for Developers, checked 30 October 2026
- Pricing on the WhatsApp Business Platform — Meta for Developers, checked 30 October 2026
- WhatsApp Business Messaging Policy — WhatsApp, checked 30 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.
Last updated:
14 thank-you messages templates
Copy the wording, then submit it from CRM → WhatsApp Templates with the sample values shown. Meta reviews every template; approval is never guaranteed.
document header
Thank you for your order, {{1}}. We have received order {{2}} for {{3}} and payment is confirmed. Your invoice is attached, and we will message you here when it ships.
Thank you for your order (with receipt)
Utilitythanks_order_placed_receiptLanguage: en
Use it when: Right after a paid online order, with the GST invoice PDF as the document header.
Variables Variable Meaning Sample {{1}} Customer first name Priya {{2}} Order number #48213 {{3}} Amount paid ₹2,349 - If you already send an order confirmation template, do not send this as well; one message per event.
Dear {{1}}, thank you. We have received your payment of {{2}} against invoice {{3}} on {{4}}. Your account with Shree Balaji Packaging has no pending dues. The payment receipt is in your email.
Thank you for your payment (B2B or services)
Utilitythanks_payment_received_invoiceLanguage: en
Use it when: When a bank transfer, UPI or cheque payment is reconciled against an invoice.
Variables Variable Meaning Sample {{1}} Customer name Mr Nair {{2}} Amount received ₹84,500 {{3}} Invoice number INV-1187 {{4}} Payment date 29 Oct 2026 - Replace "no pending dues" with the outstanding balance when there is one; keep it factual.
Thank you for booking with Glow Salon, {{1}}. Your {{2}} is confirmed for {{3}} at our Koramangala branch. If you need to change the time, tap Reschedule.
- Reschedule
- Get directions
Thank you for booking
Utilitythanks_booking_confirmed_salonLanguage: en
Use it when: Immediately after an appointment is booked online, by phone or at the desk.
Variables Variable Meaning Sample {{1}} Client first name Ananya {{2}} Service booked hair spa and blow-dry {{3}} Date and time Sat 2 Nov, 11:30 am Hi {{1}}, thank you for your patience. Your complaint {{2}} about {{3}} has been resolved and closed today. If the problem comes back, reply to this message and we will reopen it.
Thank you for your patience (issue resolved)
Utilitythanks_complaint_resolvedLanguage: en
Use it when: When a service ticket is closed after a delay or repeat visit.
Variables Variable Meaning Sample {{1}} Customer first name Arjun {{2}} Complaint or ticket number CC-5521 {{3}} Issue in a few words low cooling in your bedroom AC document header
Dear {{1}}, thank you for your donation of {{2}} to Asha Foundation on {{3}}. Your receipt number is {{4}}, attached here for your records.
Thank you for your donation (NGO)
Utilitythanks_donation_receiptLanguage: en
Use it when: After an online or offline donation is recorded.
Variables Variable Meaning Sample {{1}} Donor name Mr Kulkarni {{2}} Donation amount ₹5,000 {{3}} Donation date 28 Oct 2026 {{4}} Receipt number AF-2026-0912 - Describe tax benefits only if your organisation is actually registered for them, and say so in the receipt rather than in the template.
Hi {{1}}, thank you for choosing Rangoli Home for your first order. We are a small team in Jaipur and every order matters to us. If you need styling ideas or help with care, just message us here. We are glad to have you with us.
Reply STOP to unsubscribe
Thank you for your first purchase
Marketingthanks_first_purchaseLanguage: en
Use it when: A few days after a first order is delivered, to customers who opted in to marketing.
Variables Variable Meaning Sample {{1}} Customer first name Meera Hi {{1}}, this is your {{2}} order with Krishna Sweets, and we noticed. Thank you for coming back to us again and again. Customers like you are the reason we still make every box by hand.
Thank you to a repeat customer
Marketingthanks_repeat_customerLanguage: en
Use it when: On a milestone order (third, fifth, tenth), sent after delivery.
Variables Variable Meaning Sample {{1}} Customer first name Sunita {{2}} Order count in words fifth Thank you for shopping with Rangoli Home, {{1}}. As a small thank-you, here is 10% off your next order, valid until {{2}}. Use the code below at checkout.
- Copy code
- Shop now
Thank you with a coupon for next time
Marketingthanks_with_next_order_couponLanguage: en
Use it when: A week after delivery, as a separate marketing message, never inside the order or payment thank-you.
Variables Variable Meaning Sample {{1}} Customer first name Priya {{2}} Coupon expiry date 30 Nov 2026 - The copy-code button holds the coupon code; you set its sample code when you create the template.
Hi {{1}}, it has been one year since you joined FitZone, Andheri. Thank you for training with us. In that time you have checked in {{2}} times. Here is to another strong year!
One year as a customer
Marketingthanks_customer_one_yearLanguage: en
Use it when: On the anniversary of a membership, subscription or first order.
Variables Variable Meaning Sample {{1}} Member first name Rahul {{2}} Number of check-ins 164 - A real number from their own history makes the message personal; only use data you actually hold.
Hi {{1}}, thank you for recommending Studio Aangan to {{2}}. We have started work on their home. A referral is the biggest compliment a designer can get, and we will take good care of them.
Thank you for referring a friend
Marketingthanks_for_referralLanguage: en
Use it when: When the referred customer confirms a project or places an order. Only name the friend if they agreed to it.
Variables Variable Meaning Sample {{1}} Customer first name Kavita {{2}} Referred friend's first name Rohit Dear {{1}}, as the year closes, the team at Shree Balaji Packaging wants to thank {{2}} for your orders and your trust this year. Our plant will stay open through the holidays, and your account manager remains available on this number.
Year-end thank you to a business client
Marketingthanks_b2b_year_endLanguage: en
Use it when: In the last weeks of December or at the end of the financial year in March.
Variables Variable Meaning Sample {{1}} Client contact name Mr Nair {{2}} Client company Kerala Spice Co. Hi {{1}}, thank you for attending our {{2}} workshop on Saturday. The slides and recording are on the page below. If you have a question we did not get to, reply here and our team will answer.
- Get recording
Thank you for attending
Marketingthanks_event_attendanceLanguage: en
Use it when: The day after a workshop, webinar or store event.
Variables Variable Meaning Sample {{1}} Attendee first name Ankit {{2}} Workshop name GST for small traders Namaste {{1}} ji, Taneja Sarees se shopping karne ke liye dil se dhanyavaad. Saree ki fall-pico ya blouse stitching mein koi madad chahiye to yahin message kijiye. Aapka phir se intezaar rahega.
Hinglish thank you for shopping
Marketingthanks_shopping_hinglishLanguage: en
Use it when: The day after an in-store purchase, for customers who agreed to WhatsApp messages at billing.
Variables Variable Meaning Sample {{1}} Customer first name Pooja नमस्ते {{1}} जी, कृष्णा स्वीट्स पर भरोसा करने के लिए धन्यवाद। हमें उम्मीद है कि मिठाई सबको पसंद आई होगी। अगली बार ऑर्डर करना हो तो बस यहीं मैसेज कर दीजिए।
Hindi thank you (Devanagari)
Marketingthanks_customer_devanagari_hiLanguage: hi
Use it when: For Hindi-speaking customers after a delivery or counter purchase. More Hindi samples are on the Hindi version of this page.
Variables Variable Meaning Sample {{1}} Customer first name अनीता
Frequently asked questions
What is a good thank you message for customers?
Name the customer, name what they did (order, payment, booking, referral), thank them in one plain sentence and say how to reach you. For example: "Thank you for your order #48213, Priya. Payment is confirmed and we will message you here when it ships."
Is a thank-you message a utility or marketing template on WhatsApp?
It depends on the content. A thank-you that confirms a specific order, payment or booking without promotion is utility. A thank-you meant to build loyalty, such as for a first purchase, a referral or an anniversary, is marketing, as is any thank-you with a coupon. Meta makes the final decision.
Can I add a discount code to my thank-you for order message?
You can, but it turns the template into marketing, which costs more, needs marketing opt-in and is subject to per-user marketing limits. Better: keep the order thank-you as utility and send the coupon a week later as a separate marketing template.
How do I thank customers for their payment on WhatsApp?
Confirm the amount, the invoice or order number and the date, say thank you, and tell them where the receipt is. On the API this is a utility template; in the WhatsApp Business app you can send it as a normal message.
Should I send a thank-you message after every purchase?
Send one message per purchase that combines the thank-you with the confirmation, rather than a separate thank-you on top of your order confirmation. Save standalone thank-yous for moments that matter: a first order, a milestone, a referral, or the end of the year.
Can I send thank-you messages in Hindi?
Yes. On the API, create the template in Hindi with the language code hi and Hindi sample values; Hinglish in Latin script is usually submitted as English. In the WhatsApp Business app just type in Hindi. See the Hindi version of this page for more samples.