When building automation flows in Spur, you can send different types of WhatsApp messages depending on what you want to achieve. This guide explains all the WhatsApp message blocks available, how to use them, and when to use them.

Before we dive into the message types, it's critical to understand the difference between template messages and free-form messages.

In most automation flows, less than 2% of your customers will have an active 24-hour messaging window when the flow triggers. This means if you use a free-form message as the first message in a flow, 98% of your messages will fail to send.

Solution: Always use a template message as the first message in your flow. After that, if the customer responds (and you have set up the flow in a way that the flow only proceeds further when the customer clicks on a button, that'll count as a response from them and then you can use free-form messages within the 24-hour window.

Once you send a template message and the customer responds (by clicking a quick reply button or replying), a 24-hour messaging window opens. During this window, you can send free-form messages without needing templates.

Important rule:

Example:
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Flow 1: Customer responds ✅

Flow 2: Customer doesn't respond ❌

Here are all the message types you can use in your automation flows:

Let's break down each one.

A pre-approved message template from Meta that you can send anytime, even if you haven't talked to the customer in months.

Always use Utility templates for transactional messages (order updates, shipping info) because they have the highest delivery rate. Marketing templates have lower delivery rates but can still be effective with Delivery Boost enabled.

A simple text message with no buttons or media.

Use variables to personalize messages. You can insert user attributes like {{contact.firstName}}, {{contact.email}}, or trigger attributes like {{lastMessage}}.

A text message with up to 3 clickable buttons. You can also add a header (text, image, document, or video), body text, and footer text.

Each button can trigger a different action if you connect that button's connection knob to the next action. For example, Button 1 can send a tracking link, Button 2 can show product recommendations, and Button 3 can assign the chat to a live agent.

A message that includes media like images, videos, audio files, or documents.

Always add a caption to your media to provide context. For example, if you're sending a product image, say "Here's the jacket you were looking at! 👕"

This block pauses the flow and waits for the customer to respond.

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Example Use Cases

You can use conditions after a User Input block to route customers based on their response. For example, if they reply "refund", send them to a refund flow.

A text message with up to 10 options displayed in a menu. Customers can tap a button to see the options, then select one.

Use descriptions to give more context. For example, if the row title is "Jackets", the description can say "Explore our latest winter jackets."

A message that displays up to 30 products from your WhatsApp catalog in a carousel format. Customers can browse and tap to view product details.

A message with a single button that links to a URL. You can also include a header (text, image, document, or video), body text, and footer text.
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Use dynamic URLs with variables. For example, if you're sending a tracking link, use {tracking_link} in the Button URL field so each customer gets their own unique tracking link.

A custom form that appears as a mini-app within WhatsApp. Customers can fill out fields, select options, and submit forms without leaving the chat.

WhatsApp Forms require custom implementation. They're not available out-of-the-box and need to be built by a developer or Spur's engineering team.
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Steps:

This is a managed service and requires engineering work. It's only recommended for businesses with specific, complex needs that can't be solved with standard message types.

A message that requests the customer's address in a structured format. A slide-up modal appears where customers can enter their street address, locality, city, and pin code/zip code.

This message type only works in India and Singapore. If you're in any other country, it will not work. Use a different method (like asking customers to type their address in a text message) instead.

Use this after checkout if you need to verify the customer's address. The structured format ensures you get complete and accurate address details.

A message that asks the customer to share their live location from the WhatsApp map interface.

Be clear about why you need their location. Customers are more likely to share if they understand the benefit (e.g., "so we can recommend the closest retail store").

✅ Always start with a template – The first message in your flow should always be a template to ensure it gets delivered.

✅ Use buttons wisely – If you have 3 or fewer options, use Text with Buttons. If you have 4-10 options, use List Message.

✅ Personalize with variables – Use {{contact.firstName}}, {{lastMessage}}, and other variables to make messages feel personal.

✅ Keep it short – Customers are more likely to engage with concise, clear messages.

✅ Test before launching – Trigger the flow and test to see how messages look and behave.

✅ Use media sparingly – Media messages are great for engagement, but too many can overwhelm customers.

✅ Always add a next step – Every message block has a "Next Step" connector. Use it to keep the flow moving.

If you're unsure which message type to use, contact our support team for guidance. We're here to help you build the perfect automation flow!