Viewings, brochures and a buyer who takes four months to decide. The problem WhatsApp creates for property is that the conversation goes quiet for weeks — and a quiet conversation is a closed window.
The category decides everything else: the price, whether it reaches somebody who opted out, and the criteria it is reviewed against.
| Message | Category | What that means |
|---|---|---|
| Viewing confirmed, agent on the way | Utility | About an appointment they booked. |
| Floor plans and brochures | Media, free-form | A document sent in reply. An uploaded file is usable for 30 days, so re-upload before a long campaign. |
| New listings matching a saved brief | Marketing | Even a genuinely wanted listing is marketing if it is unprompted. Opt-outs apply. |
Property buyers go quiet between viewings. Every time they do, you lose the ability to send free text and are back to approved templates — which is fine, but it means the templates have to exist before the silence, not after it. Agencies that discover this mid-deal end up calling instead, and losing the written record that WhatsApp gave them.
Hi {{1}}, a {{2}} in {{3}} has just come to market at {{4}}. Reply here and I will send the floor plan.
Category: Marketing
The double braces are variables WhatsApp fills per recipient. Meta rejects a template whose numbering has gaps, and Zanii catches that before you submit it.