What is an HSM? 🤔
Highly Structured Messages (HSMs) are pre-approved message templates regulated by META. This type of message is required to initiate a conversation with a contact who does not have an active WhatsApp session.
🌟 How to create an HSM?
On the main page of app.treble.ai, click on “Message Templates” and then on “New Template.” Fill in the following fields
Name: Define an internal name
🚨 Recommendation: It is advisable to use keywords, such as the name of the department that will use it or the campaign name, to facilitate easy retrieval.
Category: Choose between:
→ Marketing: For sales and marketing-related cases. See the main use cases here.
Real example: Your favorite clothing brand is offering a Black Friday sale.
→ Utility: For notifications and alerts. See the main use cases here.
Real example: Receiving a confirmation after you purchase a new product.
→ Authentication: For sending verification codes. See the main use cases here.
Real example: Confirming that you are really YOU when logging in a new device.
Language: Select the language for your HSM.
Header (optional): Add bold text, an image, a video, or a document.
🚨 Recommendation: If you decide to include a title, make sure it is clear and engaging. If using text, keep it concise and relevant. For images, videos, or documents, ensure they complement the communication and reinforce the message’s intent. Avoid redundant information and use high-quality visuals to immediately capture the user’s attention.
Body: Write the main content of your message in the chosen language. You can include bold, italic, and underlined text, along with emojis and variables.
🚨 Recommendation: The “Template” button provides HSM suggestions for different use cases. You can add variables by clicking the “{ }” or “+” buttons for HubSpot variables. Using emojis is recommended to make your message more engaging.
Footer (optional): Write a small note in gray text.
🚨 Recommendation: If you want to include a link, such as terms and conditions, you can use bit.ly to shorten it.
Buttons (optional): Add Call to Action buttons for users to visit a website or call a number, or include Quick Reply buttons.
🚨 Recommendation: Call to Action buttons do not count as replies towards your response rate or initiating the flow. Enable click tracking on links! After a Meta update, you can now include up to 10 Quick Reply buttons.
🎯 Best practices for HSMs
→ Include your client’s name as a variable to personalize the interaction and use emojis in your messages and quick reply options. These types of personalization increase response rates by an average of 30%.
→ Pay attention to the variable type to ensure consistency with the message. If sending from HubSpot, remember to add “hubspot_” at the beginning of all variables when working with this integration.
→ Avoid words like “bonus”, “promotion” or “discount”, unless you are sending the HSM to a registered customer base that expects such offers and will not mark it as spam.
→ For mass HSM notifications, consider linking them to an agent, even if they do not include buttons. This allows you to respond to inquiries or complaints should someone reply.
→ If a significant portion of your customers do not understand the buttons and instead send a text message, it is recommended to “add answer not included in options” to guide them to another part of the flow or an agent
Examples of HSMs
