Black Friday WhatsApp templates from real campaigns

Black Friday messages on WhatsApp announce your offer, give your best customers a head start and close the last hours. On TextYess the median brand’s Black Friday campaign is followed by orders within 48 hours from 0.87% of messages sent. The best brands don’t win on a bigger discount: they win by writing early to people who chose to hear from them. The Black Friday numbers on this page are Q4 2025 data, counted per message sent.

What works, from the messages brands send on TextYess

• Early access for loyal customers, 2 to 7 days before. Early-access sends to loyal customers between 21 and 26 November convert at a median of 4.51%, against 1.34% when they go out 18 or more days before Black Friday. Within the same brand, early access to loyal customers converts 2.06 times its other sends.

• The list matters more than the words. Campaigns to repeat and top customers convert about 3 times the same brand’s other sends. The best message we see, from a home fragrance brand to people who signed up for early access, brings orders from 24.7% of messages sent.

• A bigger discount doesn’t win. In Black Friday week everyone discounts: a discount versus none gives only 1.09 times, and 30% or more versus a smaller discount gives 0.92 times.

• Urgency words don’t help at Black Friday. “Ends tonight” wording gives 1.05 times, essentially no lift. A true deadline is useful information, not a lever.

• Every top message speaks as a person (“I’m Sara from…”). Across all 2026 campaigns, a named sender converts 1.25 times as well, for the same brand in the same month.

Templates

1. Early Black Friday for people who signed up

Modelled on the best Black Friday message we see (24.7% per message sent, to a list that signed up for early access). A person, a code, and the feeling of getting in before everyone else.

• Header: none

• Buttons: URL “Get in early”, Copy code

• Example values: {{first_name}} = Emma, {{sender_name}} = Sara, {{discount_code}} = EARLY30, {{deadline}} = Sunday at midnight

2. Early access for loyal customers

Modelled on a supplements brand that writes to loyal customers 10 days before Black Friday (6.7% per message sent). It thanks, explains, and gives a clear offer. Send it 2 to 7 days before.

• Header: none, or an image

• Buttons: URL “Use my early access”, Copy code

• Footer: “Reserved offer for loyal customers”

• Example values: {{first_name}} = Emma, {{sender_name}} = Marco, {{brand}} = Linen & Co, {{deadline}} = Thursday at midnight, {{discount}} = 20, {{discount_code}} = BFEARLY20

3. Heads-up the night before, no discount

Modelled on a fragrance brand’s teaser sent hours before its public Black Friday (9.6% per message sent; orders after midnight are credited to this message). It promises nothing except the timing.

• Header: none

• Buttons: URL “See the favourites”

• Example values: {{first_name}} = Emma

4. Early access closing

Modelled on a beauty brand’s last call before its pre-access ends (7.2% per message sent). Short, one deadline, and an open door for questions in the footer.

• Header: image (optional)

• Buttons: URL “Shop before it closes”

• Footer: “Questions? Message us here on WhatsApp.”

• Example values: {{first_name}} = Emma, {{deadline}} = 5:59pm today, {{discount}} = 35

When to send it

Send early access to loyal customers or to your sign-up list 2 to 7 days before Black Friday, the heads-up the night before the public launch, and the closing message a few hours before access ends. Ask people to sign up for early access in October, so the list exists when you need it. With TextYess you segment loyal customers from your Shopify orders and schedule each send for the right day.

Meta category

Black Friday messages are marketing: they promote an offer. An order or shipping update that adds a Black Friday code also becomes marketing. See Meta’s template categorisation.

Avoid rejection

• Don’t start or end the body with a variable. Template 4 ends with fixed words after {{discount}}.

• Keep % in the fixed text (“{{discount}}% off”) and use plain variable names: Meta rejects special characters such as #, $ or % inside the braces.

• Only promise what is true: “running low” only if stock really is low. Threatening or misleading language is a review risk.

• One copy-code button per template, example code up to 20 characters. Footer up to 60 characters, button labels up to 25.

• Submit your Black Friday templates well before the week, so a rejection doesn’t cost you the launch. Rules: Meta’s template review.

FAQ

Related templates

VIP early access, Christmas and Sale launch.

See all 20 WhatsApp message templates for ecommerce.