Loyalty points WhatsApp templates
Loyalty points WhatsApp templates for balance, expiry and rewards. Based on real messages: the one that worked best showed a personal money value.
A loyalty points message tells a customer how many points they have, what they’re worth and when they expire. We haven’t seen brands on TextYess send a plain points balance, so there is no benchmark yet. The one points-type message that clearly worked showed the customer a personal value in money and a deadline.
What works, from the messages brands send on TextYess
Show the value in money, not just points. One supplement brand reminded customers of the cashback coupon they had earned during its anniversary sale, with the exact value (€13.41), the minimum spend (€65) and a deadline. It was followed by an order within 48 hours from 11.4% of 1,227 delivered messages.
Who receives it matters more than the words. One beauty brand sent “double points and free delivery” to people with an open basket and got an order from 9.2% of 12,773 delivered messages. The same offer to its broad list got 1.77%. Across TextYess, campaigns to repeat customers convert about three times the same brand’s other sends (Q4 2025 data).
“Reserved for you” helps. Within the same brand and month, campaigns framed as reserved or early access convert 1.24 times better than the brand’s other campaigns.
Templates
1. Points balance (utility)
Use it after each order or when the balance changes. It only reports what the customer already has, so it can stay utility: no offer, no “shop now”.
Message |
|---|
Hi {{first_name}}, here’s your points update from {{brand}} ✨ You now have *{{points}} points* on your account, worth {{points_value}}. |
Header: none
Buttons: URL “See my points”
Example values: {{first_name}} = Sophie, {{brand}} = Casa Lino, {{points}} = 240, {{points_value}} = £12
2. Points about to expire (utility)
Send it with enough time left to use the points. It states the facts of the account. If you add “shop now” or a new discount, it becomes marketing.
Message |
|---|
Hi {{first_name}}, a quick heads-up from {{brand}}: *{{points}} points* on your account expire on *{{deadline}}*. They’re worth {{points_value}}. |
Header: none
Buttons: URL “See my points”
Example values: {{first_name}} = Sophie, {{brand}} = Casa Lino, {{points}} = 240, {{deadline}} = 30 November, {{points_value}} = £12
3. Your reward is ready (marketing version)
Use it when points turn into a coupon. It follows the supplement brand’s message: a named sender, the coupon, its value, the minimum spend and a deadline.
Message |
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Hi {{first_name}}, Remember the points you collected with your orders? They’ve become a *{{points_value}} coupon*, ready for your next order! 🎟️ Code: *{{discount_code}}* Need help choosing? Just reply here. |
Header: none
Buttons: URL “Use my reward”, Copy code (copies {{discount_code}})
Example values: {{first_name}} = Sophie, {{brand}} = Casa Lino, {{points_value}} = £13, {{discount_code}} = REWARD13, {{min_spend}} = £60, {{deadline}} = Sunday 15 November
4. Double points for your basket (marketing version)
Send it only to people with an open basket, during a sale with a real end. It follows the beauty brand’s message that worked for basket owners and not for the broad list.
Message |
|---|
Hey {{first_name}} 💖 The sale ends at midnight on *{{deadline}}* ⏰ Complete your order today and you’ll get: |
Header: none
Buttons: URL “Complete my order”
Example values: {{first_name}} = Sophie, {{deadline}} = Sunday
When to send it
Send the balance after an order or when points change, and the expiry reminder with enough time left to use the points. Send reward and double-points messages as separate campaigns, to customers who already buy from you or have a basket open. With TextYess the reward message goes out as a campaign to a segment such as repeat customers, and the double-points message can run in your abandoned-cart flow while the sale lasts.
Meta category
A balance or expiry notice can be utility, because it is specific to the customer and reports their account without promoting anything. A coupon, a “shop now” line or a product suggestion makes it marketing, which is why templates 3 and 4 are marketing templates. Meta treats mixed or unclear content as marketing. See Meta’s template categorisation.
Avoid rejection
Keep the utility versions free of offers and persuasive lines. Meta can recategorise a utility template as marketing, and repeated misuse can move all your utility templates to marketing for 7 days (30 for repeat cases).
Don’t start or end the body with a variable. Template 2 ends with “from the button below.”, not with the date.
Give a sample value for every variable. Meta rejects templates with too many variables for the amount of text, so keep full sentences around them.
One copy-code button per template, and button labels up to 25 characters. See Meta’s template review rules.
FAQ
Is a loyalty points WhatsApp message marketing or utility?
A plain balance or expiry notice can be utility. If it includes a coupon, a new offer or a push to shop, it is marketing.
Should I show points or their value in money?
Show the money value too. The best points-type message in our data showed the customer the exact value of their coupon and the minimum spend.
Who should receive a double-points message?
People already close to buying. One beauty brand's double-points message brought orders from 9.2% of delivered messages to people with a basket, and 1.77% to its broad list.
Can I send it with TextYess?
Yes. Send the reward message as a campaign to a segment such as repeat customers, and add the double-points message to your abandoned-cart flow while the sale lasts.
Related templates
Birthday message, VIP early access and Win-back message.
See all 20 WhatsApp message templates for ecommerce.
Author info
Head of Marketing
