Mass Messages and automated messages solve different problems from reusable chat templates. Templates are most useful for recurring 1:1 offers.
What belongs in a template
Prepare the text and, where useful, an image, video or audio file with a clear price. The recipient should immediately understand what is being offered.
Do not automate the whole conversation
Templates save time but should not make chat feel generic. Adapt the opening and context before sending a prepared offer.
Organize by purpose
Separate follow-up, upsell, PPM offer and reactivation templates so teams do not send the wrong offer.
Document pricing tests
Change one variable at a time and record the period and result. F2F reports revenue from these templates under PPM.
For agencies
Templates are also quality-control tools: define approved copy, attached media and when a chatter must personalize the message.