Template message operation specifications
Template message operation specifications
Template messages are used to help public accounts conduct business notifications. Developers set parameters in the template content (parameters must start with "{ {" starting with ".DATA} }"), and assigning values to these parameters and sending messages when called. The template message is positioned as a notification message after the user triggers it. It is not allowed to proactively send messages to the user without the user taking any action or receiving the user's consent. Currently, the only messages that are allowed to be proactively distributed under special circumstances are fault and disaster warning notifications. In addition, template messages must be issued with the user's consent or the user's triggering behavior. Official accounts can only choose templates according to their own industry in the template library. If the template you want is not currently in the template library, please read the following content carefully. If you meet the requirements, you can contribute new templates to your industry to help enrich the template library.
A template message that is currently allowed to be sent
The template message that is allowed to be sent must be one that the user has accepted the service provided by the account subject. It is strictly prohibited for the user to send it to the user without accepting the service. Push template messages. The prerequisite for sending template messages is that the content does not involve advertising and marketing harassment. Once the content is found to involve marketing harassment, severe penalties will be.
1. Service instant notification message template
This type of template message is instant. After the user triggers an event activity, a template message will be pushed to the user immediately and informed. User corresponding content. Examples of such template messages are as follows:
资料变更类通知、政务服务即时类通知、物品（包含虚拟类）收取类通知、消费交易类通知、签到类通知、状态类通知、登陆提醒类通知等一些用户触发后的即时通知。
2. No immediate notification message template after service
This type of template message has a delay. After the user triggers an event or activity, the results may not be pushed to the user immediately, and it will take a certain amount of time. Only after processing can the user be replied and informed of the content of the corresponding results. The key to this type of template message is frequency control. We will strictly monitor the frequency of message push. If the frequency is found to be too high, which may harass users, or receive complaints from users, we will severely punish them. Examples of such template messages are as follows:
2.1 Template messages with a fixed frequency pushed every month
此类消息主动下发前必须要经过用户同意过，否则不允许发。举例如下： 月账单类通知消息，如话费通知，水电费通知，物业费通知等每月固定推送给用户的消息通知。
2.2 Template messages pushed with an irregular frequency
除故障类、灾害警示警告类允许特殊情况主动下发，其它类型模板消息主动下发前必须要用户同意过，否则不允许发。举例如下： 故障类通知、警示警告类通知、到期提醒类通知、缴费提醒类通知、会议提醒类通知、赛事提醒类通知、发车提醒类通知、航班延误提醒类通知、待办任务提醒类通知等对用户很重要的一些消息通知。
Note: This Class notifications must be information that is very important and beneficial to users from the user's perspective. Event announcements or irrelevant information are not allowed to be sent. Special emphasis should be placed on the frequency and usage scenarios of due reminders; on the content of to-do task reminders, attention should be paid not to marketing harassment.
2.3 General Delayed Notice
此类模板消息举例如下： 审核结果类通知、退款结果类通知、投标结果类通知、订单受理结果类通知、报名结果类通知、反馈类通知等一些具有延时性的对用户很重要的消息通知。
Attached is a template example download that is currently allowed to be sent: click to download
2 Template messages that are currently not allowed to be sent
1. Templates whose content is inconsistent with the service scenario (including titles and keywords)
The content of such template messages is inconsistent with the service scenario and is an abuse of template messages , is not allowed to be posted, and will be severely punished if found.
2. Suspected advertising and marketing message templates
Such template messages are of an advertising and marketing nature and have the intention of inducing users to consume. Once discovered, they will be severely punished, with the interface blocked at the least. Handled, or even banned. Examples of such template messages are as follows:
消费优惠类通知、购物返利类通知、商品降价类通知、商品更新提醒类通知等一些涉及消费的营销类通知。
3. Message templates that are sent too frequently and tend to harass users
This type of template message has the nature of harassing users and making them disgusted. We will Supervision of this type of template messages will be carried out. Once the frequency is found to be too high to harass users, or complaints from users are received, severe penalties will be imposed, ranging from interface closure to account ban. Examples of such template messages are as follows:
频率过高的到期提醒类通知、频率过高的缴费提醒类通知、频率过高的留言提醒类通知、订阅提醒类通知等一些频率过高会骚扰到用户的消息通知。
4. Message templates involving red envelopes, cards, coupons, vouchers, and membership cards
Since this type of template message is easy to use for marketing, in the future Will not be allowed to send, and applications for such templates will not be approved. Templates currently in the library will not be processed for the time being, and subsequent processing specifications will be released. Please access WeChat Card Coupon to realize coupon and card related functions.
Note: If there are templates in the current template library that violate the specifications, please refer to this specification. In the future, templates that do not meet the specifications will be strictly reviewed and cannot be included in the database. If you are still using the non-compliant templates in the library, please cancel the use as soon as possible and delete the templates. We will clean up the non-compliant templates in the template library and will not allow non-compliant templates to appear in the future.
Attached is a sample template download that is currently not allowed: click to download
Three template review standards
1、符合上述允许发的模板消息里的各项要求。
2、格式正确，模板标准格式（三段式模板）
{ {first.DATA} }
关键词1：{ {keyword1.DATA} }
关键词2：{ {keyword2.DATA} }
关键词3：{ {keyword3.DATA} }
{ {remark.DATA} }
3、内容：
①标题、关键词带有品牌或公司名等没有行业通用性的内容，不能通过
包括但不限于：某某公司服务通知、某某商品购买通知
②标题不能带标点或其它特殊符号，且必须以“通知”或“提醒”结尾，否则不能通过
包括不限于：领取红包！、天气提醒！
③易被用作群发，标题或关键词不能简要说明具体服务行为或使用场景的模板不能通过
包括但不限于：管理员类通知、公告类通知、系统通知
④易对用户骚扰的，发送频率较高的模板不能通过
包括但不限于 ：更新类通知、回复类通知、互动类通知
⑤推广宣传、营销类的模板不能通过
包括但不限于 ：红包类通知、优惠券类通知、活动类通知、积分类通知、奖励类通知
⑥模板库里已存在类似的模板不通过Four filling rules
When filling in the template message, you must strictly abide by the following rules, otherwise it will not pass the review:
1、模板内容长度不能超过200个字符，且必须有至少10个固定文字或标点
2、模版内容中，参数是可以在发送时赋值的，参数必须以“{ {”开头，以“.DATA} }”结尾）
3、内容示例是将模板内容中的参数分别举例后的模板内容的副本，必须严格填写，用以帮助审核人员详细理解模板的用途
4、参数中可以通过增加“\n”，来实现换行，所以，一般建议将参数紧贴上一行，在需要时用“\n”自行换行。通过该技巧，可以让模板消息的拓展能力变得非常强。
5、模版内容中，第一句话需要为礼貌性、称谓性的用语，这句话统一用{ {first.DATA} }参数来概括，以免此后称谓习惯等修改后，需修改模版。
6、模版内容的中部必须为2到5个“关键词名称：关键词内容参数”（中文冒号）的组合排列，这样显示在微信客户端中体验最佳。
7、模版内容中，末尾必须有{ {remark.DATA} }参数，该参数的作用是，用户可以自行添加多行需要的内容。例如，模版中有姓名、时间这2个关键词，但你需要姓名、时间、地点3个，则可以将地点这个关键词的内容放入remark参数中（需要时可通过\n来换行）。这样就达到了用remark参数来扩充关键词的作用，极大增强了模版的通用性。
8、直接相连在一起的参数，应简化为一个，避免模板内容过于复杂，因为赋值到两个参数中的内容可以简化地赋值到一个参数中。
9、为了保持行业通用性，模板标题和模板内容中，不允许带有品牌等关键词，以免影响通用性。Five Penalty Rules
Principles for Determining Violations
1 .The behavior of sending a template:
①模板消息不能主动下发给没有接受过服务的接收者（故障报警、灾害报警和不涉及营销推广的通知除外） 例：某用户仅仅是关注公众号，没有和公众号及其所属主体有任何交互行为，却无故收到该公众号下发的模板消息，属于违规行为 ②模板消息的发送频率不能太高骚扰接收者 例：某用户点击公众号的自定义菜单一次或其它触发操作，连续收到3条或更多重复模板消息，属于违规行为
2.The content of the template:
①模板消息内容不能做营销、推广、诱导分享及诱导下载APP 例：某用户购买某商品后，公众号下发模板推销其它商品，与用户此次接受的服务无关，属于违规 ②模板内容与模板标题或关键词无关联 例：标题是刷卡成功通知，模板内容却是推销商品或活动通知，属于违规 ③模板内容是营销性质的群发活动公告通知 例：标题小区物业通知，模板内容却是群发活动的营销信息
Based on the above two principles, it is judged that active distribution, content involving malicious marketing, excessive frequency of malicious harassment, and arbitrary filling of template parameter content will be punished by blocking the interface for 7 days for the first time and 30 days for the second time. Third permanent ban. Penalties for violations will be notified to the operator via an in-site message on the WeChat public platform.
