Starting July 1st, 2026, all such messages must use pre-approved templates. Here's everything you need to know.
What Are Message Templates?
Message templates are pre-structured formats used by businesses to send recurring messages efficiently while maintaining brand consistency.
Every template consists of two building blocks:
- Static text: fixed parts of the message that remain constant across every send
- Variables: dynamic fields such as name, time, order number, and other recipient-specific data
The Two Types of Templates
There are two distinct template types, each designed for a specific communication scenario. Every template is reviewed and approved by Rakuten Viber to ensure compliance with platform guidelines.
Transactional Templates: Transactional templates are used for notifications that inform or update customers.
Common use cases include:
- Order confirmations and receipts
- Delivery and shipping updates
- Appointment and booking reminders
- Account and security alerts
Transactional example: Hi {{NAME}}, your order has shipped! It will be delivered on Monday between {{TIME_START}} and {{TIME_END}}. You will receive another message on delivery day.
OTP Templates: OTP templates are designed for authentication flows and any scenario that requires delivering a single-use PIN to the end user. Every OTP message must include a {{PIN}} placeholder.
Common use cases include:
- Login and identity verification
- Two-factor authentication
- Password reset confirmations
- Transaction authorization codes
OTP example: This is your {{PIN}}. It's valid for {{TIME}} minutes. Please don't share this with anyone.
Enhanced UI for OTP Messages
To elevate the user experience, Rakuten Viber has introduced a dedicated UI for OTP messages. This includes a native Copy Code CTA, allowing users to copy their PIN to their clipboard with a single tap directly from the notification.
Transactional vs. Promotional: The Critical Difference
Understanding the distinction between these two message categories is very important.
Transactional and OTP messages are informational and non-commercial, triggered by a customer's action or required for security purposes. Promotional messages, on the other hand, are designed to market a product, launch campaigns, share offers, and drive sales.
Promotional content cannot be included inside a transactional template. Doing so will result in immediate rejection during the approval process.
Important: From July 1st, 2026, any transactional or OTP message sent without an approved template will be charged at the promotional message rate. To ensure uninterrupted communication and avoid promotional message charges, businesses will be able to prepare and submit templates through the Apifon Platform in the coming days.
How the Template Approval Process Will Work
1. Submission: Create and submit your templates.
2. Review & Approval: Wait for Viber's review. The status updates automatically. Approval can be completed within seconds, but it can take up to 24 hours. Declined templates can be disputed and reviewed again.
3. Deployment: Once the template reaches APPROVED status, it is officially ready for use in your messaging flows.
Best Practices for a Smooth Transition
To ensure your templates are approved on the first try and deliver the best customer experience, keep these guidelines in mind:
- Keep it clear & concise: Stick strictly to the information the user needs.
- Zero promotional language: Avoid any marketing hooks, discount codes, or sales pitches inside transactional templates, as this will lead to immediate rejection.
- Smart use of variables: Use dynamic fields properly to personalize content.
- Multiple use cases: Ensure your templates are tested across different scenarios.
- Stay compliant: Review Rakuten Viber’s general messaging guidelines before submitting.
