Send ZBS template messages
Zalo Business Service (ZBS) Template Message is a unified template model for all Zalo business messaging. It covers both UID-based and phone-based (ZBS) sending under a single template framework. Any template created and approved on a ZCA or ZBS Account can be used for both sending flows.
All ZBS Template Messages must be pre-approved by Zalo before sending, regardless of the sending method.
Sending methods
ZBS templates support two sending methods.
| Sending method | Description | Pricing |
|---|---|---|
| Phone number (ZNS) | Send messages using the recipient phone number. Uses the standard ZNS API. | Standard ZNS price list |
| UID | Send messages using the Zalo user ID. Available through APIs only. | Subsidized pricing (lower than ZNS). Subsidy depends on template classification, components, and CTA configuration. |
The ZCA user interface does not support sending through UID. Use APIs to send ZBS Template Messages through UID.
Templates unavailable for UID sending
The following template types can only be sent to phone numbers (ZNS):
- Verification (OTP) templates
- Templates with Response buttons
- Journey templates (such as Logistics and Bus)
- Any template where the UID channel price is 0
Template compatibility
Template compatibility with UID sending depends on the template approval date.
| Template approval date | Supported sending methods |
|---|---|
| From 10 December 2025 onwards | Both UID and phone number (ZNS) |
| Before 10 December 2025 | Phone number (ZNS) only |
To use ZBS templates approved before 10 December 2025 for UID sending, create new templates that follow the ZBS Template Message standard and submit them for approval.
Non-template UID message formats are still supported. Zalo deprecated only a subset of them. You can send text, image, GIF, and sticker messages, and receive text messages. For details, see Non-template UID messages.
Promotion limits
Zalo has removed sending quotas from all message types. The only remaining limit applies to promotional messages: a maximum of 1 promotional message per OA per user per day.
Business Box
Business Box is a separate inbox area in the Zalo app that aggregates chat threads from OAs where the user has no meaningful interaction.
How Business Box affects promotional messages:
- If a user has a meaningful interaction with the OA, promotional messages appear in the main Inbox.
- If a user does not have a meaningful interaction with the OA, promotional messages appear in the Business Box.
Transactional messages always appear in the main Inbox, regardless of user interaction history.
What counts as meaningful interaction:
- The user follows the OA
- The user has initiated a chat or call with the OA
- The OA is pinned in the Inbox
- The OA is in the Others tab of the Inbox
Thread position between Business Box and Inbox is only re-evaluated when a new message is generated between the OA and the user. If a user unfollows an OA and has no other meaningful interactions, the system treats this as no meaningful interaction.
Non-template UID messages
In addition to ZBS Template Messages, Zalo supports a set of non-template message types for UID-based sending. These are available through the API and do not require pre-approved templates.
Supported outbound message types (OA to user):
- Text
- Image
- GIF
- Sticker
Supported inbound message types (user to OA):
- Text
Only a subset of non-template UID message formats was deprecated by Zalo. The types listed above remain supported.