Structure at the horizon scale of black holes would give rise to echoes of the gravitational wave signal associated with the postmerger ringdown phase in binary coalescences. We study the waveform of echoes in static and stationary, traversable wormholes in which perturbations are governed by a symmetric effective potential. We argue that echoes are dominated by the wormhole quasinormal frequency nearest to the fundamental black hole frequency that controls the primary signal. We put forward an accurate method to construct the echoes' waveform(s) from the primary signal and the quasinormal frequencies of the wormhole, which we characterize. We illustrate this in the static Damour-Solodukhin wormhole and in a new, rotating generalization that approximates a Kerr black hole outside the throat. Rotation gives rise to a potential with an intermediate plateau region that breaks the degeneracy of the quasinormal frequencies. Rotation also leads to late-time instabilities that, however, fade away for small angular momentum.