Message templates are pre-approved message formats required by Meta for business-initiated conversations on WhatsApp. You must have approved templates before you can send outbound messages to customers.
What are Message Templates?
Message templates are structured messages that:
- Must be submitted to Meta for approval before use
- Allow you to start conversations with customers
- Can include variables for personalization
- Are required for messaging outside the 24-hour window
Why Templates? — WhatsApp requires templates to prevent spam and ensure businesses send valuable, relevant messages to customers. All business-initiated messages must use approved templates.
When Do You Need Templates?
| Scenario | Template Required? |
|---|
| Customer messages you first | No — free-form reply allowed within 24 hours |
| Replying within 24 hours | No — send any message |
| Starting a new conversation | Yes |
| Re-engaging after 24 hours | Yes |
| Sending notifications/updates | Yes |
| Marketing messages | Yes |
Template Categories
Templates are organized into categories that determine their approval requirements and use cases:
Utility Templates
Transactional and service-related messages.
Use for:
- Order confirmations
- Shipping updates
- Appointment reminders
- Account notifications
- Payment receipts
Approval: Usually approved within minutes
Marketing Templates
Promotional and sales-related messages.
Use for:
- Promotional offers
- Product announcements
- Newsletters
- Sales campaigns
- Re-engagement messages
Approval: May take longer, stricter review
No Cross-Category Content — Do not include promotional content in Utility templates. Meta will reject templates with mismatched category and content.
Authentication Templates
Verification and security messages.
Use for:
- One-time passwords (OTP)
- Verification codes
- Login confirmations
- Security alerts
Approval: Standard review
Voice Call Request Templates
Special templates to request permission for WhatsApp voice calls.
Use for:
- Requesting permission to call customers via WhatsApp voice
- Must include a voice call request button
Approval: Automatic (when using standard format)
Creating a Template
Step 1: Navigate to Templates
- Go to WhatsApp Senders → Select your sender → Templates tab
- Or go to WhatsApp Templates directly
- Click Create Template
| Field | Description |
|---|
| Name | Unique identifier (lowercase, underscores only). Example: order_confirmation_v1 |
| Category | Select Utility, Marketing, Authentication, or Voice Call Request |
| Language | Template language (must match the content) |
Naming Best Practices:
- Use descriptive names:
appointment_reminder, order_shipped
- Include version numbers:
welcome_message_v2
- Avoid generic names:
template1test
Step 3: Write Template Content
Templates can include multiple components:
- Text Header: Short headline (up to 60 characters)
- Media Header: Image, video, or document (coming soon)
Body (Required)
The main message content. This is where you write your message.
Using Variables:
Use {{1}}, {{2}}, etc. for dynamic content:
Hi {{1}}, your order {{2}} has been shipped!
Expected delivery: {{3}}
Track your package: {{4}}
Sample Values — When creating templates, you must provide sample values for each variable. These help Meta understand your template’s purpose and are required for approval.
- Quick Reply: Pre-defined response buttons (e.g., “Yes”, “No”, “Learn More”)
- Call to Action: Link to website or phone number
- Voice Call Request: Button to request voice call permission
Step 4: Submit for Approval
- Review your template content
- Click Submit for Approval
- Template status changes to “Pending Approval”
- Wait for Meta review (minutes to 24 hours)
Template Approval Process
Approval Times
| Category | Typical Time |
|---|
| Utility | Minutes to a few hours |
| Marketing | Hours to 24 hours |
| Authentication | Minutes to a few hours |
| Voice Call Request | Usually instant |
Template Statuses
| Status | Description |
|---|
| Draft | Not yet submitted |
| Pending | Submitted, awaiting Meta review |
| Approved | Ready to use |
| Rejected | Review failed, see rejection reason |
| Disabled | Disabled by Meta due to low quality |
Common Rejection Reasons
Avoid these common mistakes to improve your approval rate:
❌ Promotional Content in Utility Templates
Problem: Including discounts, offers, or marketing language in Utility templates.
Solution: Use Marketing category for promotional content.
❌ Missing or Unclear Variable Samples
Problem: Variables like {{1}} without clear sample values.
Solution: Provide realistic sample values that show the variable’s purpose:
- ✅
{{1}} = “John Smith”
- ✅
{{2}} = “#12345”
- ❌
{{1}} = “test”
❌ Aggressive or Threatening Language
Problem: Content that could be perceived as harassment, threats, or spam.
Solution: Use professional, friendly language. Focus on value to the customer.
❌ URL Shorteners
Problem: Using bit.ly, tinyurl, or other URL shorteners.
Solution: Use full, branded URLs from your domain.
❌ Incorrect Category Selection
Problem: Choosing the wrong category for your content type.
Solution: Match category to content purpose strictly.
❌ Restricted Content
Problem: Templates about alcohol, gambling, adult content, political messaging, or illegal activities.
Solution: These are not allowed. Review Meta’s commerce policies.
Using Templates
Sending Template Messages
Once approved, you can send template messages:
- Via Automation Platform: Use the “Send WhatsApp Template” action
- Via API: Call the send endpoint with template ID and variables
Variable Replacement
When sending, replace variables with actual values:
Template:
Hi {{1}}, your appointment is confirmed for {{2}} at {{3}}.
Hi John, your appointment is confirmed for January 15th at 2:00 PM.
Best Practices
1. Use Descriptive Names
✅ order_confirmation_v1
✅ appointment_reminder
✅ shipping_update_with_tracking
❌ template1
❌ test
❌ message
2. Keep Messages Concise
WhatsApp users expect quick, clear messages. Get to the point and include a clear call-to-action.
Add Quick Reply or Call-to-Action buttons to make it easy for customers to respond:
- “Track Order”
- “Contact Support”
- “View Details”
- “Confirm Appointment”
4. Test Before Bulk Sending
Always test your template with a single recipient before sending to a large audience. This helps catch formatting issues.
5. Create Templates Early
Approval can take up to 24 hours. Create and submit templates before you need them.
6. Have Backup Templates
Create multiple versions of important templates. If one is rejected or disabled, you have alternatives ready.
Editing Templates
Limited Editing — Once a template is approved, you cannot edit it. To make changes, you must create a new template with a different name.
- Draft templates (not yet submitted)
- Rejected templates (fix issues and resubmit)
Cannot Edit:
- Approved templates
- Pending templates (must wait for review)
Template Limits
Meta enforces limits on template creation:
- Maximum templates per WhatsApp Business Account: Varies by account tier
- Template names must be unique per sender
- Rejected templates count toward your limit
Next Steps
