Message Templates

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

When Do You Need Templates?

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

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. Enabling calling on a sender can create one for you.

Use for:

• Asking a customer for permission to call them on WhatsApp
• Must be sent inside an open 24-hour chat (they messaged you first)

Approval: Automatic (when using the standard format)

Creating a Template

Step 1: Navigate to Templates

1. Go to WhatsApp Senders → Select your sender → Templates tab
2. Or go to WhatsApp Templates directly
3. Click Create Template

Step 2: Configure Basic Settings

Step 3: Write Template Content

Templates can include multiple components:

Header (Optional)

• 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}}

Footer (Optional)

A short line at the bottom (up to 60 characters). Often used for opt-out info or disclaimers.

Buttons (Optional)

Add interactive buttons to your template:

• 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

1. Review your template content
2. Click Submit for Approval
3. Template status changes to "Pending Approval"
4. Wait for Meta review (minutes to 24 hours)

Template Approval Process

flowchart LR
    A[Create Template] --> B[Submit for Review]
    B --> C{Meta Reviews}
    C -->|Approved| D[Ready to Use]
    C -->|Rejected| E[Edit & Resubmit]
    E --> B

Approval Times

Template Statuses

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:

1. Via Automation Platform: Use the "Send WhatsApp Template" action
2. 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}}.

Sent Message:

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.

3. Use Interactive Buttons

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

Can Edit:

• 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

• Set up automation triggers to send templates automatically
• Learn about WhatsApp senders and sender management
• Review AI assistant configuration for conversation responses