Message templates are pre-approved message formats mandated 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 initiate conversations with customers
- Can include variables for personalization
- Are required for messages sent 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 reply allowed within 24 hours |
| Reply within 24 hours | No — any message can be sent |
| Starting a new conversation | Yes |
| Contacting after 24 hours | Yes |
| Sending updates/notifications | Yes |
| Marketing messages | Yes |
Template Categories
Templates are divided into categories which 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: Typically 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 where category and content do not match.
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 button to request voice call permission
Approval: Automatic (when using the standard format)
Creating a Template
Step 1: Navigate to Templates
- Go to WhatsApp Senders → Select your sender → Templates tab
- Or go directly to WhatsApp Templates
- Click Create Template
| Field | Description |
|---|
| Name | Unique identifier (lowercase letters and underscores only). Example: order_confirmation_v1 |
| Category | Choose Utility, Marketing, Authentication, or Voice Call Request |
| Language | Language of the template (must match the content) |
Naming Best Practices:
- Use descriptive names:
appointment_reminder, order_shipped
- Add version numbers:
welcome_message_v2
- Avoid generic names:
template1test
Step 3: Write Template Content
Templates can have multiple components:
- Text header: Short title (up to 60 characters)
- Media header: Image, video, or document (coming soon)
Body (Required)
Main message content. Write your message here.
Using Variables:
Use {{1}}, {{2}}, etc. for dynamic content:
Hello {{1}}, your order {{2}} has shipped!
Expected delivery: {{3}}
Track your package: {{4}}
Example Values — When creating templates, you must provide example values for each variable. These help Meta understand your template’s purpose and are required for approval.
- Quick Reply: Predefined reply buttons (e.g., “Yes”, “No”, “Learn more”)
- Call to Action: Link to a website or phone number
- Voice Call Request: Button to request permission for a voice call
Step 4: Submit for Approval
- Review your template content
- Click Submit for Approval
- Template status changes to “Pending Approval”
- Wait for Meta’s review (minutes up to 24 hours)
Template Approval Process
Approval Times
| Category | Typical Time |
|---|
| Utility | Minutes to a few hours |
| Marketing | Hours up to 24 hours |
| Authentication | Minutes to a few hours |
| Voice Call Request | Usually immediate |
Template Status
| Status | Description |
|---|
| Draft | Not submitted yet |
| Pending | Submitted, awaiting review by Meta |
| Approved | Ready for use |
| Rejected | Review failed, see rejection reason |
| Disabled | Disabled by Meta due to low quality |
Common Rejection Reasons
Avoid these mistakes to improve approval rates:
❌ Promotional Content in Utility Templates
Issue: Including discounts, offers, or marketing language in Utility templates.
Solution: Use the Marketing category for promotional content.
❌ Missing or Unclear Example Variables
Issue: Variables like {{1}} without clear sample values.
Solution: Provide realistic example values that clarify the variable’s purpose:
- ✅
{{1}} = “Max Mustermann”
- ✅
{{2}} = “#12345”
- ❌
{{1}} = “test”
❌ Aggressive or Threatening Language
Issue: Content that might be perceived as harassment, threat, or spam.
Solution: Use professional, friendly language focusing on customer value.
❌ URL Shorteners
Issue: Using bit.ly, tinyurl, or other URL shorteners.
Solution: Use full, branded URLs from your domain.
❌ Incorrect Category Selection
Issue: Choosing the wrong category for your content type.
Solution: Strictly match the category to the content purpose.
❌ Restricted Content
Issue: Templates about alcohol, gambling, adult content, political messages, or illegal activities.
Solution: These are prohibited. Review Meta’s commerce policies.
Using Templates
Sending Template Messages
Once a template is approved, you can send it:
- Via the Automation Platform: Use the “Send WhatsApp Template” action
- Via the API: Call the send endpoint with template ID and variables
Variable Replacement
Replace variables with actual values when sending:
Template:
Hello {{1}}, your appointment is confirmed for {{2}} at {{3}}.
Hello Max, your appointment is confirmed for January 15 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 fast, clear messages. Get to the point and include a clear call to action.
Add Quick Reply or Call-to-Action buttons to make it easier for customers to respond:
- “Track Order”
- “Contact Support”
- “View Details”
- “Confirm Appointment”
4. Test Before Mass Sending
Always test your template with a single recipient before sending to a large audience. This helps catch formatting errors.
5. Create Templates Early
Approval can take up to 24 hours. Create and submit templates before you need them.
6. Keep Backup Templates Ready
Create multiple versions of important templates. If one gets rejected or disabled, you have alternatives.
Editing Templates
Limited Editing — Once a template is approved, it cannot be edited. To make changes, create a new template with a different name.
- Draft templates (not submitted yet)
- Rejected templates (fix issues and resubmit)
Not Editable:
- Approved templates
- Pending templates (waiting for review)
Template Limits
Meta enforces limits on template creation:
- Maximum templates per WhatsApp Business Account vary by account tier
- Template names must be unique per sender
- Rejected templates count against your limit
Next Steps
