Templates

Create and manage WhatsApp message templates — required by Meta for all business-initiated conversations.

Message templates are pre-approved message formats required by Meta for any conversation your business initiates on WhatsApp. You must have at least one approved template before you can reach out to customers or re-engage them after the 24-hour window closes.

When do you need a template?

Scenario	Template required?
Customer messages you first	No — free-form reply allowed within 24 hours
Replying within the 24-hour window	No
Starting a new conversation	Yes
Re-engaging after 24 hours of inactivity	Yes
Sending notifications or updates	Yes
Sending marketing messages	Yes

Template categories

Utility

Transactional and service-related messages.

Use for: Order confirmations, shipping updates, appointment reminders, account notifications, payment receipts.

Approval time: Usually minutes to a few hours.

Marketing

Promotional and sales-related messages.

Use for: Promotional offers, product announcements, newsletters, sales campaigns, re-engagement messages.

Approval time: Hours to 24 hours. Stricter review than Utility.

Do not include promotional content in Utility templates. Meta will reject templates where the content does not match the selected category.

Authentication

Verification and security messages.

Use for: One-time passwords (OTP), verification codes, login confirmations, security alerts.

Approval time: Standard review.

Voice Call Request

Special templates that request permission to contact the customer via a WhatsApp voice call.

Use for: Requesting customer consent before making a WhatsApp voice call.

Approval time: Usually instant when using the standard format.

Creating a template

1. Navigate to templates

   Go to WhatsApp Senders → select your sender → Templates tab, or navigate directly to WhatsApp Templates. Click Create Template.

2. Configure basic settings

   Field	Description
   Name	Unique identifier using only lowercase letters and underscores. Example: order_confirmation_v1
   Category	Utility, Marketing, Authentication, or Voice Call Request
   Language	Must match the language of your template content

   Use descriptive names that reflect purpose and version: appointment_reminder, shipping_update_v2. Avoid generic names like template1 or test.

3. Write the template content

   Templates can include the following 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. Use numbered placeholders for dynamic content:

   Hi {{1}}, your order {{2}} has been shipped!
   
   Expected delivery: {{3}}
   Track your package: {{4}}
   

   You must provide sample values for each placeholder when creating the template. Realistic samples help Meta understand the template’s purpose and are required for approval.

   Footer (optional) A short line at the bottom, up to 60 characters. Commonly used for opt-out instructions or disclaimers.

   Buttons (optional)

   • Quick Reply — Pre-defined response options (e.g., “Confirm”, “Cancel”)
   • Call to Action — Link to a website or phone number
   • Voice Call Request — Button to request permission for a voice call
4. Submit for approval

   1. Review your template content.
   2. Click Submit for Approval.
   3. The template status changes to “Pending Approval”.
   4. Wait for Meta’s review — this typically takes minutes for Utility and up to 24 hours for Marketing.

Approval process

Template statuses

Status	Meaning
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 or policy violation

Common rejection reasons

Promotional content in a Utility template

Problem: Including discounts, offers, or marketing language in a Utility template.

Fix: Move promotional content to a Marketing template.

Missing or unclear variable samples

Problem: Placeholder variables like {{1}} without realistic sample values.

Fix: Provide samples that clearly show the variable’s purpose:

• {{1}} → "John Smith"
• {{2}} → "#ORD-12345"

Avoid generic samples like "test" or "value".

Aggressive or threatening language

Problem: Content that could be perceived as harassment, spam, or pressure tactics.

Fix: Use professional, helpful language focused on value to the customer.

URL shorteners

Problem: Links using bit.ly, tinyurl, or other URL shorteners.

Fix: Use full, branded URLs from your own domain.

Wrong category

Problem: Selecting a category that doesn’t match the content type.

Fix: Match the category strictly to the content’s purpose.

Restricted content

Problem: Templates about alcohol, gambling, adult content, political messaging, or illegal activities.

Fix: These are not permitted. Review Meta’s commerce policies before creating templates in sensitive areas.

Using approved templates

Sending template messages

Once a template is approved, send it in two ways:

1. Via the automation platform — Use the “Send WhatsApp Template” action in an automation flow.
2. Via API — Call the send endpoint with the template ID and variable values.

Variable replacement

Map your data to the template’s numbered placeholders at send time:

Template body:

Hi {{1}}, your appointment is confirmed for {{2}} at {{3}}.

Message sent to customer:

Hi Maria, your appointment is confirmed for January 15th at 2:00 PM.

Editing templates

Once a template is approved, you cannot edit it. To make changes, create a new template with a different name and submit it for approval.

Template state	Can be edited?
Draft	Yes
Rejected	Yes — fix the issues and resubmit
Pending	No — wait for review to complete
Approved	No — create a new template instead

Best practices

• Name templates clearly — Use names like appointment_reminder or order_shipped_v2, not template1.
• Keep messages concise — WhatsApp users expect short, direct messages with a clear call to action.
• Add interactive buttons — Quick Reply and Call-to-Action buttons (“Track Order”, “Confirm Appointment”) make it easier for customers to respond.
• Test before bulk sending — Always test a template with a single recipient before sending to a large audience.
• Create templates early — Approval can take up to 24 hours. Submit templates before you need them.
• Have backup templates — Create multiple versions of important templates so you have alternatives if one is rejected or disabled.

Next steps

• Set up automation flows to send templates automatically
• Review conversation history to see templates in action
• Configure your WhatsApp sender to connect a number