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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.

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When do you need a template?

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Template categories

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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.

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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.

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Authentication

Verification and security messages. Use for: One-time passwords (OTP), verification codes, login confirmations, security alerts. Approval time: Standard review.

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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.

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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

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:
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.

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Approval process

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Template statuses

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Common rejection reasons

Problem: Including discounts, offers, or marketing language in a Utility template.Fix: Move promotional content to a Marketing template.
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".
Problem: Content that could be perceived as harassment, spam, or pressure tactics.Fix: Use professional, helpful language focused on value to the customer.
Problem: Links using bit.ly, tinyurl, or other URL shorteners.Fix: Use full, branded URLs from your own domain.
Problem: Selecting a category that doesn’t match the content type.Fix: Match the category strictly to the content’s purpose.
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.

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Using approved templates

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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.

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Variable replacement

Map your data to the template’s numbered placeholders at send time: Template body:
Message sent to customer:

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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.

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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.

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Next steps