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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?

ScenarioTemplate required?
Customer messages you firstNo — free-form reply allowed within 24 hours
Replying within the 24-hour windowNo
Starting a new conversationYes
Re-engaging after 24 hours of inactivityYes
Sending notifications or updatesYes
Sending marketing messagesYes

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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

FieldDescription
NameUnique identifier using only lowercase letters and underscores. Example: order_confirmation_v1
CategoryUtility, Marketing, Authentication, or Voice Call Request
LanguageMust 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.

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Approval process

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Template statuses

StatusMeaning
DraftNot yet submitted
PendingSubmitted, awaiting Meta review
ApprovedReady to use
RejectedReview failed — see rejection reason
DisabledDisabled by Meta due to low quality or policy violation

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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: 
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.

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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.
Template stateCan be edited?
DraftYes
RejectedYes — fix the issues and resubmit
PendingNo — wait for review to complete
ApprovedNo — create a new template instead

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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