WhatsApp Template Messages
Message customers2 min readUpdated 2026-03-12
WhatsApp Template Messages
Template messages are pre-approved message formats required for initiating WhatsApp conversations outside the 24-hour window. Every outbound-first message must use a template.
Why Templates Are Required
WhatsApp's 24-hour rule: you can only send free-form messages within 24 hours of a customer's last message. To message a customer who hasn't texted you recently, you must use a template approved by Meta.
Template Categories
| Category | Purpose | Example |
|---|---|---|
| Marketing | Promotions, offers, upsells | "Hi {{name}}, our spring sale starts tomorrow! 20% off all items." |
| Utility | Order updates, receipts, reminders | "Your order #{{order_id}} has shipped. Track at {{url}}." |
| Authentication | OTP codes, verification | "Your verification code is {{code}}. Valid for 10 minutes." |
Creating a Template
- Go to Channels → WhatsApp → Templates.
- Click Create Template.
- Select a category (marketing, utility, or authentication).
- Choose a language.
- Enter the template name (lowercase, underscores, no spaces).
- Write the message body with dynamic variables:
{{1}},{{2}}, etc. - Optionally add a header (text, image, document, or video).
- Optionally add buttons (CTA or quick reply).
- Click Submit for Approval.
Meta Approval Process
- Templates are reviewed by Meta, usually within 24 hours.
- Approved: Template is active and ready to use.
- Rejected: Review the rejection reason and modify. Common rejections: misleading content, wrong category, prohibited content.
- Paused: Meta paused the template due to low quality (high block rates).
Dynamic Variables
Insert personalized data using numbered placeholders:
{{1}}— first variable (e.g., customer name).{{2}}— second variable (e.g., order number).- Variables are filled when you send the template.
Quality Ratings
Meta tracks how recipients interact with each template:
- High quality: Good engagement, low blocks.
- Medium quality: Some negative signals.
- Low quality: High block/report rates — template may be paused.
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