WhatsApp Message Templates: Create, Submit, and Use
WhatsApp Message Templates: Create, Submit, and Use
To start a WhatsApp conversation with a customer (outside the 24-hour reply window), you must use a pre-approved message template. Templates are reviewed by Meta before you can send them.
Available on: Pro Plus plan and above (WhatsApp add-on required)
Why Templates Are Required
WhatsApp protects users from unsolicited messages. When you initiate contact, Meta requires a reviewed template to ensure the message is expected, relevant, and not spam. Once the customer replies, the 24-hour freeform window opens and you can send any message.
Template Categories
| Category | Purpose | Examples |
|---|---|---|
| Utility | Transactional updates, account notifications, order status | "Your order #{{order_id}} has shipped. Track: {{tracking_url}}" |
| Authentication | OTP codes, verification, login confirmations | "Your verification code is {{otp_code}}. Valid for 10 minutes." |
| Marketing | Promotions, offers, product announcements, re-engagement | "Hi {{name}}, we have a special offer for you! {{offer_details}}" |
Pricing note: Marketing templates cost more per conversation than utility or authentication templates.
Create a Template
- Go to Settings → WhatsApp → Message Templates.
- Click New Template.
- Select a category (Utility, Authentication, or Marketing).
- Choose the language (you can create the same template in multiple languages).
- Write the template content:
- Header (optional): Text, image, video, or document.
- Body (required): Your message text with optional dynamic variables.
- Footer (optional): Small text below the body (e.g., "Reply STOP to opt out").
- Buttons (optional): Call-to-action (URL or phone) or quick reply buttons.
- Add dynamic variables using the
{{1}},{{2}},{{3}}syntax. - Provide sample values for each variable (required for Meta review).
- Click Submit for Review.
Dynamic Variables
Variables let you personalize template messages for each recipient. Use numbered placeholders:
Hi {{1}}, your appointment with {{2}} is on {{3}} at {{4}}.
Reply CONFIRM to confirm or RESCHEDULE to pick a new time.
Sample values (for Meta review):
- {{1}} = Sarah
- {{2}} = Dr. Patel
- {{3}} = March 15
- {{4}} = 2:00 PM
When sending, JustCall replaces each variable with the actual contact data.
Template Review Process
After submission, Meta reviews your template. Typical timeline: 1–24 hours.
| Status | Meaning |
|---|---|
| Pending | Submitted, awaiting Meta review |
| Approved | Ready to use |
| Rejected | Violates WhatsApp policies. See rejection reason and edit. |
| Paused | Template was approved but flagged after use (low quality rating). Automatically resumes after quality improves. |
| Disabled | Permanently rejected due to repeated quality issues. Must create a new template. |
Common rejection reasons
- Content doesn't match the selected category.
- Misleading or deceptive content.
- Missing variable sample values.
- Abusive or threatening language.
- URL shorteners in the body (use full URLs).
Template Quality Rating
Meta tracks how recipients interact with your templates:
- High quality (green): Recipients engage positively (read, reply, click).
- Medium quality (yellow): Mixed engagement. Monitor and improve.
- Low quality (red): High block/report rates. Template may be paused.
Improve quality by:
- Sending templates only to contacts who expect them.
- Personalizing content with relevant variables.
- Keeping messages concise and valuable.
- Not overusing marketing templates.
Using Templates in Conversations
- Open a conversation (or start a new one) in the SMS Inbox.
- If the 24-hour window is closed, JustCall prompts you to select a template.
- Choose a template from the picker.
- Fill in the variable values.
- Preview the final message.
- Click Send.