A template is a pre-approved message you can send to a customer outside the 24-hour customer service window. Meta reviews every template, so structure and category matter.
Pick the right category
| Category | Use it for | Example |
|---|---|---|
| Utility | Something the customer asked for or is part of | "Hi {{1}}, your order {{2}} has shipped. Track it here: {{3}}" |
| Authentication | One-time passcodes | "{{1}} is your verification code." |
| Marketing | Offers, launches, re-engagement | "Hi {{1}}, our weekend sale starts today. Tap below to see the offer." |
Meta assigns the category from the content, not from what you pick. A utility template that contains a promotion can be re-categorised as marketing.
Parts of a template
- Header (optional): text, image, video or document.
- Body: the message, with numbered variables such as {{1}}.
- Footer (optional): short line such as "Reply STOP to opt out".
- Buttons (optional): quick replies, links or call buttons.
Writing rules that help approval
- Write a clear sample for every variable, using realistic values.
- Do not start or end the body with a variable, and do not stack variables with no words between them.
- Keep one purpose per template.
- Match the language to the language you select. Submit Arabic and English as separate language versions.
- Use a business-owned link domain, not a generic shortener.
Common reasons for rejection
- Variables with no useful sample, or too many variables for the text.
- Promotional wording inside a utility template.
- Content that asks for sensitive information such as card numbers.
- Spelling and grammar errors, or mismatched language.
Approval and quality
Most templates are reviewed quickly, and our team submits and tracks them for you. After sending, customer blocks and reports lower your quality rating, which can reduce your messaging limits. Send only to opted-in customers, as explained in the opt-in guide.
Related: WhatsApp Business API, pricing explained, glossary.
Frequently asked questions
How long does template approval take?
Many templates are reviewed within minutes to a day, but allow extra time for the first batch and for any resubmission.
Can I edit an approved template?
Approved templates have limited edits. If the wording changes substantially, submit a new template version.
Talk to us on WhatsApp
Tell us your country, message volume and use case. We reply with a clear setup plan.
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