WhatsApp Message Templates
Message templates are pre-approved message formats required by WhatsApp Business API for initiating conversations with customers. They are essential for outbound messaging.
Why Templates?
WhatsApp requires businesses to use approved templates when sending the first message to a customer (or re-engaging after 24 hours of inactivity). This prevents spam and ensures quality.
Creating Templates
- Go to Settings > WhatsApp > Templates.
- Click Create Template.
- Fill in:
- Template Name — A unique identifier (lowercase, underscores only).
- Category — Marketing, Utility, or Authentication.
- Language — Select the language(s) for your template.
- Header (optional) — Text, image, video, or document.
- Body — The main message. Use
{{1}}, {{2}}, etc. for dynamic variables. - Footer (optional) — A short line of text at the bottom.
- Buttons (optional) — Quick Reply or Call-to-Action buttons.
- Click Submit for Review. Meta typically reviews templates within 24 hours.
Template Variables
Variables let you personalize templates for each recipient:
{{1}} — Usually the customer's name{{2}} — Order number, appointment time, or other dynamic data
Example: "Hello {{1}}, your order {{2}} has been shipped and will arrive by {{3}}."
Sending Template Messages
- Open a WhatsApp conversation.
- If the 24-hour window has expired, you will see a prompt to use a template.
- Select a template from the list.
- Fill in the variable values.
- Click Send.
Template Status
- Approved — Ready to use.
- Pending — Under review by Meta.
- Rejected — Did not meet Meta's guidelines. Edit and resubmit.
Best Practices
- Keep templates concise and relevant.
- Avoid overly promotional language in Utility templates.
- Test templates with a small group before rolling out broadly.
- Create templates in multiple languages if you serve international customers.