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A WhatsApp message template is a pre-approved message format that Meta allows businesses to send outside the 24-hour customer service window. Templates are required for broadcasts and for initiating conversations with contacts who haven’t messaged you recently.

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Why templates require approval

WhatsApp’s policies distinguish between two types of messages:
  • Session messages — free-form replies sent within 24 hours of a customer’s last message. No approval needed.
  • Template messages — structured messages sent outside that window, or proactively. Must be submitted to and approved by Meta before use.
Meta reviews templates to prevent spam. Approval typically takes a few minutes to a few hours, though some templates may take longer or be rejected.

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Template categories

When you create a template, you assign it a category. The category affects pricing and the types of content allowed.
Utility templates are charged at a lower rate than Marketing templates and typically have better delivery rates. Use Utility for transactional messages like order confirmations and appointment reminders.

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Template structure

A template can include:
  • Header — optional. Text, image, document, or video.
  • Body — required. The main message. Can include variable placeholders like {{1}}, {{2}}.
  • Footer — optional. Short text shown below the body in a smaller font.
  • Buttons — optional. Call-to-action (URL or phone number) or quick-reply buttons.

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Template statuses

Only Approved templates appear when sending from a conversation or broadcast.