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.
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.
Template categories
When you create a template, you assign it a category. The category affects pricing and the types of content allowed.
| Category | Used for | Examples |
|---|
| Marketing | Promotions, offers, product announcements, newsletters | ”Sale starts tomorrow — shop now” |
| Utility | Transactional updates tied to an action the customer took | ”Your order has shipped”, “Your appointment is confirmed” |
| Authentication | One-time passwords and verification codes | ”Your OTP is 482910” |
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.
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.
Template statuses
| Status | Meaning |
|---|
| Pending | Submitted to Meta, awaiting review |
| Approved | Ready to use in broadcasts and conversations |
| Rejected | Meta declined the template — review the reason and resubmit with changes |
