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# What are the official WhatsApp Template Message guidelines I must follow?

⚡ Quick answer — Meta reviews every template. Keep the tone polite, use correct `{{1}}`, `{{2}}` variables, match the selected language, avoid shortened URLs, and respect button limits to avoid rejection.

## When should I use this guide?

Use it right before submitting a new WhatsApp template so you can check content, variables, links, and buttons against Meta’s rules and prevent delays.

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## What are WhatsApp template messages?

1. A “template message” is a pre-written, pre-approved message that businesses use to initiate conversations with users.
2. Templates may include text, optional media (e.g. image, document), placeholders (variables), buttons (call-to-action or quick-reply), depending on template type.

## Template Categories

Templates must be classified into one of three categories, per their purpose.

* Utility — transactional messages related to a previously agreed transaction (order updates, confirmations, reminders, account alerts, etc.)
* Authentication — messages used for identity verification, such as sending OTPs or codes for login etc.
* Marketing — messages with promotional content: offers, product announcements, marketing campaigns, retargeting, etc.

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## DO vs. DON’T — template-approval rules

| Area | ✅ DO | ❌ DON’T |
| ---- |
| Content | Use a polite, helpful, neutral tone. Example: "Hi {{1}}, your order {{2}} has shipped." | Threatening / abusive tone. Example: "Pay now or we'll take legal action." |
| Parameters | Use `{{1}}, {{2}}` in sequence with the surrounding text. | `{1}`, missing braces, or empty placeholders. |
| Links / URLs | Use full business-owned domains (e.g., `https://yourbrand.com/order`). | Use URL shorteners (`bit.ly`, `tinyurl`) or third-party domains. |
| Spacing / Formatting | Keep spacing clean, single-line. | Add trailing spaces, blank lines, and ALL CAPS spammy formatting. |
| Buttons / CTAs | Up to 3 Quick Replies OR 1 Phone + 1 URL CTA. Phone format: `919876543210`. | Mix Quick Replies with CTAs, or add emojis in button text. |
| Test templates | Submit simple text-only content for API testing (`Name: test`, `Content: Hello`). | Add placeholders or marketing content in a test template. |

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## Common reasons for template rejection

1. Threatening, coercive, or misleading content.
2. Asking for sensitive data (passwords, OTPs, card numbers).
3. Spammy formatting: ALL CAPS, multiple emojis, excessive punctuation.
4. Language mismatch (template tagged “English” but written in Hindi).
5. Improper variable use (non-sequential, empty placeholders, variables in the footer).
6. Invalid links: third-party domains or URL shorteners.
7. Disallowed button usage (mixed Quick Reply & CTA, phone without country code).
8. Unclear business purpose: vague or incomplete messages.

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## Best-practices checklist

* ✔ Text is polite, grammatically correct, and matches the chosen language.
* ✔ Variables use the correct `{{x}}` format and are sequential.
* ✔ No shortened or third-party URLs—only your business domain.
* ✔ Buttons respect WhatsApp limits (3 Quick Replies OR 1 Phone + 1 URL).
* ✔ No extra spaces, blank lines, or ALL CAPS.
* ✔ Test templates are simple and contain no variables.
* ✔ Business name, content, and purpose are clear and compliant with WhatsApp’s Commerce Policy.

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Keywords: WhatsApp template guidelines, Meta approval rules, template rejection reasons, variable formatting