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What are WhatsApp templates?

WhatsApp message templates


WhatsApp message templates are pre-approved message formats that businesses use to initiate conversations with customers outside the 24-hour service window.


  • ✅ Templates are required for outbound messages sent more than 24 hours after a customer’s last reply.
  • 💰 Template categories affect pricing: Utility and Authentication are typically cheaper, while Marketing often incurs higher rates.
  • 🔒 Templates ensure compliance with WhatsApp policies and allow businesses to send messages reliably and at scale.



Before You Start


To create and use templates, you’ll need:


  • A WhatsApp Business Account (WABA) connected to your Meta Business Manager
  • A verified phone number
  • Meta approval for your template (usually within 1–2 minutes)



How to Create a WhatsApp Template


  1. Go to Meta WhatsApp Manager.
  2. Click Create Message Template.
  3. Choose a category: Utility, Authentication, or Marketing.
  4. Select a language and enter your message text.
  • Use placeholders like {{1}}, {{2}} for dynamic values (e.g., name, order ID, tracking link).
  1. Add optional media (image, video, document) or interactive buttons.
  2. Click Submit for Approval.



Example Templates


Category

Example Template

🔧 Utility

Hi {{1}}, your order has shipped! Track it here: {{2}}.

🔐 Authentication

Your login code is {{1}}. It expires in 10 minutes.

📢 Marketing

Hi {{1}}, enjoy 20% off on all items today only! Shop now: {{2}}.



How Templates Work


  • Once approved, templates can be sent via:
  • Meta UI (WhatsApp Manager)
  • WhatsApp Business API
  • Partner platforms (e.g., Twilio, 360dialog, MyOperator)
  • Each template has a status: Pending, Approved, Rejected, or Paused.
  • Templates are language-specific and regularly audited for policy compliance.



Troubleshooting Template Issues


  • ❌ Rejected templates → Check category alignment and policy compliance (e.g., no promotions in Utility).
  • ⏱️ Approval delays → Try small edits and resubmit.
  • ⚠️ Formatting errors → Ensure placeholders like {{1}} match the preview fields.



Best Practices for WhatsApp Templates


  • Keep body text under 1024 characters.
  • Write clear, concise, and customer-friendly content.
  • Avoid vague terms like “click here” → be descriptive (“Track order”).
  • Always match category to intent:
  • Utility → service updates
  • Authentication → OTP/login
  • Marketing → promotions/engagement
  • Test placeholders with real sample data before submission.
  • Use short, descriptive template names (e.g., order_update_2025).






Tip : Choose the right category from the start — misclassifying (e.g., adding promotional language in a Utility template) can cause rejections, delays, and higher messaging costs

Updated on: 22/09/2025