MESSAGE TEMPLATES

WhatsApp templates are pre-approved message formats required for sending messages to users who have not recently interacted with your business.

These are mandatory for:

• Marketing campaigns
• Notifications (order updates, reminders, etc.)
• OTP/authentication messages

Why Templates Are Required

Meta requires templates to:

• Prevent spam
• Ensure user safety
• Maintain message quality

Example Template

Hi {{1}}, your order #{{2}} has been shipped and will arrive by {{3}}.

Key Point

You cannot send bulk messages without approved templates.

WhatsApp templates are categorized into 3 main types:

1. Marketing Templates

Used for:

• Promotions
• Offers
• Campaigns

Example:

Get 20% off on your next purchase. Shop now!

2. Utility Templates

Used for:

• Transaction updates
• Order confirmations
• Reminders

Example:

Your order #1234 has been delivered.

3. Authentication Templates

Used for:

• OTPs
• Login verification

Example:

Your OTP is 567890. Do not share this with anyone.

Important

Choosing the correct category improves approval chances.

Follow these steps:

Step 1

Go to Templates section in your dashboard

Step 2

Click on Create New Template

Step 3

Fill in details:

• Template name
• Category (Marketing / Utility / Authentication)
• Language
• Message content

Step 4

Add variables if needed:

Example:

Hi {{1}}, your appointment is on {{2}}

Step 5

Submit for approval

Approval Time

Usually few minutes to 24 hours

Once submitted:

1. Template is sent to Meta
2. Meta reviews content
3. Template is:
   • Approved ✅
   • Rejected ❌

What Meta Checks

• Content quality
• Spam indicators
• Policy compliance

After Approval

You can immediately:

• Use template in campaigns
• Send messages to customers

This is the #1 pain point for users.

Most Common Reasons

❌ Too promotional or spammy language
❌ Use of words like “FREE”, “BUY NOW”, “LIMITED OFFER” aggressively
❌ Missing context (unclear message purpose)
❌ Incorrect category selection
❌ Excessive variables

Example (Rejected)

BUY NOW!!! LIMITED OFFER!!! CLICK FAST!!!

Example (Better)

Hi {{1}}, we have an exclusive offer for you. Let us know if you’d like details.

Follow these to improve approval rate:

Do’s

✔ Keep language simple and clear
✔ Add context (why user is receiving message)
✔ Use polite tone
✔ Choose correct category

Don’ts

❌ Avoid spammy words
❌ Avoid ALL CAPS
❌ Avoid misleading claims

Pro Tip

Templates that feel like natural communication get approved faster.

If your template is rejected:

Step 1

Check rejection reason in dashboard

Step 2

Update content:

• Simplify wording
• Reduce promotional tone
• Fix category

Step 3

Resubmit template

Important

You can resubmit multiple times after fixing issues.

Variables allow personalization.

Format

Use:

{{1}}, {{2}}, {{3}}

Example

Hi {{1}}, your order {{2}} is confirmed.

Rules

• Variables must be sequential (no skipping)
• Avoid too many variables
• Keep message understandable even with variables

Incorrect Example

❌ Hi {{1}}, {{5}} is ready

Correct Example

✔ Hi {{1}}, your order {{2}} is ready