Template message
A pre-approved WhatsApp message used to start a conversation or message outside the 24-hour window.
A template message is a WhatsApp message you write in advance and submit to Meta for approval. You need one to message a customer first, or to message them after the 24-hour customer service window has closed.
What a template can contain
- Text with variables such as
{{1}}for a name or order number. - A header with an image, video, document or location.
- Buttons: quick replies, links, phone calls or copy-code.
- Carousels with several cards.
Categories
Meta sorts templates into three categories:
- Marketing for promotions and offers.
- Utility for updates about an existing order, booking or account.
- Authentication for one-time passcodes.
The category affects the price, and Meta can recategorise a template if the content does not match.
Approval
Most templates are reviewed quickly. Rejections usually come from unclear variables, wording that breaks policy, or a mismatch between the chosen category and the content.