Template messages are how you start conversations and send updates on the WhatsApp Business API. They need Meta approval first, which is straightforward once you know the rules.
What template messages are
A template is a pre-written message, often with variables like a name or order number, that Meta reviews before you can send it to people who have not messaged you recently. They power broadcasts and automation.
The main categories
- Marketing: offers, announcements, and promotions
- Utility: order updates, reminders, and account notices
- Authentication: one time passcodes
Choose the category that matches the content, since miscategorizing is a common reason for rejection.
Why templates get rejected
- The category does not match the message
- Placeholder variables are unclear or floating
- The content looks misleading or spammy
- Formatting or links break the guidelines
How to write one that passes
Be clear and specific, use variables in natural sentences, and make the value obvious. Keep promotional language honest. If a template is rejected, adjust the wording or category and resubmit.
Send them well
Once approved, send to a permission based list. For the safe approach at scale, read how to send bulk WhatsApp without getting banned.
Related reading
Fit templates into a plan with our WhatsApp marketing strategy.
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