Guide
WhatsApp Message Templates, Explained
A template is a message Meta has approved in advance. It is the only way to start a WhatsApp conversation with a customer, or to reach them after the 24-hour window has closed. Here is how they work and how to get yours approved.
What is a WhatsApp message template?
A message template is a pre-written message, with optional variables such as a name or order number, that you submit to Meta for review. Once approved you can send it to any contact who has opted in. Templates are required whenever you message someone first, or after the 24-hour customer service window has closed. Inside that window you can reply with ordinary free-form messages. See the WhatsApp Business API guide for how the two fit together.
The three template categories
Every template must be filed under one category. The category decides how Meta prices it, so it is worth getting right. Meta can recategorise a template if the content does not match the category you chose.
| Category | Use it for | Examples |
|---|---|---|
| Marketing | Promoting a product, service or offer, or encouraging a purchase | Sale announcements, new arrivals, cart reminders, win-back offers |
| Utility | Information the customer asked for or needs about something they already did | Order confirmations, shipping updates, appointment reminders, payment receipts |
| Authentication | Verifying a person's identity with a one-time code | Login OTPs, sign-up verification codes |
Meta charges per delivered template message, and the rate depends on the category and the recipient's country. See the country-by-country rates.
How template approval works
- Submit. You write the template, choose the category and language, and add sample values for any variables.
- Review. Meta checks it using automated systems and manual review. It can take up to 24 hours for a decision, and is often much faster.
- Decision. An approved template is marked Active – Quality pending and you can start sending. A rejected one comes back with a reason; you can edit and resubmit, or appeal.
Why templates get rejected
These are the reasons Meta lists most often, and all of them are avoidable:
- Variable formatting. Variables must be written
{{1}},{{2}}, in order. No skipped numbers, no special characters such as#,$or%, and mismatched braces fail. - Too many variables for the text. A short message full of placeholders is rejected. Add real wording around them.
- Starting or ending with a variable. A template cannot begin or end with a placeholder.
- Missing samples. If the template has variables, include a realistic sample value for each.
- Sensitive identifiers. Do not ask customers to send full card numbers, bank account numbers or national ID numbers.
- Threatening or abusive wording. For example, threatening legal action or public shaming over a late payment.
- Duplicates. A template with the same body and footer as an existing one is rejected.
Template quality rating
After approval, Meta rates each template from customer feedback, read rates and engagement. A new template starts as Unknown, then becomes Green (high quality), Yellow (medium) or Red (low). Yellow and Red templates can still be sent, but they risk being paused or disabled. Quality also feeds into your messaging limit.
To keep ratings green: message only people who opted in, send content they expect, keep it relevant to the recipient, and give people an easy way to stop.
Writing templates in Converzo
In Converzo you create templates, pick the category and language, add variable samples and submit them to Meta from one screen. Approval status and rejection reasons come back into the same screen, so you can fix and resubmit without opening Meta's tools.
Related guides
Questions
Common Questions.
How long does WhatsApp template approval take?
Meta says a decision can take up to 24 hours. Many templates are approved much sooner. You are notified in WhatsApp Manager and by email when a decision is made.
Why was my WhatsApp template rejected?
The common reasons are badly formatted or non-sequential variables, too many variables for the amount of text, a template that starts or ends with a variable, missing sample values, requests for sensitive identifiers such as card or national ID numbers, threatening wording, and duplicating an existing template. You can edit and resubmit, or appeal.
What are the WhatsApp template categories?
Marketing, utility and authentication. Marketing promotes a product or offer, utility gives information about something the customer already did or asked for, and authentication sends one-time passcodes. The category affects the price per message.
Do I need a template to reply to a customer?
No. When a customer messages you, a 24-hour customer service window opens and you can reply with free-form messages. You need an approved template to start a conversation or to message after that window closes.
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