Understanding Template Messages
WhatsApp requires businesses to use pre-approved message templates for initiating conversations outside the 24-hour window. Templates go through Meta's review process and must meet specific guidelines.
Template Categories
- Utility templates — Order updates, appointment reminders, payment confirmations (lower cost)
- Authentication templates — OTP codes and verification messages (lowest cost)
- Marketing templates — Promotions, offers, product announcements (higher cost)
Approval Tips
Follow these guidelines to get templates approved on the first submission:
- Be specific — "Your order {{1}} has shipped" is better than "Hello, we have an update"
- Include variables — Use {{1}}, {{2}} placeholders for personalization
- Avoid vague CTAs — "Track your order" is better than "Click here"
- No URL shorteners — Use full domain URLs in templates
- Correct grammar — Proofread for spelling and grammar errors
- Clear purpose — Each template should have one clear purpose
Common Rejection Reasons
- Template content doesn't match the selected category
- Missing or incorrect variable formatting
- Threatening or misleading language
- Requesting sensitive information (passwords, full card numbers)
- Too many templates submitted at once without a track record
Header & Button Best Practices
Templates can include headers (text, image, document, or video) and buttons (quick replies or CTAs):
- Image headers increase engagement by 40% — use clear, branded visuals
- Quick reply buttons simplify user interaction — limit to 2-3 options
- CTA buttons should link to specific landing pages, not homepages
AH
Written by
Ahmed Hassan
Sharing insights on WhatsApp business messaging, automation strategies, and growth tactics to help businesses communicate better.