Templates
WhatsApp templates are pre-approved message formats required for all outbound messages sent to customers who haven't messaged you in the last 24 hours. Templates must be submitted to and approved by Meta before they can be used.
Template management requires Admin access and the WhatsApp Business add-on.
Template components
A WhatsApp template can contain:
| Component | Description |
|---|---|
| Header | Optional — plain text, image, document, or video |
| Body | The main message text (required) — supports variables like {{1}} |
| Footer | Optional static text shown below the body |
| Buttons | Optional — Quick Reply buttons or Call-to-Action (URL / phone) |
Creating a template
- Go to Settings → WhatsApp → Templates.
- Click + New Template.
- Select the Sender ID (WhatsApp Business account) to submit under.
- Fill in: Template Name, Category, Language, Header (optional), Body, Footer (optional), and Buttons (optional).
- Use
{{1}},{{2}}etc. as variable placeholders in the body. - Click Submit for Approval.
Meta typically reviews templates within a few minutes to 24 hours.
Template categories
| Category | Use for |
|---|---|
| Marketing | Promotions, offers, newsletters |
| Utility | Transactional messages (order confirmations, payment receipts) |
| Authentication | OTP and verification codes |
Template statuses
| Status | Meaning |
|---|---|
| Pending | Submitted, awaiting Meta review |
| Active | Approved and ready to use |
| Rejected | Failed Meta review — edit and resubmit |
| Paused | Temporarily disabled by Meta due to low quality rating |
| Disabled | Permanently disabled by Meta |
Using templates in campaigns
Approved (Active) templates are available when creating a Campaign. Select the template and map any variables to contact fields.
Using templates in Automation
Templates can also be triggered via Automations — e.g. send a specific template when a deal is created or an invoice is issued.
Tips
- Use Utility category for transactional messages — they have higher deliverability and fewer restrictions than Marketing templates.
- Avoid promotional language in Utility templates — Meta may reject or reclassify them.
- Variable placeholders (
{{1}}) are filled dynamically per contact when the message is sent.