WhatsApp Template Messages: How to Create, Submit & Get Approved Fast

Every time you want to send a WhatsApp message to a customer outside the 24-hour service window  a sale announcement, an order update, a payment reminder - you cannot just type and send. You must use a pre-approved template.

Templates are WhatsApp's way of ensuring businesses do not spam customers. Meta reviews every template before it can be used, and rejections are common when businesses do not understand the rules. A rejected template does not just delay your campaign - it can flag your account for quality review if you submit too many non-compliant messages.

This guide walks you through exactly how to create a template that gets approved, how to submit it correctly via Meta Business Manager, what the most common rejection reasons are and how to avoid them, and how to build templates that perform well once approved.

What Are WhatsApp Template Messages?

A WhatsApp template message (also called an HSM - Highly Structured Message) is a pre-formatted, pre-approved message that businesses use to initiate or re-initiate conversations outside the free 24-hour service window.

Think of templates as message blueprints. You define the structure, text, buttons, and media in advance. Meta reviews and approves the blueprint. After approval, you can send it to opted-in customers at scale by filling in dynamic variables with personalised information.

When Are Templates Required?

• When you are starting a new conversation with a customer who has not messaged you recently.
• When 24 hours have passed since a customer last messaged you and you need to follow up.
• For all bulk broadcasts and campaign messages.
• For automated notifications: order updates, appointment reminders, payment alerts.
• For any outbound proactive message regardless of the content.

When Are Templates NOT Required?

• When a customer messages you first and you reply within 24 hours.
• Any reply within the active 24-hour service window.
• Internal testing conversations within the same WhatsApp Business account.

The Three Types of WhatsApp Templates

Meta categorises all templates into three types, each with different pricing, use cases, and approval standards.

 

The Anatomy of a WhatsApp Template

Every template is made up of components. Understanding what each component does helps you build templates that are both effective and approvable.

Header (Optional)

• The top section of your template message. Can contain:
• Text header: A short headline (up to 60 characters, one variable allowed).
• Image: A JPEG or PNG image sent with the message.
• Video: An MP4 video clip.
• Document: A PDF or other file.

Body (Required)

The main message text. This is the only mandatory component and can be up to 1,024 characters. Variables are inserted using double curly braces in numbered order: {{1}}, {{2}}, {{3}}. Each variable must have a sample value submitted at the time of template creation.

Footer (Optional)

A short line of secondary text below the body. Typically used for disclaimers, unsubscribe instructions, or brand taglines. Cannot contain variables. Maximum 60 characters.

Buttons (Optional, Maximum 10 total)

Templates can include interactive buttons of three types:

• Call-to-Action buttons: Link to a URL or trigger a phone call (maximum 2).
• Quick Reply buttons: Pre-set reply options the customer can tap (maximum 10).
• Copy Code button: Copies a code to clipboard - used for OTP and authentication templates.

TIP: Quick Reply buttons significantly increase response rates compared to text-only templates. Use them whenever you want a specific customer action - confirming an order, selecting a service, or opting out of future messages.

How to Write a Template That Gets Approved

Meta's review checks your template against a set of content and quality standards. Following these rules is the difference between same-day approval and repeated rejections.

Rules for Marketing Templates

• Must contain a genuine promotional offer, product information, or business update - not generic filler text.
• Cannot contain threatening, misleading, or deceptive content.
• Cannot impersonate another brand or individual.
• Must be clearly from your business and relevant to your product or service category.
• Personalisation variables must make sense in context - do not use {{1}} as a standalone variable with no surrounding text.
• Cannot promise guaranteed outcomes (guaranteed delivery, guaranteed cure, guaranteed returns).

Rules for Utility Templates

• Must clearly relate to a prior customer transaction or interaction.
• Cannot contain promotional content within a utility template - this is the most common rejection reason.
• For example: an order confirmation template cannot also include a discount offer for the next purchase.
• Variables must represent real transactional data: order number, delivery date, tracking link.

Rules for All Templates

• No spelling errors - Meta rejects templates with obvious typos.
• No promotional language in utility or authentication templates.
• No illegal content, financial fraud, hate speech, or adult content.
• Variables must have realistic sample values when submitted.
• Buttons must link to relevant, working URLs on a real domain.
• Templates must be in a single language - do not mix Hindi and English in one template.

AVOID: Do not use vague variables like {{1}} where it is unclear from context what the variable represents. Meta reviewers check that variables make logical sense in the template. Use surrounding text to give every variable clear meaning.

Template Examples Across All Three Categories

Here are real template examples with correct formatting. These examples follow Meta's approval guidelines and are ready to adapt for your business.

Marketing Template Example: Flash Sale

Why this gets approved: Clear promotional intent, specific offer, real variable usage, opt-out button improves quality score.

Utility Template Example: Order Confirmation

Why this gets approved: Purely transactional, no promotional content, all variables represent clear order data.

Authentication Template Example: OTP

Why this gets approved: Uses Meta's recommended OTP structure, no extra marketing language, short and clear.

Cart Recovery Template Example (Marketing)

Why this gets approved: Specific product reference, no fake urgency claims, URL button links to actual cart, clear opt-out.

Step-by-Step: How to Submit a Template via Meta Business Manager

Once your template text is written and reviewed internally, here is the exact process to submit it through Meta Business Manager for approval.

1. Log in to Meta Business Manager at business.facebook.com and navigate to WhatsApp Accounts in the left sidebar.
2. Select the WhatsApp Business Account you want to create the template for and click on Message Templates.
3. Click Create Template in the top right corner.
4. Select the template category: Marketing, Utility, or Authentication.
5. Enter the Template Name. Use lowercase letters, numbers, and underscores only. No spaces. Example: order_confirmation_v1. This name cannot be changed after submission.
6. Select the template language. Submit one language per template. To support multiple languages, create separate templates for each.
7. Build your template components: Header (optional), Body (required), Footer (optional), and Buttons (optional). Add sample values for every variable in the Body.
8. Review the preview on the right side to confirm the template looks correct on mobile.
9. Click Submit for Review.

How Long Does Template Approval Take?

Meta's official guidance states that template review can take up to 24 hours. In practice, most templates are reviewed within a few minutes for accounts with a clean quality history.