WhatsApp Message Templates

To protect users from spam, Meta requires businesses to use Message Templates when initiating a conversation or responding outside the 24-hour window. Templates must be approved by Meta before they can be sent.

Template categories

When creating a template, choose one of the following categories:

Category	Use case
Marketing	Promotions, product announcements, abandoned cart reminders
Utility	Order updates, appointment reminders, account alerts
Authentication	One-time passwords (OTP) for login and account security

Choosing the wrong category is one of the most common reasons for rejection. Make sure the content matches the category.

Creating a template

Go to Settings → Templates in the dashboard.
Click Create Template.
Fill in the template structure:

Field	Notes
Name	Lowercase letters, numbers, and underscores only. e.g. `order_confirmation`
Category	Marketing, Utility, or Authentication
Language	Select the language for this template
Header	Optional. Text (up to 60 chars) or Media (Image, Document, Video)
Body	Main message content (max 1,024 chars). Use `{{1}}`, `{{2}}` etc. for dynamic variables
Footer	Optional small text (max 60 chars)
Buttons	Optional. Quick Reply (up to 3) or Call to Action (up to 2)

Click Submit for Review.

Approval process

Meta typically reviews templates within 2–24 hours. Track the status in Settings → Templates:

Status	Description
`Pending`	Under review by Meta
`Approved`	Ready to send
`Rejected`	Meta declined the template — see common reasons below
`Paused`	Temporarily disabled due to low quality reports from users
`Disabled`	Permanently disabled due to repeated quality issues

Sending a template via the API

Once approved, use POST /v1/messages/templates. See Messages API → Send a template message for full examples.

The quickest way to build the correct payload is to call GET /v1/templates and copy the send_example field directly:

{
  "to": "+254712345678",
  "template_name": "order_confirmation",
  "language": "en",
  "components": [
    {
      "type": "body",
      "parameters": [
        { "type": "text", "text": "Jane" },
        { "type": "text", "text": "ORD-12345" }
      ]
    }
  ]
}

Common rejection reasons

If your template is rejected, check these common causes:

Category mismatch — the content doesn't match the selected category. A promotional message submitted as Utility will be rejected.
Prohibited content — violations of WhatsApp's Business Policy (e.g. gambling, adult content, certain healthcare products).
Unclear variable context — Meta's reviewers need to understand what will fill your variables. If {{1}} is ambiguous, provide a sample value during creation.
Generic content — templates that are too vague (e.g. Hello {{1}}, here is your update) may be flagged.
Formatting issues — excessive whitespace, spelling errors, or unconventional punctuation.

You cannot edit a template once it is submitted. If you find an error, create a new template with a different name. Repeatedly submitting rejected templates can negatively impact your WhatsApp Business Account quality rating.

Best practices

Keep it concise — WhatsApp users prefer short, actionable messages.
Personalise with variables — templates with personalised variables have higher engagement rates. Ensure variable values fit naturally within the surrounding text.
Proofread before submitting — you cannot edit after submission.
Avoid clickbait language — aggressive marketing copy leads to rejections and low quality ratings.