WhatsApp Templates

Learn how to create effective WhatsApp message templates for marketing. Follow guidelines, avoid restricted content, and get your templates approved hassle-free.

WhatsApp marketing uses pre-approved message templates by Meta, including broadcasts, greetings, and ads. Have your most-used messages approved for smooth communication.

Rules for creating WhatsApp templates

For your WhatsApp messages to get approved, follow these simple guidelines:

1. Template Name: Use only lowercase letters, numbers, and underscores. The name should be relevant to the WhatsApp Message Content.

For Instance: If you are creating a Welcome Message Template, the name should be welcome_message not any random name like jjjhhhh or shopify_template.

2. Restricted Content: Avoid promoting restricted items like drugs, weapons, etc. Learn more.

3. No Sensitive Data: Don't ask for financial or sensitive information.

4. Variable Format: Use {{variableName}} for variables, and provide samples for clarity.

For example:

{{name}} = John

{{price}} = 138 INR or

{{companyName}} = Gallabox

Once you have created your template you can submit it for approval. It can take up to 24 hours for an approval decision to be made. Once a decision has been made, a tag will appear with your WhatsApp Message Template.

WhatsApp Template Categories

Template messages can be divided into three categories:

1. UTILITY

2. MARKETING

3. AUTHENTICATION

Utility templates

Utility templates are usually triggered by a user action or request. They should include specific details about the current transaction, account, subscription, or interaction. For instance, an order confirmation must have an order number.

Authentication templates

Authentication templates let businesses verify users with one-time passcodes (4-8 digit codes). These can be used at various steps like account verification, recovery, or security checks.

Marketing templates

Marketing templates are versatile. They don't tie to a specific deal but promote the business or its products/services. They can include promotions, offers, welcome or farewell messages, updates, invitations, recommendations, or requests for feedback or new transactions.

Any template containing both utility and marketing content will be considered a marketing template.

WhatsApp templates Status

Once a template message is created and approved, it can have the following statuses:

Template Status	Description
Pending	Your template has been submitted and is awaiting review. Be patient; it's in the queue for the approval process
Submitted	Your template is in the process of being reviewed by WhatsApp/Meta. Wait for approval; the review typically takes around 24 hours.
Recently Approved	Your template has met WhatsApp's guidelines. Wait for the status to change to Approved to share the Template.
Active	Your template is ready to use. Start sending your approved messages to contacts.
Rejected	Your template didn't meet WhatsApp's guidelines and needs adjustments. Re-create your template as per feedback and resubmit for review.
In Appeal	Indicates the WhatsApp Template is under appeal
Error	An issue occurred during the template process; it might be incomplete or incorrect (wrong template category, or invalid link in the CTA). Review the template for errors and resubmit the template if needed.
Paused	The Template is paused after receiving numerous negative feedbacks from customers. This cannot be sent to customers after a point.
Disabled	The Template is paused after receiving recurring negative feedbacks from customers. This cannot be sent to customers.

Template Approval Process

Each template must be reviewed and approved by Meta before being sent to customers. When you send a template approval request, Meta immediately validate its category.

• If Meta agrees with the category you selected, the template status is set to PENDING; the template will then go through template review.

• If Meta disagrees with your designation, the template will be created, but its status is set to REJECTED .

We recommend including the allow_category_change to Yes in your template creation request. This will prevent your template from being rejected due to miscategorization and ensure it continues to template review process.

The review process can take up to 24 hours. You can only send templates with an Approved status.

WhatsApp Template Rating

WhatsApp template ratings are color-coded to indicate their quality. A green rating means the template is of high quality, a yellow rating means the template is of medium quality, a red rating means the template is of low quality, and an unknown rating means the template is pending review.