Skip to main content
Direct Send is a WhatsApp feature from Meta that lets a business send Utility messages (such as order updates and appointment reminders) and Authentication messages (one-time passcodes) without creating a template and waiting for it to be approved first. You write the message, and Meta handles the rest.

​
Why it exists

To message a customer who hasn’t written to you in the last 24 hours, WhatsApp normally requires a template: a message you submit to Meta and wait for approval on before you can use it. That makes sense for campaigns. For a one-off update like “Your class has moved to 5 PM”, waiting for approval gets in the way. Direct Send removes that step for Utility and Authentication messages. You send the message as you’ve written it, and it’s delivered right away.

​
How it works

1

You write the message

Write the update the way you’d normally send it, for example: “Hi Priya, your order #4821 has shipped and will arrive tomorrow.”
2

Meta creates the template for you

When the message is sent, Meta automatically creates a template from it behind the scenes. You don’t submit anything, and there’s no approval to wait for.
3

The customer receives it

The customer receives your message as you wrote it. You’re charged at WhatsApp’s rate for the message’s category: Utility or Authentication.
4

Meta keeps checking

Meta reviews Direct Send messages to make sure they really belong in the category you sent them as. See How Meta checks your messages.

​
What you can send

Direct Send supports two message categories. Marketing messages aren’t supported.

​
Utility messages

Updates about something specific the customer has done or asked for. A useful test: would the customer expect this message because of something they did? If yes, it’s likely Utility. If the message is trying to sell, promote or bring someone back, it’s Marketing, and it needs a normal marketing template.

​
Authentication messages

One-time passcodes that let a customer verify who they are, for example to log in, confirm a sign-up or approve a payment. Authentication through Direct Send works differently from Utility:
  • Access is restricted during the beta. Your business needs approval from Meta, through its partner or client manager, before it can send Authentication messages this way.
  • Text only. No buttons or media.
  • Sent to a phone number. Authentication messages can’t be sent to a customer identified only by their business-scoped user ID (BSUID).
  • Send a code only when the customer asks for one, for example on your login or sign-up screen. Meta expects every Direct Send message to be one the customer is expecting.
Until your business has Authentication access in Direct Send, send passcodes with an approved Authentication template.

​
Checking whether your business is eligible

Meta decides eligibility for each WhatsApp Business Account, and turns Direct Send on gradually during the beta. To check whether your account is eligible:
1

Open WhatsApp Manager

Go to Meta Business Suite, and open WhatsApp Manager for your WhatsApp Business Account.
2

Go to Message templates

Open the Message templates page for your account.
3

Look for Direct Send

Check the page for your Direct Send eligibility.
Gallabox doesn’t support Direct Send yet, so there’s nothing to check or turn on in Gallabox today. If you’d like to use it, tell your Gallabox account manager or contact Gallabox support, so your account can be considered when support becomes available.

​
What a Direct Send message can include

Utility messages can include:
  • Text of up to 1,024 characters.
  • Up to 3 reply buttons and up to 2 link buttons. Link buttons appear above reply buttons, and button text is up to 20 characters.
  • Links in the text. They don’t show a preview image in Direct Send messages.
  • Images, videos and documents are limited during Meta’s beta and need extra access from Meta.
Authentication messages are text only.

​
How Meta checks your messages

Meta monitors how Direct Send messages are categorised. If Meta detects that a message belongs in a different category, for example marketing content sent as Utility, or a passcode sent as Utility instead of Authentication, it notifies you. Repeated misuse leads to restrictions, which step up over time: These restrictions apply to your whole WhatsApp Business Account, not a single message. Separately, if Meta decides a message is low quality, it can pause the template it created for that message. While it’s paused, similar messages won’t send until the pause ends.

​
Tips to stay in good standing

  • Only send messages customers expect, for example because they placed an order, booked a slot or made a payment.
  • Keep offers out. Even one line about a discount turns an update into a marketing message.
  • Send codes as Authentication. A passcode sent as a Utility message counts as the wrong category.
  • Be specific. Mention the order, booking, payment or account the message is about.
  • Keep content consistent. If you send the same kind of update often, keep the wording steady rather than adding new promotional lines over time.
  • Use templates for campaigns. Newsletters, launches and promotions belong in marketing templates and broadcasts.

​
Direct Send and templates compared

​
FAQs

Not yet. Direct Send is a beta feature at Meta, and Gallabox doesn’t support it yet. Until then, send Utility messages with an approved Utility template.
Check the Message templates page in WhatsApp Manager for your WhatsApp Business Account. See Checking whether your business is eligible.
Right. Meta creates the template automatically when the message is sent, so there’s nothing to submit or wait for. Meta still checks the content, and can pause the template or restrict your account if the message turns out to be marketing.
It’s charged at WhatsApp’s rate for its category, Utility or Authentication, in the customer’s country, never at the Marketing rate. See Message Credits for how template categories are charged.
No. Direct Send doesn’t support marketing messages. Sending promotional content through it can lead to warnings and, over time, the loss of Direct Send for your whole account. Use a marketing template for promotions.
Yes, as an Authentication message, once Meta has approved your business for Authentication in Direct Send. Access is restricted during the beta. Until then, use an Authentication template. Don’t send codes as Utility messages, because Meta treats that as the wrong category.
They’re saved in your WhatsApp Business Account. Templates that are created but never used are deleted after 24 hours. Templates that have been used but go unused for a while are archived. You can’t edit or delete them yourself.
Direct Send works with the languages WhatsApp supports for templates. If you send a message in a language Meta doesn’t support, it still goes out, but Meta can’t classify or measure it properly.