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Message templates are structured messages that must be approved by Meta before you can send them. They are essential for starting or resuming WhatsApp conversations when the 24-hour window has expired.
Only administrators and managers can create templates. If you do not have this permission, contact your account administrator.

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Get started

1

Open Templates

In the left-hand menu, click “Templates”.
2

Start a new template

Click the ”+ Create Template” button in the upper-right corner.
3

Choose the message type

Select “Message Template” (marked with the “Requires approval” badge).

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Step 1: Select a category

Choose the category that best describes the purpose of your message:
  • Marketing — promotions, special offers, newsletters
  • Utility — order confirmations, delivery status, reminders
  • Authentication — verification codes, login confirmations
  • Customer Service — support, scheduling, conversation re-engagement
  • Sales — product introductions, quotes, follow-ups
For messages that re-engage a customer or restart a support conversation, use the “Customer Service” category.

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Step 2: Configure the template

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Template name

Enter a unique name to identify the template. Rules:
  • Do not use accents or special characters
  • Spaces are allowed
  • Use descriptive names
  • Example: hello resume conversation

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Header (optional)

The header appears at the top of the message. You can choose:
  • No header — leave the header empty
  • Text — a short line of text (maximum 60 characters, supports 1 variable)
  • Image — a JPG or PNG image
  • Video — an MP4 video
  • Document — a PDF file

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Body (required)

The body is the main text of the message. Example with variables:
Tips:
  • Be clear and direct
  • Use variables for personalization ({{1}}, {{2}}, etc.)
  • Maximum 1,024 characters
  • Up to 10 variables
The footer appears at the bottom of the message in smaller text (maximum 60 characters). Example:

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Buttons (optional)

Add up to 10 interactive buttons:
  • Quick reply — the contact taps the button and a response is sent automatically
  • URL — opens an external link
  • Phone — initiates a phone call

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Step 3: Assign channels

Select which WhatsApp numbers this template will be available on.
The template is submitted for Meta approval on each selected channel individually. Each channel may have a different approval status.

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Step 4: Review and create

Review all the details and click “Create Template”.

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Meta approval process

After creating the template:
1

Automatic submission

The template is sent to Meta for review automatically.
2

Wait for approval

Approval can take anywhere from a few minutes to 24 hours.
3

Check the status

Monitor the status in your template list:
  • Pending — awaiting Meta’s decision
  • Approved — ready to use
  • Rejected — not approved (check the reason provided)

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Best practices for approval

  1. Use neutral, professional language
  2. Be clear and concise
  3. Use variables appropriately
  4. End with a question or clear call to action
  5. Avoid prohibited content (spam, misleading claims, adult content)