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Templates are Meta-approved messages for the WhatsApp Business API. You use a template to start conversations, resume contact after 24 hours, and run campaigns. On this page, you create the template and submit it for approval.
Templates exist only for WhatsApp Business API channels. WhatsApp Lite, Instagram, and Webchat do not use templates. For ready-made messages on those channels, create a quick reply.

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Before you start

  • Have at least one active WhatsApp Business API channel. See Configure the WhatsApp Business API →.
  • You must be an Administrator or a Manager. Members only use templates in conversations.
  • Define the goal of the message before writing. This points to the right category and lowers the risk of rejection.

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Wizard steps

The creation wizard has five steps: Setup, Category, Edit, Associations, and Review. The bar at the top shows your progress.
1

Open Templates & Quick Replies

Go to Settings and click Templates. On the Templates & Quick Replies page, click Create Template.
2

Choose the message type

In Choose message type, click Select Template on the Message Template card, marked Requires approval.
3

Choose the category

In Choose a template category, select the option that describes the message. Two BluBash options are mapped automatically to Meta categories, shown by → WhatsApp Category:.
4

Write the template

In the Create your template step, fill in the fields described below, in the Template fields section. The Preview on the side shows how the message will look to the contact. Click Continue.
5

Associate channels

In Select Channels, check the channels where the template will be available. The list shows only active WhatsApp Business API channels. Select at least one channel. The template is submitted for approval on each selected channel.
6

Review and create

In Review Template, check the Final Preview, the Template Information, and any Warnings. Click Create Template. The template goes to Meta with the Pending Approval status.

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Template fields

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Basic Information

The Header is optional. In Header Type, choose:
Meta is stricter with header media. To avoid rejection, prefer JPG or PNG images, MP4 videos, and PDF documents.

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Body

The Body is required and has up to 1,024 characters. It is the main text of the message. Use Add Variable to insert {{1}}, {{2}}, and so on, up to 10 variables. See Use variables →. The Footer is optional and has up to 60 characters. Use it for a signature or a short notice, such as “Delivery Team”.

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Buttons

Buttons are optional. Click Add Button to include up to 10 buttons.
  • Each button text has up to 25 characters.
  • Do not interleave types. Group the Quick Reply buttons on one side and the URL and Phone buttons on the other. Valid examples: Quick Reply, Quick Reply, URL, Phone; or URL, Phone, Quick Reply, Quick Reply.

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Variable Examples

If the template has variables, fill in sample values in Variable Examples. They are used only for the preview and are not sent to the contact.

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Approval status

After you create it, the template appears in the list with a status. Click Refresh to reload the list.

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Best practices for approval

  • Choose the right category. A promotional message marked as Utility is often rejected or recategorized by Meta.
  • Do not start or end the body with a variable. Put text before and after it.
  • Give variables context. Hi {{1}}, your order {{2}} has shipped is clearer than {{1}} {{2}}.
  • Check spelling and links. Typos and shortened URLs increase the risk of rejection.
  • Make the sender clear. Mention your company name in the text.
  • Create templates to resume conversations. Keep at least one Utility or Customer Service template for team members to use when a lead stops replying to the AI agent or to the team.

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Full example

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Common issues

No active channels available appears when there is no active WhatsApp Business API channel. Check the channel in Channels. WhatsApp Lite, Instagram, and Webchat channels do not appear because they do not use templates.
You interleaved Quick Reply buttons with URL or Phone buttons. Reorder them so that buttons of the same group stay together.
Check the format and maximum size for the selected type in the header table.
Read the Reason on the status. The most common causes are a wrong category, a variable at the start or end of the text, and promotional content in a Utility template.

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Next steps

Use variables

Personalize the template with contact data.

Send in a conversation

Use the template to start or resume conversations.

Create a campaign

Send the template to a list of contacts.

Edit and delete

Adjust or remove existing templates.