Message templates
Message templates are structured messages that require approval from Meta before you can send them. They are only required if you use the Official WhatsApp Business API. Use templates to:- Start conversations — when you need to send the first message to a contact
- Re-open conversations — when more than 24 hours have passed since the contact’s last message
- Send notifications — order updates, confirmations, and reminders
- Run campaigns — promotions, special offers, and newsletters
- Follow up — sales or support follow-ups
- First message — you have never exchanged messages with the contact before
- 24-hour window expired — more than 24 hours have passed since the contact’s last inbound message
WhatsApp allows free-form messages only within a 24-hour window after the contact’s last message. Outside that window, you must use an approved template.
Quick replies
Quick replies are ready-to-send messages available for immediate use, with no approval needed. They work as a pre-written message bank that agents can insert during active conversations. Use quick replies for:- Greetings — welcome messages and agent introductions
- Frequently asked questions — standard answers to common queries
- Useful information — business hours, address, payment methods
- Instructions — step-by-step guidance for common issues
- Sign-offs — standardized closing messages
Key differences
| Feature | Message template | Quick reply |
|---|---|---|
| Approval | Requires Meta approval | Immediate use |
| When to use | Start or re-open conversations | During active conversations |
| 24-hour window | Works outside the window | Only works inside the window |
| Cost | May incur a per-send fee | No additional cost |
| Structure | Header + Body + Footer + Buttons | Free format |
| Media | Image, video, document | All types |
| Availability | Per channel (WhatsApp) | Per team |
| Variables | Yes ({{1}}, {{2}}, etc.) | Yes ({{1}}, {{2}}, etc.) |
Important notes
- Templates and quick replies are created by account administrators and managers
- All team members can use the templates and quick replies available to them
- Approved templates become available for use immediately after approval
- Quick replies are team-specific — agents only see the replies assigned to their team
- Both types support dynamic variables for personalization