WhatsApp message templates: categories, approval, examples.

What a template is, and when you need one

On the WhatsApp Business Platform, a message template is a pre-written message, with variables, that Meta reviews before you can send it. Meta's documentation says templates are the only kind of message that can be sent to a WhatsApp user outside a customer service window — the 24 hours that follow the customer's last message — and that they are commonly used to message users in bulk.

Inside the window, a business replies with ordinary free-form messages. Outside it, every reminder, confirmation, campaign or one-time code is a template. That is why the templates of a project are the first thing we submit: a reminder flow cannot go live before its template is approved.

Where businesses get the category wrong

• A promotion inside a confirmation. An order update with a promo code is marketing, says Meta: mixed content goes to marketing.
• Renewals and abandoned carts. Meta lists “Your subscription will expire… Renew today” and abandoned-cart reminders as marketing (retargeting), even when the user asked for them.
• Generic surveys. A feedback survey is utility only when it refers to a specific order or interaction; a general request for feedback is not approved as utility.
• Codes in the wrong category. Only authentication templates may carry a one-time passcode for identity verification. URLs, media and emojis are not allowed in them, and their parameters are limited to 15 characters.

Meta re-categorises templates

Since 9 April 2025, when you submit a template as utility and Meta decides its content is marketing, the template is approved as marketing rather than rejected. Since July 2024, Meta also reviews approved templates on a recurring basis: a utility template that should be marketing is switched to marketing after a one-day notice, or instantly for a business that has been warned for misusing categories. You can ask for a review within 60 days. The change matters for the bill: in India, for example, a marketing message costs about 7.5 times a utility one (see WhatsApp pricing in India).

Variables, names and languages

• Variables are written as named parameters ({{first_name}}) or positional ones ({{1}}, {{2}}). Each needs an example value when you submit the template.
• Names use only lowercase letters, digits and underscores, up to 512 characters. The same name can exist in several languages.
• Languages: Meta does not translate templates. Each language version is a template of its own and counts towards your limit: 250 templates per account for an unverified business portfolio, up to 6,000 for a verified one with an approved display name.

Why templates get rejected

Meta reviews templates with automated systems and people, and lists these common reasons:

• Broken variables: missing or mismatched braces, special characters such as #, $ or % inside a variable, variables out of order ({{1}}, {{2}}, {{5}}, {{4}}).
• Dangling variables: a template cannot start or end with a variable, and cannot have too many variables for its length.
• Sensitive identifiers: asking for full card numbers, bank account numbers or national ID numbers. A partial identifier, such as the last four digits, is allowed.
• Threats: threatening a customer with legal action or public shaming.
• Duplicates: the same body and footer as an existing template.

After approval: quality, pacing, pausing

An approved template starts as “Active – Quality pending”. Meta then rates it High, Medium or Low from customer feedback and read rates. A template with recurring negative feedback is paused, then disabled, and can no longer be sent. New marketing and utility templates may also be paced: Meta sends to a first share of the audience, holds the rest until it gets a quality signal, then releases the held messages or drops them. A template unused for 12 months is archived.

Examples you can adapt

Written for this article, following Meta's guidelines; adapt the wording to your business and language.

• Booking confirmation (utility): “Hi {{first_name}}, your table for {{party_size}} at {{restaurant}} is confirmed for {{date}} at {{time}}. Reply here if you need to change it.”
• Appointment reminder (utility): “Reminder: your appointment with {{practitioner}} is tomorrow, {{date}} at {{time}}. Tap below to confirm or reschedule.”
• Order shipped (utility): “Your order {{order_number}} has shipped. Tracking number: {{tracking_number}}. Expected delivery: {{date}}.”
• Policy renewal reminder (marketing): “Hi {{first_name}}, your {{policy_type}} policy ends on {{date}}. Reply RENEW and your adviser will send you options.” — a renewal invitation is marketing under Meta's rules.
• Verification code (authentication): Meta's authentication template with a copy-code button: “{{1}} is your verification code.”