What are WhatsApp Message Templates?

Overview

WhatsApp Message Templates are pre-approved messages that businesses use to initiate or re-engage conversations with customers outside the 24-hour customer service window.

Unlike free-form messages — which can only be sent during an active conversation — templates allow you to proactively reach customers for use cases such as:

• Order updates
• Authentication codes (OTP)
• Appointment reminders
• Marketing
• campaigns

When Do You Need a Message Template?

You need to use a message template in the following scenarios:

• When the 24-hour customer service window has closed
• When you want to initiate a new conversation with a customer

• When sending proactive notifications, such as:

  • Order confirmations
  • Shipping updates
  • Appointment reminders
• When sending authentication messages (OTP)
• When running marketing campaigns to opted-in users

Template Categories

Meta classifies all message templates into three categories. Selecting the correct category is critical to avoid rejection.Learn more about WhatsApp message template categories here.

1. Marketing Templates

Used to promote products, services, or offers.

Examples:

• Promotions and discounts
• Product recommendations
• Re-engagement campaigns

2. Utility Templates

Used for transactional or operational messages related to a user's interaction with your business.

Examples:

• Order confirmations
• Shipping updates
• Billing notifications

3. Authentication Templates

Used to verify user identity using one-time passwords (OTP).

Examples:

• Login verification
• Account registration
• Password recovery

Supported features:

• Copy code buttons
• One-tap autofill

Template Rules

❌ Content Restrictions

The following content is not allowed:

• Threatening or abusive language
• Requests for sensitive user data
• Promotion of prohibited products or services
• Contests, quizzes, or sweepstakes

Template Structure & Formatting

Approval & Template Status

All templates must be reviewed and approved by Meta before use. Approval typically takes up to 24 hours.

Template Statuses

Why Templates Get Rejected

There could be several reasons why Meta does not approve your message template:

• Technical issues:
  Ensure your template follows the required formatting rules and does not contain any errors.
• Inappropriate language or tone:
  Avoid using offensive, abusive, or spam-like language.
• Incorrect category selection:
  Make sure the selected template category matches the purpose of the message.
  For example, authentication messages must use the Authentication category.
• Violation of Meta policies:
  Your template must comply with Meta Commerce Policy,which includes guidelines on content such as spam and unapproved products or services.

Meta Updates & System Behavior

🔄 Automatic Category Updates

• Meta reviews templates monthly
• Misclassified templates may be automatically updated
• Businesses are notified in advance
• You can request a review before changes are applied

📉 Marketing Message Limits

WhatsApp applies per-user limits on marketing messages based on engagement.

• Users who don’t reply may stop receiving messages
• Repeated messages without engagement may be blocked
• A reply from the user reopens the 24-hour window

⚡ Template Pacing

• Applies to new or low-quality templates
• Evaluated during the first 7 days
• Based on real-time user engagement

Customer Opt-In Requirements

You must obtain explicit user consent (opt-in) before sending templates.

Common opt-in methods:

• Website forms
• SMS
• WhatsApp conversations
• IVR systems
• In-person forms

Template Quality

Template quality is based on:

• User engagement

• Feedback and complaints
• Message relevance

Best practices:

• Send templates only to engaged users
• Avoid repeated messaging without response
• Always obtain opt-in
• Ensure content is relevant and valuable

Examples

Marketing

Hi #{{1}}, your exclusive offer is here! Get 20% off your next order.

Utility

Hello #{{1}}, your order ##{{2}} has been shipped.

Authentication

Your verification code is #{{1}}.

FAQ

What is the maximum character limit?
1,024 characters per template message.

How many templates can I create?

• Up to 250 templates for unverified businesses
• Up to 6,000 templates for verified businesses

What happens if I choose the wrong category?
Your template may be rejected or automatically reclassified.

Can I reuse a deleted template name?
No. Template names are reserved for 30 days after deletion.

What should I do if my template is rejected?
You can edit and resubmit the template or request a review via Meta.

Next Step

To learn how to create, submit, and manage templates in Flovoo:

👉 How to Manage WhatsApp Message Templates in Flovoo