Learn to create message templates that Meta approves fast and convert customers. Includes template examples, approval tips, and common rejection reasons.
WhatsApp message templates are pre-approved message formats that businesses use to start conversations with customers. Meta requires all business-initiated messages to use approved templates to prevent spam and maintain quality.
Transactional messages: order confirmations, shipping updates, appointment reminders, OTPs. Lower cost.
Promotional messages: sales, offers, product launches. Requires customer opt-in. Standard cost.
One-time passwords and verification codes. Must include security disclaimer. Lowest cost.
Text, image, video, or document
🎉 Special Offer Just for You!
Main message text with variables (max 1,024 characters)
Hi {{1}}, your order {{2}} has been shipped! Track your package here: {{3}}
Additional info (max 60 characters)
Questions? Reply to this message
Call-to-action, Quick Reply, or URL buttons
Header: Order Confirmed ✅
Body: Hi {{1}}, thank you for your order!
Order ID: {{2}}
Total: Rs {{3}}
Expected delivery: {{4}}
Footer: Reply for assistance
Header: 🎉 Flash Sale Alert!
Body: Hi {{1}}, get {{2}}% OFF on all products!
Valid until {{3}}.
Use code: {{4}}
Footer: Reply STOP to unsubscribe
Button: Shop Now → www.example.com/sale
Body: Your {{1}} verification code is: {{2}}
Valid for {{3}} minutes. Do not share this code with anyone.
Button: Copy Code
Make the message intent obvious from the first line
Use proper grammar and avoid excessive punctuation!!!
Use descriptive variable names: {{customer_name}} not {{1}}
Customers should understand why they received the message
Templates with typos or poor grammar are automatically rejected
False claims, exaggerated promises, or clickbait language
Profanity, threats, harassment, or discriminatory content
Marketing content submitted as Utility, or vice versa
Submit Template
Via WAB2C dashboard
Meta Review
Usually 15 minutes - 24 hours
Approval or Rejection
Receive notification with status
Browse our pre-approved template library for instant use, or create custom templates with WAB2C's template builder.
