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On this page
Templates
Overview
What are WhatsApp Templates?
Why Templates are Required
Template Types and Categories
Template Types
Standard Templates
Interactive Templates
Template Categories
Marketing
Utility
Authentication
Creating Templates
Navigation
Template Creation Process
Step 1: Basic Information
Step 2: Header Configuration (Optional)
Step 3: Body Content
Step 4: Footer Text (Optional)
Step 5: Buttons (Optional)
Template Builder Interface
Visual Preview
Content Validation
Template Approval Process
Submission for Approval
Approval Timeline
Approval Status
Draft
Pending
Approved
Rejected
Common Rejection Reasons
Managing Existing Templates
Template List View
Template Actions
Editing Templates
Duplicating Templates
Deleting Templates
Template Performance and Analytics
Usage Metrics
Engagement Analytics
Optimization Insights
Best Practices for Template Creation
Content Writing
Variable Strategy
Button Optimization
Approval Success
Common Issues and Troubleshooting
Template Creation Issues
Character Limit Exceeded
Variable Formatting Errors
Approval Issues
Template Rejected for Policy Violations
Template Rejected for Quality Issues
Usage Issues
Template Not Available in Campaigns
Variables Not Working in Campaigns
Advanced Template Features
Multi-Language Templates
Dynamic Content
Template Versioning
Integration with Campaigns
Mass Marketing
Marketing Templates
Create and manage message templates for mass marketing campaigns
Templates
Overview
Templates are pre-approved WhatsApp Business message formats that define the structure and content of messages sent through campaigns. All WhatsApp Business messages must use approved templates to ensure compliance with Meta’s policies.
What are WhatsApp Templates?
WhatsApp Business templates are structured message formats that include:
Header
: Optional text, image, video, or document
Body
: Main message content with optional variables
Footer
: Optional additional text information
Buttons
: Optional interactive elements (URL, call, quick reply)
Why Templates are Required
Meta Approval
: WhatsApp requires pre-approval of all business message templates
Quality Control
: Ensures high-quality, relevant messaging
Policy Compliance
: Maintains adherence to WhatsApp Business policies
Customer Protection
: Prevents spam and maintains user experience
Template Types and Categories
Template Types
Standard Templates
Characteristics
:
Text-only messages
May include header, body, footer
Support variables for personalization
Can include basic buttons
Use Cases
:
Simple notifications
Text-based promotions
Basic confirmations
Informational messages
Interactive Templates
Characteristics
:
Include interactive elements
Support media (images, videos, documents)
Multiple button types
Rich user engagement
Use Cases
:
Marketing campaigns with media
Interactive promotions
Product showcases
Call-to-action messages
Template Categories
Marketing
Purpose
: Promotional and marketing communications
Approval Requirements
: Stricter review process
Use Cases
:
Product promotions
Sales announcements
Special offers
Brand communications
Utility
Purpose
: Account updates and informational messages
Approval Requirements
: Moderate review process
Use Cases
:
Account notifications
Service updates
Policy changes
General information
Authentication
Purpose
: Account verification and security
Approval Requirements
: Streamlined approval
Use Cases
:
OTP codes
Login verification
Account security alerts
Password resets
Creating Templates
Navigation
Path
:
/templates
→ Click “New Template” button → Template builder
Template Creation Process
Step 1: Basic Information
Required Fields
:
Template Name
: Unique identifier (lowercase, underscores, numbers only)
Category
: Marketing, Utility, or Authentication
Language
: Select from supported languages
Description
: Brief description of template purpose
Template Name Guidelines
:
Use descriptive, clear names
Include version numbers if creating variations
Follow naming conventions (e.g., order_confirmation_v2)
Avoid special characters except underscores
Step 2: Header Configuration (Optional)
Header Types
:
Text Header
:
Simple text content
No variables allowed
Maximum character limits apply
Good for titles and branding
Media Header
:
Image
: JPG, PNG formats supported
Video
: MP4 format, size limitations
Document
: PDF and other document types
Media must be uploaded and approved
Header Best Practices
:
Keep text headers concise and clear
Use high-quality media files
Ensure media is relevant to message content
Consider file size limitations
Step 3: Body Content
Body Text Requirements
:
Main message content (required)
Support for variables/placeholders
Character limits apply
Must provide clear value to recipient
Variable Configuration
:
Use double curly braces:
{{1}}
,
{{2}}
, etc.
Provide example values for each variable
Variables must be sequential (1, 2, 3…)
Maximum number of variables varies by category
Body Content Guidelines
:
Write clear, concise messages
Include necessary information only
Use variables for personalization
Maintain consistent tone and branding
Step 4: Footer Text (Optional)
Footer Characteristics
:
Brief additional information
No variables allowed
Often used for disclaimers or contact info
Maximum character limits apply
Common Footer Uses
:
Contact information
Unsubscribe instructions
Legal disclaimers
Company branding
Step 5: Buttons (Optional)
Button Types
:
URL Buttons
:
Link to websites or specific pages
Support dynamic URLs with variables
Can include tracking parameters
Maximum 3 URL buttons per template
Phone Number Buttons
:
Initiate phone calls
Include country codes
Good for customer service
Maximum 1 phone button per template
Quick Reply Buttons
:
Predefined response options
Help categorize customer responses
Maximum 3 quick reply buttons
Useful for surveys or simple choices
Button Configuration
:
Button text should be clear and actionable
URLs must be secure (HTTPS)
Test all buttons before submission
Consider button order and priority
Template Builder Interface
Visual Preview
Real-time Preview
: See template as customers will
Variable Testing
: Test with sample data
Device Preview
: View on different screen sizes
Interactive Testing
: Test buttons and links
Content Validation
Character Limits
: Automatic validation of length limits
Format Checking
: Ensure proper variable formatting
Link Validation
: Verify URL accessibility
Media Validation
: Check media file requirements
Template Approval Process
Submission for Approval
Submission Requirements
:
All required fields completed
Example values provided for variables
Media files uploaded and validated
Template purpose clearly defined
Submission Process
:
Complete template creation
Review all content for accuracy
Click “Submit for Approval”
Template enters Meta review queue
Monitor approval status
Approval Timeline
Standard Processing
: 24-48 hours typically
Complex Templates
: May take longer
Rejected Templates
: Receive feedback for revision
Rush Approval
: Not available for standard submissions
Approval Status
Draft
Characteristics
:
Template created but not submitted
Can be edited freely
Not available for campaigns
Can be deleted
Pending
Characteristics
:
Submitted to Meta for review
Cannot be edited
Review in progress
Approval timeline varies
Approved
Characteristics
:
Ready for use in campaigns
Cannot be edited (create new version instead)
Available for all campaign types
Permanent approval unless policy changes
Rejected
Characteristics
:
Did not meet Meta approval criteria
Feedback provided for revision
Can be edited and resubmitted
Common rejection reasons provided
Common Rejection Reasons
Policy Violations
: Content violates WhatsApp policies
Poor Quality
: Content is unclear or unprofessional
Spam Indicators
: Content appears promotional without value
Technical Issues
: Formatting or technical problems
Missing Information
: Incomplete template details
Managing Existing Templates
Template List View
Available Information
:
Template name and description
Approval status and date
Category and language
Usage statistics
Last updated date
Filtering Options
:
Filter by status (Draft, Pending, Approved, Rejected)
Filter by category
Search by name or content
Sort by various criteria
Template Actions
Editing Templates
Draft Templates
:
Full editing capabilities
Can modify all content
Re-submit for approval after changes
Approved Templates
:
Cannot be edited directly
Must create new version
Original template remains available
Version control for template variations
Duplicating Templates
Use Cases
:
Create variations of successful templates
Adapt templates for different languages
Create seasonal versions
A/B testing different approaches
Process
:
Select template to duplicate
Modify content as needed
Update template name
Submit new template for approval
Deleting Templates
Restrictions
:
Cannot delete approved templates being used
Cannot delete templates with active campaigns
Deletion is permanent
Best Practices
:
Archive unused templates instead of deleting
Keep successful templates for future reference
Document reasons for template deletion
Template Performance and Analytics
Usage Metrics
Campaign Usage
: Which campaigns use the template
Message Volume
: Total messages sent using template
Performance History
: Success rates over time
Geographic Usage
: Where template is most used
Engagement Analytics
Delivery Rates
: Percentage of successful deliveries
Read Rates
: How often messages are opened
Click Rates
: Button and link click performance
Response Rates
: Customer interaction levels
Optimization Insights
Best Performing Elements
: Which parts drive engagement
Improvement Opportunities
: Areas for optimization
Comparison Data
: Performance vs. other templates
Trend Analysis
: Performance changes over time
Best Practices for Template Creation
Content Writing
Clear Value Proposition
: Immediately communicate benefit
Concise Messaging
: Respect character limits and attention spans
Personalization
: Use variables effectively
Call-to-Action
: Include clear next steps
Brand Consistency
: Maintain consistent voice and style
Variable Strategy
Meaningful Variables
: Use data that adds real value
Fallback Values
: Always provide default values
Data Validation
: Ensure variable data is clean
Privacy Compliance
: Only use necessary customer data
Button Optimization
Action-Oriented Text
: Use verbs that encourage action
Relevant Links
: Ensure URLs match message content
Mobile Optimization
: Test on mobile devices
Tracking Implementation
: Include analytics parameters
Approval Success
Follow Guidelines
: Adhere to Meta’s approval guidelines
Provide Context
: Clear template purpose and use case
Quality Content
: Professional, error-free content
Relevant Examples
: Provide realistic variable examples
Common Issues and Troubleshooting
Template Creation Issues
Character Limit Exceeded
Cause
: Content exceeds WhatsApp character limits
Solution
:
Shorten message content
Remove unnecessary words
Use more concise language
Consider splitting into multiple templates
Variable Formatting Errors
Cause
: Incorrect variable syntax or numbering
Solution
:
Use proper format:
{{1}}
,
{{2}}
, etc.
Ensure sequential numbering
Check for typos in variable syntax
Validate variable examples
Approval Issues
Template Rejected for Policy Violations
Common Causes
:
Misleading or false information
Inappropriate content
Spam-like messaging
Missing required disclaimers
Solutions
:
Review WhatsApp Business Policy
Revise content to comply
Add necessary disclaimers
Improve content quality and value
Template Rejected for Quality Issues
Common Causes
:
Poor grammar or spelling
Unclear messaging
Unprofessional presentation
Irrelevant content
Solutions
:
Proofread all content
Clarify message purpose
Improve professional presentation
Ensure content relevance
Usage Issues
Template Not Available in Campaigns
Cause
: Template not approved or not linked to phone number
Solution
:
Check approval status
Verify phone number association
Wait for approval if pending
Re-submit if rejected
Variables Not Working in Campaigns
Cause
: Data mapping issues or missing customer data
Solution
:
Check variable mapping in campaigns
Verify customer data completeness
Provide fallback values
Test with sample data
Advanced Template Features
Multi-Language Templates
Strategy
:
Create templates for each target language
Maintain consistent messaging across languages
Consider cultural adaptations
Test with native speakers
Dynamic Content
Advanced Variables
:
Conditional content based on data
Complex data formatting
Real-time information inclusion
Location-specific content
Template Versioning
Version Control
:
Systematic naming conventions
Documentation of changes
Performance comparison
Gradual rollout of new versions
Integration with Campaigns
Optimization
:
Design templates specifically for campaign types
Consider audience segmentation
Plan for A/B testing
Monitor cross-template performance
Automated Campaigns
Mass Marketing Troubleshooting
Assistant
Responses are generated using AI and may contain mistakes.