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Templates

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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.

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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)

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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

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Template Types and Categories

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Template Types

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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

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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

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Template Categories

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Marketing

Purpose: Promotional and marketing communications Approval Requirements: Stricter review process Use Cases:

• Product promotions
• Sales announcements
• Special offers
• Brand communications

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Utility

Purpose: Account updates and informational messages Approval Requirements: Moderate review process Use Cases:

• Account notifications
• Service updates
• Policy changes
• General information

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Authentication

Purpose: Account verification and security Approval Requirements: Streamlined approval Use Cases:

• OTP codes
• Login verification
• Account security alerts
• Password resets

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Creating Templates

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Navigation

Path: /templates → Click “New Template” button → Template builder

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Template Creation Process

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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

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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

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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

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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

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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

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Template Builder Interface

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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

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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

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Template Approval Process

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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:

1. Complete template creation
2. Review all content for accuracy
3. Click “Submit for Approval”
4. Template enters Meta review queue
5. Monitor approval status

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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

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Approval Status

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Draft

Characteristics:

• Template created but not submitted
• Can be edited freely
• Not available for campaigns
• Can be deleted

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Pending

Characteristics:

• Submitted to Meta for review
• Cannot be edited
• Review in progress
• Approval timeline varies

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Approved

Characteristics:

• Ready for use in campaigns
• Cannot be edited (create new version instead)
• Available for all campaign types
• Permanent approval unless policy changes

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Rejected

Characteristics:

• Did not meet Meta approval criteria
• Feedback provided for revision
• Can be edited and resubmitted
• Common rejection reasons provided

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Common Rejection Reasons

1. Policy Violations: Content violates WhatsApp policies
2. Poor Quality: Content is unclear or unprofessional
3. Spam Indicators: Content appears promotional without value
4. Technical Issues: Formatting or technical problems
5. Missing Information: Incomplete template details

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Managing Existing Templates

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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

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Template Actions

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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

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Duplicating Templates

Use Cases:

• Create variations of successful templates
• Adapt templates for different languages
• Create seasonal versions
• A/B testing different approaches

Process:

1. Select template to duplicate
2. Modify content as needed
3. Update template name
4. Submit new template for approval

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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

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Template Performance and Analytics

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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

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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

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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

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Best Practices for Template Creation

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Content Writing

1. Clear Value Proposition: Immediately communicate benefit
2. Concise Messaging: Respect character limits and attention spans
3. Personalization: Use variables effectively
4. Call-to-Action: Include clear next steps
5. Brand Consistency: Maintain consistent voice and style

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Variable Strategy

1. Meaningful Variables: Use data that adds real value
2. Fallback Values: Always provide default values
3. Data Validation: Ensure variable data is clean
4. Privacy Compliance: Only use necessary customer data

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Button Optimization

1. Action-Oriented Text: Use verbs that encourage action
2. Relevant Links: Ensure URLs match message content
3. Mobile Optimization: Test on mobile devices
4. Tracking Implementation: Include analytics parameters

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Approval Success

1. Follow Guidelines: Adhere to Meta’s approval guidelines
2. Provide Context: Clear template purpose and use case
3. Quality Content: Professional, error-free content
4. Relevant Examples: Provide realistic variable examples

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Common Issues and Troubleshooting

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Template Creation Issues

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Character Limit Exceeded

Cause: Content exceeds WhatsApp character limits Solution:

1. Shorten message content
2. Remove unnecessary words
3. Use more concise language
4. Consider splitting into multiple templates

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Variable Formatting Errors

Cause: Incorrect variable syntax or numbering Solution:

1. Use proper format: {{1}}, {{2}}, etc.
2. Ensure sequential numbering
3. Check for typos in variable syntax
4. Validate variable examples

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Approval Issues

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Template Rejected for Policy Violations

Common Causes:

• Misleading or false information
• Inappropriate content
• Spam-like messaging
• Missing required disclaimers

Solutions:

1. Review WhatsApp Business Policy
2. Revise content to comply
3. Add necessary disclaimers
4. Improve content quality and value

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Template Rejected for Quality Issues

Common Causes:

• Poor grammar or spelling
• Unclear messaging
• Unprofessional presentation
• Irrelevant content

Solutions:

1. Proofread all content
2. Clarify message purpose
3. Improve professional presentation
4. Ensure content relevance

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Usage Issues

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Template Not Available in Campaigns

Cause: Template not approved or not linked to phone number Solution:

1. Check approval status
2. Verify phone number association
3. Wait for approval if pending
4. Re-submit if rejected

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Variables Not Working in Campaigns

Cause: Data mapping issues or missing customer data Solution:

1. Check variable mapping in campaigns
2. Verify customer data completeness
3. Provide fallback values
4. Test with sample data

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Advanced Template Features

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Multi-Language Templates

Strategy:

• Create templates for each target language
• Maintain consistent messaging across languages
• Consider cultural adaptations
• Test with native speakers

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Dynamic Content

Advanced Variables:

• Conditional content based on data
• Complex data formatting
• Real-time information inclusion
• Location-specific content

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Template Versioning

Version Control:

• Systematic naming conventions
• Documentation of changes
• Performance comparison
• Gradual rollout of new versions

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Integration with Campaigns

Optimization:

• Design templates specifically for campaign types
• Consider audience segmentation
• Plan for A/B testing
• Monitor cross-template performance