Message Templates — Rules, Format & Examples

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What Are Template Messages?
Template Categories
Format Rules and Structure
Example Templates
Approval Process
Common Rejection Reasons
Best Practices

1. What Are Template Messages?

Template messages are pre-approved message formats that you must use to initiate conversations with customers on WhatsApp. Every template must be submitted to Meta for review before you can use it.

Templates support:

Variables — dynamic placeholders like {{1}}, {{2}} that get replaced with customer-specific data.
Buttons — Quick Reply buttons and Call-to-Action buttons (URL or phone).
Headers — text, image, video, or document.
Footers — short text at the bottom (often for opt-out instructions).

2. Template Categories

Category	Use Case	Relative Cost
Marketing	Promotions, offers, product launches, newsletters, re-engagement	Highest
Utility	Order confirmations, shipping updates, appointment reminders, receipts	Moderate
Authentication	OTPs, login verification codes, two-factor authentication	Lowest

Important: Meta Re-categorisation

If you submit a template as “Utility” but its content is promotional, Meta will automatically re-categorise it to “Marketing” and charge accordingly. Always use the correct category.

3. Format Rules and Structure

Template Name

Must be lowercase, with underscores only (e.g., order_confirmation).
No spaces, no special characters. Maximum 512 characters.

Body Text

Maximum 1,024 characters.
Variables use format {{1}}, {{2}}, etc. (numbered sequentially).
You must provide sample values for each variable when submitting.
No all-caps text (e.g., “FREE OFFER” will be rejected).
No URL shorteners in the body text (use CTA buttons for URLs).

Buttons

Quick Reply — up to 3 buttons, 25 characters each.
Call to Action — up to 2 buttons: “Visit Website” or “Call Phone Number”.

Header & Footer

Header: text (max 60 chars, 1 variable) or media (image/video/document).
Footer: max 60 characters. Commonly used for “Reply STOP to opt out”.

4. Example Templates

Order Confirmation (Utility)

Hi {{1}}, your order #{{2}} has been confirmed! Total: {{3}} Expected delivery: {{4}} Track your order: {{5}} Thank you for shopping with us!

Appointment Reminder (Utility)

Hi {{1}}, this is a reminder for your appointment: Date: {{2}} Time: {{3}} Location: {{4}} Reply YES to confirm or RESCHEDULE to change your slot.

Welcome Message (Marketing)

Welcome to {{1}}, {{2}}! We are glad you are here. Here is what you can do: - Browse our catalog - Book an appointment - Get instant support Reply HI to start!

Payment Receipt (Utility)

Hi {{1}}, we have received your payment of {{2}}. Transaction ID: {{3}} Date: {{4}} Thank you for your payment!

Feedback Request (Marketing)

Hi {{1}}, thank you for visiting {{2}}! We would love to hear about your experience. It takes just 30 seconds. How was your visit?

5. Approval Process

Create template in App-ening dashboard (or via API).
Submit for review — Meta reviews within minutes to 24 hours.
Status updates: PENDING → APPROVED or REJECTED.
Once approved, template is ready to use for sending.

Average approval time: under 2 hours for well-formatted templates. Complex templates with media may take longer.

6. Common Rejection Reasons

Misleading content — template promises something the business cannot deliver.
URL shorteners — bit.ly or similar links in body text (use CTA buttons instead).
All-caps text — “FREE”, “HURRY”, “LIMITED OFFER” trigger rejections.
Missing sample values — every variable must have an example value.
Wrong category — submitting promotional content as “Utility”.
Sensitive content — templates about health, finance, or politics face stricter review.
Duplicate templates — identical content already exists under another name.

What to Do After Rejection

Read the rejection reason carefully, fix the issue, and resubmit. Do not create multiple copies of the same rejected template — this can flag your account for review.

7. Best Practices

Use the correct category — marketing for promotions, utility for transactional, authentication for OTPs.
Keep templates concise — shorter messages have higher read rates.
Include opt-out instructions — add “Reply STOP to unsubscribe” in the footer for marketing templates.
Personalise with variables — use the customer’s name and relevant details.
Test before bulk sending — send to yourself and your team first.
Use buttons — Call-to-Action buttons have higher engagement than text links.

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Templates are required for initiating conversations outside the 24-hour window.
Three categories: Marketing (highest cost), Utility (moderate), Authentication (lowest).
Follow format rules strictly — no URL shorteners, no all-caps, provide sample values.
Most templates are approved within 2 hours if well-formatted.
Always include opt-out instructions in marketing templates.

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Visual template builder — Design templates with a drag-and-drop editor — no coding required.
Bulk submission — Submit multiple templates at once and track approval status.
Template analytics — See which templates get the highest read and reply rates.
Auto-categorisation — App-ening suggests the correct category based on your content.
Template library — Start from pre-built templates for common use cases.

Retail & Services

Food & Hospitality

Health & Wellness

Professional & B2B

WhatsApp Message Templates — Rules, Format & Examples