WhatsApp Message Templates
"WhatsApp Message Templates facilitate business-customer conversations, with charge-based usage, pre-approval for compliance, and guidelines for effective management and best practices."
WhatsApp Message Templates
What are Message Templates?
WhatsApp message templates are pre-defined messages that businesses can use to initiate conversations with customers. Templates can be used for a variety of purposes, including customer service, notifications, and sending promotional messages.
There are a few things to keep in mind when using WhatsApp message templates.
WhatsApp message templates are not free and are charged based on the number of conversations and the template category you use.
You can only send message templates to your customers to continue the conversation after the 24-hour Customer Service Window ends, which will start a business-initiated conversation.
WhatsApp Message Template Categories
Business-initiated conversations are broken down into 3 message template conversation categories:
Utility Templates: These templates relate to a transaction, post-purchase notifications and recurring billing statements.
Authentication Templates: These templates enable businesses to authenticate customers with passcodes during the login process such as account registration or recovery. Use copy code or one-tap autofill buttons to deliver a one-time password (OTP) via an authentication template.
Marketing Templates: These are templates to market a product or service to customers, such as relevant offers to customers who have opted in.
It’s important to choose the right template category during the submission process to avoid your message template getting rejected. Learn more about WhatsApp message template categories here.
Setting Up Message Templates
Rules for Creating Message Templates
There are some rules to follow when creating message templates to increase the chances of your message template being approved by Meta.
Message Template Content Rules
These are some of the content that are prohibited when sending message templates:
Threatening content
Data collection
Prohibited services
Contests or quizzes
Message Template Formatting Rules
There are formatting rules for each part of the message template.
Name: Lowercase alphanumeric characters and underscores. Other special characters and spaces are not allowed.
Body: Cannot contain tabs or more than 4 consecutive spaces and its character limit is capped at 1,024 characters. This includes letters, numbers, special characters, and emojis.
Placeholder: Must be written within double curly brackets, like this: {{1}}. When customizing the content of a placeholder, you may include letters, numbers, or even special characters.
WhatsApp Message Template Fields Overview
The WhatsApp Message Template table below shows a general overview of each template.
The following is a description of what each column represents:
Field | Description |
Status | Indicates the current Status of the Template |
Name | Indicates the Name of the Template |
Category | Indicates the Category of the Template |
Quality | Indicates the Quality of the Template |
Language | Indicates the Language of the Template |
Label | Indicates the Label of the Template |
Actions | Indicates the icon to open up the Action menu |
Creating and Submitting Message Templates
Meta assigns categories to message templates submitted for WhatsApp Business API and Cloud API channels based on their template guidelines and the content of the templates. This can prevent your template from being rejected for miscategorization.
Step 1: Navigate to Settings > Inbox.
Step 2: Locate the WhatsApp Business API channel > click Templates.
Step 3: Click Submit Template
Step 4: Fill in the required information to create the template
Field | Description |
Template Name | The name can only contain lowercase alphanumeric characters and underscores ( _ ) |
Category | |
Language | The language that the template is written in. |
Step 5: Create the message by filling in the necessary components, then review the message in the preview section.
Building Block | Description |
Body | The Body contains the most important text of your template. Only text is supported. You may use markdown to format the content of this block. |
Header | The Header is optional and serves as the title or header of your template. It supports the following: • Text • Image • Video • Document • Location |
Footer | The Footer is optional and only supports text. It can be used to provide supplementary information in your message template. |
Button | The Button is optional and adds interactivity to your templates. There are two types available: Call To Action Button • Used to send your client to a Website or call a Phone Number • Maximum one URL and Phone Number per template • URL can have a parameter for personalization Quick Reply Button • Used to get quick answers from your client • Maximum 3 Quick Reply Buttons per template • Each Quick Reply button cannot have more than 20 characters |
Step 6: Provide sample value if you have included any parameters in your message template content.
Providing sample values to the parameter in the message template will assist the WhatsApp reviewer to understand the message you are trying to send to your Contacts.
Step 7: Click on Submit to submit your message template for approval.
Syncing Message Templates
WhatsApp Business API and Cloud API message templates are now automatically synced.
The purpose of syncing your message templates on the platform is to retrieve their latest message template statuses.
Steps to sync message templates
Step 1: Navigate to Settings > Inbox.
Step 2: Locate the WhatsApp Business API channel
Once you've located the WhatsApp Business API channel, click Templates.
Step 3: Sync Templates
Click Sync Templates to begin the syncing process.
Step 4: Syncing Completed
When the syncing is complete, the message templates will be listed with their corresponding statuses and quality ratings, and the last synced date time will be updated. The rejection reason will be displayed below the rejected message template.
The following table lists the possible statuses for the message templates:
Status | Description |
Submitted | The message template is submitted and pending approval. |
Approved | The message template is approved and can be sent to Contacts. |
Rejected | The message template is rejected and cannot be used. |
Disabled | The template has been disabled due to recurring negative feedback from customers. |
Appeal | The template is under appeal. |
In Review | The template is still under review. Review can take up to 24 hours. |
Reinstated | The template is under reinstated. |
Flagged | The status occurs when the quality rating is low. This is a warning status. If the quality rating improves to a high or medium in 7 continuous days, the status will return to Approved. |
Paused | The template has been paused due to recurring negative feedback from customers. |
Use the search and filter at the top right corner of the listing to easily find your templates.
Review Template Status: Rejected after Submission
Why are my message templates not being approved?
There could be several reasons why Meta did not approve your message template:
Technical issues: Ensure your message templates are formatted correctly and do not contain any technical errors.
Inappropriate language or tone: Avoid using offensive, harassing or spammy language.
Incorrect use of template category: Ensure the right template category is selected to match the type of message being sent. For example, when sending an authentication code to your customer, an authentication template must be used.
Violation of Meta Commerce Policy: Make sure your message templates comply with the Meta Commerce Policy, which includes guidelines on content such as spam and unapproved products or services.
What to do when my message template is rejected?
Follow these steps to resolve the issue:
Review the rejection reason: Check the rejection reason on relevant platforms.
Edit and resubmit the message template on:
Bevatel: Create a new message template, edit the message, and resubmit.
Facebook Business Manager (FBM): Edit the message template in your FBM. Then, submit the edited message template.
Sending Message Templates
Before sending your message templates, ensure that your message template has been approved and the status is Active.
Steps to send message templates:
Step 1: Click the Template Message icon in the messaging bar.
To send a Message Template after the customer service window has expired, click the Send Message Template button at the bottom of the Conversation Module.
Step 2: Select the template to send to your Contact.
Step 3: Personalize the message and specify the parameters for the template.
You may use Dynamic Variables to fill in the required fields i.e. the values for {{1}}, {{2}}, etc.
When a user is typing the values for the parameters, the parameters in Message Preview will be replaced with the values for users to review before sending it to the Contact.
Step 4: Review the information and click Send.
Best Practices when Sending Message Templates
Before sending your message templates, there are certain best practices you can follow to ensure your message template is well-received and not being blocked or reported as spam by your customers. This is to ensure your message template quality rating remains at a high quality. Here are some examples:
Obtain customer opt-in before sending message templates
Don’t spam your customers
FAQ and Troubleshooting
Why is my WhatsApp message template taking so long to approve?
The approval process for WhatsApp message templates can vary depending on the content type. This process will take approximately 24 hours. It's important to follow the guidelines closely to avoid any delays or rejections in the approval process. Learn more about the message template approval process and guidelines here.
Why is the link I attached in my Template Message displaying as plain text on the Contact’s side?
This is due to a limitation from both Android and iOS. The first template message from a business will display the link in the message as plain text. For Android users, the link will turn into a clickable hyperlink after the Contact replies to the business once. However, for iPhone users, the link will remain as plain text until the Contact saves the business’ phone number. This is due to a security measure taken by the iOS system.
Workaround solution:
To encourage Contacts to click the link, you can embed the link in a Call-To-Action button in the template message. Follow these steps to create your template with a Call-To-Action button.
Here’s an example of how a message with a Call-To-Action button will look like:
What is the maximum character limit for a WhatsApp template message?
A WhatsApp template message has a maximum character limit of 1024 characters.
How many message templates can my WhatsApp Business account have?
A single WhatsApp Business Account can create up to 250 message templates.
Why was my predetermined WhatsApp message template rejected?
This is likely because of Meta's inconsistency while reviewing message templates. To get the template approved, you will need to edit the rejected template and re-submit it for approval.
Go to Account Settings > Inbox
Select your WhatsApp Business API channel > Templates
Select Edit Template in the Actions column
Do not change anything and click Submit Template
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