Which category should I choose?

If the customer asked for it, like an order confirmation, it's utility. If there's an offer or an invitation in it, it's marketing. When in doubt, choose marketing: since April 2025, Meta approves a utility template with promotional content as marketing anyway.

Can I use variables in a template?

Yes, for things like a name, a date, or an order number. Add a sample value for each one, because Meta reviews the template with those samples filled in.

How long does approval take?

Meta makes a decision within 24 hours. Appeals are also reviewed within 24 hours.

My template was rejected. What now?

Edit it and resubmit, or file an appeal with sample values included. You'll find the reason in Meta's Business Support Home, and Meta emails it to you as well.

WhatsApp templates

WhatsApp message templates: examples and approval

If a customer hasn't messaged you in the last 24 hours, the only way to reach them is a template: a message Meta has approved in advance. Below are the 3 categories, with examples that pass review.

Every template has a category

Marketing

Offers, invitations, and anything else that gives people a reason to come back. An order update with a discount code in it counts as marketing too.

Hi {{1}}, our fall range arrives in store this Saturday. As a regular, you get 15% off through Sunday with the code FALL15. See you soon!

Hi {{1}}, it's been a while. Your next coffee is on us this week, just show this message at the counter.

Good news: the {{1}} is back in stock in every size. Order before Friday and we'll ship it for free.

Utility

Confirmations, updates and reminders about something the customer started, like an order, a booking or a payment. Keep the sales pitch out, or Meta will treat it as marketing.

Hi {{1}}, your appointment at Noor Hair is booked for {{2}} at {{3}}. Can't make it? Tap Reschedule.

Hi {{1}}, your order has shipped and should arrive on {{2}}. Track it with the button below.

Thanks, {{1}}. We've received your payment for invoice {{2}}, so there's nothing more you need to do.

Authentication

For one-time login codes only, with no links, images or emojis. Meta supplies most of the wording, and you add a button that copies the code.

123456 is your verification code.

123456 is your verification code. For your security, do not share this code. This code expires in 10 minutes.

You pick the category, but Meta has the final say. A utility template with promotional content in it gets approved as marketing.

Review

Getting a template approved

Meta decides within 24 hours. If a template is rejected, edit it and resubmit, or file an appeal. Give every variable a realistic sample value, because Meta reviews the message with those samples filled in.

Why Meta rejects a template

Why it's rejected	How to fix it
A variable as the very first or last word	Open and close with fixed text, like "Hi {{1}}," and "See you soon."
Variables out of order, like {{1}}, {{2}}, {{5}}	Number them 1, 2, 3 in the order they appear.
Too many variables for a short message	Use fewer variables, or write more fixed text around them.
Broken braces, or a #, $ or % inside a variable	Write each one exactly as {{1}} and keep symbols outside the braces.
The exact wording of a template you already have	Change the body or footer, or send the template you already have.
Asking for a full card, bank account or ID number	Ask for the last 4 digits at most.
Threats, such as legal action	Keep it factual: what's due, by when, and how to pay.

What a template costs depends on its category and the customer's country.

In Tobachat

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Live preview

See the message the way your customer will, header and buttons included, while you type.

Help with the wording

Describe what you want to send and get a draft you can edit.

Status from Meta

Each template shows whether it's pending, approved, or rejected. Only approved ones can be sent.

See who clicks

A link button gets its own tracking link for each recipient, so you know who clicked, not just how many.

Templates in the documentation What a template costs Send a template to a whole list

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FAQ

WhatsApp templates, answered

A message Meta approves before you can send it. You need one whenever you message someone who hasn't messaged you in the last 24 hours. Inside that window, you can reply however you like.

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