WhatsApp message templates explained: categories, approval and best practice

Message templates are pre-approved messages businesses use to start conversations on WhatsApp outside the 24-hour customer service window. Understanding how they work helps you get templates approved faster and write messages that customers actually respond to.

The three template categories

• Marketing: promotions, launches, offers, newsletters and re-engagement messages.
• Utility: updates about something the customer has done or requested, such as an order, booking or payment.
• Authentication: one-time passcodes for logins and verification.

Choosing the correct category matters. Meta may re-categorise templates that do not match their content, and categories are priced differently.

How approval works

You submit a template with its category, language and content. Meta reviews it, usually quickly, and approves or rejects it. Approved templates can then be personalised with variables such as a name or order number.

Tips for approval

• Be clear about who you are and why you are messaging.
• Use variables for personal details rather than generic filler text.
• Avoid misleading claims, excessive capital letters and threatening language.
• Make sure links point to your own legitimate website.
• Match the category to the content.

Tips for replies

• Lead with the most useful information.
• Add quick-reply buttons so customers can respond with one tap.
• Keep messages short and readable on a phone screen.
• Personalise with relevant details, not just a first name.
• Test variations and compare read and reply rates.

Managing templates in WHAMAA

WHAMAA lets you create templates, submit them for approval, track their status and use them in campaigns, workflows and the team inbox.