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Create a WhatsApp message template

WhatsApp message templates allow businesses to send pre-approved messages to customers outside the 24-hour messaging window. Templates must be submitted to WhatsApp for approval.

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Create a Template

  1. Go to the Broadcast page

  2. Click the dropdown to select the WhatsApp channel you want to broadcast messages from.

  3. Select the Templates tab.

  4. Click Create to create a WhatsApp message template.

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Template Properties

In the Template Properties panel, configure the basic information of the template.

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Name of template

Enter an internal name to identify the template. This name is not visible to customers.

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Category

Select the template category required by WhatsApp.

Marketing

  • Promotional messages

  • Product recommendations

  • Campaign announcements

  • Discounts or offers

Utility

  • Transactional updates

  • Order confirmations

  • Payment reminders

  • Delivery notifications

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Sub-type

Choose the template format depending on the message structure.

  • Standard: A regular message template with text, optional header, and buttons.

  • Multi-product: Allows customers to view and select multiple products in one message.

  • Catalog: Displays products directly from your WhatsApp catalog.

  • Carousel: A horizontally scrollable message with multiple cards (images, titles, and buttons).

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Language

Select the language for this template.

WhatsApp requires templates to be created per language. If you need multiple languages, create a separate template for each language.

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Content Configuration

Configure the message content in the Content section.

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Header

The header appears at the top of the message.

Available types:

Type
Description

None

No header

Text

A short title above the message

Image

Display an image

Video

Display a video

Document

Attach a document

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Body Text

This is the main message content.

You can insert parameters to dynamically personalize messages.

Example:

Parameters will be replaced with actual customer data when the message is sent.

Click + parameter to insert variables.

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Footer

Optional short text displayed at the bottom of the message.

Example:

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Buttons

Buttons allow customers to quickly interact with the message.

Click Add button to add one.

A template can support:

  • Up to 10 buttons

  • Maximum 2 URL buttons

  • Maximum 1 phone button

Button Types

  • Text (Quick Reply): Allows users to reply with a predefined response.

  • URL: Opens a webpage.

  • Phone: Allows users to call a phone number directly.

  • Flow: Launches a WhatsApp Flow for interactive follow-up actions.

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Template Preview

The Preview panel on the right shows how the message will appear in WhatsApp.

Use this preview to verify:

  • text formatting

  • parameter placement

  • button layout

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Submit for Approval

After completing the template:

  1. Click Submit.

  2. The template will be sent to WhatsApp for review.

  3. Approval usually takes a few minutes to several hours, depending on WhatsApp's review process.

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Template Status

You can check the template status after submitting a template.

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Template Limitations

  • The message template name field is limited to 512 characters.

  • The message template content field is limited to 1024 characters.

  • A template can only be edited when it is in a state of APPROVED, REJECTED, or DRAFT, can not be edited when in PENDING. A template can be edited once per day, up to 10 times per month.

can not be edited when in Pending

  • WhatsApp Business Accounts can only create 100 message templates per hour.

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Common Rejection Reasons

WhatsApp commonly rejects message templates with the following patterns:

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  • Variables are placed at the beginning or end of the message.

  • Variables are placed next to each other, such as “{{1}} {{2}}”.

  • Variables have mismatched curly braces or use words instead of numbers. The correct format is {{1}}, not {{one}}.

  • Variable parameters are not sequential. For example, {{1}}, {{2}}, {{4}}, {{5}} are defined but {{3}} does not exist.

  • Call to action button URL contains a direct link to WhatsApp, such as "https://wa.me/14154443344", which Meta no longer allows.

  • Template is a duplicate of an existing template. WhatsApp rejects templates submitted with the same wording with a different name.

  • Template contains content violating the WhatsApp Commerce Policyarrow-up-right or the WhatsApps Business Policyarrow-up-right. Do not request sensitive identifiers from users, such as payment card numbers, financial account numbers, or National Identification numbers. Requesting partial identifiers (ex: last 4 digits of their Social Security number) is OK.

  • Template appears to encourage gaming or gambling. Including words such as "raffle" or "win a prize" almost guarantees template rejection by WhatsApp.

  • Template is overly vague, such as “Hi, {{1}}, thanks”. This type of template could be abused to spam users. You need to surround the parameters with information so that it’s clear what type of information will be inserted.

  • You are using the wrong language. For example, a template in English is submitted with Portuguese language selected.

  • Grammatical or spelling mistakes. Even minor spelling or grammatical mistakes are likely to be rejected by WhatsApp.

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