Meta only lets a business message someone freely for 24 hours after their last message. After that, you may send approved templates — fixed messages, with variables, that Meta has reviewed in advance.
This page is where you write them and submit them for approval.
Before you start
- A connected WhatsApp number — see Phone Numbers.
- Know which Category you need: Utility for order and account updates, Marketing for promotion, Authentication for codes. Picking the wrong one is the most common rejection reason.
Steps
- 1
Create the template
Click create, then set the Template Name, the Category, the Language and the WhatsApp Phone Number it belongs to.
A template belongs to one number and one language. The same message for a second language is a separate template.
The templates list and create button - 2
Write the body
Template Body is the message. Up to 1,024 characters, with variables written as
{{1}},{{2}}— Add Variable inserts the next one for you.Use a variable for anything that changes per person, and keep the fixed text useful on its own. "Hi {{1}}, your order {{2}} is ready" is approved far more readily than a message that is mostly placeholders.
The body component - 4
Submit and wait for approval
Save and the template goes to Meta for review. It cannot be used in a batch until Meta approves it.
Rejections are usually the category, promotional wording in a Utility template, or a body that is almost entirely variables. Fix and resubmit — editing an approved template sends it back for review.
Good to know
- The media you attach to a header is only a sample for the review. The real image is chosen when the message is sent.
- Approval typically takes minutes, but can take much longer — do not plan a campaign for the same day you write the template.
- Templates are only needed to start a conversation. Once someone replies, you have 24 hours of free-form messaging in the Inbox.