WhatsApp Message Templates: Categories, Approval and Best Practices
Quick answer: Templates are pre-approved messages you use to start a conversation with a customer or to reach them outside the 24-hour window. Every template is reviewed by Meta.
When you need a template
Inside 24 hours of a customer's last message you can send any free-form message. Outside it, only an approved template works.
Template parts
- Header (optional): text, image, video or document.
- Body: your message with variables like {{1}} for name or order number.
- Footer (optional).
- Buttons: quick replies, call, website link or copy code.
Choose the right category
- Marketing: offers and promotions.
- Utility: transactional updates tied to something the customer did.
- Authentication: one-time passcodes.
If a template mixes utility and promotional content, Meta treats it as marketing.
How to create and submit
- Open Templates in your Growwup dashboard and click create.
- Choose category and language.
- Write the body and add sample values for every variable.
- Add buttons if needed and submit.
- Wait for approval. Status shows as approved, pending or rejected.
Why templates get rejected
- Wrong category selected.
- Variables are missing samples, appear back to back or sit at the very start or end.
- Unclear, misleading or promotional text in a utility template.
- Policy violations such as prohibited products, threats or spammy wording.
Fix the issue and resubmit with clear text.
Frequently asked questions
How long does template approval take?
Often minutes to hours, but it can be longer. It is decided by Meta.
Can I edit an approved template?
Meta limits edits to approved templates. If you need major changes, create a new template.
Meta changes its rules and prices from time to time. Always check Meta's official documentation for the latest details.
Related guides
WWhatsApp Broadcast CampaignsBroadcasts send an approved template to many opted-in contacts at once.WWhatsApp Opt-In RulesMeta requires customers to opt in before you send business-initiated messages.WWhatsApp Messaging Limits and Quality Rating ExplainedYour messaging limit caps how many unique customers you can start conversations with in 24 hours.WWhatsApp Message Not Delivered? 7 Common Causes and FixesMost delivery failures come from the customer's number, a template or quality problem, or a billing issue.