What a WhatsApp Business message template is made of, the types Meta offers for marketing, sample messages by goal, and why templates get rejected.
A message template is a message Meta approves before you send it. It is the only kind of message a business can send to someone who hasn't written to it in the last 24 hours — so every marketing message, or promotional message, is a template in Meta's marketing category. A template has a body and, if you want them, a header, a footer and up to ten buttons. Meta reviews each one within 24 hours.
A message Meta approves before you send it.
Templates belong to your WhatsApp Business Account. Each has a name, a language and a category: marketing, utility or authentication. The category decides the price, and Meta decides the category from the content. A template that mixes an order update with an offer, or whose text is unclear — just "Congratulations!" — counts as marketing.
Each language is its own template; Meta doesn't translate. An account can hold 250 templates, or 6,000 once the business is verified and a number has an approved display name ().
One required part, three optional ones.
Variables are written in double curly braces: numbered, as {{1}} and {{2}}, or named, as {{first_name}}. Every variable needs a sample value when you submit the template, because Meta reviews the message as it will look with real words in it.
Most are custom. A few types add a special part.
| Type | What it adds | Worth knowing |
|---|---|---|
| Custom | Any mix of header, body, footer and buttons. | The everyday marketing message. |
| Coupon code | One button that copies an offer code with a tap. | One copy button per template, and its label can't be changed. Not shown on WhatsApp Web. |
| Limited-time offer | An expiry date with a countdown. | No footer. People on WhatsApp Web or desktop see a notice instead of the offer. |
| Media card carousel | Up to ten image or video cards that scroll sideways. | Every card has the same parts. |
| Catalog and product messages | Products from your catalog inside the chat. | Needs a product catalog connected to the account. |
| Location | A map header that opens the customer's map app. | Made for store openings, events and pop-ups. |
| Call permission request | Asks permission to call the customer on WhatsApp. | Can't be combined with other interactive parts. |
Meta sorts marketing messages into five goals. Here is one of Meta's own examples for each, and one sample of ours.
Meta's exampleLooking for a getaway this fall? Our newest resort just opened in {{location}}: the perfect place to relax and unwind.
SampleHi {{first_name}}, the Ridgeline trail shoe is here — made for wet autumn runs. See it before it reaches the stores.
Meta's exampleAs a thank you for your last order, please enjoy {{15}}% off your next order. Use code {{loyal15}} at checkout. Visit our site here below.
SampleHi {{first_name}}, your member code takes 20% off everything this weekend. The offer ends Sunday at midnight.
Meta's exampleYou left {{items}} in your cart! Don't worry, we saved them. Checkout now below.
SampleGood news, {{first_name}}: the {{product_name}} is back in your size. Stock is limited, so it may not last the week.
Meta's exampleDid you know? You can now {{checkout}} in our app. Download it below to use our streamlined experience.
SampleHi {{first_name}}, track every run and earn points in the Northpeak app. Members get free delivery on app orders.
Meta's example{{Name}}, did you think we'd forget? No way! {{Happy_birthday}}! We wish you the best in the year ahead.
SampleHappy birthday, {{first_name}}! Here is 15% off anything you like this month, on us.
Meta's examples are illustrations, not a guarantee: a template with similar words can still be placed in another category. Ours are written for Northpeak, a sports retailer we use in examples.
Four complete marketing templates, part by part.
| Use | Header | Body | Buttons |
|---|---|---|---|
| Launch | Image of the product | Hi {{first_name}}, the Ridgeline trail shoe is here — made for wet autumn runs. Members get early access until Sunday. | See the Ridgeline · Stop promotions |
| Offer code | Text: Weekend members' sale | Hi {{first_name}}, your code takes 20% off everything until Sunday at midnight. It works online and in our stores. | Copy offer code · Shop the sale · Stop promotions |
| Abandoned cart | Image of the product | Hi {{first_name}}, the {{product_name}} is still in your cart, and your size is still in stock. Finish your order below. | Finish my order · Stop promotions |
| Event invitation | Image of the store | Hi {{first_name}}, join our Saturday 7:30 community run from the {{store_name}} store. Coffee is on us afterwards. | Save my spot · Stop promotions |
Each ends with a quick reply that lets people stop. Someone who can say no with one tap has less reason to block or report you — and blocks and reports are what pull a template's quality rating down. What Meta requires before you send.
Meta's list of the common reasons.
Meta decides within 24 hours and sends the reason by email and in Business Support Home. A rejected template can be edited and submitted again; if you disagree with the decision, you can appeal it in WhatsApp Manager, with sample values, and the appeal is also decided within 24 hours.
Approval is the start. Quality decides how long a template keeps working.
An approved template starts as Active – Quality pending. As people read, ignore or block, Meta rates it high, medium or low. A template at the lowest rating is paused — for three hours the first time, six the second — and disabled the third time (). A template that hasn't been used for twelve months is archived, and deleted 28 days later unless you bring it back.
Not Meta's rules — just what keeps templates approved and read.
Rapio writes marketing templates in Meta's format — header, body, footer and buttons, with variables and sample values — sends them for review, and shows each one's status and quality as Meta reports it. The marketing templates already on your account come in with their content. Specialty types such as carousels and limited-time offers are created in WhatsApp Manager.
Meta bills the messages at its list price. We charge a fixed fee for the software.