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WhatsApp message templates are pre-approved message formats required for sending bulk campaigns and for initiating conversations outside the 24-hour messaging window. You create and submit templates directly inside WaMatrix, and Meta reviews them — typically within 24–48 hours. Once approved, templates are immediately available to use in campaigns and automation flows.

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Template Categories

Meta requires every template to be assigned to one of three categories. Choosing the right category matters — submitting a promotional message under “Utility” is one of the most common rejection reasons.

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Creating a Template

1

Open the Templates module

Go to Templates → New Template.
2

Choose a category

Select Marketing, Utility, or Authentication based on the purpose of the message.
3

Enter a template name

Give the template a unique name using only lowercase letters and underscores — for example, order_confirmation_v1. The name is permanent once submitted and cannot be changed, so choose carefully.
4

Select a language

Templates are language-specific. Select the language this version is written in. To send the same message in multiple languages, create a separate template for each language.
5

Compose the message body

Write the message content. Use {{1}}, {{2}}, {{3}} etc. as placeholders for dynamic variables that will be filled in at send time. Add sample values for each variable — Meta requires them to evaluate the template.
6

Add a header (optional)

Optionally add a header above the message body: a short text line, or a media attachment (image, video, or document). Media headers significantly increase engagement rates on marketing templates.
7

Add a footer and buttons (optional)

Add a footer line (often used for opt-out instructions) and interactive buttons — Quick Reply buttons (tap to send a predefined response) or Call-to-Action buttons (phone call or URL link).
8

Submit for approval

Click Submit for Approval. The template status changes to Pending and enters Meta’s review queue.

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Template Variables

Variables let you personalize a single template for every recipient. Here’s an example of a Utility template using three variables:
At send time, variables are filled in — either automatically from mapped contact fields (e.g. {{1}} → First Name) or from campaign-level inputs you define when launching the broadcast. The delivered message looks like:

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Approval Status

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Common Rejection Reasons

Meta requires all URLs used in templates to be registered in your Meta Business Manager before they can appear in approved templates. Log in to Meta Business Manager, navigate to WhatsApp Manager → Message Templates, and register your domain. Then resubmit the template.
Utility templates must relate directly to a transaction or customer-initiated interaction. If your message contains promotional language (discounts, offers, calls to action encouraging a purchase), it must be submitted as a Marketing template instead.
Meta requires Marketing templates to give recipients a way to opt out of future messages. Add a clear opt-out instruction — such as “Reply STOP to unsubscribe” — to the message footer. Utility and Authentication templates are exempt from this requirement.
Meta rejects templates where the purpose of a variable is ambiguous — for example, a template where {{1}} could contain anything. Always provide concrete sample values when submitting (e.g. {{1}} = “Jane”, {{2}} = “10482”). This helps Meta’s reviewers understand the context and intended use of each variable.
Reusing a rejected template name is not possible — once a name has been used, it is permanently associated with that submission. When resubmitting a rejected template after making edits, create a new template with a slightly different name (e.g. append _v2 or _v3) to avoid conflicts.