Templates

Templates are the pre-approved messages you can send to customers on WhatsApp. Find them in the sidebar at Dashboard → Messaging → Templates.

Why templates exist

WhatsApp has a rule: if a customer hasn't messaged you in the last 24 hours, you can only send them an approved template. This keeps the platform spam-free.

So before you can run a campaign or send the first message in a new conversation, you need at least one template that Meta has approved.

If you have more than one WhatsApp number connected, use the Select WhatsApp number picker at the top of the Templates page to choose which number's templates you're working with. Your choice is remembered — even after you close the browser — so you won't have to re-select it on every visit.

The three template categories

• MARKETING — promotions, offers, announcements, newsletters. Customers must have opted in.
• UTILITY — order updates, shipping notifications, appointment reminders, receipts. Tied to a transaction or account.
• AUTHENTICATION — one-time passwords (OTPs) and verification codes. Tightly restricted format.

What a template is made of

• Header (optional) — text, image, video, or document. The eye-catcher.
• Body — the main text. Can include variables like {{1}} or named variables like {{name}}.
• Footer (optional) — a small line at the bottom (e.g. "Reply STOP to unsubscribe").
• Buttons (optional) — quick-reply buttons, link buttons, or call buttons. Up to 10.

Two ways to create a template

1. Pick from the gallery

The Templates page opens with a Browse tab full of ready-made templates (order confirmation, abandoned cart, welcome, OTP, etc.). Click one, hit Customize, change the wording to match your brand, then submit.

2. Build from scratch

Click Create Template. Choose a category and language, fill in the header/body/buttons, and preview it on the right. You'll see exactly how it looks on a phone before submitting.

Template types — from plain text to commerce

After you pick a category in the builder, choose a template type. What's on offer depends on the category:

• Custom — a regular header/body/buttons template. Available for Marketing and Utility.
• Carousel — up to 10 image or video cards. Marketing only.
• Catalogue — opens your full product catalogue. Marketing only.
• Single product — one product, with its image and price pulled from your catalogue. Marketing only.
• Multi-product — up to 30 products grouped into sections. Marketing only.
• Product carousel — up to 10 scrollable product cards. Marketing only.
• Flows — available for Marketing and Utility.
• One-time passcode — the only type for Authentication templates.

Variables — making each message personal

Variables let you send the same template to thousands of people but address each by name (or order ID, or appointment time…).

In the body, just write:

Hi {{1}}, your order {{2}} has shipped!
Track it here: {{3}}

You'll fill these in when you build the campaign — either from a contact field (fullname), a custom field (custom:order_id), or static text.

Approval — what happens after you submit

1. Status starts at PENDING. Meta reviews it (usually a few minutes, sometimes up to a day).
2. APPROVED — you can use it in campaigns and one-off sends.
3. REJECTED — Meta explains why (wrong category, promotional content in a utility template, missing opt-in language…). Edit and resubmit.

Test your template

Before you point a campaign at thousands of people, send the template to yourself. In the templates list, use the Test button on a template's card (or Send Test in its menu).

The Test Template dialog shows a live WhatsApp-style chat preview, with your business name and initials in the header, so you see the message exactly as a recipient would. Alongside the preview you fill in:

• Phone Number — where to send the test. Include country code without plus (e.g., 1 for US or 254 for Kenya). The dialog also shows which WhatsApp number it will send from.
• Parameters — a field for every variable in the header, body, or button URLs. All of them must be filled before you can send.
• Header Media — if the template has an image/video/document header, you can upload a file here. A Using template media badge means the media saved with the template will be used unless you upload something else.
• Catalogue product — catalog templates ask you to pick the product whose image heads the message. The test can't be sent until your catalogue has a resolvable product.

Click Send Test and check your phone.

Syncing with WhatsApp

The Templates page has a Sync button. Click it any time you suspect Meta has updated a status — it pulls the latest from Meta's servers and refreshes the list.

What's next

• Got an approved template? → Create your first campaign
• Need to build the recipient list → Audiences