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A message template is a pre-approved WhatsApp message. You need one to write to a contact outside the 24-hour window (after 24 hours with no reply from them), which is how re-engagement and proactive follow-up work on WhatsApp. See WhatsApp costs and the 24-hour window for when this applies and what Meta charges.

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The Message templates screen

Templates live with your WhatsApp channel.
1

Open the WhatsApp channel page

In the sidebar, go to Channels, then WhatsApp.
2

Go to Templates

The list shows each template’s Status, Category, Language, message, and buttons.
3

Click Add template

The editor opens. The next sections walk through the category, the message, and Meta’s review.
The Message templates list: each template's status (Approved, Pending, Rejected), category, language, message preview, and buttons

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Pick a category

Every template has a Meta category, and picking the right one matters for approval:
  • Utility: about an existing order or request (a confirmation, a reminder, an update).
  • Marketing: promotions, offers, re-engagement, anything that sells.
  • Authentication: one-time passcodes.
Putting marketing content in a Utility template is the most common reason a template is rejected, so match the category to what the message actually does. Meta’s own template categorization guide explains how it decides which category a message belongs to.

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Write it

Add the body, and use Insert variable to drop in personalization like the contact’s first name or a value from a catalog. The editor enforces two Meta rules: the header allows at most one variable or a media file, and the footer takes no variables. You can add buttons: quick replies, a website link, or a phone number. The template editor: name, category and language, an optional header, the message body with variables, and a live WhatsApp preview with quick-reply buttons The preview on the right shows the message as it will look in WhatsApp, buttons included. Meta’s message templates overview covers the format in more depth.

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Get it approved

When you submit, the status goes to Pending while Meta reviews it, then Approved or Rejected (usually within minutes to a few hours). Common rejection reasons:
  • The category does not match the content (see above).
  • Variables with no example values, or a message that is just variables with no real text.
  • Vague, promotional, or misleading wording.
Fix the flagged issue and resubmit. An approved template can later be Paused or Disabled by Meta if recipients react badly to it, so keep templates relevant. Meta’s template review guide lists the full set of rejection reasons and the appeal process.

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Send it

Once approved, you can send a template from a conversation in the Inbox (this is what the 24-hour-window banner points to) or to many contacts at once as a broadcast. Sending a template draws WhatsApp costs from your wallet at Meta’s rate, by category. The current rates per country are on Meta’s platform pricing page.