> ## Documentation Index
> Fetch the complete documentation index at: https://help.ciarem.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Creating and managing message templates

> What WhatsApp message templates are, how to create one, get it approved by Meta, and send it.

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](/billing/whatsapp-costs-and-templates) for when this applies and what Meta charges.

## The Message templates screen

Open **Message templates** and click **Add template**. The list shows each template's **Status**, **Category**, **Language**, message, and buttons.

## 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.

## 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](/using-ciarem/catalogs). A couple of Meta rules the editor enforces: 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.

## 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.

## Send it

Once approved, you can send a template from a conversation in the [Inbox](/using-ciarem/inbox) (this is what the 24-hour-window banner points to) or to a list of contacts as a broadcast. Sending a template draws WhatsApp costs from your wallet at Meta's rate, by category.