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Create a WhatsApp template
Use this guide to create an approved WhatsApp template before sending broadcasts or proactive messages.
- Navigate to WhatsApp Templates
Templates are required when you message a user outside the active 24-hour customer service window. Create and approve at least one template before your first broadcast.
Here's a practical example of a utility template:
Preview
Hi Nandi, your order #ORD-2024-5678 has been shipped! Track your delivery here: https://track.example.com. Thank you for shopping with us!
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Before you start
- Required access: a company workspace role that can manage templates.
- You need a connected channel.
- Know whether the template is for marketing, utility, or authentication use.
- Prepare example values for any variables such as
1. - Review WhatsApp API guidelines and limits before drafting complex templates.
Template categories
| Category | Use it for | Examples |
|---|---|---|
| Marketing | Promotions, announcements, offers, and campaign messages | Sale alerts, product launches, event reminders |
| Utility | Transactional or operational updates | Appointment reminders, order updates, service notices |
| Authentication | Account access and verification | Login codes, one-time passwords |
Choose the category that best matches the user's expected reason for receiving the message. Meta may reject templates that use the wrong category.
Template setup checklist
- [ ] The template has one clear purpose.
- [ ] The wording matches the selected category.
- [ ] Variables are used only where personalized data is needed.
- [ ] Example values are realistic and safe to show Meta during review.
- [ ] Links are complete and publicly reachable.
- [ ] Media is only included when it adds value.
- [ ] The message does not make misleading claims or request sensitive information unnecessarily.
Steps
- Open WhatsApp Templates.
- Click Create Template.
- Choose Custom Template or Carousel Template when available.
- Select the template category.
- Select the message type.
- Click Next.
- Enter the template name and language.
- Add the message body.
- Add header, footer, media, variables, or buttons only when needed.
- Add sample values for variables.
- Review the preview.
- Click Submit for review.
Content limits to know
| Area | Limit or rule |
|---|---|
| Standard template body | Up to 1024 characters |
| Header text | Up to 60 characters |
| Footer text | Up to 60 characters |
| Variables | Use ordered placeholders such as 1, 2 |
| Media in broadcasts | Must be publicly reachable by URL |
| Carousel templates | Marketing only, 2-10 cards, consistent card structure |
For deeper reference, use WhatsApp API guidelines and limits.
Variables
Variables let you personalize a template for each recipient.
Example:
text
Hi {{1}}, your appointment is confirmed for {{2}}.Best practices:
- Use variables for names, dates, locations, reference numbers, and other recipient-specific values.
- Do not place variables at the very start or very end of the body.
- Do not use variables for large paragraphs of text.
- Keep replacement values short and clear.
- Avoid tabs, newlines, or repeated spaces inside variable values.
Buttons and links
Templates can include quick reply buttons or call-to-action buttons.
- Use Quick Reply buttons when the customer should respond with a predefined option.
- Use Visit Website when the customer should open a page.
- Use Call Phone Number only when calling is the expected next action.
- Avoid URL shorteners such as
bit.ly. - Make sure links match your business and do not look suspicious.
WARNING
If you need to change button order or structure after approval, create and submit a new template.
Media templates
Use media only when the image, video, or document helps the recipient understand the message.
- Images can be up to 5 MB.
- Videos can be up to 16 MB.
- Documents can be up to 100 MB.
- Broadcast media URLs must be public and reachable when the broadcast sends.
Carousel templates
Carousel templates are useful for visual choices such as products, plans, packages, or listings.
Use a carousel when:
- The message is a marketing template.
- You need 2-10 cards.
- Each card can use the same structure.
- Each card has media and at least one button.
Use a normal custom template when the message is mainly text or only needs one clear action.
Approval and rejection
Meta reviews templates before they can be used.
Common rejection reasons include:
- The category does not match the content.
- The message is vague, misleading, or too promotional for the chosen category.
- Links look suspicious or do not match the business.
- Variables make the message unclear without enough surrounding context.
- The template asks for sensitive financial, personal, or account information unnecessarily.
- Spelling or grammar issues make the message look untrustworthy.
If a template is rejected:
- Review the rejection reason.
- Rewrite the template to make the purpose clearer.
- Simplify variables, buttons, or media if needed.
- Submit a new version for review.
How to know it worked
- The template appears in the template list.
- Its approval state is visible.
- Once approved, it becomes available where outbound templates can be selected.
If something goes wrong
| Problem | What it means | What to do |
|---|---|---|
| Template is rejected | Meta did not approve the content | Review the rejection reason, revise, and submit again |
| Template is approved but missing from a broadcast | The selected channel or context may not match | Refresh the broadcast flow and confirm the correct channel |
| Variables do not show correctly | The placeholders or sample values may be incorrect | Check the variable order and provide clear examples |
| Media does not send | The file URL or type may not be supported | Check public access, file type, and file size |
| Buttons do not behave as expected | The approved structure may not match the intended action | Create a new template with the correct button layout |