A message template is a message layout approved by Meta in advance, which you need in order to start a conversation yourself or to reply outside the 24-hour window. You submit the copy with variables, pick a category (marketing, utility, or authentication), and Meta reviews it, usually within a few minutes to a day. Inside an active service conversation you don't need a template.
The three categories
The category determines what you're allowed to send and what it costs. Meta recategorizes templates that don't fit — an offer inside a utility template simply gets billed as marketing, or rejected.
| Category | What you're allowed to put in it | Example |
|---|---|---|
| Utility | Messages about an ongoing transaction or appointment | “Your order 4831 has shipped. Track your package: {{1}}” |
| Marketing | Promotions, offers, news, win-back messages | “20% off all winter coats this week: {{1}}” |
| Authentication | One-time codes and verification | “Your code is {{1}}. Don't share it with anyone.” |
How to get a template approved
- Pick the category that genuinely covers the content, not the cheapest one
- Be specific: “Your order {{1}} has shipped” rather than “Update about your order”
- Don't put variables at the very start or end of a message, and don't place them right next to each other
- Avoid URL shorteners and aggressive sales language
- For marketing, add a clear way to opt out
- Write in the language you'll actually send the message in
Why templates get rejected
- The content doesn't match the category you chose
- The copy is too vague to review
- Variables are in a forbidden position or make up the entire message
- The message promises something that isn't allowed: money, medical claims, gambling
- The display name or the business profile isn't in order yet
What to do if it's rejected
Adjust the copy and resubmit — as often as you need to. Repeated rejections on the same point weigh on your quality rating, so read the reason carefully. Our AI assistant can hold your rejected template up against the rules and suggest a revised version.
Frequently asked questions
When do I not need a template?
Within 24 hours of a customer sending you a message. Inside that service window you can reply freely with regular messages, buttons, and list messages.
How long does approval take?
Usually a few minutes to a day. Borderline cases can take longer, or the template is rejected with a reason.
Can I edit a template after approval?
You can make limited edits to an approved template; changes to the content trigger a new review. In practice you create a new version.
How many templates am I allowed to have?
Meta applies a limit per WhatsApp Business account that is more than enough for most small and medium-sized businesses. Clear out unused templates to keep things manageable.