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What is template?
What is template?
Updated over a week ago


WhatsApp Template is a pre-approved message format that allows businesses to send structured and automated messages to their customers. These messages can include text, images, and other media, and can be used for various purposes such as promotional messages, customer service, and transactional messages.


WhatsApp Templates are an effective way for businesses to communicate with their customers in a personalized and meaningful way. They can be created and managed through our user-friendly interface, where businesses can choose from pre-built templates or create their own templates from scratch. In addition to its functionality, the WhatsApp Template feature also provides businesses with valuable analytics and reporting capabilities. Businesses can track metrics such as open rates, click-through rates, and conversion rates to measure the effectiveness of their templates and optimize them over time.

Types of templates

The three types of WhatsApp templates.

  1. Marketing – Send promotional offers, product announcements, and more to increase awareness and engagement.

  2. Authentication – Send codes that allow your customers to securely access their accounts.

  3. Utility- Send account updates, order updates, alerts, and more to share important information.

What a template look like

WhatsApp templates are divided into four sections:

  1. The header (optional).

  2. The body (required).

  3. The footer (optional).

  4. Buttons (optional).

Whatsapp template example.


WhatsApp Templates are subject to strict guidelines, which must be followed to ensure that they are approved by WhatsApp. These guidelines include restrictions on the types of messages that can be sent, as well as requirements for opt-in and opt-out functionality. Businesses must ensure that their templates comply with these guidelines to avoid rejection or suspension of their WhatsApp account.

Common rejection reasons

Submissions are commonly rejected for the following reasons, so make sure you avoid these mistakes.

  1. Variable parameters are missing or have mismatched curly braces. The correct format is {{1}}.

  2. Variable parameters contain special characters such as a #, $, or %.

  3. Variable parameters are not sequential. For example, {{1}}, {{2}}, {{4}}, {{5}} are defined but {{3}} does not exist.

  4. The message template contains content that violates WhatsApp’s Commerce Policy: When you offer goods or services for sale, we consider all messages and media related to your goods or services, including any descriptions, prices, fees, taxes and/or any required legal disclosures, to constitute transactions. Transactions must comply with the WhatsApp Commerce Policy.

  5. The message template contains content that violates the WhatsApps Business Policy: Do not request sensitive identifiers from users. For example, do not ask people to share full length individual payment card numbers, financial account numbers, National Identification numbers, or other sensitive identifiers. This also includes not requesting documents from users that might contain sensitive identifiers. Requesting partial identifiers (ex: last 4 digits of their Social Security number) is OK.

  6. The content contains potentially abusive or threatening content, such as threatening a customer with legal action or threatening to publicly shame them.

  7. The message template is a duplicate of an existing template. If a template is submitted with the same wording in the body and footer of an existing template, the duplicate template will be rejected. A rejection notification that includes the rejection reason will appear in Account Quality on WhatsApp Manager and be sent via email. You may refer to the Account Quality notification to see the name and language of the existing template with the same content as the rejected duplicate template. You may also choose to edit the template and resubmit. Please note that this check does not apply to OTP templates.

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