Get started: WhatsApp Templates

What are WhatsApp message templates?

WhatsApp message templates are pre-approved messages that businesses can use to contact customers outside the 24-hour customer care window.

Templates help you send important, proactive updates while staying compliant with WhatsApp’s messaging policies.

They are commonly used for:

• Order confirmations and delivery updates

• Appointment reminders

• Account notifications

• Payment or billing alerts

• Re-engagement messages

When do you need a message template?

You need a WhatsApp message template when the 24-hour customer care window has expired, and you want to message a customer who has not sent a recent message.

Important things to know about WhatsApp message templates.

Before using WhatsApp message templates, keep the following in mind:

• WhatsApp message templates are not free. Charges are applied based on: The number of conversations initiated and the template category used (Utility, Marketing, or Authentication)

• Templates require Meta approval. All WhatsApp message templates must be submitted for review and approval by Meta before they can be used. This approval process ensures templates comply with: WhatsApp Business Policies and WhatsApp Commerce Policies. Templates that do not meet policy requirements may be rejected.

• Message templates can only be sent to re-engage customers after the 24-hour customer care window has closed. Templates cannot replace normal replies within an active customer care window.

Types of WhatsApp Message Templates

There are 3 types of message templates:

Utility templates

Used for transactional or account-related updates customers expect.

• Order status updates

• Shipping notifications

• Appointment confirmations

Marketing templates

Used for promotions, offers, or re-engagement.

• Special discounts

• New product announcements

• Promotional campaigns

Authentication templates

Used for verification purposes.

• One-time passwords (OTPs)

• Account login verification