A template message is a pre-approved WhatsApp message format that businesses on the WhatsApp Business API must use to start a conversation or message a customer outside the 24-hour service window. Templates can include variables (like name or order ID), media headers and buttons.
Why it matters
Templates protect users from spam: Meta reviews each one before you can send it. Each template has a category (marketing, utility or authentication), which sets its price. Choosing the wrong category, or sneaking promotions into utility templates, leads to re-categorisation or rejection.
What a template contains
- Header (optional): text, image, video or document
- Body: the message with variables
- Footer (optional): short text such as "Reply STOP to opt out"
- Buttons (optional): quick replies or call-to-action links
Example
A utility template for a clinic: "Hi (patient name), this is a reminder of your appointment with Dr. (doctor) on (date). Reply 1 to confirm or 2 to reschedule." In the actual template, each bracketed item is a numbered variable.
Related terms
Session message · Meta conversation pricing · WhatsApp Business API
Guide: WhatsApp template approval rules.
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