WhatsApp Message Templates: Categories, Approval & Examples
Short answer
WhatsApp message templates are pre-approved message formats you must use to start a conversation with a customer or to message them after the 24-hour window closes. They are submitted to Meta for review, sorted into a category (marketing, utility or authentication), and can include variables like a name or order number.
Templates are the gatekeeper for every outbound WhatsApp message you send first. Get them right and approval is quick; get them wrong and you will lose days to rejections. This guide covers how they work and how to write ones that pass.
What a template is made of
- Name: an internal identifier, usually lowercase with underscores.
- Language: each language version is submitted and approved separately.
- Category: marketing, utility or authentication (see below).
- Body: the main text, which can include numbered variables such as {{1}} for a customer name or order number.
- Optional header, footer and buttons: for example a quick-reply or call-to-action button.
The three categories
| Category | Purpose | Example |
|---|---|---|
| Utility | Transactional messages about something the customer already did or asked for | Order shipped, appointment reminder, payment received |
| Marketing | Promotions and anything that encourages further engagement | Sale announcement, back-in-stock, re-engagement offer |
| Authentication | One-time passcodes | Your verification code is {{1}} |
Meta reviews whether your chosen category matches the content. A promotional message submitted as utility may be recategorised or rejected, and category affects what you are charged. See WhatsApp Business API pricing.
How approval works
- You create the template with sample values for every variable and submit it for review.
- Meta reviews it automatically and sometimes manually. Review commonly takes minutes to a few hours, though it can be longer.
- It is approved, rejected, or recategorised. Rejections come with a reason.
- Once approved you can send it to contacts who have opted in.
In Resolvenyx you create and track templates from inside the platform and use them in campaigns and follow-ups, so you can see approval status without switching to Meta’s tools.
Why templates get rejected
- Variables at the very start or end, or two variables side by side with nothing between them.
- Missing or unrealistic sample values for variables.
- Vague content that does not say what the message is about.
- Category mismatch, such as marketing copy submitted as utility.
- Policy-restricted content or promotional language that breaks WhatsApp’s messaging policy.
- Formatting problems: too many line breaks, malformed links, or shortened URLs that hide the destination.
Template examples you can adapt
Utility, order update: “Hi {{1}}, your order {{2}} has shipped and should arrive by {{3}}. Reply here if you need help.”
Utility, appointment reminder: “Hi {{1}}, this is a reminder of your appointment on {{2}} at {{3}}. Reply 1 to confirm or 2 to reschedule.” Pair this with AI appointment booking so the reschedule is handled automatically.
Marketing, back in stock: “Good news {{1}}, {{2}} is back in stock. Reply YES and we’ll hold one for you.”
Template best practices
- Write plainly and specifically. Say what the message is for in the first line.
- Only send to people who opted in. See our opt-in guide.
- Add a way to opt out for marketing messages.
- Keep a library of approved templates so agents can find them fast.
- Watch your delivery and block rates. Poor engagement can hurt your number’s quality rating. See messaging limits and quality rating.
Frequently asked questions
How long does WhatsApp template approval take?
Often minutes to a few hours, though some reviews take longer. Building templates with clear content, correct category and realistic sample values speeds approval.
Do I need a template to reply to a customer?
Not if the customer messaged you within the last 24 hours. Templates are needed to start a conversation or to message someone after the window closes.
Can I edit an approved WhatsApp template?
Approved templates have limited editing options and edits typically trigger re-review. Many teams create a new version instead of changing a live template.
What are quick replies and call-to-action buttons?
They are optional interactive elements attached to a template. Quick replies give the customer preset response options, and call-to-action buttons can open a link or start a call.
See it working on your own conversations
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Written by the Resolvenyx team
We build a WhatsApp and omnichannel customer support platform, and write these guides from what we see support teams run into. Product details are checked against the current app. About Resolvenyx