Quick answer: A WhatsApp message template is a pre-approved message format that a business can send at any time through the WhatsApp Business API. Every template falls into one of three categories: authentication, marketing or utility. Meta reviews each template automatically, which can take up to 24 hours, and only approved templates can be sent. The category also decides what each message costs.
Templates are the part of the WhatsApp Business API that surprises new users most. You cannot simply type a message to a customer and send it. Outside a conversation the customer started, you need an approved template. If you are new to the platform, start with our guide to what the WhatsApp Business API is and how it works in India, then come back here.
Why templates exist
WhatsApp limits what a business can send first. Once a customer messages you, a 24-hour window opens in which you can reply freely. Outside that window, you can only send a template. Our guide to the WhatsApp 24-hour customer service window explains how the two fit together.
The three template categories
Meta's documentation says every template must belong to one of three categories, and that the category affects pricing.
Utility
Messages that relate to something the customer has done or requested: an order confirmation, a delivery update, an appointment reminder, a payment receipt. They should be specific to the customer's activity, not general promotion.
Authentication
Messages that carry a one-time passcode to verify a login or a transaction.
Marketing
Everything else that promotes or advertises: offers, launches, announcements, re-engagement. If a template mixes a promotion into an otherwise useful message, expect it to be treated as marketing. Meta decides the category from the content, not from what you choose, so it is better to pick the right one yourself.
The cost of each category differs. See our guide to WhatsApp Business API pricing in India for how the charge works.
How approval works
- You create the template in WhatsApp Manager, or through the API, with its category, language, text and example values.
- Meta reviews it automatically when it is created, and again whenever you edit it.
- In WhatsApp Manager the template shows as In-Review for up to 24 hours.
- If it is approved, its status becomes APPROVED and you can send it. If it is rejected, you can edit it and resubmit.
Only approved templates can be sent. Status changes after approval, for example when quality feedback is poor, are reported through webhooks. Our guide to WhatsApp API webhooks shows where those notices arrive.
How variables are written
Most templates have parts that change for each customer, such as a name or an order number. Meta's documentation says you choose one of two formats for each template:
- Positional: numbered placeholders in double curly brackets, starting from 1. This is the default. Example values must follow the same order as the placeholders.
- Named: placeholders with names in lowercase letters and underscores, in double curly brackets, each name unique within the template.
Every variable needs an example value when you create the template, so the reviewer can see what a real message will look like. Meta does not translate your template or its variables, so supply each language version yourself.
Here is an invented utility template for an order update, with positional variables:
Hello {{1}}, your order {{2}} has been dispatched and will arrive by {{3}}. Track it here: {{4}}.
Writing templates that get approved
Meta's pages do not list every reason for rejection, so these points are practical habits, not an official checklist.
- Pick the category that matches the content. Do not hide a promotion inside a utility message.
- Give realistic example values for every variable.
- Keep fixed text clear enough to stand alone. A template made mostly of variables is hard to review.
- Do not use text that looks like a rule-breaking offer or a misleading claim.
- Match the language of the template to the language you actually send in.
When a template is rejected
Read the reason in WhatsApp Manager. Edit the text or the category and submit again. Our guide to common WhatsApp Business API errors covers errors you may see when a template is not found or is not approved. If you use a provider, such as the one on our WhatsApp API and chatbot service page, they can help with submission, but the rules come from Meta.
Frequently asked questions
How long does template approval take?
Meta's documentation says templates are reviewed automatically and show as In-Review for up to 24 hours. Many are approved faster, but plan for a day.
Can I send a template to anyone?
No. You need the person's permission to message them. See our guide to WhatsApp opt-in rules.
Can I edit an approved template?
Yes, but an edited template is reviewed again. Plan changes before a campaign, not during one.
Do I need a separate template for each language?
Yes. Meta does not translate templates, so each language is supplied separately.
Does the category change the price?
Yes. Meta's documentation says the category affects pricing. Check Meta's current rate card for each category.
Sources checked
- Meta for Developers, WhatsApp Business Platform: message template guidelines (categories, review time, variable formats), checked 2 November 2026.
- Meta's pages did not include a list of rejection reasons or the rules for how a category is decided, so the writing tips above are practical advice, not Meta's checklist.
- The example template is invented for illustration.
More in WhatsApp Business API guides.
Written by Rohit Jadhav. Last reviewed 2 November 2026.