Template Messages

Message templates are pre-approved messages that businesses use to start conversations outside the 24-hour window.

About Template Messages

Message templates are a fundamental element of the WhatsApp Business Platform. They define how and when a business can reach out to users, ensuring conversations remain consistent with Meta’s policies and user expectations.

Why they are needed

Businesses cannot freely start new conversations with users at any time. A message template is required in two scenarios:

• When there has been no previous interaction between the business and the user.

• When more than 24 hours have passed since the user’s last message.

This rule protects the user experience, limiting unsolicited outreach and encouraging timely communication. See more information about this here.

Approval and availability

All templates must be submitted to Meta for approval before they can be used. This process ensures that the content complies with WhatsApp’s Business and Commerce policies. Once approved, the template becomes available across the entire WABA (WhatsApp Business Account), which means multiple phone numbers under the same WABA can share and reuse the same templates.

Quality management

Meta continuously monitors customer feedback to maintain quality standards. Templates that receive negative feedback or are reported by users may be automatically disabled. A disabled template cannot be used until either its quality rating improves or the violation that triggered the disablement is resolved and complies to Meta Business or Commerce policies.

Template limits

Each WABA can hold up to 250 unique message templates. This limit applies to the number of template names, not translations. For example, a single template named hello_world with two translations (e.g., English and Spanish) counts as one template toward the limit.

Template Categories

Additionally, template messages can have three different categories:

• MARKETING

• UTILITY

• AUTHENTICATION

Marketing templates

Marketing templates are the most flexible – they do not relate to a specific, agreed-upon transaction and instead may relate to the business and/or its products/services. These templates may include promotions or offers; welcoming / closing messages; updates, invitations or recommendations; or requests to respond or complete a new transaction.

Any template that has a mix of utility and marketing content will be classified as a marketing template.

Objective	Business Goal	Example Templates
Awareness	Generate awareness of your business, products, or services among customers who have subscribed to receive messages from your business on WhatsApp.	"Did you know? We installed a new tower in your area so you can enjoy a better network experience. To learn more, visit our site {{1}}." "Diwali is around the corner! Join us at {{1}} on October 24 to celebrate with friends and family. For more details about our event, click {{2}}." "Looking for a getaway this fall? Our newest resort just opened in {{1}}: the perfect place to relax and unwind. Learn more here: {{2}}"
Sales	Send general promotional offers to customers related to sales events, coupons or other content intended to drive sales.	"As a thank you for your last order, please enjoy 15% off your next order. Use code LOYAL15 at checkout. Visit our site here {{1}}." "Refer → save! Use code FRIEND so you both earn $10 off your next order." "Upgrade to our Premium cabin to enjoy more benefits, like additional legroom and priority boarding. Click {{1}} or log into our app to upgrade." "You have been pre-approved for our credit card! Enjoy an introductory offer of {{1}} if you apply via your personalized link: {{2}}." "Don’t forget! Today only, get double points on your purchases. Visit your nearest store and use your phone number at check-out."
Retargeting	Promote relevant offers or other call-to-actions to customers who may have visited your website, used your app, or engaged with your products and services.	"Don't miss out on your favorite shows! Re-subscribe now: {{1}}" "You left items in your cart! Don’t worry, we saved them for you. Click here to checkout now: {{1}}." "Thank you for visiting our site. You can secure your health insurance in a few easy clicks – continue here: {{1}}." "You didn’t finish your application! Please log into your profile here to pick up where you left off: {{1}}." "We miss you! Join us for an afternoon or evening of fun with your family. Click here to book with a special rate: {{1}}."
App Promotion	Request customers to install or take a specific action with your app.	"Did you know? You can now checkout in our app. Download it here {{1}} to check out our streamlined experience." "Thank you for using our app. We noticed you have not used our latest feature, {{1}}. Click here {{2}} to learn more about how this benefits you!" "In-app only: 20% off this week! Use code SUMMER20 to save on select styles. To download our app, click here: {{1}}." "Hi {{1}}, your friend {{2}} recently joined our community. Send them a welcome message today: {{1}}"
Build Customer Relationships	Strengthen customer relationships through personalized messages or by prompting new conversations.	"{{1}}, did you think we’d forget? No way! Happy birthday! We wish you the best in the year ahead." "As we approach the end of the year, we reflect on what drives us: You. Thank you for being a valued customer. We look forward to continuing to serve you" "Hello, I am the new virtual assistant. I can help you discover products or provide support. Please reach out if I can help!"

Also considered marketing templates are:

• Templates with mixed content (e.g. Both utility and marketing, such as order update with a promo or offer).

• Templates where contents are unclear (e.g., contents are only “{{1}}” or “Congratulations!”).

Utility templates

Utility templates are typically triggered by a user action or request. They must include specificity about the active or ongoing transaction, account, subscription, or interaction to which they relate. For example, an order confirmation must contain an order number.

Any template that has a mix of utility and marketing content will be classified as a marketing template.

Message Objective	Business Goal	Example Templates
Opt-In Management on WhatsApp	Confirm opt-in for receiving messages on WhatsApp as a follow-up to opt-in collected via other channels (e.g., website, email). Also confirm opt-out.	"Thanks for confirming opt-in! You’re in. You’ll now receive notifications via WhatsApp." "Thank you for confirming your opt-out preference. You will no longer receive messages from us on WhatsApp.'"
Order Management	Confirm, update, or cancel an order or transaction with a customer using specific order or transaction details in the body of your message.	"Thank you! Your order {{1}} is confirmed. We will let you know once your package is on its way." "Hooray! Your package from order {{1}} is on its way. Your tracking number is {{2}} and expected delivery date is {{3}}." "Unfortunately, one item from your order {{1}} is backordered. We will follow up with an estimated ship date. If you wish to cancel and receive a refund, please click here: {{2}}" "We have received your item from order {{1}}. Your refund for {{2}} has been processed. Thank you for your business."
Account Alerts or Updates	Send important account updates, including time-sensitive alerts, safety information, payment reminders, and other information relevant to already-purchased or subscribed products and services. These messages should not intend to upsell or cross-sell new products or services.	"Daily update for account ending in {{1}}: Your balance is {{2}}." "Reminder: Your monthly payment for your subscription to {{1}} will be billed on {{2}} to the card you have saved on file." "To finish setting up your profile, you need to upload a photo. Please click here to upload: {{1}}." "The product you ordered {{1}} on {{2}} has been recalled. Please click here {{3}} to learn more." "There is a tornado alert in your area. We recommend you remain indoors until {{1}} o'clock today."
Feedback Surveys	Collect feedback on previous orders, interactions or ongoing relationships with customers. These messages should not be about requesting feedback related to potential upsell or cross-sell opportunities.	"We have delivered your order {{1}}! Please let us know if there was any issue by reaching out here: {{2}}." "Your feedback ensures we continually improve. Please click here {{1}} to share your thoughts on your recent visit at our {{2}} location. Thank you in advance!" "You chatted with us online recently about order {{1}}. How was your experience? Click to fill out a short survey: {{2}}."
Continue a Conversation on WhatsApp	Send a message to start an interaction on WhatsApp that began in another channel. These messages should not be initiated without a user having requested the conversation to be moved to WhatsApp.	"Hi! I see you requested support via our online chat. I am the virtual assistant on WhatsApp. How can I help?" "Hi {{1}}, we are following up on your call with customer service on {{2}}. Your case has progressed to the next step. Please log into your account to continue: {{3}}."

Authentication templates

Authentication templates enable businesses to authenticate users with one-time passcodes (usually 4-8 digit alphanumeric codes), potentially at multiple steps in the login process (e.g., account verification, account recovery, integrity challenges).

For a template to be classified as authentication, a business must:

• Use WhatsApp’s preset authentication message templates, which include optional add-ons like security disclaimers and expiry warnings.

• Configure a one-time password button (copy-code or one-tap)

• Follow content restrictions: URLs, media, and emojis are not allowed for authentication template content or parameters. Additional length restrictions of 15 characters also apply to parameters.

See Authentication Templates.

Definition	Examples
Provide an authentication code to the user	"{{1}} is your verification code." "{{1}} is your verification code. For your security, do not share this code." "{{1}} is your verification code. This code expires in 15 minutes."

Customizing Time-To-Live

You can customize the default time-to-live (TTL) for authentication, utility and marketing template messages by setting a custom TTL on the template body.

Defaults, Min/Max Values, and Compatibility Table

	Authentication	Utility	Marketing
Default TTL	10 minutes	30 days	30 days
Compatibility	Cloud API + On-Premise API	Cloud API only	Marketing Messages (MM) Lite API
Customizable range	30 seconds to 15 minutes	30 seconds to 12 hours	12 hours to 30 days

How to Customize TTL for Your Template

To set a custom TTL on an authentication, utility, or marketing template, include and set the value of the message_send_ttl_seconds property in your sending template endpoint.

You can change the TTL on a previously configured template using this method, as well.

TTL can be customized in 1 second increments.

Valid message_send_ttl_seconds property values

• Authentication templates: 30 to 900 seconds (30 secs to 15 mins)

• Utility templates: 30 to 43200 seconds (30 secs to 12 hours)

• Marketing templates: 43200 to 2592000 (12 hours to 30 days)

Alternatively, you can set this value to -1, which will set a custom TTL of 30 days for either type of template.

Its recommended to set a TTL for all of your authentication templates, preferably equal to or less than your code expiration time, to ensure your customers only get a message when a code is still usable.

Example (line 6)

      {
        "name": "test_template",
        "language": "en_US",
        "category": "MARKETING",
      	// Configure your TTL in seconds below
        "message_send_ttl_seconds": "120",
        "components": [
          {
            "type": "BODY",
            "text": "Shop now through {{1}} and use code {{2}} to get {{3}} off of all merchandise.",
            "example": {
              "body_text": [
                [
                  "the end of August","25OFF","25%"
                ]
              ]
            }
          },
          {
            "type": "FOOTER",
            "text": "Use the buttons below to manage your marketing subscriptions"
          },
        ]
      }'