WhatsApp Template Messaging
Template messaging via WhatsApp Business API: guidelines, help and best practices.
Template messages must be submitted to Facebook for review before they are available to use. It is Facebook who reviews each template and checks that each message complies with their WhatsApp API guidelines.

When to use templates for WhatsApp messaging?

If a customer initiates messaging with you, Facebook will not charge you for any WhatsApp messages (including Templated Messages) that you send to that customer for up to 24 hours following the last message that the customer sends to you ("Customer Care Window"). Any message you send to your customers beyond the Customer Care Window must be a Template Message. WhatsApp does not charge for incoming messages from the customer side or outgoing messages from the company side as long as they are sent within the 24-hour time window.
To use a message template, WhatsApp wants to approve each message template to avoid spam. Once WhatsApp has approved your template, you can use the message template to send notifications.
Templates use placeholder values that can be replaced with dynamic content inside double curly braces when the message is sent. Think of template messages as a conversation starter into a two-way conversation.
For more information about WhatsApp Template Messaging review the Official Facebook Documentation for the WhatsApp Business API.

Cost of WhatsApp Template Messages

Template messages are subject to a WhatsApp country-specific price list and will be charged 1:1 to the customer without surcharge. You can find the current rates for template messaging here. m
Important: starting in February 1st, 2022, WhatsApp fees will not be related to template messages anymore and will be charged according to the new Conversation-Based model. Please see more information about it here.

More Approval Tips

Here are some tips to get your templates through the review process: Clarity: be specific and clear. The reviewers may not know a customer’s business and need more clarity. Avoid promotion: upselling, cold-call messaging, sending a poll to collect data, and including certain phrases that sound promotional are all considered promotional. Spelling: check for spelling and grammatical errors and use appropriate formatting (e.g., double curly brackets for parameters). Name: make your message template name clear. Instead of using a name like template_014, use bus_ticket_details. Remember that someone from Facebook will be reviewing your templates. Providing more clarity gives reviewers context around how the template will be used. Create context: if you need to write a message template to re-open the 24-hour window, we would suggest starting with some mention of the previous conversation thread. Choose an appropriate category: don’t forget to use the correct message template type. Choosing the correct one will increase the chances of getting your templates approved and will provide more information to WhatsApp during the approval process. The categories you can choose are listed below. Header (optional): you can add a title or choose which type of media you'll use for this header. Image, PDF and Video is supported.


Approved Examples Check out potential Templates for the different categories.
Hello {{1}}, the delivery {{2}} will arrive at {{3}}.
We received your message outside of our service hours😱, may we contact you again about your request? Then please answer with YES
I now have the answers to your question. If you want to continue the conversation, please answer YES
Rejected Examples
Facebook will not approve templates with floating parameters (i.e., lines with just parameters and no texts). Please surround the parameters with information so it's clear as to what will be inserted. In the example below, we're referring to {{3}} and {{4}} as the floating parameters.

Category List

Account update: notify the message recipient of a change to their account settings.
  • Profile has changed
  • Preferences are updated
  • Settings have changed
  • Membership has expired
  • Password has changed
Payment update: notify the message recipient of a payment update for an existing transaction.
  • Send a receipt
  • Send an out-of-stock notification
  • Notify an auction has ended
  • Status on a payment transaction has changed
Personal finance update: confirm a message recipient’s financial activity.
  • Bill-pay reminders
  • Scheduled payment reminder
  • Payment receipt notification
  • Funds transfer confirmation or update
  • Other transactional activities in financial services
Shipping update: notify the message recipient of a change in shipping status for a product that has already been purchased.
  • Product is shipped
  • Status changes to in-transit
  • Product is delivered
  • Shipment is delayed
Reservation update: notify the message recipient of updates to an existing reservation.
  • Itinerary changes
  • Location changes
  • Cancellation is confirmed
  • Hotel booking is cancelled
  • Car rental pick-up time changes
  • Room upgrade is confirmed
Appoinment update: notify the message recipient of a change to an existing appointment.
  • Appointment time changes
  • Appointment location changes
  • Appointment is cancelled
Transportation update: notify the message recipient of updates to an existing transportation reservation.
  • Flight status changes
  • Ride is cancelled
  • Trip is started
  • Ferry has arrived
Ticket update: send the message recipient updates or reminders for an event for which a person already has a ticket.
  • Concert start time changes
  • Event location changes
  • Show is cancelled
  • A refund opportunity is made available
Issue resolution: notify the message recipient of an update to a customer service issue that was initiated in a Messenger conversation, following a transaction.
  • Issue is resolved
  • Issue status is updated
  • Issue requires a request for additional information
  • Notify the message recipient of something informational like Business
    hours/hours of availability
Last modified 4d ago