WhatsApp Message Templates: Types, Rules and Examples

Whenever you message a customer outside the 24 hour window, you must use an approved message template. Think of it as a pre approved form with blanks you fill in for each person.

The three categories

Utility messages relate to something the customer already did: an order confirmation, a delivery update, an appointment reminder.

Marketing messages promote something: an offer, a new product, a reminder to come back. They have stricter rules and a different price.

Authentication messages carry one time passwords. They have a fixed format.

Choosing the correct category matters. Meta can reassign a template to marketing if it reads like a promotion, which changes the cost.

Parts of a template

• Header (optional): text, image, video or document
• Body: the main text with variables like {{1}}
• Footer (optional): a short line, such as "Reply STOP to opt out"
• Buttons (optional): quick replies, call, or a link

Examples you can adapt

Order update (utility)

Hi {{1}}, your order {{2}} has shipped and will arrive by {{3}}. Track it here: {{4}}

Appointment reminder (utility)

Hello {{1}}, this is a reminder for your visit on {{2}} at {{3}}. Reply 1 to confirm or 2 to reschedule.

Offer (marketing)

Hi {{1}}, our festive sale starts today. Get {{2}} off on your next order. Shop now: {{3}}

Writing tips

1. Keep the body short and clear
2. Put the most important detail first
3. Use the customer's name only if you have it correctly
4. Add a clear next step, like a button
5. Avoid shouting in capital letters or many exclamation marks

Variables

Variables must have sample values when you submit. Use realistic samples, not "test". Do not place two variables next to each other with no text between them, and do not start or end the body with a variable.

Testing before you send

In UnboxChat you can send a test of any approved template to your own number and copy the ready made cURL for developers. This catches wrong variable order before a real campaign.

Approval can fail for small reasons. Our guide on getting templates approved lists the usual ones.