WhatsApp Message Templates: What They Are, the Three Categories and How to Get One Approved

You want to remind a patient about tomorrow's appointment, and WhatsApp will not let you simply type it. The reason is that the patient has not written to you in days. A message template is the only way to start that conversation, and Meta has to review it first.

A template is a message you write once, with blanks for details like the name and the date. Meta reviews it. Once it is approved, you can send it to customers who agreed to hear from you, even if they have not written recently. Meta is the company that owns WhatsApp.

Why do templates exist?

WhatsApp lets a business reply freely only inside the 24-hour window that opens when a customer writes. Outside that window, a template is the only message type WhatsApp delivers. Meta's documentation states that templates are the only messages a business can send outside the window.

The customer also has to have said yes. WhatsApp's business policy requires opt-in permission from the person before you message them.

A dentist's office might write this once:

"Hi {{1}}, this is a reminder of your appointment on {{2}} at {{3}}. Reply YES to confirm."

The parts in curly braces are variables. They fill in with each patient's name, date and time.

What are the three template categories?

Meta groups templates into three categories, and the category affects what Meta charges per message.

Utility. Messages tied to something the customer did or asked for: an order confirmation, a shipping update, an appointment reminder. Meta requires that a utility template be free of promotion and specific to the customer's order, account or request.

Marketing. Promotions, offers, announcements and messages that invite someone to buy. A restaurant announcing a new tasting menu is marketing.

Authentication. One-time codes to verify identity. Only authentication templates can carry a code. Most small businesses never use them.

Two details from Meta's guidelines matter here. A template that mixes utility and marketing, such as an order update with a promotion, is treated as marketing. A template whose purpose is unclear, such as one made only of "{{1}}", is also treated as marketing.

Since April 9, 2025, if you pick utility and Meta decides the content is marketing, the template is approved as marketing instead of rejected. If a business keeps labeling marketing as utility, Meta can apply escalating restrictions.

When do you need a template?

You need one when you want to start the conversation after the window has closed.

  • A customer asked for a price two minutes ago: no template.
  • You follow up a few hours after the customer's last message: no template, the window is still open. If that message was more than 24 hours ago, you need a template.
  • You remind someone about tomorrow's appointment and their last message was four days ago: template.
  • You announce a new product to past customers: template, marketing category, and only for people who opted in.

How long does approval take, and why do templates get rejected?

Meta says a decision can take up to 24 hours. If a template is rejected, you can edit it and resubmit it, or appeal.

Meta lists these common reasons for rejection:

  • Variables are written wrongly, are out of order (for example {{1}}, {{2}}, {{5}}, {{4}}) or contain special characters such as #, $ or %.
  • The template starts or ends with a variable.
  • There are too many variables for the length of the message.
  • The content breaks WhatsApp's Commerce Policy or Business Policy.
  • The content is abusive or threatening.
  • The template duplicates another one.

Give each variable a sentence around it, so the purpose is clear whatever fills the blank.

Meta can also pause a template that gets recurring negative feedback or low read rates. A paused template cannot be sent. Messages that customers wanted, sent to people who opted in, avoid most of that.

What does a template cost?

Meta charges for each delivered template, by category and by the customer's country. It publishes its rates on its pricing page, and they change by country. Marketing templates and utility templates are priced differently.

A starter kit for a small business

  1. Appointment reminder (utility): "Hi {{1}}, this is a reminder of your appointment on {{2}} at {{3}}. Reply YES to confirm."
  2. Order ready (utility): "Hi {{1}}, your order {{2}} is ready for pickup."
  3. Reconnect (marketing): "Hi {{1}}, it has been a while since your last visit. Reply to this message and we will help you book the next one."

Submit them a day before you need them.

Frequently asked questions

What is a WhatsApp message template? A message written in advance and reviewed by Meta, which a business can send outside the 24-hour window to customers who opted in.

Can I send a template to anyone? No. WhatsApp's policy requires the person's permission first.

Does a template reopen the conversation? If the customer replies, a new 24-hour window opens.

Where Simplixity Chat fits

In Simplixity Chat you can send WhatsApp campaigns with templates, by tag or by stage, scheduled and once per person. Customers can opt out by writing BAJA or STOP, and the replies arrive in the same inbox as your other channels. Simplixity Chat is not open to the public yet.

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