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On WhatsApp, when you initiate the conversation (or reply more than 24 hours after the customer’s last message), you must use a template: a message with a format approved by Meta.

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Why they exist

WhatsApp requires templates for messages the business initiates, as a way to protect the experience and prevent spam. Messages within the 24-hour window don’t need a template.

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Create a template

1

Design the message

With the wizard, build your template: text, and optionally an image and buttons.
2

Add variables

Use variables (such as the customer’s name) that are filled in when sending, to personalize each message.
3

Choose the category

Mark whether it’s marketing, utility (for example, confirmations), or authentication (codes). The category affects usage and cost.
4

Submit it for approval

Meta reviews the template. Once it’s approved, you can use it.

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Where they’re used

  • To write to many contacts: Campaigns.
  • To write to one from the conversation: you pick the template in the reply box.
Meta may reject templates that don’t meet its rules. Write clearly, without misleading promises, and respect your contacts’ consent.