> ## Documentation Index
> Fetch the complete documentation index at: https://docs.apyconnect.io/llms.txt
> Use this file to discover all available pages before exploring further.

# WhatsApp Templates

> The approved messages you need to write first over WhatsApp.

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.

## 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.

## Create a template

<Steps>
  <Step title="Design the message">
    With the wizard, build your template: text, and optionally an image and buttons.
  </Step>

  <Step title="Add variables">
    Use variables (such as the customer's name) that are filled in when sending, to personalize each message.
  </Step>

  <Step title="Choose the category">
    Mark whether it's **marketing**, **utility** (for example, confirmations), or **authentication** (codes). The category affects usage and cost.
  </Step>

  <Step title="Submit it for approval">
    Meta reviews the template. Once it's **approved**, you can use it.
  </Step>
</Steps>

## Where they're used

* To write to **many** contacts: [Campaigns](/en/guias/campanas).
* To write to **one** from the conversation: you pick the template in the reply box.

<Warning>
  Meta may reject templates that don't meet its rules. Write clearly, without misleading promises, and respect your contacts' consent.
</Warning>