Marketing Templates

Create and manage message templates for mass marketing campaigns

Templates

Overview

Templates are pre-approved WhatsApp Business message formats that define the structure and content of messages sent through campaigns. All WhatsApp Business messages must use approved templates to ensure compliance with Meta’s policies.

What are WhatsApp Templates?

WhatsApp Business templates are structured message formats that include:

• Header: Optional text, image, video, or document
• Body: Main message content with optional variables
• Footer: Optional additional text information
• Buttons: Optional interactive elements (URL, call, quick reply)

Why Templates are Required

• Meta Approval: WhatsApp requires pre-approval of all business message templates
• Quality Control: Ensures high-quality, relevant messaging
• Policy Compliance: Maintains adherence to WhatsApp Business policies
• Customer Protection: Prevents spam and maintains user experience

Template Types and Categories

Template Types

Standard Templates

Characteristics:

• Text-only messages
• May include header, body, footer
• Support variables for personalization
• Can include basic buttons

Use Cases:

• Simple notifications
• Text-based promotions
• Basic confirmations
• Informational messages

Interactive Templates

Characteristics:

• Include interactive elements
• Support media (images, videos, documents)
• Multiple button types
• Rich user engagement

Use Cases:

• Marketing campaigns with media
• Interactive promotions
• Product showcases
• Call-to-action messages

Template Categories

Marketing

Purpose: Promotional and marketing communications Approval Requirements: Stricter review process Use Cases:

• Product promotions
• Sales announcements
• Special offers
• Brand communications

Utility

Purpose: Account updates and informational messages Approval Requirements: Moderate review process Use Cases:

• Account notifications
• Service updates
• Policy changes
• General information

Authentication

Purpose: Account verification and security Approval Requirements: Streamlined approval Use Cases:

• OTP codes
• Login verification
• Account security alerts
• Password resets

Creating Templates

Navigation

Path: /templates → Click “New Template” button → Template builder

Template Creation Process

Step 1: Basic Information

Required Fields:

• Template Name: Unique identifier (lowercase, underscores, numbers only)
• Category: Marketing, Utility, or Authentication
• Language: Select from supported languages
• Description: Brief description of template purpose

Template Name Guidelines:

• Use descriptive, clear names
• Include version numbers if creating variations
• Follow naming conventions (e.g., order_confirmation_v2)
• Avoid special characters except underscores

Step 2: Header Configuration (Optional)

Header Types:

Text Header:

• Simple text content
• No variables allowed
• Maximum character limits apply
• Good for titles and branding

Media Header:

• Image: JPG, PNG formats supported
• Video: MP4 format, size limitations
• Document: PDF and other document types
• Media must be uploaded and approved

Header Best Practices:

• Keep text headers concise and clear
• Use high-quality media files
• Ensure media is relevant to message content
• Consider file size limitations

Step 3: Body Content

Body Text Requirements:

• Main message content (required)
• Support for variables/placeholders
• Character limits apply
• Must provide clear value to recipient

Variable Configuration:

• Use double curly braces: {{1}}, {{2}}, etc.
• Provide example values for each variable
• Variables must be sequential (1, 2, 3…)
• Maximum number of variables varies by category

Body Content Guidelines:

• Write clear, concise messages
• Include necessary information only
• Use variables for personalization
• Maintain consistent tone and branding

Step 4: Footer Text (Optional)

Footer Characteristics:

• Brief additional information
• No variables allowed
• Often used for disclaimers or contact info
• Maximum character limits apply

Common Footer Uses:

• Contact information
• Unsubscribe instructions
• Legal disclaimers
• Company branding

Step 5: Buttons (Optional)

Button Types:

URL Buttons:

• Link to websites or specific pages
• Support dynamic URLs with variables
• Can include tracking parameters
• Maximum 3 URL buttons per template

Phone Number Buttons:

• Initiate phone calls
• Include country codes
• Good for customer service
• Maximum 1 phone button per template

Quick Reply Buttons:

• Predefined response options
• Help categorize customer responses
• Maximum 3 quick reply buttons
• Useful for surveys or simple choices

Button Configuration:

• Button text should be clear and actionable
• URLs must be secure (HTTPS)
• Test all buttons before submission
• Consider button order and priority

Template Builder Interface

Visual Preview

• Real-time Preview: See template as customers will
• Variable Testing: Test with sample data
• Device Preview: View on different screen sizes
• Interactive Testing: Test buttons and links

Content Validation

• Character Limits: Automatic validation of length limits
• Format Checking: Ensure proper variable formatting
• Link Validation: Verify URL accessibility
• Media Validation: Check media file requirements

Template Approval Process

Submission for Approval

Submission Requirements:

• All required fields completed
• Example values provided for variables
• Media files uploaded and validated
• Template purpose clearly defined

Submission Process:

1. Complete template creation
2. Review all content for accuracy
3. Click “Submit for Approval”
4. Template enters Meta review queue
5. Monitor approval status

Approval Timeline

• Standard Processing: 24-48 hours typically
• Complex Templates: May take longer
• Rejected Templates: Receive feedback for revision
• Rush Approval: Not available for standard submissions

Approval Status

Draft

Characteristics:

• Template created but not submitted
• Can be edited freely
• Not available for campaigns
• Can be deleted

Pending

Characteristics:

• Submitted to Meta for review
• Cannot be edited
• Review in progress
• Approval timeline varies

Approved

Characteristics:

• Ready for use in campaigns
• Cannot be edited (create new version instead)
• Available for all campaign types
• Permanent approval unless policy changes

Rejected

Characteristics:

• Did not meet Meta approval criteria
• Feedback provided for revision
• Can be edited and resubmitted
• Common rejection reasons provided

Common Rejection Reasons

1. Policy Violations: Content violates WhatsApp policies
2. Poor Quality: Content is unclear or unprofessional
3. Spam Indicators: Content appears promotional without value
4. Technical Issues: Formatting or technical problems
5. Missing Information: Incomplete template details

Managing Existing Templates

Template List View

Available Information:

• Template name and description
• Approval status and date
• Category and language
• Usage statistics
• Last updated date

Filtering Options:

• Filter by status (Draft, Pending, Approved, Rejected)
• Filter by category
• Search by name or content
• Sort by various criteria

Template Actions

Editing Templates

Draft Templates:

• Full editing capabilities
• Can modify all content
• Re-submit for approval after changes

Approved Templates:

• Cannot be edited directly
• Must create new version
• Original template remains available
• Version control for template variations

Duplicating Templates

Use Cases:

• Create variations of successful templates
• Adapt templates for different languages
• Create seasonal versions
• A/B testing different approaches

Process:

1. Select template to duplicate
2. Modify content as needed
3. Update template name
4. Submit new template for approval

Deleting Templates

Restrictions:

• Cannot delete approved templates being used
• Cannot delete templates with active campaigns
• Deletion is permanent

Best Practices:

• Archive unused templates instead of deleting
• Keep successful templates for future reference
• Document reasons for template deletion

Template Performance and Analytics

Usage Metrics

• Campaign Usage: Which campaigns use the template
• Message Volume: Total messages sent using template
• Performance History: Success rates over time
• Geographic Usage: Where template is most used

Engagement Analytics

• Delivery Rates: Percentage of successful deliveries
• Read Rates: How often messages are opened
• Click Rates: Button and link click performance
• Response Rates: Customer interaction levels

Optimization Insights

• Best Performing Elements: Which parts drive engagement
• Improvement Opportunities: Areas for optimization
• Comparison Data: Performance vs. other templates
• Trend Analysis: Performance changes over time

Best Practices for Template Creation

Content Writing

1. Clear Value Proposition: Immediately communicate benefit
2. Concise Messaging: Respect character limits and attention spans
3. Personalization: Use variables effectively
4. Call-to-Action: Include clear next steps
5. Brand Consistency: Maintain consistent voice and style

Variable Strategy

1. Meaningful Variables: Use data that adds real value
2. Fallback Values: Always provide default values
3. Data Validation: Ensure variable data is clean
4. Privacy Compliance: Only use necessary customer data

Button Optimization

1. Action-Oriented Text: Use verbs that encourage action
2. Relevant Links: Ensure URLs match message content
3. Mobile Optimization: Test on mobile devices
4. Tracking Implementation: Include analytics parameters

Approval Success

1. Follow Guidelines: Adhere to Meta’s approval guidelines
2. Provide Context: Clear template purpose and use case
3. Quality Content: Professional, error-free content
4. Relevant Examples: Provide realistic variable examples

Common Issues and Troubleshooting

Template Creation Issues

Character Limit Exceeded

Cause: Content exceeds WhatsApp character limits Solution:

1. Shorten message content
2. Remove unnecessary words
3. Use more concise language
4. Consider splitting into multiple templates

Variable Formatting Errors

Cause: Incorrect variable syntax or numbering Solution:

1. Use proper format: {{1}}, {{2}}, etc.
2. Ensure sequential numbering
3. Check for typos in variable syntax
4. Validate variable examples

Approval Issues

Template Rejected for Policy Violations

Common Causes:

• Misleading or false information
• Inappropriate content
• Spam-like messaging
• Missing required disclaimers

Solutions:

1. Review WhatsApp Business Policy
2. Revise content to comply
3. Add necessary disclaimers
4. Improve content quality and value

Template Rejected for Quality Issues

Common Causes:

• Poor grammar or spelling
• Unclear messaging
• Unprofessional presentation
• Irrelevant content

Solutions:

1. Proofread all content
2. Clarify message purpose
3. Improve professional presentation
4. Ensure content relevance

Usage Issues

Template Not Available in Campaigns

Cause: Template not approved or not linked to phone number Solution:

1. Check approval status
2. Verify phone number association
3. Wait for approval if pending
4. Re-submit if rejected

Variables Not Working in Campaigns

Cause: Data mapping issues or missing customer data Solution:

1. Check variable mapping in campaigns
2. Verify customer data completeness
3. Provide fallback values
4. Test with sample data

Advanced Template Features

Multi-Language Templates

Strategy:

• Create templates for each target language
• Maintain consistent messaging across languages
• Consider cultural adaptations
• Test with native speakers

Dynamic Content

Advanced Variables:

• Conditional content based on data
• Complex data formatting
• Real-time information inclusion
• Location-specific content

Template Versioning

Version Control:

• Systematic naming conventions
• Documentation of changes
• Performance comparison
• Gradual rollout of new versions

Integration with Campaigns

Optimization:

• Design templates specifically for campaign types
• Consider audience segmentation
• Plan for A/B testing
• Monitor cross-template performance