Create message templates and get them approved
Template anatomy, variables and the Meta review.
Create templates under Conversation Assets, then Message Templates: pick a category, write the body with {{1}} variables, add sample values and submit. Meta usually reviews within an hour. Rejected? The most common causes are listed below.
Templates are the pre-approved messages used for campaigns and for re-opening conversations whose 24-hour window has closed.
Anatomy of a template
| Part | Required | Notes |
|---|---|---|
| Header | No | Text, image, video or document on top. |
| Body | Yes | The message. Supports variables like {{1}}, {{2}}. |
| Footer | No | Small print, for example "Reply STOP to unsubscribe." |
| Buttons | No | Quick replies, a link, or a phone number. |
Submitting for review
- 1Select New template, choose a category (Marketing, Utility or Authentication) and a language.
- 2Write the content and add sample values for each variable; reviewers see the samples.
- 3Submit. Status moves from Pending to Approved or Rejected, often within an hour, sometimes up to 24.
Common rejection reasons
- Category mismatch: promotional copy submitted as Utility. If it sells anything, it is Marketing.
- Vague variables: a body that is mostly placeholders, or variables with no sample values.
- Policy violations: prohibited content, misleading claims.
- Formatting: spelling errors, ALL-CAPS shouting, broken links.
Common questions
My template was rejected. What is the fastest fix?
Read the rejection reason on the template, fix that one thing (category and vague variables are the usual suspects), and resubmit. Review is typically quick.
How many variables can I use?
Several per body, but every variable needs a sample value, and a body that is mostly placeholders gets rejected. Write the message first, then replace only what truly varies.
Do templates expire?
No, approved templates keep working. Meta can pause a template if it draws heavy negative feedback; quality tips are in Messaging limits and quality rating.
Still stuck?
Raise a ticket or chat on WhatsApp. We typically reply within 24 hours.