WhatsApp template message approval is Meta's review of any message you want to send first to a customer through the WhatsApp Business API. Meta checks the category, the wording, the variables and any buttons, and usually decides within minutes to 24 hours. If you write clear, honest templates in the right category and follow a few formatting rules, most get approved on the first try.
Below are the categories, the rules, the most common rejection reasons and ready examples you can adapt.
Why templates need approval
On the official WhatsApp Business API, you can reply freely to a customer for 24 hours after their last message. Outside that window, you can only start a conversation with a pre-approved template. This keeps WhatsApp free of spam, which is why customers still open WhatsApp messages.
The three WhatsApp template categories
| Category | Used for | Examples | Notes |
|---|---|---|---|
| Marketing | Offers, launches, reminders to buy, re-engagement | Sale alert, new collection, festive greeting with offer | Highest price; any promotional content makes it marketing |
| Utility | Updates about something the customer did or asked for | Order confirmed, shipped, appointment reminder, payment receipt | Must be non-promotional and specific to the user |
| Authentication | One-time passwords only | Login OTP, verification code | Needs a code button; no links, media or emoji |
As of November 2026, Meta also re-checks approved templates. If a utility template looks promotional, Meta can change it to marketing (usually with a day's notice), which changes what you pay. Businesses that repeatedly mislabel templates can face restrictions on utility templates. So pick the honest category from the start.
A common trap: adding "Use code SAVE10 on your next order" to an order confirmation. That one line turns a utility message into marketing.
Variables: the rules that trip people up
Variables let you personalise a template, like a name or order number. They are written as {{1}}, {{2}} and so on.
- Number them in order with no gaps: {{1}}, {{2}}, {{3}}, not {{1}}, {{3}}.
- Do not start or end the message with a variable. "{{1}}, your order is ready" will be rejected; "Hi {{1}}, your order is ready." is fine.
- Do not put too many variables in a short message. A body that is mostly variables looks like a blank template that could be used for anything.
- Do not use special characters like #, $ or % inside variables.
- Give a realistic sample value for every variable when you submit, such as "Priya" and "ORD-48213".
Buttons and headers
Templates can include:
- Header: text, image, video or document. A product image works well for marketing.
- Footer: a short line, such as "Reply STOP to unsubscribe".
- Quick reply buttons: like "Yes, confirm" or "Talk to us". Taps come back to you as replies.
- Call-to-action buttons: open a website link or call a phone number.
- Copy code button: handy for coupon codes and OTPs.
Keep button text short and make sure links go to your own working website. Broken links or URL shorteners can lead to rejection.
Common reasons a WhatsApp template is rejected
| Rejection reason | Example | How to fix |
|---|---|---|
| Starts or ends with a variable | "{{1}} ka order ship ho gaya" | Add words before and after: "Hi {{1}}, your order has shipped." |
| Variables out of order | Uses {{1}} and {{3}} only | Renumber to {{1}} and {{2}} |
| Too many variables, too little text | "Hi {{1}}, {{2}} {{3}} {{4}}" | Write the fixed text and keep only real personalisation |
| Wrong category | Utility template with a discount | Remove the offer or submit as marketing |
| Asks for sensitive data | "Send your full card number / Aadhaar number" | Never ask for full ID or card numbers; last 4 digits is fine |
| Threatening tone | "Pay today or we'll take legal action" | Use a polite reminder instead |
| Duplicate content | Same body and footer as an existing template | Change the wording or reuse the existing template |
| Misleading or policy-breaking products | Unrealistic claims, restricted goods | Follow WhatsApp Commerce Policy; remove false claims |
| Missing or bad sample values | Sample says "test" | Give real-looking samples |
Rejected templates can be edited and resubmitted, or you can ask for a review in WhatsApp Manager if you think the decision was wrong. Appeals are usually reviewed within 24 hours.
Examples of approvable templates
These examples follow the rules above. Adjust the business details to yours.
Marketing: new collection (D2C fashion)
Hi {{1}}, our new festive collection is here! Handblock kurtas, co-ord sets and dupattas, all under Rs 1,999. Tap below to shop before sizes run out. Reply STOP to stop offers.
Buttons: "Shop now" (website link), "Talk to us" (quick reply).
Marketing: coaching institute admission
Namaste {{1}}, admissions for our {{2}} batch are now open. Free demo class this Sunday at 11 am. Reply YES to book a seat for your child.
Utility: order shipped
Hi {{1}}, your order {{2}} has been shipped and should reach you by {{3}}. Track it using the button below.
Button: "Track order" (link to your tracking page).
Utility: appointment reminder (clinic)
Hello {{1}}, this is a reminder of your appointment with Dr. {{2}} on {{3}}. Please reply 1 to confirm or 2 to reschedule.
Utility: COD confirmation
Hi {{1}}, thank you for your order {{2}} of Rs {{3}} (Cash on Delivery). Please confirm so we can ship it today.
Buttons: "Confirm order", "Cancel order".
Authentication: OTP
Authentication templates come from Meta's template library with fixed wording, such as "{{1}} is your verification code." plus a copy code button. You only choose options like the security note and expiry time. See WhatsApp OTP authentication for more.
Checklist before you submit
- Pick the honest category: any offer means marketing.
- Write the message in full sentences, with fixed text before and after variables.
- Number variables in order and add realistic samples.
- Keep it short and clear; one message, one goal.
- Check spelling, grammar and formatting.
- Make sure links go to your own live website.
- Add an opt-out line on marketing templates.
- Do not ask for full card, bank or ID numbers.
- Use the right language setting, especially for Hindi templates.
After approval: keep templates healthy
Approval is not the end. If customers block or report messages from a template, Meta can pause it or lower your quality rating. Send templates only to people who opted in, to the right segment. Our bulk WhatsApp marketing guide and quality rating guide explain how.
On AiSender you can use your approved templates in bulk campaigns from Excel/CSV or saved contacts, map each variable to a column, and see the cost before sending.
FAQ
How long does WhatsApp template message approval take?
Meta says decisions can take up to 24 hours, though many come sooner, and appeals are also reviewed within 24 hours.
Can I edit a template after it is approved?
Yes, approved templates can be edited a limited number of times, but each edit goes through review again. For a big change, it is often simpler to create a new template.
Why did Meta change my utility template to marketing?
Meta found promotional content in it, such as an offer or a push to buy. Remove the promotional parts and submit a new utility template, or request a review if you believe it is truly utility.
Can I write templates in Hindi or Hinglish?
Yes. Choose Hindi as the language for Devanagari text. For Hinglish in Roman script, many businesses select English; just keep the message clear and professional.
Want a simple place to manage approved templates and send them to the right customers? Try AiSender and launch your first template campaign in minutes.
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