WhatsApp message templates: types, examples, and best practices

Meta (WhatsApp) message templates are pre-approved messages that businesses use to communicate with customers on WhatsApp. These templates are essential for sending messages outside the 24-hour customer service window and for initiating conversations with customers who haven’t messaged you first.

IMPORTANT: Meta can change template types or rules at any time, so always check for updates. As a best practice, especially for companies focused on customer service, we recommend prioritizing UTILITY templates, as they have fewer restrictions and are ideal for service-related communication.

Template types:

Marketing templates

Purpose:
Most flexible; used to generate awareness, drive sales, and re-engage customers.

Examples:

  • Awareness:
    "Did you know? We installed a new tower in your area so you can enjoy a better network experience. To learn more, visit our site {{1}}."

  • Sales:
    "As a thank you for your last order, please enjoy 15% off your next order. Use code LOYAL15 at checkout. Visit our site here {{1}}."

  • Retargeting:
    "You left items in your cart! Don’t worry, we saved them for you. Click here to checkout now: {{1}}."

  • App Promotion:
    "Did you know? You can now checkout in our app. Download it here {{1}} to check out our streamlined experience."

  • Build Customer Relationships:
    "{{1}}, did you think we’d forget? No way! Happy birthday! We wish you the best in the year ahead."

 

Utility templates

Purpose:
Triggered by user actions; provide transactional or service information.

Examples:

  • Opt-In management:
    "Thanks for confirming opt-in! You’re in. You’ll now receive notifications via WhatsApp."

  • Order management:
    "Thank you! Your order {{1}} is confirmed. We will let you know once your package is on its way."

  • Account alerts or updates:
    "Daily update for account ending in {{1}}: Your balance is {{2}}."

  • Feedback surveys:
    "Your feedback ensures we continually improve. Please click here {{1}} to share your thoughts on your recent visit at our {{2}} location. Thank you in advance!"

 

Authentication templates

Purpose:
Used for secure identity verification with one-time passcodes.

Example:

  • "{{1}} is your verification code. For your security, do not share this code."

 

Tips to avoid template rejection

  • Clarity and context: Ensure the message is clear and provides relevant context.

  • Correct categorization: Choose the category that best matches the template’s purpose.

  • Formatting: Use correct structure, spelling, and variable formatting (e.g., {{1}}, {{2}}).

  • Respect policies: Avoid spam, deceptive content, or policy violations.

What to do if your template is rejected

  • Create a new template: Redesign with correct content and category.

  • Update the category: Adjust the category if it was misclassified.

  • Request a review: Submit for reevaluation if you believe it meets guidelines.

Visual previews

When creating templates in Meta’s interface, you’ll see a live preview showing exactly how your message will look to customers. Use this preview to check clarity, formatting, and the placement of variables or buttons.

Summary table

Meta Message Template Types Table
Template Type Purpose Example Use Case
Marketing Awareness, sales, retargeting, promotion New product alert, discount offer
Utility Transactional/service info Order confirmation, account update
Authentication Identity verification OTP/verification code

Remember:

Meta may update template rules at any time. For customer service-focused businesses, UTILITY templates are recommended due to their flexibility and lower risk of rejection.

By following these guidelines and using the preview feature, you can create effective, compliant templates that enhance customer communication on WhatsApp.

Product Team