Perfect WhatsApp Template Preparation Guide

One of WhatsApp Business API's most critical features is that templates you'll use for automation and broadcast messages must be pre-approved by Meta. The template approval process can be one of the most challenging and frustrating steps for many businesses. This guide offers strategies to maximize your templates' chances of first-time approval.

What is a WhatsApp Template?

A template message is a pre-prepared message format approved by Meta. These templates:

• Allow you to send messages to users outside the 24-hour rule
• Can contain variables and be personalized
• Are divided into different categories (Marketing, Service, Verification)
• Approval process varies between 1 hour and 48 hours
• Can be corrected and resubmitted when rejected

1. Category Selection: The Most Critical Step

Meta divides templates into 3 main categories. Wrong category selection is rejection reason number 1.

📢 Marketing

When to use:

• Product or service promotions
• Discount and campaign announcements
• New product launches
• Seasonal offers (Black Friday, New Year, etc.)
• Cross-sell and up-sell opportunities
• Catalog and collection promotions

Cost: Generally more expensive than other categories (varies by country; e.g., ~€0.113 per message in Germany vs ~€0.045 for utility/auth).

Examples:

✅ Hello {{1}}! Your exclusive 20% discount code this week: {{2}}
Campaign valid until December 31.

✅ {{1}}, our new winter collection is out! 🎿
Free shipping on first 100 purchases.
Check it out now: {{2}}

Precautions:

• Don't use overly sales-oriented language.
• Avoid aggressive phrases like "BUY NOW!", "LAST CHANCE!"
• Consider offering an opt-out option.

🔐 One-Time Password (Authentication - OTP)

When to use:

• Login verification codes
• Password reset links
• Two-factor authentication (2FA)
• One-time PIN codes
• Account confirmation messages

Cost: Generally the cheapest category.

Examples:

✅ {{1}} Your WhatsApp verification code: {{2}}
Do not share this code with anyone.
Code will expire in 10 minutes.

✅ To reset your password, click the link below:
{{1}}
If you didn't make this request, ignore this message.

Precautions:

• Use only for verification purposes.
• Don't add marketing content.
• Include security warnings.
• Specify code validity period.

🛠️ Utility (Service)

When to use:

• Order confirmations
• Shipping tracking notifications
• Appointment reminders
• Invoice and payment notifications
• Account status updates
• Reservation confirmations
• Flight/hotel check-in information

Cost: Medium level pricing.

Examples:

✅ Hello {{1}}, your order ({{2}}) has been shipped.
Tracking number: {{3}}
Estimated delivery: {{4}}
Shipping tracking: {{5}}

✅ {{1}}, your appointment is coming up! ⏰
Date: {{2}}
Time: {{3}}
Location: {{4}}
For cancellation or changes: {{5}}

Precautions:

• Focus on transactional information.
• If you add marketing content, it will be rejected.
• Should be sent after a user-triggered action.

❌ Common Category Mistakes

2. Variable Usage: Detailed Guide

Variables ({{1}}, {{2}}, {{3}} etc.) allow you to personalize your templates. However, incorrect usage is a common reason for rejection.

Variable Rules:

1. Must be sequential: {{1}}, {{2}}, {{3}} (you cannot skip numbers).
2. Sample data is required: You must provide realistic sample content for each variable.
3. Must be clear: It should be obvious what each variable will contain.
4. Don't overuse: Maximum 5–7 variables is ideal.

❌ Wrong Usage Examples:

❌ Hello {{1}}, your order is {{2}}.
Example: Hello John, your order is ready.

Problem: "Ready" is too vague. Is it "shipped" or "being prepared"?

❌ Campaign for {{1}}!
Example: Campaign for Product!

Problem: The word "Product" is too general. Which product?

❌ {{1}} {{2}} {{3}} {{4}} {{5}} {{6}} {{7}} {{8}}

Problem: Too many variables, unreadable.

✅ Correct Usage Examples:

✅ Hello {{1}}, your order number {{2}} has been sent via {{3}} shipping company.
Estimated delivery date: {{4}}

Sample Data:
{{1}} = John Smith
{{2}} = #12345
{{3}} = FedEx
{{4}} = December 15, 2023

Why correct: Each variable is clear, understandable, and realistic.

✅ {{1}}, the {{2}} is now {{3}}% off!
Old price: ${{4}}
New price: ${{5}}
Offer valid until {{6}}.

Sample Data:
{{1}} = Sarah Johnson
{{2}} = iPhone 15 Pro
{{3}} = 15
{{4}} = 999
{{5}} = 849
{{6}} = December 31, 2023

Why correct: All information is specific and valuable to the user.

Variable Types and Best Practices:

3. Grammar, Spelling, and Professionalism

Meta uses AI-powered systems to analyze your templates. Low-quality, error-filled templates are automatically rejected.

Writing Rules:

✅ Do:

• Use punctuation correctly.
• Use proper spelling (including accent characters if applicable).
• Separate paragraphs with blank lines.
• End sentences with periods.
• Maintain a professional tone.

❌ Don't:

• Write words together like "howareyou".
• Misspell words (e.g., "recieve" instead of "receive").
• Forget commas where needed (e.g., "Hello how are you are you well").
• Use text-speak abbreviations like "thx", "hi".
• Use unnecessary letter repetition like "Hellooo".

❌ Rejected Examples (Real Cases):

❌ hi {{1}} ur order is ready shipped tracking no {{2}}

Problems:

• "hi" is too informal (should be capitalized "Hi" or "Hello").
• "ur" instead of "your".
• No punctuation.
• Hard to read.

❌ HELLO {{1}}!!! WE HAVE A GREAT CAMPAIGN!!! LOOK NOW!!!

Problems:

• All caps (shouting).
• Excessive exclamation marks.
• Looks like spam.

❌ Hi {{1}} got smth special 4 u click link: {{2}}

Problems:

• "smth" is an unprofessional abbreviation for "something".
• "4 u" instead of "for you".
• Content is vague.
• Unprofessional tone.

✅ Approved Examples:

✅ Hello {{1}},

Your order number {{2}} has been prepared and handed over to {{3}} shipping company.

Tracking number: {{4}}
Estimated delivery: {{5}}

To track your shipment: {{6}}

Thank you!

✅ Dear {{1}},

Reminder for your appointment on {{2}}:

Date: {{3}}
Time: {{4}}
Address: {{5}}

To cancel or postpone your appointment, please call us at least 24 hours in advance: {{6}}

See you soon!

4. Button (CTA - Call to Action) Usage

You can add 3 types of buttons to your templates:

1. URL Buttons (Website)

Static URL:

Button: "View Product"
URL: https://www.sitename.com/product/campaign

Dynamic URL (Recommended):

Button: "Track Order"
URL: https://www.sitename.com/order/{{1}}
Example: https://www.sitename.com/order/12345

2. Phone Buttons

Button: "Call Us"
Phone: +1 212 555 0100

3. Quick Reply Buttons

Button 1: "Yes, I'm interested"
Button 2: "No, thank you"
Button 3: "Remind me later"

Important: You can add up to 3 buttons.

5. Adding Media (Optional)

You can add the following to your templates:

• Image: Product images, banners
• Video: Product demonstrations (max 16 MB)
• Document (PDF): Invoice, catalog, user manual

Caution: When you add media, the sample file you upload will be reviewed by Meta. Inappropriate content will cause rejection.

6. Template Approval Process and Timelines

Approval Times:

• Fast approval: 5–30 minutes (simple templates)
• Normal approval: 1–24 hours (most templates)
• Slow approval: 24–48 hours (complex or risky content)

Approval Statuses:

1. Pending: Waiting in review queue
2. Approved: Ready to use
3. Rejected: Correction needed

Rejection Reasons (Meta's official list):

1. Policy violation: Policy violation (prohibited content)
2. Low quality: Low quality (spelling or grammar issues)
3. Wrong category: Wrong category selection
4. Misleading content: Misleading content
5. Abusive language: Offensive language
6. Unclear variables: Variables are not clear

7. Template Optimization Tips

Keep It Short and Concise:

• Ideal template length: 100–300 characters
• Maximum: 1024 characters
• Every sentence should carry value

Personalization:

• Always use the user's name
• Reference their past interactions or purchases
• Consider regional and cultural differences

A/B Testing:

• Create 2–3 different variations for the same message
• Test which one performs better
• Replicate successful templates

8. Emergency Rescue Plan for Rejected Templates

Was your template rejected? Don't panic:

Step 1: Read the rejection reason (it's often vague, but gives a clue)

Step 2: Review all the checklist points above:

• Is category correct?
• Are there spelling errors?
• Are variable examples clear?
• Does it look like spam?
• Is there prohibited content?

Step 3: Make corrections and wait 24 hours

Step 4: Resubmit

Step 5: If rejected again, try a very different format

Conclusion: Checklist for Approval Guarantee

• Correct category selected (Marketing/Service/OTP)
• All variables sequential and with examples
• No spelling errors, correct spelling
• No aggressive sales language
• No excessive caps, emojis, or exclamation marks
• Link is clear and trustworthy (no shorteners)
• No prohibited content
• Buttons (if any) are clear and understandable
• Media (if any) is appropriate and quality
• Opt-out option (for marketing templates) available
• Professional and friendly tone

Final Advice: Send the template to yourself and read it from a user's perspective. The answer to "How would I feel if I received this message?" should be positive.

Source: WhatsApp Business API Template Guidelines