WhatsApp Template Messages: Categories, Examples and Approval

On the WhatsApp Business API, you cannot simply type a message and send it to a customer out of the blue. The first message, and any message after a conversation has gone quiet for 24 hours, must be a template message: a pre-written format that Meta has reviewed. Templates used to be called HSMs (highly structured messages), and you will still hear that term.

What is a WhatsApp template message?

A template is a reusable message with fixed wording and optional placeholders. For example:

Hi {{1}}, your order {{2}} has been shipped and will arrive by {{3}}. Track it here.

When you send it, the placeholders are filled with each customer's details. Meta reviews the template once; after approval you can send it to any opted-in customer as often as needed, within your messaging limits.

When do you need a template?

The rules of the window are explained in the WhatsApp 24-hour window.

What are the WhatsApp template categories?

Meta groups templates into three categories. The category decides the price and how strictly Meta checks the content.

Marketing templates

Anything that promotes, sells or re-engages: offers, new arrivals, festive sales, back-in-stock alerts, abandoned cart reminders with incentives, event invitations and newsletters. This is the most expensive category. Chatbox AI's pricing page lists an approximate India rate of ₹0.58 per message.

Utility templates

Messages tied to a specific transaction or account the customer already has: order confirmations, shipping and delivery updates, payment receipts, appointment reminders, account alerts. Utility templates must not contain promotional content. Approximate India rate: ₹0.14.

Authentication templates

One-time passcodes for login, sign-up and verification. They follow a fixed format with a code and an optional copy-code or one-tap button. Approximate India rate: ₹0.12.

What about service messages?

Service is not a template category. It covers the free-form replies you send when a customer starts the chat. These are free. Rates above are approximate and change from time to time, see WhatsApp conversation pricing.

What can a template contain?

• Header (optional): text, image, video or document. Great for product shots or invoices.
• Body (required): the main text, with variables like {{1}} and basic formatting (bold, italic).
• Footer (optional): short grey text, often used for an opt-out line such as "Reply STOP to unsubscribe".
• Buttons (optional): quick replies (e.g. "Yes, confirm order"), a call-to-action URL, or a phone call button.

Carousel and product-message formats are also available for showcasing several products. Chatbox AI's message templates feature lets you build all of these visually and preview them before submission.

How does Meta approve templates?

1. You create the template, choose a category and language, and add sample values for every variable.
2. Meta's automated and manual checks review the content against WhatsApp's Business and Commerce policies.
3. The template is approved, rejected with a reason, or, if the content does not match the chosen category, re-categorised by Meta.
4. After approval, Meta keeps monitoring how customers respond. Templates that get many blocks or reports can be paused and eventually disabled.

How do you avoid template rejections?

• Pick the honest category. A "shipping update" that also pushes a discount is marketing, not utility.
• Give sample values for every variable so reviewers understand the message.
• Do not start or end the body with a variable, and avoid long runs of variables with no text between them.
• Avoid threatening or misleading language, such as fake urgency or implied legal action.
• Stay within policy: no prohibited goods, and be careful with regulated sectors like finance and healthcare.
• Keep it short and useful. Clear purpose, one main call to action.

What makes a template perform well?

Approval is only step one. Templates that customers find useful keep your quality rating green:

• Personalise with the customer's name and relevant order or product details.
• Use a rich media header for marketing messages.
• Add buttons so the next step takes one tap.
• Send in the customer's language: Chatbox AI supports multi-language templates.
• Include an easy opt-out on marketing messages.

Where can you find ready-made templates?

The Chatbox AI template library has starting points for e-commerce, fintech, education, healthcare and more, which you can adapt and submit in a few clicks.

Want to send your first approved template today? Start your free Chatbox AI trial, no credit card required.