Keep message templates compliant
WhatsApp requires all business-initiated messages sent outside the 24-hour messaging window to use pre-approved templates. To ensure high delivery rates and avoid penalties, your templates must comply with WhatsApp's official guidelines and best practices.
This page covers the rules you must follow, what may cause rejection, and how to ensure your templates remain active and effective.
Template approval
To initiate conversations with users outside the session windows, use only registered message templates. You can register templates in the Senders (opens in a new tab) section of the web interface or through the Create WhatsApp template (opens in a new tab) API request.
All templates require Meta approval. Approval is usually immediate if your business is verified, but may take up to 24 hours otherwise.
Quality and rejection risks
Meta monitors template performance using block rates, spam reports, and engagement metrics. Low-quality templates can lead to:
- Delivery restrictions
- Template removal
- Temporary account restrictions (account lock)
- Permanent WABA deactivation for repeated violations
Formatting requirements
Ensure that your templates are correctly formatted to pass validation.
Do:
- ✅ Template name must be in lowercase alphanumeric form and can include underscores.
- ✅ Use paired curly brackets for parameters:
{{1}},{{2}}. - ✅ Placeholders must start from
{{1}}.
Don't:
- ❌ Do not use spaces or special characters in names.
- ❌ Do not repeat index numbers or leave unmatched brackets.
- ❌ Avoid adjacent placeholders like
{{1}}{{2}}. - ❌ Do not start or end the body with a placeholder or a newline character.
- ❌ Avoid emojis, markup, or newline characters in headers or footers.
Content restrictions
Do not include:
- Abusive, threatening, or misleading language
- Implicit or explicit legal threats
- Messages that suggest customers will be added to groups
- Scam or spam-like messages
If Meta detects scam content, it may lock or disable your WABA.
Template clarity
Provide context for both users and reviewers:
- Use clear and descriptive template names (avoid codes or IDs).
- Ensure the message clearly identifies your business.
- Provide a reason for contact, especially if reopening a session.
- Keep content concise and purposeful.
✅ Example:
Hello
{{1}}, your invoice{{2}}is due on{{3}}.
❌ Avoid:
Hello
{{1}}, here is{{2}}.
Template categories
Message templates are categorized to determine pricing and behavior:
| Category | Use case examples |
|---|---|
| Marketing | Business-initiated: Promotions, product offers, abandoned cart reminders |
| Utility | Business-initiated: Transactional messages: order confirmations, billing notifications |
| Authentication | Business-initiated: One-time passwords or verification codes, with optional autofill |
| Service | User-initiated: Replies to user messages during the 24-hour session window |
If a marketing template is sent during a utility conversation windows, it opens a new 24-hour marketing conversation that will be charged separately.
For more information on template categories, refer to Message type overview.
Template usage best practices
Content clarity
- Be explicit about the purpose of the message.
- Avoid generic or open-ended greetings.
- Encourage user interaction.
Tone
- Avoid legal language or pressure tactics.
- Be informative, respectful, and relevant.
Personalization
- Use placeholders to make messages feel user-triggered.
- Tailor messages to the recipients and their recent activity.
Timing
- Avoid sending multiple messages in one day.
- Align message timing with user actions or know preferences.
Compliance
- Follow WhatsApp Business Messaging Policy (opens in a new tab) and WhatsApp Business Terms of Service (opens in a new tab).
If your template is rejected
If your template follows all requirements but is still rejected:
- Contact Support (opens in a new tab).
- Provide:
- Account name
- Template name
- Example values for each placeholder
- Sample media (if applicable)