WhatsApp message templates, explained — with examples that get approved

Why templates exist

On the official WhatsApp Business API a business may reply freely to a customer for 24 hours after the customer’s last message. Outside that window — a reminder tomorrow, an offer next week — the business must use a message template that Meta has approved in advance. Templates are how WhatsApp keeps inboxes free of spam while still letting businesses reach people who asked to hear from them.

The three categories (as of October 2026)

• Marketing: promotions, offers, product news, re‑engagement. The most expensive category and the one with the strictest quality rules.
• Utility: messages about an existing transaction or relationship — order updates, booking confirmations, appointment reminders, payment reminders. Cheaper; some utility messages sent inside an open window are free.
• Authentication: one‑time passcodes. Fixed format, no variables beyond the code.

Meta decides the category on review and may re‑categorise a template if the content reads like marketing. Pricing per category is on Meta’s pricing page; see our explainer.

Anatomy of a template

A template has a name (lowercase, underscores), a language, an optional header (text, image, document), a body with numbered variables like {{1}}, an optional footer (where “Reply STOP to opt out” belongs), and optional buttons (quick replies, a website link, a phone number). When you send it, you supply a value for every variable; the customer sees the finished message.

Why templates get rejected

• Variables at the very start or end of the body, or two variables next to each other.
• Placeholder examples that don’t match the variable (Meta reviews the sample you provide).
• Vague or misleading content, ALL CAPS, excessive emoji, shortened links.
• Marketing content submitted as “utility”.
• Asking for sensitive data (card numbers, passwords).

Fix the sample, keep sentences complete around each variable, and resubmit — approval is usually fast.

Examples that get approved

Utility — appointment reminder
Hi {{1}}, this is a reminder of your appointment at {{2}} on {{3}} at {{4}}. Reply CHANGE if you need another time.

Utility — booking confirmation
Thank you {{1}}! Your booking {{2}} for {{3}} is confirmed. Show this message on arrival.

Utility — payment reminder
Hi {{1}}, your balance of {{2}} for {{3}} is due on {{4}}. Pay here: {{5}}

Marketing — re‑engagement
Hi {{1}}, we have new {{2}} in store this week and a {{3}} welcome‑back offer for you. Reply YES for details.
Footer: Reply STOP to opt out.

Marketing — seasonal offer
{{1}}, our {{2}} special runs until {{3}}: {{4}}. Book on WhatsApp or tap below.
Button: Book now · Footer: Reply STOP to opt out.

Variables per person, not per campaign

The value of templates is that each person gets their message: their name, their booking, their balance. iChatUp fills variables per recipient from your contacts or from a spreadsheet column, so one template becomes a thousand personal messages — and the report shows delivered, read and replied per person.

Templates in iChatUp

You write the template in the dashboard; iChatUp submits it to Meta, tracks approval, and keeps it in your library. Broadcasts, follow‑ups, re‑engagement after the 24‑hour window and owner alerts all pick from that library automatically. Opt‑outs are handled: a reply of STOP suppresses the contact from every future template.