A WhatsApp message template is a pre-written message format that a business submits to Meta for approval. On the WhatsApp Business API, templates are the only messages you can send outside the 24-hour customer service window, so you use them to start chats, send reminders and offers. Each template is categorised as marketing, utility or authentication.
A WhatsApp message template is a reusable message that Meta has approved in advance. Meta's documentation says template messages are the only type of message that can be sent to WhatsApp users outside a customer service window. That makes templates the tool for anything your business starts: a reply to a form enquiry, an appointment reminder, a payment receipt, a festive offer or a login code.
The three template categories
Every template must be categorised as marketing, utility or authentication. The category decides the price and how strictly Meta checks the content.
| Category | Use it for | Key rule |
|---|---|---|
| Marketing | Offers, launches, festive sales, re-engagement, event invites | The default for anything promotional, mixed or unclear |
| Utility | Booking confirmations, reminders, receipts, delivery or account updates | Must be non-promotional and tied to the user's own action or request, or essential to them |
| Authentication | One-time passcodes for login or verification | Only authentication templates may carry an OTP; no URLs, media or emojis |
A template that mixes an update with a promotion, such as "Your order has shipped. Use code SAVE10 next time", is marketing. Since April 2025, Meta approves a "utility" template with promotional content as marketing instead of rejecting it.
Parts of a template
- Header (optional): text up to 60 characters, or an image, video or document.
- Body: the main message, up to 1,024 characters, with variables such as {{1}} or {{first_name}} for personal details.
- Footer (optional): up to 60 characters, often an opt-out line.
- Buttons (optional): quick replies, a website link or a phone number, with up to 10 buttons in total.
Every variable needs a sample value when you submit, so the reviewer can see a real message. Templates also need a language code, and Meta does not translate them for you.
Simple examples
- Utility: "Hi {{1}}, your appointment at Bright Smile Dental is confirmed for {{2}} at {{3}}. Reply 1 to confirm or 2 to reschedule."
- Marketing: "Hi {{1}}, admissions for our {{2}} batch starting {{3}} are open. Reply YES for the fee details." with a "Stop offers" button.
- Authentication: "{{1}} is your verification code. For your security, do not share this code." with a copy-code button.
These are illustrations written for this page. Approval depends on your exact wording.
How salestrack helps
salestrack includes a guided template builder inside WhatsApp broadcasts. It walks you through category, header, body, variables and buttons, shows a phone preview, asks for sample values and flags common rejection reasons before you submit to Meta. Variables fill from lead fields such as name and product. Browse the template library for starting points, or follow Create a WhatsApp template that gets approved.
Related questions
What are the types of WhatsApp templates?
Meta uses three categories. Marketing covers offers, launches and anything promotional or unclear. Utility covers non-promotional updates about a user's own order, booking or account. Authentication is only for one-time passcodes.
How do I create a WhatsApp message template?
Create it in WhatsApp Manager, through the API, or in your provider's template builder. Give it a name, category and language, write the header, body, footer and buttons, add sample values for every variable, and submit it for review.
How much does a WhatsApp template message cost?
Meta charges per delivered template message based on its category and the recipient's country. Marketing costs the most and utility much less. Current rates for each country are on Meta's rate card, linked from its pricing page.
Do I need a template to reply to a customer?
Not if they messaged or called you in the last 24 hours. Inside that window you can send free-form replies. You need a template only when the window is closed or you are starting the conversation.
How many templates can I have?
Meta limits each Messaging account to 250 templates if your business portfolio is unverified, and up to 6,000 once it is verified with an approved display name. Each language version counts separately.
Sources
Checked on 1 November 2026. WhatsApp and Meta change their rules and prices often, so check the source before you rely on a detail.