WhatsApp Message Templates: Best Practices (2025)

Marketing Templates:

- Promotions, offers, product launches

- Highest cost per conversation

- Strictest approval criteria

- Must include opt-out option

Utility Templates:

- Order updates, shipping notifications

- Appointment reminders, account alerts

- Medium cost, easier approval

- Must be transactional, not promotional

Authentication Templates:

- OTPs, verification codes

- Lowest cost

- Specific format required

Header (Optional):

- Text, image, video, or document

- Keep text headers short (under 60 characters)

- Use images for product-related messages

Body (Required):

- Clear, concise message

- Use variables for personalization: {{1}}, {{2}}

- Avoid all caps

- No excessive punctuation

Footer (Optional):

- Use for opt-out instructions

- Company name or disclaimer

Buttons (Optional):

- Call to Action: Website link, phone call

- Quick Reply: Pre-set response options

- Maximum 3 buttons

Order Confirmation (Utility):

"Hi {{1}}, your order #{{2}} is confirmed! You'll receive it by {{3}}. Track here: {{4}}"

Shipping Update (Utility):

"Great news {{1}}! Your order is on the way. Expected delivery: {{2}}. Track: {{3}}"

Appointment Reminder (Utility):

"Hi {{1}}, reminder: Your appointment is scheduled for {{2}} at {{3}}. Reply YES to confirm or NO to reschedule."

Cart Recovery (Marketing):

"Hi {{1}}, you left something in your cart! Complete your purchase and get 10% off. Shop now: {{2}}. Reply STOP to opt out."

1. Wrong Category

Submitting promotional content as utility. Meta rejects or reclassifies.

2. Missing Opt-Out

Marketing templates must include unsubscribe option.

3. Vague Content

Templates must be specific. "Hi {{1}}, check this out!" gets rejected.

4. Formatting Issues

Excessive caps, emojis, or punctuation.

5. Policy Violations

Prohibited content: alcohol, gambling (in some regions), adult content.