Once a customer sends a message to your business, you can send messages during the 24-hour window. After the window closes, you must use an approved WhatsApp template to start a new conversation or send a business-initiated message.

Available only for the WhatsApp channel and require access to the WhatsApp Business API.Template approval is handled by Meta, not WotNot. WotNot submits the template for approval and displays the status returned by Meta.

When you need a template

The 24-hour window

WhatsApp uses a 24-hour customer service window to determine when a business can send messages. During this window, you can send normal messages through your chatbot or live chat.After the 24-hour window expires, you can no longer send free-form messages.

Scenario	Template required?
Customer has messaged your business and the 24-hour window is open	No
Sending a free-form reply within the 24-hour window	No
Starting a new business-initiated conversation	Yes
Sending a message after the 24-hour window has expired	Yes
Sending an outbound campaign	Yes
Sending a template from the Send template block	Yes
Sending an outbound WhatsApp message using the Send WhatsApp block	Yes

Where templates are used

After Meta approves a template, you can use it in WotNot in different ways.

Use case	WotNot feature	Description
Send a template during a chatbot flow	Send template action block	Sends an approved WhatsApp template from an inbound chatbot flow.
Send a template as an outbound message	Send WhatsApp action block	Sends an approved template proactively to contacts in an outbound bot or campaign.

Learn more about Send Template and Send WhatsApp

Template categories

When you create a template, you must select a category. Meta uses the category to determine what the message is intended for. The main WhatsApp template categories are Marketing, Utility, and Authentication. The category also affects how the template is treated for pricing and approval.

Marketing, Utility, and Authentication

Category	What it is for	Examples
Marketing	Business-initiated conversations with customers that have opted into, which may include promotions or offers, informational updates like a back-in-stock alert, or invitations for customers to respond or take action. A marketing conversation is any conversation that does not qualify as utility or authentication.	Offers, promotions, product recommendations, event invitations, abandoned-cart reminders, and promotional announcements.
Utility	Business-initiated conversations with customers that have opted into facilitating a specific, agreed-upon request or transaction, or update to a customer about an ongoing transaction, including post-purchase notifications and recurring billing statements.	Order confirmations, shipping updates, appointment reminders, payment updates, and account notifications.
Authentication	Business-initiated conversations with customers that have opted into, enabling businesses to authenticate users with one-time passcodes (OTP), potentially at multiple steps in the login process (e.g., account verification, account recovery).	One-time passwords (OTPs), login codes, account verification codes, and account recovery codes.

Choosing the right category

Choose the category that most accurately describes the purpose of the message. For example:

Use Marketing when the message promotes a product, service, offer, or other business activity. i.e. Get 20% off your next order. Shop now.
Use Utility when the message provides an update related to a transaction, request, or action the customer has already taken. i.e. Your order #12345 has been shipped and will arrive tomorrow.
Use Authentication when the message contains a verification code or another authentication-related action.

Do not select Utility simply to make a promotional message easier to approve. Meta can determine that a submitted template belongs to a different category and may recategorize or reject the template.

Creating a template

Where templates are created

The exact workflow can vary depending on the WhatsApp Business API provider configured for your account. WotNot supports providers such as Meta, 360Dialog, GupShup, Twilio, and TechAlpha. If your account uses a provider-specific template console, follow the provider’s template-creation process and then make sure the approved template is available in WotNot.

To create a template in WotNot:

Log in to your WotNot account.
Go to Settings > Channel > WhatsApp.
Configuration→ WhatsApp number for which you want to create the template.
Open Template Messages.
Click Add Template.
Choose between Text/Media and Carousel template
Enter the template details, including the name, category, language, and message components.
Review the template and submit it for Meta approval.

Text/Media Template
Carousel Template

General template message where a media followed by text and buttons.

Naming

Give your template a unique, descriptive name that makes it easy to identify when selecting it in a flow or campaign. For example

order_confirmation
appointment_reminder
welcome_new_customer

Use lowercase letters, numbers, and underscores to keep names consistent and easy to manage. Avoid generic names.

Choose the name carefully before submitting the template. The template name is used to identify the template in WotNot and should not be treated as editable message content.

Language

Select the language in which the template content is written. If you need to communicate with customers in different languages, create a separate language version of the template for each supported language. For example, you may have:

order_confirmation_english
order_confirmation_french
order_confirmation_hindi

Each language version contains its own translated content while serving the same messaging purpose. Make sure the selected language matches the actual content of the template. Do not mix languages within a template unless the message genuinely requires it.

Building the content

A WhatsApp template can contain the following sections:

Header
Body
Footer
Buttons

Header (Optional)

It is the topmost portion of the template message. You can choose to add the following:

No header - Header is excluded in the message.
Text - Add a text message which appears as the title.
Image - Upload a static image.
Image (Dynamic) - Displays a dynamic image as supplied to the system.
Video - Upload a video.
Video (Dynamic) - Displays a dynamic video as supplied to the system
Document - Upload a document.
Document (Dynamic) - Displays a dynamic document as supplied to the system

Body

Usually contains a piece of text that makes up the majority of the template message. Use emojis and markdown formatting to format your body.

Use variables here by typing # to view the variable list.If used, send the variable data to the outbound bot, else, it will not replace the variable value.Maximum character limit is 1024.

Add a short text which appears below the body. Used mostly to convey legal consent or display hot keywords like “STOP to unsubscribe”.

Interactive actions

Interactive action help you get an actionable response when the contact receives the template message. Buttons are of two types:

Quick replies

You can add upto 3 reply buttons which when clicked can be driven through a defined chatbot flow.

Call to action button

You can define upto 3 call to action buttons, each with a maximum of 20 characters. When clicking on an call to action button, you can direct the user to a webpage or a phone number on their dialer.

You can use variables when using a call-to-action button.

Variables

Variables allow you to insert dynamic information into your WhatsApp template.

Use variables here by typing # to view the variable list**.**If used, send the variable data to the outbound bot, else, it will not replace the variable value.

Hi #customer_name, your order #order_id has been shipped.

When submitting the template for approval, Meta requires sample values for the variables. Provide realistic examples that clearly show what each variable represents.

Avoid using unclear or unrealistic sample values such as test, 123, or abc. Poor sample values can make the template difficult for Meta to review and may result in rejection.

Submitting for approval

What happens after submission

Finally, proofread the template message for mistakes or grammar errors before clicking the submit button. Once submitted, you can’t make changes to the same WhatsApp Template Message. If you have used any variables in the template variables, you will be asked to submit example values of what could be sent when actually used. It typically take 1 minute - to 24 hours for WhatsApp template messages to get approved! You can hit “refresh” icon next to the status of a submitted template to get the latest status.

Approval statuses

Status	What it means	What you can do
In Review	The template has been submitted and is waiting for Meta’s review.	Wait for the review to complete.
Approved	Meta has approved the template.	Use the template in supported chatbot flows and outbound campaigns.
Rejected	Meta has rejected the template.	Review the rejection reason, update the content, and submit a compliant template.
Inactive	The template has been disabled after being active, typically because of quality issues or negative customer feedback.	Review the message quality and determine whether a replacement template is required.

Approval is not necessarily permanent. Meta can disable an approved template if it receives recurring negative feedback or otherwise falls out of compliance.

Guidelines to creating a WhatsApp template

Best Practice	Description
Clarity	Be specific and clear. Meta reviewers may not be familiar with your business, so provide enough information for them to understand the purpose of the message.
Avoid Promotion	Avoid upselling, cold-call messages, polls intended to collect data, and phrases that may make the message appear promotional.
Spelling	Check for spelling and grammatical errors. Make sure the template is properly formatted before submitting it for approval.
Template Name	Use a clear and descriptive template name. Avoid generic names such as `template` or `template0123`. Instead, use names such as `welcome_new_user` or `order_confirmation`.
Clear Context	Provide enough context for the reviewer to understand how and why the template will be used. Remember that the Meta team reviewing the template may not know anything about your business.
Appropriate Category	Select the category that best matches the purpose of your template. Choosing the correct category can improve the chances of approval. Common categories include Transactional, One-Time Password, and Marketing.
Header	Add a title or media file that appears at the top of the message. You can use Text, Image, Video, or PDF as the header, depending on the template type.

Managing templates

Editing a template

Review your template carefully before submitting it because once a template has been submitted, you can not edit the submitted template directly. If you need different content, create a new template with the required content and submit it for approval.

Preview template

Go to Settings > Channel > WhatsApp.
Open Templates
Find the template you want to delete.
Click Preview.

You can preview templates regardless of their approval status, including rejected templates.

Deleting a template

Go to Settings > Channel > WhatsApp.
Open Templates
Find the template you want to delete.
Click Remove.
Confirm the deletion.

Before deleting a template, check whether it is used in any flows or campaigns. Deleting it may prevent those flows or campaigns from sending the intended WhatsApp message.

Reusing templates across bots and campaigns

An approved WhatsApp template can be selected wherever WotNot supports WhatsApp template messaging, including chatbot flows and outbound campaigns. This means you can create a template once and use the approved template for multiple messaging use cases rather than creating a separate template for every bot or campaign. Always make sure the template’s purpose and content are appropriate for each use case.

Why templates get rejected

Promotional content submitted under a Utility category

Meta may reject a template if it contains promotional content but is submitted under the Utility category.What to change:

Select Marketing for promotional content.
Use Utility only for messages related to a specific transaction, request, or customer interaction.
Remove promotional language if the message is genuinely intended to be Utility.

Placeholder variables have missing or unrealistic sample values

Meta requires sample values for variables to understand how they will be used in the template.What to change:

Provide a sample value for every variable.
Use realistic values that represent the information the variable will contain.
Avoid unclear values such as test, 123, or abc.

For example:

{{1}} → John
{{2}} → ORD-12345

Variables are placed at the beginning or end of the body

Meta does not allow variables to appear directly at the beginning or end of the template body.What to change:Add meaningful text around the variable so that the message provides sufficient context.For example:

Your order number is {{1}}.

Content is too vague or generic

Meta may reject content that does not clearly communicate the purpose of the message.What to change:

Clearly explain why the customer is receiving the message.
Provide enough context for Meta to understand the purpose of the message.
Avoid generic content such as Hello, Important update, or Click here without additional context.

Formatting or character limit violations

Templates must follow WhatsApp’s formatting and character requirements.Common issues include:

Body text exceeding the allowed character limit.
Invalid variable placement.
Unsupported button combinations.
Invalid URLs.
Unsupported header or media configurations.
Incorrect formatting.

What to change:Review each component and remove unsupported formatting or content before resubmitting the template.

Content is prohibited by Meta

Meta may reject templates that contain content prohibited under its WhatsApp policies.What to change:

Review the message against Meta’s current WhatsApp Business and Commerce policies.
Remove prohibited or misleading content.
Make sure the message is relevant to the customer.
Ensure customers have provided the required opt-in before sending business-initiated messages.

Troubleshooting

Template send failing at runtime

If the template fails when the bot or campaign tries to send it:

Verify that the template is Approved.
Check that the correct WhatsApp number is configured.
Make sure all required variables are mapped.
Verify that variable values are available when the message is sent.
Check whether the template has been Paused or Disabled.
Review the conversation or campaign logs for the specific error.

Variables rendering as placeholders in the delivered message

If the customer receives {{1}}, {{2}}, or another placeholder instead of the expected value:

Check the variable mapping in the block or campaign.
Make sure every template variable has a corresponding value.
Verify that variables are mapped in the correct order.
Make sure the variable contains a value when the message is sent.

For example:

Hi {{1}}, your order {{2}} has been shipped.

{{1}} should receive the customer’s name, and {{2}} should receive the order number.

Template paused after going live

Meta may pause a template when its quality decreases or it receives negative customer feedback.What to check:

Customer feedback and complaints.
Blocks or reports.
Message frequency.
Whether customers opted in to receive the messages.
Whether the message is relevant to the customer.

Review and improve the message before creating or using a replacement template.

Language variant not being used for a given contact

If the expected language version is not being used:

Verify that the required language variant has been created and approved.
Check the language selected in the template or campaign.
Make sure the selected template matches the intended language.
Verify that the language variant is available for the configured WhatsApp number and provider.

Best Practices

Following are few suggestions to maintain high quality of messages;

Message needs to be compliant with WhatsApp Business Policy
Send Message to only those who have opted into receiving messages from your business
Messages need to be highly personalised and useful to visitors. Avoid open ended messages
Keeping track of frequency of messages sent across to the visitors during the day. Avoid sending too many messages in a single day
Informational messages needs to be optimised for content and length

Send template

Send an approved WhatsApp template during a bot conversation.

Send WhatsApp

Send an approved WhatsApp template from an outbound campaign.

WhatsApp Business API

Configure and manage your WhatsApp Business API connection.

WhatsApp Channel

Configure WhatsApp as a communication channel for your bot.

Cost

Understand WhatsApp API pricing and conversation categories.

Messaging Limits and Quality Rating

Learn about WhatsApp messaging limits and quality rating.

​When you need a template

​The 24-hour window

​Where templates are used

​Template categories

​Marketing, Utility, and Authentication

​Choosing the right category

​Creating a template

​Where templates are created

​Naming

​Language

​Building the content

​Header (Optional)

​Body

​Footer (Optional)

​Interactive actions

Quick replies

Call to action button

​Variables

​Submitting for approval

​What happens after submission

​Approval statuses

​Guidelines to creating a WhatsApp template

​Managing templates

​Editing a template

​Preview template

​Deleting a template

​Reusing templates across bots and campaigns

​Why templates get rejected

​Troubleshooting

​Best Practices

​Related Pages

Send template

Send WhatsApp

WhatsApp Business API

WhatsApp Channel

Cost

Messaging Limits and Quality Rating

When you need a template

The 24-hour window

Where templates are used

Template categories

Marketing, Utility, and Authentication

Choosing the right category

Creating a template

Where templates are created

Naming

Language

Building the content

Header (Optional)

Body

Footer (Optional)

Interactive actions

Variables

Submitting for approval

What happens after submission

Approval statuses

Guidelines to creating a WhatsApp template

Managing templates

Editing a template

Preview template

Deleting a template

Reusing templates across bots and campaigns

Why templates get rejected

Troubleshooting

Best Practices

Related Pages