> ## Documentation Index > Fetch the complete documentation index at: https://help.wotnot.io/llms.txt > Use this file to discover all available pages before exploring further. # WhatsApp Template > Templates help Meta control unsolicited messaging and ensure that business-initiated messages meet WhatsApp's messaging policies. ![Image](https://mintcdn.com/wotnot/Kf2EOxW9_nLCdHhp/images/image-635.png?fit=max\&auto=format\&n=Kf2EOxW9_nLCdHhp\&q=85\&s=229295a7c86b98affdeef0f5eb6f28cd) 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. > [!NOTE] > > 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](https://app.mintlify.com/wotnot/wotnot/~/Send-Template-9e10b143-8e51-4aa4-bf37-c6798e06577c) and [Send WhatsApp](https://app.mintlify.com/wotnot/wotnot/~/a30fa59a-dea2-488c-9202-54dbaa9c2c8a) ## 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 ![Image](https://mintcdn.com/wotnot/Kf2EOxW9_nLCdHhp/images/image-644.png?fit=max\&auto=format\&n=Kf2EOxW9_nLCdHhp\&q=85\&s=9813fee34d3f291e8b608182c55be982) > [!NOTE] > > 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**. > [tab] Text/Media Template > > General template message where a media followed by text and buttons. > > ![Image](https://mintcdn.com/wotnot/Kf2EOxW9_nLCdHhp/images/image-658.png?fit=max\&auto=format\&n=Kf2EOxW9_nLCdHhp\&q=85\&s=e413ab5fbeb236e2b6a6e33b829f9397) > [tab] Carousel Template > > A series of cards displayed in a carousel. Usually used to display a set of products or services. > > ![Image](https://mintcdn.com/wotnot/Kf2EOxW9_nLCdHhp/images/image-660.png?fit=max\&auto=format\&n=Kf2EOxW9_nLCdHhp\&q=85\&s=66388ba2ed1de9caaa3875d79dc6ea7c) ### 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. > [!NOTE] > > **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 ![Image](https://mintcdn.com/wotnot/Kf2EOxW9_nLCdHhp/images/image-645.png?fit=max\&auto=format\&n=Kf2EOxW9_nLCdHhp\&q=85\&s=13e3bafcc63300b53cda60e4f9a17059) 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. > [!NOTE] > > 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. ### Footer (Optional) 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: > [card] **Quick replies** > > You can add upto 3 reply buttons which when clicked can be driven through a defined chatbot flow. > [card] **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. > [!NOTE] > > **You can use variables when using a call-to-action button.** ### Variables Variables allow you to insert dynamic information into your WhatsApp template. > [!NOTE] > > 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. ```text theme={null} 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. > [!WARNING] > > 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. | > [!CAUTION] > > **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**. > [!NOTE] > > **You can preview templates regardless of their approval status, including rejected templates.** ![Image](https://mintcdn.com/wotnot/Kf2EOxW9_nLCdHhp/images/image-647.png?fit=max\&auto=format\&n=Kf2EOxW9_nLCdHhp\&q=85\&s=a831275341a5e0325fced36b19cd806c) ### Deleting a template * Go to **Settings > Channel > WhatsApp**. * Open **Templates** * Find the template you want to delete. * Click **Remove**. * Confirm the deletion. ![Image](https://mintcdn.com/wotnot/Kf2EOxW9_nLCdHhp/images/image-646.png?fit=max\&auto=format\&n=Kf2EOxW9_nLCdHhp\&q=85\&s=7dc728187e34c9e4694da088745da9b8) > [!WARNING] > > **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 > [accordion] 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. > [accordion] 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: > > ```text theme={null} > {{1}} → John > {{2}} → ORD-12345 > ``` > [accordion] 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: > > ```text theme={null} > Your order number is {{1}}. > ``` > [accordion] 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. > [accordion] 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. > [accordion] 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 > [accordion] Template approved but not appearing in the block's dropdown > > If an approved template does not appear in the block's dropdown: > > * Verify that the template is **Approved**. > * Check that the correct **WhatsApp number** is selected. > * Make sure the template belongs to the same WhatsApp number configured in the flow. > * Refresh the template selection and try again. > * Verify that the template is available for the selected WhatsApp provider and language. > [accordion] 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. > [accordion] 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: > > ```text theme={null} > Hi {{1}}, your order {{2}} has been shipped. > ``` > > `{{1}}` should receive the customer's name, and `{{2}}` should receive the order number. > [accordion] 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. > [accordion] 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 #### Related Pages > [card] [Send template](https://help.wotnot.io/build/blocks/send-template.md) > > Send an approved WhatsApp template during a bot conversation. > [card] [Send WhatsApp](https://help.wotnot.io/build/blocks/send-whatsapp.md) > > Send an approved WhatsApp template from an outbound campaign. > [card] [WhatsApp Business API](https://help.wotnot.io/deploy/channels/whatsapp.md#getting-whatsapp-api-access) > > Configure and manage your WhatsApp Business API connection. > [card] [WhatsApp Channel](https://help.wotnot.io/deploy/channels/whatsapp.md) > > Configure WhatsApp as a communication channel for your bot. > [card] [Cost](https://help.wotnot.io/deploy/channels/whatsapp/messaging-quality-rating-cost.md#cost) > > Understand WhatsApp API pricing and conversation categories. > [card] [Messaging Limits and Quality Rating](https://help.wotnot.io/deploy/channels/whatsapp/messaging-quality-rating-cost.md) > > Learn about WhatsApp messaging limits and quality rating. This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.