WhatsApp Template Message Guidelines by Meta

What Is a WhatsApp Template Message?

WhatsApp allows businesses to freely reply to customers within 24 hours of the customer’s last message. This time period is known as the customer service window. Once this 24-hour window expires, businesses are not allowed to send regular messages. To re-initiate communication, they must use a WhatsApp Template Message, which requires prior approval from Meta (WhatsApp). This system exists to protect users from spam and to ensure that businesses communicate responsibly on WhatsApp.

When Are WhatsApp Template Messages Used?

• Template messages are commonly used for:
• Promotional campaigns and offers
• Product launches and announcements
• Abandoned cart reminders
• Order updates and alerts
• Festive greetings and newsletters
• Any message sent outside the 24-hour window must be a pre-approved template.

Do WhatsApp Template Messages Require Approval?

Yes. Every template message is reviewed by the WhatsApp team before it can be used. Templates are approved only if:

• The content follows WhatsApp’s policies
• The language is clear and professional
• There are no spelling or grammatical errors
• The message intent is easy to understand
• Templates that do not follow guidelines may be rejected

Content Rules You Must Follow

• WhatsApp does not allow templates that include:
• Threatening, abusive, or intimidating language
• Messages pressuring users with legal or financial threats
• Requests for sensitive personal data such as card details, PINs, or passwords
• While surveys and polls are allowed, data collection through template messages is strictly restricted.

Formatting Rules for WhatsApp Template Messages

• To improve approval chances, follow these formatting rules
• Start with a greeting, such as “Hello {{1}}” or “Hi there”
• Clearly state the purpose of the message in the opening line
• Use variables correctly ({{1}}, {{2}}) without breaking lines
• Always include an opt-out option in the footer (e.g., “Reply STOP to unsubscribe”)
• Proofread carefully for spelling and grammar
• Ensure the selected language matches the message content
• Avoid mixing languages (e.g., Hinglish or Spanglish)
• Do not use URL shorteners; links should belong to your business domain
• Avoid extra spaces, double line breaks, or unnecessary formatting
• Do not use emojis in Quick Reply buttons
• Phone numbers in Call-to-Action buttons must include the country code (without +)

Final Note

Following WhatsApp’s template message guidelines helps ensure faster approvals, better delivery rates, and long-term account health. Well-structured and compliant templates not only get approved easily but also build trust with your customers.