WhatsApp Template Guide

Welcome to the WhatsApp Template Guide for Triochat. This page will help you understand what templates are, why they matter, and how to create compliant, high-quality templates that get approved quickly. Whether you’re sending order updates, offers, or OTPs, this guide will walk you through the complete process from creation to approval.

WhatsApp templates are structured, pre-approved messages that allow businesses to communicate with customers outside the 24-hour support window. They support dynamic fields like {{name}} or {{order_id}}, which helps you personalize messages at scale while staying compliant with Meta’s rules.

If you want an easier and smarter way to build templates, Triochat offers an intuitive template builder, automated validations and real-time status updates. It ensures that every message you send meets WhatsApp’s guidelines without complications.

1. Understanding WhatsApp Templates

WhatsApp templates allow you to send consistent, personalized messages even when customers haven’t interacted recently. They are mandatory for any communication sent outside the 24-hour window.

What WhatsApp templates let you do

Initiate conversations with customers
Personalize messages using variables
Send structured messages at scale
Use interactive elements like buttons and links
Deliver updates, reminders and offers instantly

Three main template categories

Marketing – promotions, offers, recommendations
Utility – reminders, order alerts, payment updates
Authentication – OTPs and verification codes

2. How Meta Approves Templates

Every template goes through Meta’s automated review process. This ensures templates are compliant, safe and relevant to users.

What happens after submission

Meta checks the template content and formatting
Category selection is reviewed
Approval usually completes within 24 hours
You’ll see real-time updates in your dashboard
Approved templates become Active and ready to use
Rejected templates include a reason for correction

Important note

Meta has removed the “Allow category change” option. The category you select is final, and Meta will reject the template if it doesn’t match the content.

3. WhatsApp Template Categories

Selecting the correct category is important for approval and pricing. Here is a quick breakdown of how Meta classifies templates.

Utility Templates

Triggered by a user action
For transactional updates
Must include specific details like order numbers or appointment times
Examples: order confirmation, delivery update, payment alert

Marketing Templates

For engagement and promotions
Includes offers, reminders, product launches, re-engagement
If any marketing line appears in a utility template, Meta will mark it as marketing

Authentication Templates

OTPs, verification codes, login authentication
No promotional or extra wording allowed

4. Common Mistakes and Rejection Reasons

Meta may reject templates for several reasons. Avoiding these mistakes helps ensure faster approvals.

Formatting issues

Incorrect variable formatting
Use: {{name}}
Avoid: {{ name }}, {{name!!}}, or missing variable numbers

Policy violations

Content involving restricted items
Requests for sensitive personal details
Misleading, forceful or threatening tone
Duplicate templates with the same body

Missing sample values

Always include sample values for variables:

{{name}} = Rahul
{{amount}} = ₹299
{{tracking_id}} = ABT7384

5. Template Status & Quality Ratings

Triochat displays each template’s status so you know exactly where it stands.

Template statuses

Pending – waiting for review
Submitted – under review by Meta
Recently Approved – approved and being activated
Active – ready to use
Rejected – needs correction based on Meta’s feedback
In Appeal – template rejected but sent for reconsideration
Error – incomplete or incorrect template format
Paused – stopped due to negative user feedback
Disabled – permanently blocked due to repeated complaints

6. Template Approval Process

Meta validates your template’s category and content before allowing you to send it.

What Meta checks

Accuracy of the chosen category
Clarity and helpfulness of the content
Proper variable formatting
Validity of links and CTAs
Compliance with WhatsApp policies

Things to remember

If the category is wrong, Meta may reject it instantly
Review time can take up to 24 hours
Only templates marked Approved/Active can be used

7. WhatsApp Template Rating

WhatsApp assigns quality ratings based on user interaction. This helps maintain a positive experience for customers.

Rating colors

Green – high quality, low complaints
Yellow – moderate complaints
Red – high complaints, risk of pause
Unknown – new template or insufficient data

What affects quality

Blocks
Spam reports
High opt-out rates
Unclear or irrelevant messaging

8. Best Practices for WhatsApp Templates

Following these practices improves template approval rates and keeps messaging clear.

Guidelines to follow

Use simple, descriptive template names
Avoid restricted or sensitive content
Keep tone friendly and helpful
Add sample values for all variables
Use interactive elements when appropriate
Keep variables limited to what’s necessary
Choose categories carefully based on intent

Template name rules

Use lowercase letters, numbers and underscores
No spaces or random symbols
Example: order_update_confirmation

9. Appeals & Editing Templates

If a template is rejected, you can fix it easily with Triochat.

Your options

Edit and resubmit with corrections
Appeal the decision if you believe the rejection was incorrect
Create a new version if major changes are needed

Things to keep in mind

Edited templates return to “In Review”
Templates can’t be used until approved
Sample values are required for all variables