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WhatsApp Business API / 3 min read

What are WhatsApp message templates?

Understand what WhatsApp message templates are and why they are required for business-initiated messaging.

WhatsApp message templates are pre-approved messages used for business-initiated outreach, especially outside the 24-hour service window.

Key takeaways

Templates are required for proactive messaging and after 24 hours.
Each template belongs to a category: marketing, utility, or authentication.
Placeholders (e.g., {{1}}) personalize the message while keeping structure.

When templates are needed

Any outbound message after the 24-hour window.
Campaigns, updates, OTPs, and reminders sent proactively.
Broadcasts and notifications triggered from your systems.

Template anatomy

Category (marketing, utility, authentication).
Body text with placeholders for personalization.
Optional header, footer, buttons (CTA or quick replies).
Sample values required for submission.

Why approval matters

Ensures compliance with WhatsApp policies.
Protects user experience and reduces spam.
Sets billing category when the conversation starts.

FAQs

Do I need templates for replies inside 24 hours?

No. Free-form session messages are allowed within the service window.

Can I edit a template after approval?

Edits require resubmission. Create a new version with the changes.

Can templates include buttons and media?

Yes. You can add headers, footers, media, and CTA/quick reply buttons within policy limits.

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