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WhatsApp Business API / 3 min read

WhatsApp Business API template meaning

Clarify what “template” means in WhatsApp Business API and how templates map to conversation categories.

In WhatsApp Business API, “template” means a pre-approved message format tied to a category that sets billing and policy rules.

Key takeaways

  • Templates map to marketing, utility, or authentication categories.
  • Category determines billing and acceptable content.
  • Templates require samples and compliance with opt-in rules.

What “template” means

A template is a structured message reviewed by WhatsApp. It’s needed for business-initiated messages, especially after the 24-hour window.

Categories and impact

  • Marketing: promotions and re-engagement.
  • Utility: transactional updates and reminders.
  • Authentication: OTP or login flows.

Submission essentials

  • Clear wording aligned to the chosen category.
  • Placeholders like {{1}} with sample values.
  • No spammy language or misleading offers.

FAQs

Can I change a template’s category?

No. Create a new template with language that fits the intended category.

Do templates expire?

Approved templates remain available unless policy changes or repeated quality issues arise.

What if my use case mixes utility and marketing?

Pick the dominant intent. Promotional language pushes it into marketing.

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