Template messages are a core component of WhatsApp Business API. They allow you to reach out to users outside the 24-hour session window and ensure consistent, policy-compliant messaging.
What Are Template Messages?
WhatsApp requires businesses to use pre-approved templates for outbound messages when no active conversation session exists. Templates must be submitted to Meta for review before they can be used.
Templates are essential for:
- Initiating conversations with customers
- Sending notifications, reminders, or alerts
- Re-engaging users after the 24-hour session window has expired
Template Categories
Meta classifies templates into three categories, which also affect pricing:
Marketing
Promotional content such as offers, product announcements, or re-engagement campaigns. These templates require user opt-in and are subject to stricter review.
Utility
Transactional messages related to an existing customer action or request. Examples include order confirmations, shipping updates, appointment reminders, or account notifications.
Authentication
One-time passwords (OTPs) and verification codes. These templates follow a specific format defined by Meta and are intended solely for user authentication.
Creating Templates in the seven Dashboard
- Log in to dashboard.seven.io.
- Navigate to WhatsApp > Templates.
- Click Create Template.
- Fill in the required fields:
- Name - a unique identifier for the template (lowercase, underscores, no spaces)
- Category - select Marketing, Utility, or Authentication
- Language - choose one or more languages for your template
- Header (optional) - text, image, video, or document
- Body - the main message content
- Footer (optional) - a short line of text below the body
- Buttons (optional) - call-to-action or quick reply buttons
- Click Submit for Review.
Approval Process
After submission, Meta reviews your template. The review typically takes a few minutes to a few hours, but can take up to 24 hours in some cases.
Possible statuses:
- Pending - template is under review
- Approved - template is ready to use
- Rejected - template did not pass review; check the rejection reason and revise
You can monitor the status of all your templates in the seven dashboard under WhatsApp > Templates.
Parameters and Placeholders
Templates support dynamic content through numbered placeholders in the format {{1}}, {{2}}, {{3}}, etc.
Example template body:
Hello {{1}}, your order {{2}} has been shipped and will arrive on {{3}}.When sending the template, you provide the actual values for each placeholder. This allows you to personalize messages without creating a separate template for each variation.
Best Practices
- Keep it concise - short, clear messages perform better and are more likely to be approved.
- Avoid overly promotional language in Utility templates - Meta may reject templates that do not match their stated category.
- Use placeholders for personalization instead of creating many similar templates.
- Provide sample values during template creation - this helps Meta understand the context and speeds up approval.
- Do not include shortened URLs from third-party services - Meta often rejects these. Use full, recognizable URLs instead.
- Test templates with a small audience before using them in large campaigns.
- Respect user opt-in - especially for Marketing templates. Sending unsolicited messages can lead to your account being flagged or restricted.