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.
- Open Settings > Sender IDs via your avatar in the bottom left and click the pencil icon next to your WhatsApp service.
- Switch to the Templates tab and click Create template.
- Fill in the required fields:
- Template name - a unique identifier for the template (lowercase letters, digits and underscores)
- Category - select Marketing, Utility, or Authentication
- Language - the language of the template (e.g. English)
- Variable format - Numbered (
{{1}},{{2}}) or Named ({{firstname}},{{order_id}}), see Parameters and Placeholders below. The format cannot be changed after creation. - Header (optional) - text. Create templates with an image, video or document header in Meta's WhatsApp Manager; they then appear in the dashboard automatically. You upload the file when sending, see Send WhatsApp message.
- Message text - the main message content (max. 1024 characters)
- Example values - shown as soon as your text contains placeholders. Meta requires an example value for each placeholder during review.
- Footer (optional) - a short line of text below the body
- Buttons (optional) - up to three buttons of type Quick Reply, URL or Phone
- Click Create to submit the template to Meta 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 Templates tab of your WhatsApp service.
Parameters and Placeholders
Templates support dynamic content through placeholders that are filled with individual values when sending. When creating a template, choose one of two notations under Variable format:
- Numbered - placeholders in the format
{{1}},{{2}}, etc. Numbering starts at{{1}}without gaps. - Named - descriptive placeholders such as
{{firstname}}or{{order_id}}, made of lowercase letters, digits and underscores and starting with a letter. This keeps the text easy to read later on.
Example with numbered placeholders:
Hello {{1}}, your order {{2}} has been shipped and will arrive on {{3}}.The same template with named placeholders:
Hello {{firstname}}, your order {{order_id}} has been shipped and will arrive on {{delivery_date}}.Placeholders must not be at the beginning or end of the message text. For each placeholder, enter an example value under Example values when creating the template; Meta uses it for the review.
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.