Why this matters
Every WhatsApp message template must be reviewed and approved by Meta before you can use it. If your template doesn't meet Meta's guidelines or contains formatting or policy issues, it may be rejected, delaying your campaigns or customer communications while you update and resubmit it.
Following these best practices helps you create templates that are easier to review, comply with WhatsApp's messaging policies, and improve your chances of approval.
Important: It is Meta and not Wati that reviews and categorizes WhatsApp templates. These best practices can reduce the likelihood of reclassification, but they cannot guarantee that a template will remain categorized as Utility.
Who this is for
This guide is for you if:
You're creating WhatsApp message templates for the first time.
Your template has been rejected and you want to understand why.
You want to improve your template approval rate before submitting templates for review.
This guide probably isn't for you if:
Your approved Utility template was later changed to Marketing. See our guide on avoiding Utility template reclassification instead.
Terms to know
Template review
The process where Meta reviews your template to determine whether it complies with WhatsApp's template guidelines.
Template status
The current review state of your template, such as In Review, Approved, or Rejected.
Template category
The type of message you're creating - Utility, Marketing, or Authentication.
Where to create message templates
If you plan to send WhatsApp template messages through Wati, create your templates directly in your Wati workspace.
Creating templates in Wati ensures they're immediately available for broadcasts and customer messaging. If you create templates only in WhatsApp Manager, you'll need to manually recreate them in Wati before you can use them.
You can still use WhatsApp Manager to monitor your template review status and approval.
Note: If you're using the WhatsApp Business API directly (without Wati), create and manage your templates in WhatsApp Manager instead.
The Tips
Tip 1: Choose the correct template category
Why it matters
Meta reviews your template against the category you selected. Choosing the correct category helps ensure your template is evaluated against the appropriate guidelines.
How to choose the correct template category
Choose the category that best matches your template's primary purpose.
Template message | Choose this template category |
Confirms an order, booking, payment, or account update | Utility |
Promotes products, services, or special offers | Marketing |
Sends a one-time password (OTP) or verification code | Authentication |
Examples
Template message | Choose this template category |
Your order {{order_number}} has been confirmed. | Utility |
Your appointment is scheduled for {{appointment_date}}. | Utility |
Enjoy 20% off your next purchase with code SAVE20. | Marketing |
Your verification code is {{code}}. | Authentication |
Why these examples align with Meta's guidelines: Each template's content clearly matches its primary purpose—transactional (Utility), promotional (Marketing), or one-time verification (Authentication).
Outcome
Choosing the correct template category helps Meta review your template against the appropriate category guidelines and can reduce avoidable category-related review issues.
Tip 2: Write clear, complete messages
Why it matters
Templates should clearly communicate their purpose. Generic or incomplete messages may not provide enough context during review.
How to write clear and complete messages
Write messages that clearly explain why the customer is receiving them.
Avoid vague messages that could apply to many different situations.
Examples
Less clear template | Clearer template | Why |
Congratulations! | Congratulations! Your order {{order_number}} has been confirmed. | References a specific customer transaction. |
Tell us what you think. | Tell us what you think about your recent order {{order_number}}. | Clearly relates to a recent customer interaction. |
Why these examples align with Meta's guidelines: Each message clearly explains its purpose and the customer context, making it easier to determine the appropriate template category during review.
Outcome
Your template is easier for reviewers to understand and evaluate.
Tip 3: Format variables correctly
Why it matters
Variables allow you to personalize templates with customer-specific information. Formatting mistakes can cause your template to fail review or behave unexpectedly.
How to format variables correctly
Before submitting your template, check that:
Every variable uses double curly braces, for example {{customer_name}}.
Variable names don't contain spaces.
Variable names don't contain special characters such as #, $, or %.
Variables only replace dynamic information such as names, order numbers, appointment dates, or tracking IDs.
Variables don't replace entire paragraphs or large sections of text.
The template body doesn't contain unnecessary tabs or multiple consecutive spaces.
Examples
Correct variable usage | Avoid | Why |
{{customer_name}} | {{ customer name }} | Variable names shouldn't contain spaces. |
{{order_number}} | {{order#}} | Variable names shouldn't contain special characters. |
Hello {{customer_name}} | Hello {{EntireMessage}} | Variables should only contain dynamic values, not entire messages. |
You can also include one complete example.
✅ Correct
Hello {{customer_name}}, Your order {{order_number}} has been shipped.❌ Avoid
{{EntireMessage}}
Why these examples align with Meta's guidelines: Template variables should only contain dynamic values. Don't use variables to replace complete messages, paragraphs, or other large sections of text.
Outcome
Your template is less likely to encounter formatting-related review issues.
Tip 4: Avoid common policy violations
Why it matters
Templates that don't comply with WhatsApp's messaging policies are more likely to be rejected during review.
How to do it
Before submitting your template:
Avoid shortened URLs that hide the destination.
Don't ask customers for sensitive information such as passwords, bank account details, or payment card numbers.
Use professional language that's free from abusive or threatening content.
Proofread your template for spelling and grammar mistakes.
Avoid creating duplicate templates that already exist.
Make sure surveys are directly related to your business or a recent customer interaction.
Recommended | Avoid | Reason |
https://company.com/orders/12345 | bit.ly/abc123 | Shortened URLs hide the destination. |
Your payment has been received successfully. | Reply with your credit card number to complete payment. | Don't request sensitive information. |
How was your delivery experience for order {{order_number}}? | Complete our survey to win exciting prizes! | Surveys should relate to the customer interaction. |
Your subscription renews on {{renewal_date}}. | Respond immediately or your account will be suspended! | Avoid abusive or threatening language. |
Outcome
Your template is more likely to comply with WhatsApp's messaging policies.
Tip 5: Make sure your template language matches the message
Why it matters
Meta reviews your template in the language you select during creation. If the template content doesn't match the selected language, it may not pass review.
How to do it
Select the language that matches the content of your template.
Write the entire template in the selected language.
If you need to send the same message in multiple languages, create a separate template for each language.
Before submitting, proofread your template to ensure the language is accurate and free from spelling or grammar mistakes.
Examples
Selected template language | Template message | Result |
English | Your order has been shipped. | ✅ Matches |
Spanish | Su pedido ha sido enviado. | ✅ Matches |
English | Su pedido ha sido enviado. | ❌ Language mismatch |
Outcome
Your template is reviewed using the correct language and avoids unnecessary issues caused by language mismatches.
Tip 6: Review your template before submitting
Why it matters
A final review helps identify common issues before your template enters Meta's review process.
How to do it
Before submitting, confirm that your template:
Uses the correct template category.
Is written in the correct language.
Uses variables correctly.
Includes example values for every template variable, where required.
Includes representative media examples, if your template contains media.
Doesn't contain formatting or policy issues.
Outcome
A simple review before submission can help reduce avoidable template rejections.
What to do if your template message is rejected
If Meta rejects your template, don't create a new template immediately. First, review the rejection reason and determine whether the template can be updated and resubmitted or whether you should submit an appeal.
Step 1: Review the rejection reason
Meta sends template rejection notifications through:
Business Support Home
Email
In Business Support Home, navigate to:
Account Overview → View my accounts → Your Meta Business Account → Your WhatsApp Business Account (WABA) → Rejected message templates
Review the rejection reason carefully before making any changes.
Tip: If your template was rejected because it duplicates an existing template, Business Support Home also shows the name and language of the existing template so you can decide whether to reuse it or update your new template.
Step 2: Update and resubmit your template
Many template issues can be resolved by updating the template and submitting it again for review.
When updating your template:
Revise the message content based on the rejection reason.
Correct any formatting or policy issues.
Update the template category if the content doesn't match the selected category.
Add sample values for all template variables.
Add sample images or other media if your template includes media.
After making the necessary changes, submit the template for review again.
Step 3: Submit an appeal (if needed)
If you disagree with Meta's rejection decision, you can submit an appeal for reconsideration.
In Business Support Home, navigate to:
Account Overview → View my accounts → Your Meta Business Account → Your WhatsApp Business Account (WABA) → Rejected message templates
Select the template message, then click Request review to submit it to Meta for review.
When submitting an appeal:
Include sample values for all template variables.
Include sample media if your template contains images, videos, or documents.
Submit the appeal from WhatsApp Manager after updating the template.
Meta typically reviews appeals within 24 hours.
Monitor your template status
After resubmitting or appealing, monitor your template status in WhatsApp Manager.
If you're using Wati webhooks, you can also monitor template review updates through the message_template_status_update webhook, which notifies you when a template is Pending, Approved, or Rejected.
How to know it's working
Over time, you should see more of your templates reaching Approved status without requiring multiple revisions or resubmissions.
Monitor your template review status in WhatsApp Manager so you can quickly identify templates that require updates.
Common mistakes to avoid
Choosing the wrong template category.
Using incorrect variable formatting.
Placing large blocks of text inside template variables.
Forgetting to provide example values for template variables.
Uploading media templates without an example media file.
Using shortened URLs.
Asking customers for sensitive information.
Creating duplicate templates.
Submitting templates with spelling or grammar mistakes.
🚀 What's next
Now that you know how to create templates that align with Meta's review guidelines, learn how to choose the correct template category and how to keep your approved Utility templates from being reclassified as Marketing.