Summary
Creating WhatsApp message templates requires following specific formatting rules to ensure they are approved quickly. This guide explains the naming conventions, content formatting, and translation requirements for message templates. Following these guidelines will help streamline the approval process and improve message management.
Note: Meta has a new rule for marketing templates: you can’t use more than 550 characters or 10 emojis. If your template has an issue with character limits, you’ll see an error code after delivery: 2388040.
Instructions
Template Naming Rules
When naming your WhatsApp message template, ensure that it follows these guidelines:
Use only lowercase alphanumeric characters and underscores (_).
Avoid spaces, special characters (except underscores), or capital letters.
Choose a descriptive name to make it easier for both WhatsApp reviewers and your team to manage templates.
Examples of Correct Template Names:
✅ shipping_update
✅ order_followup1
✅ payment_reminder
Examples of Incorrect Template Names:
❌ ShippingUpdate (Uses capital letters)
❌ order follow-up (Contains spaces and hyphen)
❌ message_124a! (Contains special characters other than underscore)
Tip: A clear, meaningful template name speeds up the approval process. Avoid random or unclear names like message_124a.
Template Content Rules
To ensure your template is formatted correctly and gets approved, follow these content guidelines:
Must be text-based (letters, digits, special characters, emojis, and WhatsApp-specific formatting).
Maximum length: 550 characters.
Cannot include:
New lines or tab spaces.
More than four consecutive spaces.
Use double curly brackets (
{{ }}) for variables (e.g.,{{customer_name}}).The template name field has a maximum limit of 512 characters.
WhatsApp Business Accounts can create up to 100 message templates per hour.
Example of a Correct Template Content:
Hello {{name}}, your order #{{order_number}} has been shipped and is expected to arrive by {{delivery_date}}.
Example of an Incorrect Template Content:
Hello {{ name }}, your order #{{ order_number }} has been shipped and is expected to arrive by {{ delivery_date }}.
❌ Extra spaces, incorrect variable formatting, and unnecessary new lines.
Template Translations
You can send message templates in multiple languages, but WhatsApp does not provide automatic translations. If you want to send messages in different languages, you must submit each translated version separately.
Translations must follow the same formatting rules as the original template.
Ensure the placeholders (
{{variable}}) remain consistent across all translations.
Following these guidelines will help you create WhatsApp message templates that meet WhatsApp's approval requirements and ensure smooth communication with your customers. If you encounter any issues, check your template formatting and naming before resubmitting.
Frequently Asked Questions (FAQs)
General Questions
What is a WhatsApp message template? → A WhatsApp message template is a pre-approved format used to send notifications to customers. It ensures structured messaging, allows parameter customization, and supports media attachments like images, audio, and video.
Why do I need to follow specific formatting rules for message templates? → WhatsApp enforces strict formatting guidelines to maintain quality and consistency. Following these rules helps ensure faster approval and reduces the risk of rejection.
Template Naming Rules
What are the rules for naming a WhatsApp message template?
Use only lowercase alphanumeric characters and underscores (
_).Avoid spaces, special characters (except underscores), or capital letters.
Choose a descriptive name that makes template management easier.
Can I use spaces or special characters in the template name? → No, spaces and special characters (except underscores) are not allowed in template names. For example,
order_followup1is correct, butorder follow-up!is not.Why is it important to use a descriptive template name? → A clear name helps WhatsApp reviewers approve templates quickly and makes it easier for your team to manage them.
Template Content Rules
What content is allowed in a WhatsApp message template?
Only text, digits, special characters, emojis, and WhatsApp-specific formatting.
Variables must be enclosed in double curly brackets (e.g.,
{{customer_name}}).Maximum length: 550 characters.
What formatting errors can cause my template to be rejected?
Including new lines or tab spaces.
Using more than four consecutive spaces.
Incorrect variable formatting (e.g.,
{name}instead of{{name}}).
Can I create multiple templates at the same time? → Yes, WhatsApp Business Accounts can create up to 100 message templates per hour.
Template Translations
Can I submit the same template in different languages? → Yes, but WhatsApp does not provide automatic translation. You must submit each translated version separately.
Do translated templates need to follow the same rules as the original? → Yes, all translations must adhere to the same formatting rules, including variable placements.
Troubleshooting
What should I do if my template gets rejected? → Review the error message provided by WhatsApp, check for formatting mistakes, and correct any issues before resubmitting.