Creating WhatsApp message templates requires following specific formatting rules so they get approved quickly. This guide explains the naming conventions, content formatting, variable rules, and translation requirements for message templates. Following these guidelines will help streamline the approval process and improve message management.

WhatsApp enforces rules for message templates to keep business messaging high-quality and effective. Here's what you need to know.

Parameter (variable) limits — Templates can't have too many placeholders (variables) compared to the length of the message.

❌ Too many variables: Hello {{1}}, your order {{2}} for {{3}} has been shipped to {{4}}. Track it here: {{5}}

✅ Correct usage: Hello {{1}}, your order {{2}} has been shipped. Track it here: {{3}}

Parameter placement — A template can't start or end with a variable.

❌ Invalid: {{1}}, your appointment is confirmed.

✅ Valid: Hi {{1}}, your appointment is confirmed.

Variables (also called parameters) are placeholders in your template that get filled in with each contact's real values when the message is sent — for example, a customer's name or an order number.

In Wati, you can use either format below — both are supported, and both do the same job: they pull the right value for each contact when the message is sent.

You can choose whichever style you prefer.

Throughout this guide, {{1}} and {{name}} are shown only as examples to illustrate the rules. Use whichever variable style suits your template.

When naming your WhatsApp message template, follow these guidelines:

Correct template names:

✅ shipping_update

✅ order_followup1

✅ payment_reminder

Incorrect template names:

❌ ShippingUpdate (uses capital letters)

❌ order follow-up (contains a space and a hyphen)

❌ message_124a! (contains a special character other than underscore)

To ensure your template is formatted correctly and gets approved, follow these content guidelines:

Correct template content (numbered variables):

Correct template content (named variables):

Incorrect template content:

❌ Extra spaces, spaces inside the curly brackets, and unnecessary new lines.

You can send message templates in multiple languages, but WhatsApp does not provide automatic translations. To send messages in different languages, submit each translated version separately.

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 run into issues, re-check your template's formatting and naming before resubmitting.

WhatsApp message templates cannot contain too many variables compared with the length of the message. A template also cannot start or end with a variable. For example, {{1}}, your appointment is confirmed. is invalid, while Hi {{1}}, your appointment is confirmed. is valid.

Since October 1, 2025, templates that violate these variable rules are blocked at creation, with an error message explaining the issue.

Using Marketing or Utility templates for identity verification instead of Authentication templates may result in stricter enforcement. WhatsApp can impose a 7-day restriction during which new Utility templates cannot be created. Persistent misuse can result in a longer 30-day restriction.

Wati supports both numbered and named variables. Numbered variables use formats such as {{1}}, {{2}}, and {{3}}, while named variables use formats such as {{customer_name}} and {{order_number}}. Both formats perform the same function.

Variables must use double curly brackets, and spaces should not be placed inside the curly brackets.

WhatsApp message template content can contain text, letters, digits, special characters, emojis, and WhatsApp-specific formatting. Content can be up to 1024 characters for Marketing, Utility, and Authentication templates.

Templates cannot contain new lines, tab spaces, or more than four consecutive spaces. A WhatsApp Business Account can create up to 100 message templates per hour.

For Authentication templates, the message body can only use the preset content provided by Meta, although additional instructions can be added in the footer.

Template names can contain only lowercase alphanumeric characters and underscores (_). Spaces, capital letters, and other special characters are not allowed. Template names can be up to 512 characters long.

Template names should also be descriptive and meaningful so WhatsApp reviewers and your team can easily understand and manage them.

No. WhatsApp does not automatically translate message templates. Each translated version must be submitted separately.

Translated templates must follow the same formatting rules as the original template, and placeholders such as {{1}} or {{variable_name}} must remain consistent across translations.

WhatsApp Marketing templates support up to 1024 characters. The previously introduced 550-character limit for Marketing templates has been rolled back and no longer applies.