WhatsApp templates are manually created message formats that are reviewed by WhatsApp. After WhatsApp approves a template, it can be used repeatedly for a designated use case. Your first outbound message to a new user can only be an approved template. A template allows you to alter its content every time you send it out.  

Template uses placeholder values/variables (ex: {{…}}, {{1}}, {{2}}) to allow content alteration everytime the message is sent.    


Template:  {{1}} offers you {{2}} to improve your Business
Message:  Nextel offers you WhatsApp automation to improve your Business

Understand With Example:

Think of yourself as someone who prints invitation cards. As a smart business person, you would keep the content and the design of the cards specific for every occasion (for weddings, birthdays, etc). But you won’t keep a stock of cards printed with you in your godown. But instead, you will keep a ‘template’, a prototype, of each card to show to your customers. These ‘templates’ won’t contain precise information like event dates, sender information, receiver information, etc. But you will put some variable/placeholder values so the place does not look empty when you show the design to your customer.  

When a customer selects a template and places an order for a certain number of copies. You will alter the information on the card accordingly. You might put your customer’s image, some special content they desire, or more such things in the selected design.        

WhatsApp templates are similar to those template cards. Businesses draft different messages for different use cases like payment updates, Issue resolution, qualifying leads, etc. Message format that works for a particular use case and needs to be sent many times with some alteration, must be turned into a template. 

Use double curly braces {{1}} to form placeholder values/variables. It is a place where you can fill in content at the time of sending the message. 


See WhatsApp guidelines for creating a template

Path to write new template-

Home -> Setting -> App Setting -> Templates -> Add Template

Quick Reply Button-

The button generates an instant predefined reply for users.

CTA Button (Call to Action)-

This button makes the user do an action. It takes the user from WhatsApp chat to a URL and also directly dials your provided contact number.  

Before writing your attractive template, keep this in mind-

Get approved-

  • WhatsApp reviews every template.
  • If you are the first one to message a user, your message must be an approved template. 

Use variables-

  • Use variables (ex: {{1}}, {{2}},{{3}}) for content that needs alteration regularly.
  • Varying content such as dates, names, offers, etc must be made a variable/placeholder value.  

Creating template-

  • Only lowercase alphabets and numbers are supported in template name(Id). Use ‘_’ for space. 
  • Only 2 CTA (call to action) buttons can be used. And each needs to do a unique action. Ex. one for call and other for URL.
  • A maximum of 3 buttons can be added under Quick Reply.
  • WhatsApp restricts using extra spaces and more than one new line change in the template body.    
  • Use country code ((+91 for India) with contact number on CTA button. 
  • Use full URL (including https://) in the CTA button. 
  • Text under ‘header text’ automatically gets highlighted (max 60 characters).  
  • ‘Text’ is part of a template by default. No matter if you select it as an option or not.
  • To delete the template click on the delete icon in the Action column.

Session message- 

  • After a user’s message, your message to them for 24 hours won’t be charged.
  • After a user’s message, your message to them need not be a template.  


  • You can not use the name of the deleted template for 30 days after deleting it.
  • Maximum 250 templates can be used.
  • You can not edit the template after it is submitted.

Sending media-

  • Image, document, location, and video can be sent along with text.  
  • For sending any media in the template, a sample media (Image, document, video, or location) needs to be submitted to get the template approved from WhatsApp.  
  • The sample media need not be the actual media that you send out to users. Instead, sample media is just a similar type of media that WhatsApp asks you to submit for review. The sample media could be any media downloaded from the web. 


  • Each template can be submitted in multiple languages. 
  • A template in any other language than English must also be submitted in English. 
  • If a template in any one language gets rejected, the same template translated into other languages also gets rejected.  

Outbound message Vs Session message

Outbound message: When a chat is initiated by the business, that is, the first message sent to any user by the business is an outbound message.

Session message: After a user’s message, your reply (any message) to the user for the next 24 hours becomes a session message. This message from the user can either be a reply to an outbound message or can also be an inbound message (chat initiated by the user). A session of 24 hours gets started when any user messages you. Your message to the user in this 24 hours period is a session message.     

Outbound MessageSession Message
An outbound message on WhatsApp can only be an approved template.A session message may or may not be an approved template.
Every new Outbound message the user is charged by WhatsAppNo session message is charged.

Template Categories

A Template must fall in one of the following categories. The template that does not appear to be from one of these categories is likely to get rejected.    

Account Update: Let customers know about updates or changes to their accounts.

Alert Update: Send important updates or news to customers.

Appointment Update: Send confirmations, reminders, or other updates to customers about their appointments.

Auto-Reply: Send auto-replies to customers when your business isn’t online or available to respond right away.

Issue Resolution: Respond to questions, concerns, or feedback from customers about your business.

Payment Update: Send a message to customers about their payments.

Personal Finance Update: Send a message to customers about their personal finances.

Reservation Update: Send confirmations, reminders, or other updates to customers about their reservations.

Shipping Update: Send shipping updates to customers about their orders.

Ticket Update: Send ticketing information or updates to customers.

Transportation Update: Send transportation information or updates to customers.

May your template converts….

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