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What is a message template?

A WhatsApp message template is a message format that a business creates and submits to Meta for review. After approval, it can be used for repeatable business-initiated communication, including messages sent outside the customer service window. Templates can contain fixed text, variables, media, and supported buttons. Their category, content, approval status, and messaging rules are managed by Meta. For a detailed introduction to template concepts, categories, formats, review, and lifecycle, see Message templates.

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Template ownership and identity

A template is a resource of a specific WhatsApp Business Account (WABA). It can only be used by business phone numbers that belong to that WABA. A template is uniquely identified by the combination of its name and language. Templates with the same name but different languages are separate localized versions. When sending a template message, use the exact approved template name and language for the relevant WABA.

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Tutorial for Creating Marketing and Utility Templates

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Step 1: Access the Templates Page

  1. Navigate to Templates from the left-hand navigation. Users with multiple WABA accounts should switch the WABA space in the top right corner.
Templates page with New Template highlighted.

Select New Template to choose the category for your message.

  1. Visit Templates from the WhatsApp accounts.
WhatsApp accounts with Manage Template for the selected WABA

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Step 2: Name & Select Template Type

Click New Template. Choose a category and select Start from scratch when creating a Marketing or Utility template.
  1. Template name: The name of the template. Names only support numbers, lowercase letters, and underscores _.
Note: The name is unique and is the name called when sending via the interface.
  1. Category: The type of template. There are three types of templates; select based on the content:
    1. Utility: Transactional templates. Used for sending notification messages.
    2. Marketing: Marketing templates. All messages with marketing implications, as well as all greeting messages.
    3. Authentication: Verification code templates. Fixed content; only supports sending verification codes.
For a detailed category explanation, refer Template overview
Template editor with Template name and Category highlighted.

Set the template name and category before editing the selected language.

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Step 3: Choose Language

One template content can be configured in multiple languages. Click Add language to continue adding. Multiple languages can be edited together and then submitted.
Add language menu filtered to English.

Select Add language, search for the required language, and choose its exact locale.

Click the Edit button on the right side of the language to edit or delete the language.
Language edit controls with English and Done highlighted.

Select Edit beside the language tabs to reveal their removal controls; select Done when finished.

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Step 4: Edit Template Content

Taking marketing and notification templates as examples:
  1. Header (optional): Header types supported: text, image, video, file.
  2. Body (required): Text content. Supports emoji, bold, and other text styles.
  3. Footer (optional): Text footer.
  4. Button (optional)
    1. Up to 10 buttons can be added
    2. Button types include:
      1. Quick reply
      2. Visit website
      3. Call phone number
      4. Copy offer code
  5. Variables: Variables can be added in Header, Body, or Visit website. When adding variables, a Sample must be provided for reviewers to judge the content of the entire template. The Sample is only used for review, and the actual variable value must be sent when issuing.
Current template editor with body variable, sample, footer and preview

Configure the body and provide a sample for each variable; review the message preview.

Detailed template content can be found in the Message Templates documentation
Visit website template button with button text and destination URL highlighted.

Configure the button text, URL type, and destination URL. The preview shows the unsaved example.

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Step 5: Submit Template

After all languages are edited, scroll to the bottom of the page and click the submit button.
Template editor showing footer, quick reply and Submit

Scroll to the bottom of the editor and click Submit.

Confirm the template content is correct and click Confirm.
Submission confirmation with English selected and required fields complete

Select the completed languages you want to submit, then click Confirm.

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Step 6: Wait for Approval

The template is reviewed by Meta, please be patient. Generally, the review will be completed within one day. Use the Status filter to find In review or Rejected templates. If a template is rejected, you can enter the edit page to view the reason and modify the template or appeal according to the prompt.
Full Templates page with Rejected selected in the Status filter

Use Status to find templates that need attention. No rejected templates are present in this example.

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Create Authentication Templates

The steps to create authentication templates are the same as above, this section mainly introduces the settings for verification code templates.

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Code Delivery Methods

There are 3 methods of delivering the verification code, with three options:

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Copy Code Template

Choose the Copy Code, You can customize the button name. Authentication template with Copy code delivery and message settings

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Autofill Template

Select Autofill as the code delivery method. You can customize the button label and add up to five App package configurations. Each configuration requires the app’s package name and signature hash. Autofill requires your application to support the handshake used for one-tap verification code delivery. Authentication template with Autofill and app package configuration

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Zero-Tap Template

Select Zero Tap as the code delivery method. Add the app’s package name and signature hash, enable the Zero-tap option, and accept the applicable terms. You can add up to five App package configurations. Zero-tap builds on the Autofill flow, so your application must also support the required handshake.
Full authentication editor showing Zero-tap and app setup

Enable Zero-tap under Autofill, configure your app, and review the applicable terms.

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Template Content Settings

Although the content of the verification code template is fixed, you can still add verification code validity and security tips through switches.
Authentication template message content and expiration options

Add a security recommendation and an expiration time to the authentication message.

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Message validity period

WhatsApp messages can otherwise remain eligible for delivery for up to 30 days. That window is too long for authentication messages because verification codes usually expire within minutes. Authentication templates let you set a shorter message validity period. If WhatsApp cannot deliver the message within that period, it stops attempting delivery and no fee is incurred.
Set the message validity period to a value that is less than or equal to the actual validity period of the verification code in your application.
For example, suppose you set the message validity period to five minutes while the verification code in your application remains valid for ten minutes. If the recipient is offline and the message is still processing after five minutes, WhatsApp stops trying to deliver it and no fee is incurred. If the recipient reconnects and opens WhatsApp after the five-minute window, the message will not appear. Configuration entry:
Authentication template with a five-minute message validity period

Set Message validity period in Advanced settings; this example uses five minutes.