Before you start
Things you need to know:
Only custom templates are supported. When asked to choose between Custom, Catalog, and Flows, you must always select Custom.
You can only use number variables in templates.
Understand templates
Templates are used in template messages to open marketing, utility, and authentication conversations with customers. Unlike free-form messages, template messages are the only type that you can send to customers who have yet to message you or have not sent you a message in the last 24 hours.
Templates must be approved before you can send them in template messages. In addition, templates might be disabled automatically based on customer feedback and engagement. Once disabled, a template cannot be sent in a template message until its quality rating has improved or it no longer violates our business or commerce policies.
Create a message template for WhatsApp Business
Follow the step-by-step instructions to create message templates for your WhatsApp Business account in Meta’s official article Create message templates for your WhatsApp Business account.
Use only number variables in templates
You can only use number variables in templates. Text variables are not currently supported.
Template approval process
Once you have created your template, you can submit it for approval. The decision can take up to 24 hours. Once a decision has been made, a notification appears in your WhatsApp Manager, and we will email your Business Manager admins. We also send a webhook notification if you are subscribed to message template status changes.
Learn more in Monitoring Status Changes.
If your message template is approved, its status is set to Active - Quality pending, and you can start sending it to customers.
Component | Description | Optional |
Header | Add a title or choose which type of media you'll use for this header. | Yes |
Body | Enter the text for your message in the selected language. | No |
Footer | Add a short line of text to the bottom of your message template. | Yes |
Buttons | Select from a variety of buttons for marketing and utility messages to drive engagement.
If you don't want to add any buttons, select None. | Yes |
Call to action (Button option) | Combine up to 10 buttons in a button list for actions like 'Call phone number' and 'Visit website.' You can include up to 2 URLs (Static or Dynamic) for personalized links.
You can combine a call-to-action and a quick reply as one button. |
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Quick reply | Create up to three buttons for customer responses. |
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Templates support
Here is a table summarising the components that can be included in templated messages. It outlines the differences between what is supported in the Dotdigital WhatsApp Editor and what can be sent through the API.
Component | Sends via Dotdigital Platform | Sends via API |
Header | - Text | - Text |
Body | - Number variables | - Number variables |
Buttons | - Visit website button (if dynamic) | - Visit website button (if dynamic) |
Below is an example of a campaign based on a template that includes:
Image header
Text body
Visit website button
Best practices
Include opt-out instructions
WhatsApp requires you to provide clear opt-out instructions in marketing messages. Always add a STOP or Stop promotions quick reply button, which Meta calls a custom button, and let people know in the footer that they can opt out at any time.Use flexible image dimensions
There aren't strict image dimension requirements for the image header. Both square, 1:1, and horizontal rectangle, 16:9, formats work well.Personalise with variables
When using variables for personalisation:Don't place variables at the very start or end of your template.
Avoid using too many variables relative to the message length. If needed, reduce the number of variables or make the message longer.
Keep key information at the top
WhatsApp messages collapse after three to five lines of text, so include the most important information right at the top where it's always visible.Test link previews
When you share links, Meta displays a preview for the first link in your message. Always send yourself a test message first to check how everything looks before sending the campaign to your audience.Understand template categories
Meta has the final say on template categories and can change them if they think a utility message is actually marketing. For example, using words like offer, membership, or sign up can make the algorithm classify your message as marketing. You can try adjusting the wording to make it sound more transactional, but ultimately, Meta decides the final category.