Writing WhatsApp message templates that get approved

On the WhatsApp Business Platform, messages you start (outside the 24-hour window after a customer's last message) must use pre-approved templates. Rejections slow launches. These habits help.

Choose the right category

• Utility: transactional updates the customer expects, such as order confirmations, payment reminders and appointment reminders.
• Marketing: offers, announcements, re-engagement.
• Authentication: one-time passwords.

Putting promotional wording in a utility template is a common reason for rejection or re-categorisation.

Write clearly

• State who you are and why you're messaging.
• Use variables for personal details, for example {{1}} for name and {{2}} for invoice number, and provide realistic sample values.
• Keep it short and readable on a phone.
• Avoid misleading or threatening language.

Example: payment reminder (utility)

Hello {{1}}, this is a reminder from {{2}} that invoice {{3}} for ₹{{4}} is due on {{5}}. You can pay using the link below. Reply here if you have any questions.

Example: appointment reminder (utility)

Hi {{1}}, your appointment at {{2}} is confirmed for {{3}} at {{4}}. Reply 1 to confirm or 2 to reschedule.

Respect opt-in

Only message customers who have agreed to receive WhatsApp messages from you, and make it easy to opt out. Quality ratings affect what you can send.

Languages

Create separate templates for each language your customers use, such as English, Hindi and Gujarati, rather than mixing languages in one template.