WhatsApp Message Templates and Meta Approval Process
Unlike SMS, WhatsApp requires that any message sent at the initiative of the company (outside the 24-hour conversation window) uses a pre-approved template by Meta.
Model Categories
- Authentication: for sending OTP codes (standardized format, non-modifiable, imposed by Meta to avoid phishing)
- Utility: order confirmations, appointment reminders, status updates
- Marketing: promotions, offers, announcements
Submit a model
- Go to WhatsApp > Templates > New
- Write content with variables (
{{1}},{{2}}, etc.) - Choose category and language
- Submit for approval — Meta approval time ranges from a few minutes to 24-48 hours
Model rejection
A template may be rejected if it contains promotional content misclassified as "utility", suspicious links, or if it does not follow WhatsApp formatting rules. The reason for rejection is indicated and you can submit a corrected version.