What are the official WhatsApp Template Message guidelines I must follow?

What are the official WhatsApp Template Message guidelines I must follow?

⚡Quick answer -

Meta reviews every template. Keep the tone polite, use correct {{1}}, {{2}} variables, match the selected language, avoid shortened URLs, and respect button limits to avoid rejection.

When should I use this guide?

Use it right before submitting a new WhatsApp template so you can check content, variables, links, and buttons against Meta’s rules and prevent delays.

What are WhatsApp template messages?

  1. A “template message” is a pre-written, pre-approved message that businesses use to initiate conversations with users.
  2. Templates may include text, optional media (e.g. image, document), placeholders (variables), buttons (call-to-action or quick-reply), depending on template type.

Template Categories

Templates must be classified into one of three categories, per their purpose.

  • Utility — transactional messages related to a previously agreed transaction (order updates, confirmations, reminders, account alerts, etc.)
  • Authentication — messages used for identity verification, such as sending OTPs or codes for login etc.
  • Marketing — messages with promotional content: offers, product announcements, marketing campaigns, retargeting, etc.

DO vs. DON’T — template-approval rules

Area

✅ DO

❌ DON’T

Content

Use a polite, helpful, neutral tone.

Example: “Hi {{1}}, your order {{2}} has shipped.”

Threatening / abusive tone.

Example: “Pay now or we’ll take legal action.”

Parameters

Use {{1}}, {{2}} in sequence with the surrounding text.

{1}, missing braces, or empty placeholders.

Links / URLs

Use full business-owned domains (e.g., https://yourbrand.com/order).

Use URL shorteners (bit.ly, tinyurl) or third-party domains.

Spacing / Formatting

Keep spacing clean, single-line.

Add trailing spaces, blank lines, and ALL CAPS spammy formatting.

Buttons / CTAs

Up to 3 Quick Replies OR 1 Phone + 1 URL CTA.

Phone format: 919876543210.

Mix Quick Replies with CTAs, or add emojis in button text.

Test templates

Submit simple text-only content for API testing (Name: test, Content: Hello).

Add placeholders or marketing content in a test template.

Common reasons for template rejection

  1. Threatening, coercive, or misleading content.
  2. Asking for sensitive data (passwords, OTPs, card numbers).
  3. Spammy formatting: ALL CAPS, multiple emojis, excessive punctuation.
  4. Language mismatch (template tagged “English” but written in Hindi).
  5. Improper variable use (non-sequential, empty placeholders, variables in the footer).
  6. Invalid links: third-party domains or URL shorteners.
  7. Disallowed button usage (mixed Quick Reply & CTA, phone without country code).
  8. Unclear business purpose: vague or incomplete messages.

Best-practices checklist

✔ Text is polite, grammatically correct, and matches the chosen language.

✔ Variables use the correct {{x}} format and are sequential.

✔ No shortened or third-party URLs—only your business domain.

✔ Buttons respect WhatsApp limits (3 Quick Replies OR 1 Phone + 1 URL).

✔ No extra spaces, blank lines, or ALL CAPS.

✔ Test templates are simple and contain no variables.

✔ Business name, content, and purpose are clear and compliant with WhatsApp’s Commerce Policy.

Keywords: WhatsApp template guidelines, Meta approval rules, template rejection reasons, variable formatting

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