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Message Templates

Message templates are a cornerstone of the WhatsApp Business API, enabling businesses to send proactive, standardized communications while adhering to strict anti-spam rules. Designed for scalability, they allow for personalized outreach in marketing, support, and authentication scenarios. For business users, templates mean reliable delivery for campaigns or notifications without risking account penalties. Chakra Chat takes this further by offering an intuitive dashboard for template creation, approval tracking, and integration into automations, making it easier to launch compliant WhatsApp strategies that drive engagement and conversions.

In this deep dive, we will explore template fundamentals, structure, categories with real-world use cases, the approval process, key limits, and how to manage them efficiently in Chakra Chat.

Template Basics​

What is a Message Template​

A message template is a pre-approved, structured format for business-initiated messages on WhatsApp, ensuring consistency and compliance. Unlike casual chats, templates must be reviewed and approved by Meta (WhatsApp parent company) before use. They exist primarily to protect users from unsolicited spam, promote high-quality interactions, and align with global privacy laws like GDPR. By requiring approval, WhatsApp maintains trust. Templates prevent abusive messaging while allowing businesses to scale communications for things like alerts or promotions.

Chakra Chat simplifies this by providing pre-built template libraries, helping you craft messages that get approved faster and perform better.

When You Must Use templates​

After 24h, Campaigns, CTWA Start, OTP

Templates are mandatory for any business-initiated conversation outside the 24-hour customer service window. Specifically:

  • After 24 Hours: If more than 24 hours have passed since the user last message, you cannot send free-form text. Use a template to re-engage.
  • Campaigns and Broadcasts: For proactive outreach like marketing blasts or notifications to opted-in users.
  • CTWA (Click to WhatsApp) Start: When users click an ad to initiate chat, the first business response often requires a template for compliance.
  • OTP and Authentication: Secure codes for logins or verifications must use dedicated authentication templates to meet security standards.

Without templates in these scenarios, messages fail to send, potentially harming your quality rating. Always secure user opt-in first to avoid violations.

Template vs Normal Message​

AspectTemplate MessageNormal Message
InitiationBusiness-initiated requires approvalUser-initiated or within 24-hour window
Content FlexibilityStructured with fixed text and variablesFully customizable text media interactives
Use CasesNotifications promotions OTPsReal-time support dynamic replies
Approval NeededYes by MetaNo
Delivery RulesCan start new conversations subject to pacing limitsRestricted to active sessions
Pricing ImpactCategorized with marketing at higher costGenerally lower as service conversations

Templates ensure scalability but limit creativity, while normal messages foster engagement in ongoing chats. Chakra Chat helps bridge this by auto-suggesting template transitions from normal conversations.

Template Structure​

Templates are built with modular components for a professional look, supporting multiple languages and personalization.

Template Name, Language, Category​

  • Name: A unique identifier (up to 512 characters, lowercase alphanumerics and underscores) for internal reference. Not visible to users.
  • Language: Specified by code (example en_US for English). Create separate templates for each language, as Meta does not auto-translate.
  • Category: Assigned during creation. Options are authentication, marketing, or utility. This affects pricing and approval.

Header, Body, Footer​

  • Header: Optional top section for emphasis. Can be text (up to 60 characters) or media (image, video, document, location).
  • Body: The main content (up to 1024 characters), where your message lives. Supports bold and italics.
  • Footer: Optional bottom note (up to 60 characters) for disclaimers or branding.

Buttons​

Quick Reply, Call-to-Action, OTP / Copy-Code

  • Quick Reply: Up to 3 buttons for user responses (example Yes or No), text up to 25 characters each.
  • Call-to-Action (CTA): Up to 2 buttons for actions like Visit Website (URL) or Call Phone (number).
  • OTP / Copy-Code: Special for authentication. Includes a one-tap copy button for codes.

Buttons make templates interactive, boosting engagement.

Placeholders and Variables​

Variables allow dynamic insertion of information like user name or order ID for tailored messages. Use positional format with double curly braces and numbers inside. Examples include variable 1, variable 2, and so on. Personalization increases open rates but must avoid sensitive data requests. When sending, replace variables with actual values via API.

Categories and Use Cases​

WhatsApp simplifies templates into three categories, each with specific guidelines to ensure proper classification and pricing. Service templates were phased out and merged into utility.

Utility Templates​

For transaction-related updates that facilitate ongoing services. Examples: order confirmations, payment reminders, appointment rescheduling.

Authentication templates​

OTP / Login Codes

Dedicated to secure verifications. Examples: one-time passwords, account recovery codes. No marketing allowed. Strict rules on no URLs or emojis.

Marketing templates​

Offers, Announcements, Promotions

For promotional content to drive sales or awareness. Examples: discount alerts, product launches, event invites. Must not violate commerce policies.

Service Templates​

Service templates (example customer inquiries) are no longer a separate category. They are handled as utility or within 24-hour sessions.

Sample Use-Cases​

  • Utility: Your order has shipped with tracking information (e-commerce tracking).
  • Authentication: Your login code expires in 5 minutes (app security).
  • Marketing: Flash sale with discount on products until specified date (retail promotion).

Choose categories accurately to avoid rejections.

Approval and Rejections​

How Meta Reviews Templates​

Submit via API or WhatsApp Manager. Meta reviews for policy compliance, clarity, and category fit. Lifecycle: Create then In-Review then Approved or Rejected then Active (with quality monitoring) then Paused or Disabled if issues arise.

Approvals and Statuses​

  • Time: Up to 24 hours, often faster for simple ones.
  • Statuses: Submitted (initial), In-Review, Approved (active), Rejected, Paused (due to low quality), Disabled (repeated violations).

Common Rejection Reasons​

  • Policy Violation: Breaches business or commerce rules, example promoting restricted items like gambling.
  • Too Vague or Misleading: Unclear language or false promises.
  • Format Issues: Mismatched variables, invalid buttons, or incorrect category.
  • Others: Duplicates, sensitive info requests, cold outreach phrasing.

How to Fix and Resubmit Rejected Templates​

Edit the template (triggers re-review), address feedback (example fix variables, rephrase for clarity), and resubmit via API or manager. Test for formatting. Appeal if you disagree.

Limits and Technical Rules​

Character Limits in Header Body Footer​

  • Header: 60 characters (text).
  • Body: 1024 characters.
  • Footer: 60 characters.

Button Counts and Text Limits​

  • Up to 3 quick replies or 2 CTAs total.
  • Button text: 25 characters (quick reply), 20 for CTAs.
  • Allowed: Bold, italics, strikethrough, variables (up to 10), links in body or CTAs.
  • Disallowed: Emojis in auth templates, excessive variables, misleading links.

Media Limits for Template Headers​

  • Image: JPG or PNG, up to 5MB, any aspect ratio but 1:1 recommended.
  • Video: MP4, up to 16MB.
  • Document: PDF, up to 100MB.
  • Use HTTPS URLs or upload handles. No media in auth templates.

Managing Templates in Chakra Chat​

Creating Templates​

In Chakra Chat dashboard, use the template builder to input name, category, language, and components. Preview, validate for limits, and submit directly to Meta for approval. All in one interface, reducing errors.

Editing Cloning Pausing Deleting​

Edit approved templates (re-submits for review), clone for variations (example languages), pause low-performers, or delete unused ones via simple clicks. Chakra Chat tracks changes to maintain audit trails.

Template Translations​

Add multi-language versions by cloning and translating body text manually. Chakra Chat supports over 100 languages, with AI-assisted translations to speed up the process.

Viewing Usage and Performance​

Monitor metrics like send rates, opens, and blocks in analytics. Link templates to chatbots, broadcasts, or CRM triggers for automated flows. Chakra Chat insights help optimize, flagging low-quality templates early to prevent pauses.

Mastering templates with Chakra Chat transforms WhatsApp into a powerful, compliant channel for your business. For the latest updates, check Meta docs or test in Chakra Chat sandbox.