WhatsApp Message Templates: 25 Examples for 2026
Copy & Paste Library
Ready-to-use WhatsApp templates for orders, payments, appointments, offers, and OTPs — written to follow Meta's rules, with the reasons templates get rejected and how to fix each one.
If you have ever submitted a WhatsApp template and watched it bounce back with a vague rejection, you know the frustration. A message that looks perfectly fine to you can fail Meta's review because of the wrong category, a misplaced variable, or a single promotional word in the wrong place.
The good news is that templates follow patterns. Once you understand the rules, writing ones that pass becomes routine. In this guide you will get 25 tested-style examples you can copy and adapt, plus the rules behind them — so you are not just pasting text, you understand why it works.
Quick answer: A WhatsApp message template is a pre-approved message you must use to contact customers outside the 24-hour reply window. To get one approved, pick the honest category, keep the body under 1,024 characters, never start or end it with a variable, and give a realistic sample for every variable.
In This Guide
- What Is a WhatsApp Message Template?
- The 3 Template Categories
- Anatomy of a Template
- Variable Rules You Must Follow
- 10 Utility Template Examples
- 13 Marketing Template Examples
- 2 Authentication Template Examples
- How to Write Templates That Get Approved
- Why Templates Get Rejected (and Fixes)
- Category Reclassification Explained
- Buttons: Quick Reply vs Call-to-Action
- Naming & Organising Your Templates
- Protecting Your Quality Rating
- How to Submit a Template: 7 Steps
- Frequently Asked Questions
1What Is a WhatsApp Message Template?
A message template is a structured, pre-approved message your business can send through the official WhatsApp Business Platform. Meta reviews each template before it can be used, which is how WhatsApp keeps business messaging relevant and free of spam.
You need a template whenever you want to start a conversation or reach a customer after the 24-hour customer service window has closed. That window opens each time a customer messages you, and inside it you can reply with any free-form message you like — no template needed.
This is why templates matter so much for follow-ups, reminders, order updates, and campaigns. They are the only way to speak first. If you are new to the API itself, start with our WhatsApp Business API setup guide.
2The 3 Template Categories
Every template belongs to one of three categories. The category decides the content rules, how Meta reviews it, and what you pay per message — so choosing honestly is one of the most important decisions you will make.
Transactional updates
Messages about something the customer already did or requested: order confirmations, delivery updates, payment receipts, appointment reminders. They must be specific, expected, and non-promotional.
Promotion & re-engagement
Anything that promotes, invites, or encourages action: offers, new arrivals, abandoned-cart nudges, win-back messages, event invites. This is the broadest and usually the priciest category.
One-time passcodes
Login and verification codes only. These follow a fixed format provided by Meta, so the wording cannot be freely customised.
Pricing note: Meta bills template messages per message, and rates differ by category and by the recipient's country. Rather than quote numbers that go out of date, check Meta's current rate card and our India pricing breakdown.
3Anatomy of a Template
A template is built from up to four parts. Only the body is mandatory.
| Component | Required? | Limit & Rules |
|---|---|---|
| Header | Optional | Text up to 60 characters (with at most one variable), or an image, video, or document |
| Body | Required | Up to 1,024 characters. Holds your main message and numbered variables |
| Footer | Optional | Up to 60 characters. No variables and no links. Ideal for "Reply STOP to opt out" |
| Buttons | Optional | Quick-reply buttons or call-to-action buttons (visit website, call us) |
Although the limit is 1,024 characters, shorter is nearly always better. Aim for under 300 characters for marketing messages — people read on small screens, often in a hurry.
4Variable Rules You Must Follow
Variables are the placeholders — written as {{1}}, {{2}}, and so on — that get replaced with real data like a customer's name or an order number. Most formatting rejections come from getting these wrong.
✅ Do
- Number variables in order: {{1}}, {{2}}, {{3}}
- Surround each variable with meaningful fixed text
- Provide a realistic sample value for every variable
- Keep more fixed text than variables
- Start the message with a greeting or fixed words
❌ Don't
- Start or end the body with a variable
- Place two variables side by side with no text between
- Submit variables without sample values
- Fill the message with variables and little real text
- Leave double spaces, trailing spaces, or stray line breaks
510 Utility Template Examples
Utility templates confirm or update something the customer already did. Keep them factual and free of promotion — a single "Don't miss our sale!" line can get a utility template rejected or reclassified. Use the Copy button on any example, then replace the variables with your own data.
Your order #{{2}} worth ₹{{3}} has been confirmed and will be shipped within {{4}}.
Track or manage your order anytime using the button below.
Your invoice is available using the button below.
Tracking number: {{4}}
Expected delivery: {{5}}. We will keep you updated along the way.
Our delivery partner will contact you on this number shortly. Please keep your phone handy.
If anything is not right, reply HELP or tap the button below and our team will assist you.
Please confirm your order so we can ship it today.
Location: {{5}}. Need to change the time? Tap Reschedule below.
Please arrive 10 minutes early. Reply YES to confirm or tap Reschedule if you need a new time.
It should reflect in your original payment method within {{4}}. Thank you for your patience.
You can pay securely using the button below. If you have already paid, please ignore this message.
613 Marketing Template Examples
Marketing templates promote, invite, or re-engage. They are reviewed more strictly, cost more per message, and must only go to customers who have opted in. Always include a clear, easy way to opt out — the footer is the perfect place.
Add this footer to every marketing template: Reply STOP to opt out
Thanks for joining us. Here's a special welcome gift: enjoy {{3}} off your first order with code {{4}}.
Tap below to start shopping.
Get up to {{3}} off on your favourites until {{4}}. Limited stock, so don't wait!
Tap below to explore the offers.
Be among the first to see our new {{3}} collection.
Tap below to browse.
Your {{2}} is still waiting for you. Complete your order today and enjoy free delivery on orders above ₹{{3}}.
Tap below to return to your cart.
Stock is limited, so grab yours before it sells out again.
Tap below to order now.
It's been a while since your last visit. Here's {{3}} off your next order as a thank-you for being with us. Use code {{4}} before {{5}}.
Tap below to come back.
To celebrate your special day, enjoy a gift from {{2}}: {{3}} off your next purchase with code {{4}}, valid for {{5}}.
Have a wonderful day!
Redeem them on your next order before they expire on {{4}}.
Tap below to check your balance.
Join our free {{2}} on {{3}} at {{4}}. Seats are limited.
Tap below to reserve your spot.
Refer a friend and you both get {{3}} when they place their first order. Your personal link is ready below.
I'm {{3}} from our team and I'd be happy to answer any questions or share more details. When would be a good time to talk?
Reply to this message or tap Call me below.
How was your experience with order #{{3}}? Your feedback takes less than a minute and helps us improve.
Tap below to share your review.
Get {{2}} off {{3}} for the next {{4}} only. Use code {{5}} at checkout.
Tap below to shop before time runs out.
72 Authentication Template Examples
Authentication templates deliver one-time passcodes. Meta provides a fixed format for these, so you cannot freely rewrite the wording — which also means they are usually the simplest category to get approved. The security guidance line is built in.
Never put marketing text, links, or offers inside an authentication template, and never ask customers to share their code with anyone — including your own staff.
8How to Write Templates That Get Approved
Beyond the technical rules, approved templates share a few writing habits:
- Lead with a greeting and the customer's name. It feels personal and keeps variables off the very start.
- Say one thing clearly. One purpose per template — an order update should not also pitch a sale.
- Be specific. "Your order #10482 has shipped" beats "Your order update is ready."
- Match tone to category. Utility is calm and factual; marketing can be warmer and more enthusiastic.
- End with a clear next step. A button, a reply keyword, or one simple instruction.
- Check spelling and grammar twice. Typos are a surprisingly common rejection cause.
- Use emojis sparingly. One or two add warmth; a wall of them looks like spam.
- Respect the customer. No pressure, no misleading claims, no fake urgency.
9Why Templates Get Rejected (and How to Fix Each One)
Meta rejects templates automatically when something breaks its rules. Here are the most frequent causes and the fix for each.
| Rejection Reason | What It Looks Like | The Fix |
|---|---|---|
| Wrong category | An offer or "shop now" language inside a utility template | Move promotional content to a marketing template, or remove the promotion |
| Variable at start or end | Body begins with {{1}} or ends with {{3}} | Add fixed words before and after, such as "Hi {{1}}," and a closing sentence |
| Adjacent variables | {{1}}{{2}} or {{1}} {{2}} with nothing between | Place meaningful words between each variable |
| Missing sample values | Variables submitted with no examples | Add a realistic sample for every variable in every component |
| Too many variables | A short message that is mostly placeholders | Write more fixed text and use fewer variables |
| Formatting errors | Double spaces, trailing spaces, stray line breaks, or line breaks inside variable values | Clean up spacing and keep variable values on a single line |
| Spam-like wording | "Click now!!!", all caps, excessive emojis, misleading claims | Use calm, honest, specific language |
| Invalid footer | Footer contains a link or variable | Keep footers to plain text, such as a brand name or opt-out line |
| Duplicate template | Nearly identical to one already in your account | Reuse the existing template or make the purpose genuinely different |
For a deeper look at the approval process, see our API setup guide. Independent explainers such as Wati's template guidelines and AiSensy's template overview are useful second opinions. Meta's rules evolve, so always confirm against current documentation.
10Category Reclassification Explained
Years ago, some businesses tagged promotional messages as "utility" to pay the cheaper rate. Meta now reviews the actual content, and if it does not match your chosen category, it may reject the template or reclassify it — meaning it still works, but runs (and is billed) as a different category than you intended.
The honest approach is also the cheapest in the long run. Choose the category that truthfully matches your content. If a message contains any promotion at all, treat it as marketing. You avoid rejections, billing surprises, and quality-rating problems.
11Buttons: Quick Reply vs Call-to-Action
Buttons turn a message into an interaction, and well-chosen ones noticeably improve response rates.
Quick-reply buttons
Let customers respond with one tap — "Yes, confirm", "Reschedule", "Not interested". Their reply opens a 24-hour window, which lets your chatbot continue the conversation freely. Ideal for confirmations, surveys, and lead qualification.
Call-to-action buttons
Open a website or start a phone call — "Track order", "Pay now", "Call us". Ideal when the next step lives outside WhatsApp, such as a payment page or tracking portal.
Keep button labels short and action-led ("Track order", not "Click here to track your order"). Pairing buttons with a chatbot means the conversation keeps going after the tap — see our guide to WhatsApp chatbots for business.
12Naming & Organising Your Templates
Once you have a dozen templates, a clear naming system saves real time. Use lowercase letters and underscores, and name by purpose rather than date.
- Good:
order_confirmation,appointment_reminder,winback_offer - Add a version suffix when iterating:
cart_reminder_v2 - Group by journey: keep all order-related templates together, all lead-related together
- Avoid:
test1,new_template_final, or names with spaces and capitals
Remember that approved templates have limited editing options, so versioning with a new name is usually the cleanest way to improve a message.
13Protecting Your Quality Rating
Meta watches how customers respond to your templates. If many recipients block you or report your messages, your number's quality rating drops and your sending limits can be reduced — and templates with poor performance can be paused.
To keep quality high:
- Message only customers who have clearly opted in
- Send marketing messages in moderation and at sensible times
- Segment your list so people receive what is relevant to them
- Always include an easy opt-out
- Watch block and opt-out rates after each campaign and adjust quickly
- Warm up newer numbers with smaller batches before scaling
For realistic engagement benchmarks, see our WhatsApp marketing statistics guide, and for campaign planning read about WhatsApp bulk messaging.
14How to Submit a Template: 7 Steps
Choose the right category
Decide whether the message is utility, marketing, or authentication based on what it really does.
Name the template
Use lowercase with underscores, such as order_confirmation.
Write the body
Keep it clear and under 1,024 characters, with numbered variables placed inside the text.
Add header, footer, and buttons
Optional extras that improve clarity and response. Keep footers plain and free of variables.
Provide sample values
Realistic examples for every variable so reviewers can see the finished message.
Submit for review
Many templates are reviewed within minutes; some take a day or longer.
Test and monitor
Send a test to your own number, then track delivery, replies, and quality after launch.
Frequently Asked Questions
What is a WhatsApp message template?
It is a pre-approved message format that businesses must use to start a conversation or message a customer outside the 24-hour customer service window on the WhatsApp Business API.
How long can a WhatsApp template be?
The body can be up to 1,024 characters. Text headers and footers are each limited to 60 characters, and footers cannot contain variables. Shorter messages generally read better on mobile.
Why do WhatsApp templates get rejected?
Common reasons include the wrong category, promotional wording in a utility template, variables at the start or end of the message, variables placed side by side, missing sample values, spelling errors, and spam-like language.
What are the three WhatsApp template categories?
Utility for transactional updates, marketing for promotions and re-engagement, and authentication for one-time passcodes. Each has different content rules and pricing.
How long does WhatsApp template approval take?
Many templates are reviewed within minutes, though some take up to a day or more. Templates with clear wording, the correct category, and sample values for every variable are usually approved fastest.
Can I edit a WhatsApp template after it is approved?
Approved templates have limited editing options, so the usual approach is to create a new version with a new name and retire the old one. Check your platform's current rules before relying on edits.
Do I need a template to reply to a customer?
No. When a customer messages you, a 24-hour window opens in which you can reply with free-form messages. You only need an approved template to message them outside that window or to start a new conversation.
Can Meta change my template category?
Yes. If Meta decides the content does not match the category you chose, it may reject or reclassify the template, which can change what you pay per message. Always choose the category that honestly matches the content.
Need Help Getting Templates Approved?
📍 D-109, Phase 7, Industrial Area, Sector 73, Sahibzada Ajit Singh Nagar, Punjab 160055
Send Approved Templates in Minutes
Create templates, submit them for approval, and launch campaigns from one simple dashboard — with real support if Meta says no.
Get Started Free