WhatsApp Template Best Practices: How to Get Approved and Avoid Rejection

Learn the best ways to create WhatsApp Business message templates that can get approved quickly, avoid automatic reclassification as Marketing messages, and maintain good template quality according to Meta's rating system.

What Is a WhatsApp Message Template?

A message template is a pre-formatted message submitted to Meta for review and approval before it can be used to communicate with customers.

Businesses need approved templates to send messages to customers outside the 24-hour messaging window, meaning when there has been no customer interaction within the previous 24 hours.

Templates affect three key areas:

1. Whether the message can be sent: Unapproved or rejected templates cannot be sent.

2. Whether you can contact customers: Approved templates are used to communicate with customers after the 24-hour window expires.

3. Message cost: Pricing varies depending on the category of the template.

Choosing the correct category is therefore very important. Incorrect categorization can result in rejection or automatic reclassification as a Marketing message, which may lead to higher costs.

The Three WhatsApp Template Categories

WhatsApp templates are divided into three main categories. You should always select the category that accurately reflects the actual purpose of your message.

1. Utility Messages

Utility messages are related to a specific transaction or action taken by the customer, such as order updates, appointment reminders, payment receipts, and account alerts.

Rule: The message should be related to a clear customer request or be necessary, such as fraud alerts or security warnings.

2. Marketing Messages

Marketing messages include promotions, discounts, new product announcements, upselling, re-engagement campaigns, and any message that is not directly related to a specific transaction.

3. Authentication Messages

Authentication messages are used to send verification codes and one-time passwords (OTPs). They are subject to stricter rules and formatting requirements and should not contain marketing content.

Automatic Template Reclassification

Since April 9, 2025, Meta can automatically reclassify a template after it has been submitted, without requiring separate approval from the business to change its category.

If you submit a Utility template containing promotional language, Meta may approve it as Marketing instead of Utility, which means the message will be charged according to Marketing pricing.

For this reason, it is important to ensure that Utility templates focus strictly on their service or transactional purpose without adding promotions, discounts, or other marketing language.

Message Pricing by Category

• Utility: Free inside the 24-hour window and charged outside the window according to the applicable pricing rules.

• Marketing: Charged both inside and outside the 24-hour window.

• Authentication: Charged according to the pricing structure applicable to authentication messages.

WhatsApp has also moved to a per-message pricing model instead of the previous conversation-based pricing model, with volume-based tiers applying to certain message categories.

6 Best Practices for Creating WhatsApp Templates

1. Choose the Correct Category

Before submitting a template for review, ask yourself: Is the message related to a specific transaction or action taken by the customer? If yes, it is generally a Utility message.

If the purpose is to promote a product, increase sales, or re-engage a customer, it is a Marketing message. If the message contains a verification code, it is an Authentication message.

Avoid combining different purposes in the same template. For example, a message such as "Your order has shipped! Use code SAVE10 to get 20% off your next order" combines an order update with a promotion and may therefore be classified as Marketing.

2. Make Variables Part of the Message, Not the Entire Message

A template should not consist only of variables, as this may result in rejection.

For example:

• ❌ Rejected: {{1}}

• ❌ Rejected: {{1}} {{2}}

• ✅ Suitable: Hi {{1}}, your order #{{2}} has been shipped. You can track your order here: {{3}}

Variables should follow these requirements:

1. Use sequential numbering such as {{1}}, {{2}}, and {{3}}.

2. Provide a sample value for each variable when submitting the template for review.

3. Include fixed text that provides context for each variable.

3. Use Full URLs and Avoid Shortened Links

Use complete and transparent URLs instead of URL-shortening services, as shortened links can hide the final destination and increase phishing and security risks.

Example:

• ❌ Not recommended: bit.ly/abc123

• ✅ Recommended: https://shop.example.com/orders/{{1}}

4. Keep Utility Messages Strictly Transactional

Utility messages should focus only on their service or transactional purpose without adding promotions, discounts, or marketing language.

Example of an unsuitable message:

❌ Your appointment is confirmed for {{1}}. Book another appointment now and get 10% off!

Suitable example:

✅ Your appointment is confirmed for {{1}}. Reply "CONFIRM" to keep the appointment or "RESCHEDULE" to change it.

5. Monitor Your Template Quality Rating

Template quality is evaluated based on customer interactions, such as message blocks, reports, or indications that customers are not interested.

The quality levels include:

• Green: Good quality and no action required.

• Yellow: At risk and requires a review of the content and sending volume.

• Red: The template may be paused or disabled.

Consistently low quality for a WhatsApp phone number can also affect the messaging level available to the business.

6. Get Clear Consent Before Sending the First Message

You should obtain customer consent before sending subsequent messages through WhatsApp and maintain a clear record proving that consent was obtained.

When dealing with data protection requirements, make sure consent is:

1. Specific: It clearly states the purpose for which the customer agreed to receive messages.

2. Voluntary: It is not obtained through pre-selected consent boxes.

3. Documented: The date, time, and method used to obtain consent are recorded.

For example, obtaining a customer's phone number from a quotation form does not necessarily mean that the customer has agreed to receive WhatsApp messages unless the form clearly states this.

Top 5 Reasons WhatsApp Templates Get Rejected

1. Non-sequential variables: Such as {{1}}, {{2}}, and {{4}} without {{3}}.

2. Only variables or placeholders: The template consists entirely of variables without fixed text.

3. Shortened URLs: Such as Bitly and similar services.

4. Promotional content in Utility messages: Such as "Buy now," "Limited time," or discount codes.

5. Requesting sensitive information: Such as full card numbers, passwords, national ID numbers, or complete bank account numbers.

Examples of Effective WhatsApp Templates

Utility – Order Update

Hi {{1}}, your order #{{2}} has been shipped via {{3}}. You can track it here: {{4}}

Utility – Appointment Reminder

Hi {{1}}, this is a reminder of your appointment on {{2}} at {{3}}. Reply "CONFIRM" to keep the appointment or "RESCHEDULE" to change it.

Marketing – Promotional Offer

Hi {{1}}, our {{2}} sale starts today. Get up to {{3}}% off across the store: {{4}}.

Authentication – Verification Code

{{1}} is your verification code. For your security, do not share this code with anyone.

Authentication templates are subject to stricter rules and formatting requirements, so it is recommended to use Meta's ready-made templates whenever appropriate.

What Changed in 2025?

• April 9, 2025: Automatic template reclassification became part of the system, allowing Meta to change a template's category after approval.

• July 1, 2025: Conversation-based pricing was discontinued and replaced with per-message pricing.

• July 1, 2025: Volume-based pricing tiers were introduced for certain message categories, allowing the per-message cost to decrease as sending volume increases according to the applicable rules.

If your information about WhatsApp templates or pricing is based on rules from 2024 or earlier, it is important to review and update it.

Message Consent and Data Protection

Obtaining customer consent is not only about following WhatsApp policies. Businesses should also consider applicable data protection and privacy laws based on their activities and customer locations.

Specific consent: A customer's consent to receive messages related to a specific order or transaction does not necessarily mean that they have agreed to receive future marketing messages.

Marketing consent is different from service consent: A customer who agreed to receive order updates has not automatically agreed to receive promotional offers and marketing campaigns.

Keep consent records: It is recommended to maintain records showing when and how consent was obtained and what consent language was presented to the customer.

Frequently Asked Questions

Why was my "Your order has shipped" template reclassified as Marketing?

This may happen if the template contains promotional language, such as discounts, upselling offers, or calls to action such as "Buy now." In this case, it is better to create a version that focuses only on the order update without any marketing content.

Do I need separate consent for marketing and order updates?

This depends on the privacy laws and requirements applicable to your business. In general, consent for order updates does not automatically mean consent for marketing messages, so it is best to obtain clear and specific consent for each purpose.

Can I message a customer who gave me their number through a quotation form?

You can do so if the form clearly tells the customer that their number will be used to contact them through WhatsApp regarding the quotation. However, this does not necessarily mean that the customer has consented to receive marketing messages.

Why does my verification code template keep getting rejected?

Authentication templates are subject to strict rules and formatting requirements. Marketing content and unnecessary links should not be added. Use Meta's ready-made templates whenever appropriate.

What happens if a customer reports my message as spam?

This may affect your template's quality rating. If the rating drops significantly, the template may be paused. Consistently low quality for your WhatsApp phone number can also affect the available messaging level.

Are Utility messages free?

They can be free when sent inside an open customer service window initiated by the customer. Outside the 24-hour window, they are subject to the applicable pricing rules.

How many messages can I send per day?

Messaging limits vary depending on factors such as your business status, phone number quality, verification status, and sending volume. You should check the current messaging limits available for your WhatsApp account in Meta's tools.

How Does Rabt CRM Help?

Rabt CRM provides tools that help you manage WhatsApp templates and customer conversations more efficiently, including:

1. Smart template creation: Helps identify promotional language inside Utility templates before submitting them for review.

2. Template quality monitoring: Manage template status and monitor quality ratings in one place.

3. Customer consent records: Maintain organized records of customer consent to help manage communication processes.

Conclusion

Creating a successful WhatsApp template is not just about writing a good message. It requires selecting the right category, following variable and URL rules, avoiding promotional content in Utility messages, and obtaining clear customer consent.

With Rabt CRM, you can organize message templates, manage customer conversations, and automate follow-up processes more efficiently while reducing mistakes that could lead to template rejection or reclassification.