--- title: "WhatsApp message templates: types, approval, pricing and examples to copy" description: What WhatsApp message templates are, their categories, how to get Meta approval, what they cost and ready-to-use examples for your business. locale: en category: whatsapp pubDate: 2026-11-08T04:00:00.000Z canonical: https://blog.mercately.com/en/whatsapp-message-templates --- # WhatsApp message templates: types, approval, pricing and examples to copy **WhatsApp message templates** are messages Meta approves in advance that your business uses on the WhatsApp Business API to start a conversation, or to reach a customer who has not written to you in the last 24 hours. They come in three categories (marketing, utility and authentication), can include variables, media and buttons, and Meta charges for each one delivered. Designed well, they get approved fast, reach the right people and drive replies. Designed poorly, they get rejected, paused for low quality or blocked by users. This guide covers how they work, how to create them and examples you can adapt today. ![Example of a WhatsApp message template for businesses](https://d2knypoejyuafk.cloudfront.net/wp-content/uploads/plantillas-de-whatsapp-1.jpg.webp) When you need a template and when you do not -------------------------------------------- On the WhatsApp API, every time a customer messages you, a **24 hour customer service window** opens. Inside that window you can reply with free-form messages. Outside it, or whenever you start the conversation, you can only send approved templates. | Situation | Do you need a template? | | --------------------------------------------- | ------------------------------------------------------------------------------------------------ | | You reply to a customer who wrote 2 hours ago | No, a free-form reply works | | You message a customer who wrote 3 days ago | Yes | | You send a promotion to your contact list | Yes, a marketing template | | You confirm an order or appointment | Outside the window, yes: a utility template. Inside the window you can also reply with free text | | You send a login code | Yes, an authentication template | Watch out for a common mix-up: quick replies in the WhatsApp Business app are not API templates. They are text shortcuts saved on your phone and Meta never reviews them. The three template categories ----------------------------- ### Marketing Anything meant to sell, promote or win customers back: offers, launches, abandoned carts, event invites, reorder reminders. It is the most flexible category content-wise and the most expensive in most countries. Meta also limits how many marketing messages each user receives, and users can stop getting promotions from your brand. ### Utility Updates about a transaction or relationship that already exists: order confirmation, shipping status, appointment reminder, payment due notice, booking changes. The rule of thumb: the customer expects this message because they did something first. Add a promotion and Meta may reclassify it as marketing. ### Authentication One-time verification codes to log in, confirm an account or approve an action. Meta defines a fairly fixed format (the code, an optional security notice and a copy button) and promotional content is not allowed. | Category | Purpose | Example | Typical risk | | -------------- | ------------------------------------ | ------------------------------- | --------------------------------------------- | | Marketing | Sell, promote, re-engage | "20% off this weekend" | Wearing out your audience and getting blocked | | Utility | Update on something the customer did | "Your order 1234 is on its way" | Mixing in promotions and being reclassified | | Authentication | Verify identity | "Your code is 482913" | Trying to use it for anything else | Parts of a template ------------------- - **Header (optional)**: short text or a media file (image, video or document, such as an invoice PDF). - **Body (required)**: the main message, up to 1,024 characters. This is where variables go. - **Footer (optional)**: a short line of up to 60 characters, handy for notes like "Reply STOP to opt out of promotions." - **Buttons (optional)**: quick replies ("Yes, confirm", "Reschedule"), call to action buttons (open a link or place a call) or a button to copy a coupon code. ### Variables: personalize without getting rejected Variables are placeholders filled in at send time, such as `{{1}}` for the name or `{{2}}` for the order number. When you create the template, Meta asks for sample values for each one, and this is where many templates get rejected. Best practices: - Give a realistic sample for every variable ("Maria", "#10458"). Never leave it blank. - Do not start or end the body with a variable. - Do not put two variables back to back with no text between them. - Do not overdo it: a message with more variables than words looks generic and tends to get rejected. - Check the formatting: double curly braces, sequential numbering and no stray spaces. How to create a template, step by step -------------------------------------- 1. **Define the goal and the category.** Are you updating the customer on something they did (utility) or trying to sell (marketing)? Picking the wrong category is mistake number one. 2. **Choose a clear internal name**, lowercase with underscores, for example `order_confirmation_v1`. 3. **Select the language.** If you serve customers in several languages, create one version per language. 4. **Write the body** in a friendly tone, with one main idea and a clear action. 5. **Add variables** with their sample values. 6. **Add a header, footer and buttons** if they help. A quick reply button usually lifts response rates. 7. **Submit for review.** Meta reviews the content and the template is approved or rejected. Reviews are usually quick, but they are out of your hands, so do not schedule a campaign for the minute you submit. 8. **Monitor quality.** After approval, Meta tracks how users react. If many block or report it, Meta can pause or disable the template. Why templates get rejected (and how to avoid it) ------------------------------------------------ | Reason | How to avoid it | | ------------------------------------------ | ------------------------------------------------------------------------------ | | Wrong category | If there is a promotion, it is marketing. Utility is only for expected updates | | Variables missing samples or badly written | Check braces, order and sample values | | Variable at the start or end | Open with a greeting and close with a sentence or an action | | Vague or generic message | Say who you are and why you are writing in the first line | | Spelling or formatting errors | Proofread and avoid all caps and repeated punctuation | | Prohibited content | Follow WhatsApp's commerce policies (certain regulated products, for example) | | Duplicate template | Do not resubmit the same text under a new name | How much WhatsApp templates cost -------------------------------- Since July 1, 2025, Meta charges **per delivered template**, not per conversation. The price depends on the category (marketing is usually the most expensive, authentication and utility cheaper) and on the recipient's country. A few points worth knowing: - You only pay for what gets delivered, not for what you attempt to send. - Meta offers volume discounts on utility and authentication templates. - Since October 1, 2026, utility templates sent inside the 24 hour window are charged too, just like free-form replies. - Messages sent inside the free 72 hour window that opens when a customer arrives from a click-to-WhatsApp ad carry no messaging fee. Rates vary by country and can be updated every quarter, so we do not quote figures here. Run your numbers with the [WhatsApp API pricing calculator](https://www.mercately.com/calculadora-precios-whatsapp-api). Ready-to-copy template examples ------------------------------- Adjust the tone to your brand and swap the sample variables for your real data. **1. Order confirmation (utility)** > Hi {{1}}, we received your order {{2}} for a total of {{3}}. We will message you here as soon as it ships. Thanks for your purchase! > Button: View my order **2. Appointment reminder (utility)** > Hi {{1}}, this is a reminder of your appointment at {{2}} on {{3}} at {{4}}. Can you confirm you will be there? > Buttons: I'll be there / I need to reschedule **3. Payment due (utility)** > Hi {{1}}, your invoice {{2}} is due on {{3}}. You can pay securely from the link below. If you have already paid, please ignore this message. > Button: Pay now **4. Shipping update (utility)** > Hi {{1}}, your order {{2}} is on its way with {{3}}. Track it with tracking number {{4}}. **5. Follow-up after a quote (marketing)** > Hi {{1}}, did you get a chance to review the proposal we sent about {{2}}? If you have questions, just reply and we will help you pick the best option. > Buttons: I have questions / Let's move forward **6. Abandoned cart (marketing)** > Hi {{1}}, you left {{2}} in your cart. We are holding it for you for 48 hours. Want a hand finishing your order? > Button: Complete purchase **7. Loyal customer promotion (marketing)** > Hi {{1}}, as a loyal customer you get {{2}} off storewide until {{3}}. Use the code at checkout. > Button: Copy code > Footer: Reply STOP to opt out of promotions **8. Win-back for inactive customers (marketing)** > Hi {{1}}, it has been a while! We have new arrivals in {{2}} we think you will like. Want us to send you the catalog? > Buttons: Yes, send it / Not now **9. Verification code (authentication)** > Meta defines the format: the code, for example 482913, a reminder not to share it and a copy button. For follow-ups that do not feel pushy, see our guide to [WhatsApp customer follow-up](https://blog.mercately.com/en/whatsapp-customer-follow-up). And if you plan to message many contacts at once, compare your options in the guide to [WhatsApp broadcast messages](https://blog.mercately.com/en/whatsapp-broadcast-messages). Best practices for templates that work -------------------------------------- - **Get permission** before messaging someone on WhatsApp, and make it clear how to opt out of promotions. - **Segment**: a promotion that interests 20% of your list beats one that annoys 100% of it. - **Lead with utility**: updates customers expect build trust and improve your number's quality. - **Use quick reply buttons** so answering takes a single tap. - **Be ready for the reply**: when customers answer, someone (or a chatbot) needs to pick up the conversation. - **Measure and adjust**: read, reply and conversion rates per template. How Mercately helps ------------------- With [Mercately](https://www.mercately.com/productos-whatsapp) you work on the official WhatsApp Business API, as an official Meta Partner, and use your approved templates in the same platform where you serve and sell: - **Campaigns** with approved templates and segmentation by tag or pipeline stage. Volume depends on Meta's messaging policies. See the [plans](https://www.mercately.com/precios). - **Scheduled messages and pipeline automations** to send the right update at the right time. - **Shared inbox and [multi-agent](https://www.mercately.com/whatsapp/multiagente)**: when a customer replies to a template, the conversation reaches the right agent with the full history. - **[Chatbots](https://www.mercately.com/chatbots) and [MIA](https://www.mercately.com/mia)** to answer instantly when a campaign triggers a wave of replies. - **[Digital payments](https://www.mercately.com/pagos-digitales)**: if the template invites a purchase, close the sale with a payment link in the chat. If your API is not connected yet, follow our tutorial to [connect the WhatsApp Business API to Mercately](https://blog.mercately.com/en/connect-whatsapp-business-api-to-mercately), and to see how templates fit into your sales process, read the [WhatsApp CRM](https://blog.mercately.com/en/whatsapp-crm) guide. **[Try Mercately free for 15 days, no credit card required](https://app.mercately.com/register).** ## FAQ ### What are WhatsApp message templates? They are messages pre-approved by Meta that a business uses on the WhatsApp Business API to start a conversation or to message a customer outside the 24 hour window\. They can include variables, images, documents and buttons\. ### What are the WhatsApp template categories? Marketing, for promotions and announcements; utility, for updates about an existing transaction or account, such as an order confirmation; and authentication, for one-time verification codes\. ### Why does Meta reject a WhatsApp template? The most common reasons are picking a category that does not match the content, badly formatted variables or missing samples, starting or ending the message with a variable, vague or sloppy copy and content that breaks WhatsApp's commerce policies\. ### How much does it cost to send a WhatsApp template? Meta charges for each delivered template based on its category and the recipient's country\. Rates vary by country and can change every quarter, so the most reliable estimate comes from Mercately's WhatsApp API pricing calculator\. ### Can I use templates with the WhatsApp Business app? Meta-approved templates are part of the WhatsApp Business API\. The app has quick replies and automated messages, which are something else: saved text shortcuts to reply faster from your phone\. ### Can I edit a template after it is approved? Meta allows template edits with some restrictions, and the edited version goes back to review\. 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