Template Examples
Template Categories Defined by Meta
Meta determines the category of message templates according to its category assignment rules. Official WhatsApp message templates may have the following categories:
1. Authentication: Allows companies to verify a user’s identity at various stages of interaction and send one-time passwords (OTPs).
This is useful for multi-step login processes, account confirmation, and account recovery.
2. Utility: Allows companies to respond to user actions and requests and to process transactions.
For example: sending purchase receipts, order confirmations, and payment notifications.
Such messages are typically triggered by user actions.
3. Marketing: Allows companies to achieve various goals — from increasing brand awareness to boosting sales and retargeting customers.
Suitable for sending promotional campaigns and advertising offers.
Template Examples
1. Marketing
| Purpose of the Message |
Examples |
| Brand Awareness
Increasing awareness of the company, products, or services among customers who have subscribed to receive messages from your company on WhatsApp. |
|
| Sales
Sending promotional offers related to sales, coupons, and other content aimed at increasing sales or extending subscriptions. |
|
| Retargeting
Retargeting refers to showing ads to people who have already visited your website but did not complete a purchase. Promoting offers, products, services, subscription renewal reminders, and other calls to action for users who visited your website, used your app, or interacted with your business. |
|
| App Promotion
Encouraging users to install your app or perform an action within it. |
|
| Customer Care
Strengthening relationships with customers through personalized messages or new conversations. |
|
The following templates are also classified as “Marketing”:
- templates with mixed content (e.g., combining “Service” and “Marketing”, including promotional updates and promotional surveys);
- templates whose category is difficult to determine (e.g., messages containing only “{{1}}” or “Congratulations!”).
2. Utility Category Requirements
For a template to qualify as Utility, it must meet both criteria:
- It must NOT be promotional (no advertising elements or persuasive language);
AND - It must be specifically related to the user or requested by the user (e.g., regarding their order, account, service, or transaction) OR be important or critical to the user (e.g., for their safety).
Use Case |
Example Where Message Is Important or Critical |
|
| Public Safety | Adverse Weather Conditions | A {{1}} warning has been issued in your area. We recommend staying indoors until {{2}} today. |
| Crisis Response | We have deployed support services due to {{1}} in the {{2}} area. Visit our website via the link below for updates. | |
| Public services | Health emergencies | A public health emergency has been declared in {{1}}. Cause: {{2}}. We will provide updates as soon as more information becomes available. |
| Health awareness | Take care of your health. A free {{1}} COVID-19 vaccination is available until {{2}} at {{3}}. Bring {{4}} and an ID. | |
| Register to vote | To vote in {{1}}, you need an active {{2}} voter registration. Click the link below to update it if necessary. If your {{3}} is active, please disregard this message. | |
| Payments | The remaining balance for {{1}} is {{2}}. Please note that funds must be used before {{3}}. | |
| Public Service Disruptions | System Failure | A system outage has been detected in ZIP code {{1}}. Service is expected to be restored by {{2}}. We apologize for the inconvenience. |
| Infrastructure Disruption | Stations {{1}} are temporarily closed {{2}}. Reason: {{3}}. Please avoid this area for now. We are already working on fixing the issue. | |
| Account and Product Safety | Fraud Notification | There has been an increase in {{1}} cases. To secure your card ending in {{2}}, please update your PIN. Click below for step-by-step instructions. |
| Product Recall | The {{1}} you ordered on {{2}} has been recalled. Click below to let us know how you would like to proceed. | |
| Warranty Information | Thank you for purchasing {{1}}. The warranty is valid starting {{2}}. Below you will find {{3}}. | |
| Legal and Regulatory Compliance | Identity Document Update | You must update {{1}} by {{2}}. To avoid inconvenience during travel, schedule an appointment at your local {{3}}. |
| Privacy Policy Disclosure | On {{1}}, we updated our privacy policy. Click the button below to learn more. |
3. Authentication
Templates in the “Authentication” category:
- must not contain URLs, media files, or emojis;
- maximum length — 15 characters;
- have strict requirements;
- use predefined text;
- may include optional elements such as disclaimers and expiration warnings;
- allow configuration of a one-time password copy button.
| Purpose | Examples |
| Authentication Code
User authentication using one-time passwords. |
|
Template Recommendations
- Maximum length for the “name” field — 512 characters.
- Maximum length for the “content” field — 550 characters.
- Maximum length of a single variable — 512 characters.
- A template can be edited only when its status is “Approved”, “Rejected”, or “Paused”.
A template may be edited once every 24 hours and no more than 10 times per month.
Official WhatsApp accounts may create no more than 100 templates per hour.
If a company is not verified, each official WhatsApp account is limited to creating up to 250 templates.
We recommend adding an “opt-out from marketing messages” button to templates.
This allows customers to unsubscribe from promotional messages while continuing to receive service messages.
This helps reduce the likelihood of account blocking.
