A WhatsApp template message is a message a business writes in advance and Meta approves before it can be sent. It is the only kind of message you can send a customer outside the 24-hour customer service window. Order updates, reminders, one-time passcodes and campaigns all use one.
- Needed when
- The customer has not messaged or called you in the last 24 hours.
- Reviewed by
- Meta. A decision can take up to 24 hours.
- Categories
- Marketing, utility and authentication.
- Cost
- Per delivered message. In India: ₹0.86 for marketing, ₹0.115 for utility or authentication.
When do you need a WhatsApp template message?
When a customer messages or calls your business, a 24-hour customer service window opens. Each new message from them resets it to 24 hours. Inside the window you can reply freely. Once it closes, the only thing WhatsApp delivers from you is an approved template.
You also need the customer’s opt-in before you send them templates.
| Template message | Free-form (service) message | |
|---|---|---|
| When you can send it | Any time, including when no window is open | Only inside the 24-hour customer service window |
| Approval | Meta approves the wording first | None |
| Wording | Fixed, with variables for the details | Free-form. You write it as you go |
| Cost since 1 October 2026 | Per delivered message, by category and country | 1,000 free a month per number, then the utility rate |
Swipe sideways to see the full table.
The charge for free-form replies is new. See WhatsApp’s October 2026 pricing change.
What are the three WhatsApp template categories?
Every template has one category. The category sets the price and the rules.
| Category | Used for | Meta’s example | India rate |
|---|---|---|---|
| Marketing | Offers, launches, cart reminders. Also anything mixed or unclear | You left {{items}} in your cart! Don’t worry, we saved them. | ₹0.86 |
| Utility | Follow-ups to something the customer did: order confirmations, shipping updates | Thank you! Your order {{order_number}} is confirmed. | ₹0.115 |
| Authentication | One-time passcodes that verify who the customer is | {{123456}} is your verification code. | ₹0.115 |
Swipe sideways to see the full table.
Meta decides the category from the content, not from what you pick (template categorization). A utility template that reads like marketing is approved as marketing, and an approved one can be moved to marketing later with one day’s notice. Keep offers out of order updates.
What does a WhatsApp template contain?
A template has four parts. Only the body is required.
| Part | Required? | What it holds | Limit |
|---|---|---|---|
| Header | Optional | A line of text, or an image, video, document or location | Text: 60 characters, 1 variable |
| Body | Required | The message text, with variables | 1,024 characters |
| Footer | Optional | A short line of text under the body | 60 characters |
| Buttons | Optional | Quick replies, website links, a phone number, a copy-code button | Up to 10 in total, 25 characters per label |
Swipe sideways to see the full table.
Variables are placeholders such as {{1}} or {{first_name}}. You give an example value for each, and a template cannot start or end with one. Each template has one language, and Meta does not translate it. To format the text, use our free WhatsApp text formatter.
How does WhatsApp template approval work?
You submit the template and Meta reviews it with automated checks and human reviewers. Only an approved template can be sent.
- In reviewMeta is checking it. This can take up to 24 hours.
- ApprovedReady to send. It now has a quality rating: high, medium or low.
- RejectedEdit and resubmit, or appeal.
- PausedLow quality. Paused for 3 hours, then 6 hours the second time.
- DisabledThe third pause. Edit it and resubmit.
Common rejection reasons are variable mistakes, a duplicate of a template you already have, and content that breaks WhatsApp’s policies. An unverified business can keep 250 templates per account. A verified business with an approved display name can keep 6,000. An approved template can be edited once in 24 hours, but its category cannot change.
How do you create a WhatsApp template in Sendiee?
Dashboard→Templates→Create Template
Pick the Template Type, write the message and type an example for each variable. A phone preview updates as you type. Click Submit for Review. The template shows as Pending until Meta decides, and a rejection shows Meta’s reason.
An approved template is ready for campaigns. Before a big send, read how to send WhatsApp broadcasts without getting your number blocked. Our Shopify playbook has templates you can copy. No API number yet? See how to get the WhatsApp Business API.
Frequently asked questions
Do I need a template to reply to a customer on WhatsApp?
No. For 24 hours after a customer messages or calls you, you can reply with ordinary free-form messages. You need a template once that window has closed, or to message them first.
How long does WhatsApp template approval take?
Meta says a decision can take up to 24 hours. A rejected template can be edited and resubmitted, or appealed. Meta decides appeals within 24 hours.
Are WhatsApp template messages free?
No. Meta charges for each delivered template, by category and by the recipient’s country. In India a marketing template costs ₹0.86, and a utility or authentication template costs ₹0.115.
Why did my utility template change to marketing?
Meta sets the category from the content. A utility template must be non-promotional and tied to something the customer did or asked for. Add an offer and Meta treats it as marketing, which costs more.
Sources
Facts checked against Meta’s developer documentation on 12 October 2026.
- Meta: Templates overviewdevelopers.facebook.com
- Meta: Template componentsdevelopers.facebook.com
- Meta: Template categorizationdevelopers.facebook.com
- Meta: Template reviewdevelopers.facebook.com
- Meta: Template pausingdevelopers.facebook.com
- Meta: Template management (editing limits)developers.facebook.com
- Meta: Send messages (customer service window)developers.facebook.com
- Meta: Get opt-in for WhatsAppdevelopers.facebook.com
- Meta: Pricing on the WhatsApp Business Platformdevelopers.facebook.com
- Meta: Pricing for service (non-template) messagesdevelopers.facebook.com
- Meta: Per-user marketing template limitsdevelopers.facebook.com
Need a hand?
Sendiee is an AI marketing platform for WhatsApp, Instagram and Messenger, and an official Meta Business Partner. Stuck on a template? Message us on WhatsApp or write to [email protected].