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Message Templates Overview

What are Message Templates?​

WhatsApp requires all business-initiated messages to use pre-approved templates. Templates are message formats that you create and submit to Meta (Facebook) for review. Once approved, you can use them to send campaigns and automated messages through Waplify.

How to use it​

Viewing your templates​

  1. Go to Templates from the sidebar
  1. You will see all your synced templates with their:
    • Name — the template identifier
    • Category — Marketing, Utility, or Authentication
    • Language — the language of the template
    • Status — whether it is synced and approved

Creating a template​

You can create templates two ways — both submit to Meta for approval:

  • Inside Waplify (recommended) — click Create Template on the Templates page and build it with the visual editor. This is the easiest option, and it supports special types like carousel templates.
  • On Meta's website — click Create on Meta to open Meta's Template Manager in a new tab and build it there.

Either way, choose a template category based on what you want to send:

  • Marketing — promotions, discount offers, product announcements, newsletters, or seasonal greetings
  • Utility — order confirmations, shipping updates, appointment reminders, or account notifications
  • Authentication — one-time passwords or login verification codes

For a step-by-step walkthrough, see Creating Templates.

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Template approval time varies. Verified businesses usually get approved within a few hours. New businesses may wait up to 24 hours.

Keeping templates in sync with Meta​

Templates you create or change on Meta appear in Waplify automatically — there's no manual import step. The list also updates on its own as Meta approves, rejects, or pauses your templates.

If you want to refresh the list right away, click Sync Templates on the Templates page to pull the latest state straight from Meta.

Deleting a template​

  1. Find the template you want to remove in the list
  2. Click the delete icon next to the template
  3. Confirm the deletion — this removes the template from both Waplify and Meta

Tips & best practices​

  • Use lowercase names with underscores for template names (e.g., welcome_offer, order_update)
  • Include an opt-out option in marketing templates (e.g., "Reply STOP to unsubscribe") — this improves approval chances
  • Keep your message clear and concise — WhatsApp may reject vague or misleading content
  • Templates created or edited on Meta sync to Waplify automatically — use Sync Templates only when you want an immediate refresh
  • You can create templates with variables (like customer name) that get filled in when you send a campaign — see Template Variables & Media

Frequently asked questions​

Why do templates need to be approved?​

WhatsApp requires approval to prevent spam and ensure businesses send useful, relevant messages. This protects both you and your customers.

How long does template approval take?​

For verified businesses, approval usually takes a few hours. For unverified businesses, it can take up to 24 hours. Some templates may be rejected if they violate WhatsApp's policies.

What if my template is rejected?​

Check the rejection reason in Meta's Template Manager. Common reasons include unclear messaging, missing opt-out for marketing, or policy violations. Fix the issue and resubmit.

Can I edit an approved template?​

Yes. Edit it from the Templates page — your changes are sent to Meta for a fresh review, and the template returns to Pending until it is re-approved. Carousel templates are the exception: they can't be edited, so create a new one instead. See Creating Templates.

What is the difference between Marketing, Utility, and Authentication templates?​

  • Marketing: Promotional messages, offers, newsletters
  • Utility: Transactional messages like order updates, appointment reminders
  • Authentication: One-time passwords and verification codes

Each category has different pricing and approval criteria.