Businesses everywhere use WhatsApp Business API to connect with customers whether sending order updates, appointment reminders, or customer support messages. 

 

But here’s the catch; you can’t just send any message you want.

 

To keep the platform spam-free, WhatsApp requires businesses to use pre-approved message templates for customer communication. That means your messages must be approved before you send notifications or alerts.

 

In this post, we’ll walk you through what WhatsApp message templates are, how to get them approved, and what to do if they get rejected.

What Are WhatsApp API Message Templates?

WhatsApp API message templates are pre-approved structured messages businesses use to communicate with customers for notifications, alerts, and automated responses. These templates ensure consistent, high-quality messaging while preventing spam or unsolicited outreach. Since businesses can’t send free-form messages to users who haven’t initiated a conversation, these templates help them to re-engage customers in a compliant way.

Types of WhatsApp API Message Templates

Here are some types of WhatsApp API message templates: 

1. Utility templates

Utility templates are all about providing essential information that customers expect. These messages are typically used for transactional purposes, such as order updates, appointment reminders, and payment confirmations. Since they serve a functional role, they are less likely to be marked as spam.

 

Example:

“Hi [Name], your order #56789 has been shipped and is expected to arrive by [date]. You can track it here: [tracking_link]. Thanks for shopping with us!”

2. Marketing templates

Unlike utility templates, marketing templates focus on engaging customers with promotional content, special offers, and product announcements. These messages help businesses increase conversions and customer engagement. However, WhatsApp is strict about these templates, ensuring they don’t come across as unsolicited spam.

 

Example:

“Hey [Name], we have an exclusive deal just for you! 🎉 Enjoy 20% off on your next purchase. Use code SAVE20 at checkout. Offer valid until [date]. Don’t miss out!”

3. Authentication templates

Authentication templates are primarily used for security purposes. They help businesses verify user identities by sending one-time passwords (OTPs) or login confirmations. Since security is a top priority, these messages must be clear and precise.

 

Example:

“Your verification code is 678901. Please enter this code to complete your login. Do not share this with anyone.”

How WhatsApp API Message Templates Get Approved

Here’s how the approval process works:

1. Submit your template

Once your message template is ready, select the appropriate template category to ensure it fits WhatsApp’s classification criteria. Then, submit it through WhatsApp Manager or your Business Solution Provider (BSP). Before sending it for approval, double-check that it meets WhatsApp’s content and formatting guidelines to avoid delays or rejections.

2. WhatsApp reviews your template

After submission, WhatsApp takes up to 24 hours to review your template. They check for policy compliance, correct formatting, and clarity during this stage. It may be rejected if the template contains vague content, unnecessary promotional language, or improperly used placeholders.

3. Approval or rejection notification

Once WhatsApp completes the review, you’ll receive an email update and a notification in WhatsApp Manager. If you have webhooks enabled, you’ll also receive real-time status updates. These notifications inform you whether your template has been approved or rejected, helping you to take the next step accordingly.

4. Start using your approved template

If your template is approved, its status will change to “Active – Quality Pending.” This means you can start using it right away. However, WhatsApp continues to monitor message quality based on user feedback. If too many recipients report your messages as spam or find them irrelevant, WhatsApp may downgrade your template’s quality score or restrict its use.

5. Fix and resubmit if rejected

If your template is rejected, you have two options, edit and resubmit it or appeal the decision through WhatsApp Manager. Carefully review the feedback provided, make the necessary adjustments, and submit it again. The quicker you resolve any issues, the sooner you can start using your template for customer communication.

Common reasons for WhatsApp API template rejections

If your template gets rejected, it’s likely due to one of the following reasons:

1. Variables placed at the beginning or end of the message: WhatsApp does not allow templates to start or end with a variable like {{1}} as it affects readability.

2. Variables placed next to each other: Consecutive placeholders such as “{{1}} {{2}}” are not allowed and result in rejection.

3. Non-sequential variables: If a variable sequence skips a number (e.g., {{1}}, {{2}}, {{4}}, {{5}} but missing {{3}}), the template is rejected.

4. Duplicate templates: Submitting a new template with the same wording as an existing one but a different name leads to rejection, except for OTP templates.

5. Commerce policy violations: Templates promoting goods or services must follow WhatsApp’s Commerce Policy, including proper disclosures and compliance.

6. Business policy violations: Messages requesting sensitive identifiers like full credit card numbers, financial details, or national IDs are not approved. Only partial identifiers (e.g., last four digits) are allowed.

7. Gambling or gaming-related content: Templates containing words like “raffle” or “win a prize” are automatically flagged and rejected.

8. Overly vague templates: Generic messages such as “Hi, {{1}}, thanks” are commonly used for spam and will not be approved.

9. Wrong language selection: If a template is written in English but submitted as Portuguese, WhatsApp will reject it.

 

Tips for Creating Effective WhatsApp API Message Templates

Here’s how you can create templates that improve communication and user experience while minimising the risk of rejection:

1. Structure and formatting

A well-structured template ensures your message is clear, error-free, and delivered as intended. Proper formatting prevents rejections and makes it easier for recipients to understand the message instantly.


1. Use placeholders correctly: WhatsApp placeholders must be enclosed in double curly braces, such as {{1}}, {{2}}. Ensure they are sequential (e.g., {{1}}, {{2}}, {{3}}) and avoid missing numbers, which can cause rejections.

2. Avoid placing variables at the beginning or end: Templates cannot start or end with a placeholder, as this disrupts readability. Always structure the message so that placeholders appear within a sentence.

3. Maintain formatting consistency: Ensure no extra spaces within placeholders (e.g., avoid {{ 1 }}) and no unnecessary punctuation that could break the template structure.

4. Balance static text with placeholders: If your template contains too many placeholders relative to its length, WhatsApp may flag it as unclear or spam-like. Ensure a healthy ratio of fixed content to variables for better approval chances.

2. Content best practices

Well-crafted content improves engagement by making messages relevant and actionable. Clear, concise messaging reduces spam reports and ensures recipients find value in your communication.

 

1. Keep messages concise but informative: WhatsApp messages should be short, direct, and structured to deliver information. Avoid unnecessary wording while ensuring the message contains all essential details.

2. Ensure message relevance: Every message should provide real value to the recipient. Make sure the content aligns with user expectations, whether it’s a transactional update, a reminder, or an important notification.

3. Use a natural, professional tone: WhatsApp is an instant messaging platform, so overly robotic or formal messages may feel out of place. A conversational yet professional tone improves user engagement.

4. Avoid vague content: Templates that are too generic (e.g., “Hi, {{1}}, thanks.”) often get rejected as they lack clear intent. Always provide specific, actionable information to avoid being flagged.

 

Conclusion

Creating WhatsApp API message templates requires clear structure, proper formatting, and meaningful content to ensure approval and smooth communication.


By following best practices, you avoid rejections, improve engagement, and user experience, all while reducing spam reports.


However, managing this process repeatedly can be time-consuming. 


That’s where WhatsApp API providers like Interakt come in, offering a hassle-free experience with a library of pre-approved templates for various use cases.


Ready to improve your WhatsApp messaging? Get started with Interakt today!