Before you can send broadcasts through WhatsApp Business API, you need message templates that have been approved by Meta. These are structured message formats that must go through a review process before they can be used. Chatmo provides a multi-step template creation form and template management tools directly from the dashboard.
Understanding WhatsApp Message Templates
WhatsApp message templates are pre-defined message structures registered with the WhatsApp Business Platform. They are required whenever a business wants to initiate a conversation with a customer outside the 24-hour service window, including for broadcast delivery through WhatsApp Business API.
WhatsApp enforces the template system to protect users from spam. Every template is reviewed to ensure the content complies with their policies and terms of service.
Template List
The Template page displays all templates in a table format:
| Column | Description |
|---|---|
| Template Name | The template name. If the template was rejected, the rejection reason is also shown here. |
| Channel | The channel used (WhatsApp Business) |
| WABA ID | The associated WhatsApp Business API account ID |
| Category | Template category: MARKETING, UTILITY, or AUTHENTICATION |
| Status | Template status (see status table below) |
| Quality | Quality rating: HIGH, MEDIUM, LOW, or UNKNOWN |
| Language | Template language |
| Actions | Available actions for the template |
Template Statuses
| Status | Description |
|---|---|
| APPROVED | The template is approved and ready to use in broadcasts |
| PENDING | The template is in Meta's review queue |
| REJECTED | The template was rejected by Meta. The rejection reason is shown on the template name. |
| PAUSED | The template was paused by WhatsApp due to quality issues (high block/report rate) |
| DISABLED | The template was permanently disabled due to extended quality issues |
| DRAFT | The template is saved as a draft and has not been submitted for review |
| IN_APPEAL | A rejected template is currently being appealed |
| PENDING_DELETION | The template is in the process of being deleted |
Template Sync
If you create or manage templates outside of Chatmo (for example, directly in WhatsApp Business Manager), use the Sync feature to synchronize the latest template list from WhatsApp into Chatmo. This ensures your template list in Chatmo stays up to date.
Template Categories
Meta classifies templates into three categories:
| Category | Purpose | Example |
|---|---|---|
| MARKETING | Promotions, offers, product updates, and messages that drive sales or engagement | "Hi {{1}}, enjoy 30% off everything today only!" |
| UTILITY | Transactional information, confirmations, status updates, and reminders related to customer transactions | "Your order #{{1}} has shipped. Estimated arrival: {{2}}." |
| AUTHENTICATION | Verification codes, OTPs, and account security messages | "Your verification code is {{1}}. Do not share this code." |
Template category affects per-message cost and sending limits. Marketing templates typically have higher costs than utility templates. Choose the category that matches your content -- Meta will reject templates with mismatched categories.
Creating a New Template
Template creation in Chatmo uses a multi-step form. Click the Create Template button on the Templates page to begin.
Step 1: Basic Info
Initial template configuration:
- Channel -- Select a WhatsApp Business account from the dropdown
- Template Name -- Internal template name. Only lowercase letters, numbers, and underscores are allowed (e.g.,
flash_sale_reminder). This name cannot be changed after submission. - Category -- Select one using radio buttons: MARKETING, UTILITY, or AUTHENTICATION
- Language -- Choose the template language from a list of 80+ available languages. The dropdown supports search.
Step 2: Header (Optional)
The header appears at the very top of the message. Select a header type:
| Type | Description |
|---|---|
| NONE | No header |
| TEXT | Short text, up to 60 characters. Supports variables for personalization. |
| IMAGE | An image (JPG/PNG) displayed as a visual header |
| VIDEO | A video (MP4) that plays inline |
| DOCUMENT | A document file (PDF) that recipients can download |
| LOCATION | A location displayed as a pin on a map |
Step 3: Body (Required)
The body is the main content of your message. Available features:
- Text area with a character counter to track message length
- Variables -- Use
{{1}},{{2}}, etc. as placeholders for dynamic content - Emoji picker for adding emojis
- Formatting tools: Bold (
*text*), Italic (_text_),Strikethrough(~text~),Monospace(`text`) - Variable samples -- Provide example content for each variable. Meta uses these samples to understand the template context during review.
Example body:
Code
Step 4: Footer (Optional)
The footer is a small text line at the bottom of the message. Requirements:
- Maximum 60 characters
- Plain text only (no formatting or variables supported)
- Commonly used for disclaimers or opt-out instructions
Example: "Reply STOP to unsubscribe"
Step 5: Buttons (Optional)
Add interactive buttons below the message. There are three button types:
Quick Reply -- Buttons that send a predefined text response when tapped.
- Up to 10 Quick Reply buttons
- Each button has customizable text
Visit Website -- Buttons that open a URL in the browser.
- Up to 2 Visit Website buttons
- Configuration: button text and destination URL
- URL supports one dynamic variable for personalized links
Call Phone Number -- Buttons that open the phone dialer.
- Up to 2 Call Phone Number buttons
- Configuration: button text, country code, and phone number
Step 6: Authentication (AUTHENTICATION Category Only)
This step only appears when you selected the AUTHENTICATION category. Configuration includes:
- Authentication code delivery type -- The method for delivering the OTP code
- Security recommendation -- Toggle to add a standard security message
- Expiry time -- Set how long the authentication code remains valid
Step 7: Message Validity (Optional)
Set a validity period for the template message:
- Toggle to enable or disable this feature
- Duration options: 5 minutes, 10 minutes, 15 minutes, 30 minutes, 1 hour, or custom duration
When enabled, messages that are not delivered within the specified duration will be automatically cancelled.
Preview and Submit
After completing all steps, Chatmo displays a template preview showing how the message will appear on the recipient's screen. Review all components, then click Submit for Review to send the template to Meta.
Approval Process
After submission, Meta reviews the template. Review times vary:
- Most templates are reviewed within a few minutes to a few hours
- Marketing templates with promotional language may take up to 24 hours
- During peak periods, reviews can take longer
Common Rejection Reasons
- Policy-violating content -- Contains prohibited content
- Category mismatch -- Marketing content listed as utility, or vice versa
- Too generic or ambiguous -- Meta cannot determine the template's purpose
- Shortened URLs -- Link shorteners (bit.ly, etc.) are often rejected
- Unrepresentative variable samples -- Sample values do not explain the usage context
If a template is rejected, read the rejection reason carefully, fix the issue, and resubmit. Often it only requires a small adjustment -- such as replacing a shortened URL with a full URL or clarifying the variable context.
Editing and Deleting Templates
Editing Templates
Templates with APPROVED status have limited editing. If you modify an approved template's content, it must go through the review process again.
- Open the template list on the Broadcast > Templates page.
- Click the template you want to edit.
- Make the necessary changes.
- Click Submit for Review to send the updated version.
Deleting Templates
- Find the template in the list.
- Click the Actions menu on the template you want to delete.
- Select Delete and confirm the deletion.
Deleting a template is permanent. If the template is still used by scheduled broadcasts, those broadcasts will fail. WhatsApp also does not allow reusing a deleted template's name.
Template Best Practices
-
Be clear about the purpose. Templates with ambiguous intent are rejected more often. Make sure the Meta reviewer can understand the context from reading the message.
-
Use polite, professional language. Avoid excessive caps lock, too many emojis, or overly aggressive sales language.
-
Include opt-out instructions. Especially for marketing templates, add opt-out language in the footer.
-
Use full URLs. Avoid link shorteners. Use the actual URL that clearly shows its destination.
-
Provide realistic variable samples. Realistic examples help reviewers understand your template and speed up the approval process.
-
Version your templates. Create new versions (
welcome_v1,welcome_v2) instead of constantly editing one template. This keeps approved templates intact. -
Monitor template quality. After a template is used, watch its quality rating. Templates with high block rates may be paused or disabled by WhatsApp.
Do not wait until the last minute to create templates. Submit templates at least 24-48 hours before your planned broadcast, so you have time to revise and resubmit if rejected.
What's Next?
- Create a Broadcast -- Put your templates to work by building a broadcast campaign.
- Recipient List -- Manage recipient lists for your broadcast campaigns.
- Broadcast Analytics -- See how your template-based broadcasts are performing.
- Broadcast Overview -- Return to the broadcast feature overview.