How to Create WhatsApp Message Templates

WhatsApp Template Review Guide

Template Review Explanation

The review time depends on whether your Meta Business Account is verified and the complexity of the template (e.g., including images, videos, variables).

• Templates are generally approved within 24 hours.

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Template Categories Guide

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1) Marketing Templates

Marketing templates are flexible and generally not tied to a specific transaction, but may relate to the company, its products, or services. They may include:

• Promotions or discounts

• Welcome messages or closing messages

• Dynamic updates, invitations, or recommendations

• Requests to reply or complete a new transaction

Note: Templates containing both notification and marketing content are classified as marketing templates.

Examples by Business Goal:

Other marketing templates include:

• Combined content templates (e.g., transaction + promotion)

• Templates with unclear content (e.g., "{{1}}" or "Congratulations!")

Note: The above examples are for illustrative purposes only. For templates containing similar content or text as the examples above, the system may classify them differently based on the exact content of the template.

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2) Notification Templates

Notification templates are transaction-related and used to complete confirmations, pauses, or changes in transactions/subscriptions.

Templates containing both notification and marketing content are classified as marketing templates.

Examples by Business Goal:

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3) Authentication Templates

Authentication templates allow one-time passwords (OTP) to verify user identity, typically 4–8 alphanumeric characters.

• The most strict template type.

Requirements:

1. Use WhatsApp’s preset authentication message templates (optional: security disclaimers, expiration warnings)

2. Configure OTP buttons (copy code or one-click)

3. Follow content restrictions: no URLs, media, emojis, and parameters limited to 15 characters

 

Definition	Examples
Authentication Verification Code	"{{1}} is your verification code." "{{1}} is your code. Do not share with others for security." "{{1}} is your code. It will expire in 15 minutes."

 

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Template Creation Guide

1. Go to Management → Tools → Templates

2. Select the WhatsApp number, then click “Add Template”

3. Fill in: template name, language, header (optional), content, footer (optional), buttons (optional)

4. Submit for WhatsApp review

5. Approved templates are ready for use

Notes: NXLink supports linking multiple WhatsApp numbers. WhatsApp numbers are tied to a WABA, and templates under different WABAs are independent of each other. Therefore, when creating templates:

1. If all numbers belong to the same WABA, you can create templates directly.

2. If numbers belong to different WABAs, you must first select the corresponding WhatsApp number before creating a template.

3. If multiple numbers exist under the same WABA, you may select any number to create a template.

Instructions for Use:

1. Template Name: Only lowercase letters, numbers, and underscores are allowed.

2. Template Header: Optional; can contain text or rich media (image, video).

3. Insert Variables: Currently supports basic customer information, such as name, country, email, date of birth, etc.

4. Template Footer: Optional; can contain text.

5. Buttons: Optional; you may add quick reply buttons, call-to-action buttons, or form buttons.

6. Segmentation Tag: Customers who receive messages via this template will automatically be assigned this tag. Segmentation tags can be applied in automated response workflows to route customer inquiries to different support groups.

7. Start a New Conversation: Customers who receive messages via this template will end any unassigned active conversation. When they reply, a new conversation will be started and enter a new automated response workflow.

PS: The format and size requirements for rich media inserted in the template header are as follows. These requirements also apply to rich media sent during free-form WhatsApp conversations.

 

(1) Image：Must be 8-bit, RGB or RGBA.

 

(2) Video：Only the H.264 video codec and AAC audio codec are supported. Either a single audio stream or no audio stream is allowed.

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Common Reasons for Rejection

Here are the common reasons why submitted materials may fail the review. Please ensure you avoid these mistakes:

• Missing or mismatched variable parameters. The correct format is {{1}}.

• Variable parameters contain special characters such as #, $, or %.

• Non-sequential variable parameters. For example, defining {{1}}, {{2}}, {{4}}, {{5}} but missing {{3}}.

• Message template contains content that violates WhatsApp’s Commerce Policy. When you sell goods or services, all related messages or media (including any descriptions, prices, fees, taxes, and/or legally required disclosures) are considered part of the transaction. All transactions must comply with the WhatsApp Commerce Policy.

• Message template contains content that violates WhatsApp’s Business Policy. Do not request users to provide sensitive identification information. For example, do not ask for full payment card numbers, financial account numbers, national ID numbers, or other sensitive identifiers. You may request partial information (e.g., the last 4 digits of a Social Security Number). Do not request documents that may contain sensitive identification information.

• Content includes abusive or threatening language, such as threatening legal action against customers or threatening to publicly shame them.

• The message template duplicates an existing template. If the body and footer wording of the submitted template are the same as an existing one, it will not pass review. In the WhatsApp Manager “Account Quality” section, you will see a notification with the rejection reason, and you will also receive an email with details. You can check the “Account Quality” notification to view the existing template with the same name and language as the rejected one. You may also choose to edit the template and resubmit it. Note that this duplicate check does not apply to templates classified as AUTHENTICATION.

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References

• [Template Guide]