WhatsApp Message Templates: How to Write Templates That Get Approved First Time

Why You Need Approved Message Templates

WhatsApp API requires pre-approved message templates from Meta to initiate any conversation with a customer outside the 24-hour window. This means every promotional, reminder, or notification message sent after the conversation ends needs a reviewed and approved template.

The problem is that A significant portion of submitted templates are rejected on the first attempt in the Middle East region. The main reason is not the message content itself but how the template is written and non-compliance with Meta's guidelines. This guide ensures your template gets approved on the first try.

Understanding Template Types

Marketing Templates

For sending offers, discounts, new product announcements, and promotional content.

• Higher cost per message
• Requires stricter Meta approval
• Must include an opt-out option

Utility Templates

For order status notifications, appointment confirmations, account updates, and invoices.

• Lower cost
• Easier approval since they are service-related
• Opt-out option not required (but recommended)

Authentication Templates

For sending OTP codes and identity verification.

• Fastest type to get approved
• Fixed structure with limited customization
• Must contain a code and a copy button

Writing a Template That Gets Approved First Time

Fundamental Rules

1. Clear Purpose Meta wants to immediately understand why you are sending this message. The template name should reflect the content:

• Correct: order_confirmation_ar or monthly_offer_notification
• Wrong: template_1 or new_msg or test123

2. Template Language

• Specify one language per template (do not mix Arabic and English in the same template)
• Select ar for Arabic and en for English from the language list
• If you need two versions, create two separate templates

3. Variables Use variables to personalize the message:

• {{1}} = Customer name
• {{2}} = Order number
• {{3}} = Amount

Example: "Hello {{1}}, your order {{2}} for {{3}} SAR has been confirmed."

4. Realistic Examples Meta requires examples for each variable when submitting the template:

• {{1}} → "Ahmed"
• {{2}} → "#12345"
• {{3}} → "250"

Provide realistic, logical examples that reflect actual usage.

What to Avoid

Content that causes rejection:

• Threats or pressure: "Pay now or we cancel your account" (rejected)
• Sensitive financial information: "Your bank balance is..." (rejected)
• Diagnostic health content: "Your test results show..." (rejected)
• Suspicious short links: Use recognized domains only
• Ambiguous abbreviations: Write full text in clear language

Formatting mistakes:

• Spelling or grammar errors (even minor ones)
• Extra spaces or inconsistent formatting
• Excessive emojis (maximum 1-2 in marketing templates)
• Text that is too long (stay under 1,024 characters)

Examples of Successful Templates

Order Confirmation Template

Hello {{1}}!
Your order #{{2}} has been confirmed.
Total: {{3}} SAR
Expected delivery: {{4}}
For any questions, reply to this message.

Type: Utility | Approval rate: Very high

Appointment Reminder Template

Hello {{1}}, reminder for your appointment:
Date: {{2}}
Time: {{3}}
Location: {{4}}
Reply "confirm" or "cancel"

Type: Utility | Approval rate: Very high

Promotional Offer Template

Hello {{1}}!
Special offer for you: {{2}}
Valid until: {{3}}
See details: {{4}}
To unsubscribe, send "STOP"

Type: Marketing | Approval rate: High

Abandoned Cart Template

Hello {{1}},
We noticed your cart has products waiting for you!
You have {{2}} items worth {{3}} SAR.
Complete your order now: {{4}}
To unsubscribe, send "STOP"

Type: Marketing | Approval rate: Good

Managing Templates in WhatsLoop

Creating a Template

From the WhatsLoop dashboard:

1. Navigate to "Template Management"
2. Click "Create New Template"
3. Choose the category (Marketing/Utility/Authentication)
4. Select the language
5. Write the content with variables
6. Add quick reply buttons or links (optional)
7. Add examples for each variable
8. Submit for review

Review Statuses

• In Review: Meta is reviewing the template (typically 24-48 hours)
• Approved: Ready to use
• Rejected: Needs modification and resubmission
• Paused: Was approved but Meta suspended it due to reports

Handling Rejection

When a template is rejected:

1. Read the rejection reason carefully (Meta usually explains)
2. Modify the content according to the feedback
3. Change the template name (do not resubmit with the same rejected name)
4. Resubmit

Advanced Tips

Multi-Button Templates

Add interactive buttons to your templates:

• Quick reply: Buttons with predefined text (maximum 3 buttons)
• URL: Button that opens a specific URL
• Call: Button that initiates a phone call

Templates with Media

Add media to your templates:

• Image: Promotional banner or product photo
• Video: Product demo or service explanation
• Document: PDF invoice or brochure
• Location: Map showing your branch location

Pre-Built Template Library

WhatsLoop provides a library of pre-built, pre-approved templates covering:

• Order and shipping confirmations
• Appointment reminders
• Seasonal promotional offers
• Customer satisfaction surveys
• Subscription renewals

Conclusion

The message template is your gateway to communicating with customers via WhatsApp API. Invest time in writing it correctly the first time, follow the guidelines precisely, and you will avoid rejection cycles and waiting periods.

Sign up for WhatsLoop and use the pre-built template library or easily create your own custom templates.

Frequently Asked Questions

Q: Why do WhatsApp message templates get rejected by Meta and how can I avoid rejection? A: The most common rejection reasons are unclear template names, mixing two languages in one template, spelling errors, threatening or pressuring content, and failing to provide realistic variable examples. Follow Meta's guidelines precisely and use clear names like order_confirmation_ar instead of template_1.

Q: What is the difference between WhatsApp marketing templates and utility templates? A: Marketing templates are for sending offers and promotions, require stricter approval, cost more per message, and must include an opt-out option. Utility templates are for order status notifications and appointment confirmations, cost less, and get approved more easily since they are service-related.

Q: How long does it take for Meta to approve a WhatsApp message template? A: Approval typically takes 24-48 hours. WhatsLoop provides a library of pre-built, pre-approved templates covering order confirmations, appointment reminders, promotional offers, and satisfaction surveys, saving you the waiting time.

Q: Can I add interactive buttons and media to WhatsApp message templates? A: Yes, you can add quick-reply buttons (maximum 3), a URL button, or a call button. You can also attach an image, video, PDF document, or location to the template to increase engagement.