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What Are Templates?

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A template is a predefined message that’s written and approved in advance, so it’s ready to send the moment you need it. Whenever your business needs to start a conversation with a customer, you need a template.

WhatsApp only lets businesses send free-form messages within a 24-hour window after a customer messages them. Outside that window, every message has to come from an approved template.

When and How Businesses Use Templates

You’ll reach for a template any time you’re starting or restarting a conversation, rather than replying inside one. Common examples include:

  • Broadcasting: Sending a marketing message to your existing customers to introduce a new product, promotion, or offer.
  • Updates: Sending order updates from your ecommerce site or system, like order confirmations, shipping notices, or delivery status.
  • Authentication: Sending a one-time password (OTP) so customers can securely log in to your systems.
  • Re-engagement: Reaching back out to customers who haven't interacted with your business in a while, to bring them back into a conversation.
  • Cold outreach: Starting a conversation with a new lead who hasn't messaged your business before.

Template categories

Every template belongs to one of three categories — Marketing, Utility, or Authentication — and Meta reviews each template against the rules for that category before approving it. This affects what content is allowed, how the template can be used, and what it costs to send.

Who can work with templates

Both Owners and Agents can create, edit, and send templates. Only Owners can delete a template. However, if a template has been used in a campaign or anywhere else in Onbbits, it cannot be deleted.

Related Articles

Template Categories & Approval Rules

Create & Edit a Template

Send a Template

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