WhatsApp Message Templates That Get Approved (With Copy-Paste Examples)

A template is a message you get approved once and then send many times, with variables filled in per recipient. Getting it approved is a writing problem with three hard rules and a category decision that costs money.

The three categories#

Category matters twice: it decides how the template is reviewed, and it decides the rate you are charged. Utility rates are lower than marketing rates in every market. That gap tempts people into submitting promotions as utility, which is the fastest way to get a template rejected and your account looked at more closely.

The rule that keeps you honest: if the message would be sent whether or not you had something to sell, it is utility.

Anatomy of a template#

• Header (optional): short text, or an image, video or document. Text headers support one variable. No formatting marks.
• Body (required): the message. Supports formatting and multiple variables.
• Footer (optional): small print. No variables, no formatting.
• Buttons (optional): quick replies, or call-to-action buttons for a URL or phone number. Plain text labels.

The rules approvals actually enforce#

1. Every variable needs a sample value. Submission asks for an example of each {{1}}, {{2}}. Give a realistic one — Priya, INV-2291, 4:30 PM. Placeholder junk like xxx gets rejected.

2. Never open or close the body with a bare variable. {{1}}, your order shipped and Your code is {{1}} are both structurally weak; reviewers cannot tell what the message becomes. Wrap it: Hi {{1}}, your order has shipped.

3. Variables must be sequential and contiguous. {{1}}, {{2}}, {{3}} — no gaps, no repeats, in order.

4. No formatting or variables outside the body. Headers, footers and buttons are plain.

5. Content must be honest and specific. Guaranteed-return claims, medical outcome promises, and anything implying an approval you cannot give are rejected regardless of category.

6. No duplicates. Two templates with near-identical content in the same language are rejected as duplicates. Version by purpose, not by wording tweak.

Utility templates#

Hi {{1}}, your order *{{2}}* has been confirmed.

Delivery is scheduled for {{3}}.
Track it any time by replying TRACK.

Hi {{1}}, your appointment at {{2}} is confirmed.

*Date:* {{3}}
*Time:* {{4}}
*Reference:* ```{{5}}```

Reply RESCHEDULE if the time no longer works.

Hi {{1}}, we received your payment of {{2}} against invoice {{3}}.

The receipt is attached above. Reply if anything looks wrong.

Hi {{1}}, your service request {{2}} is now with our team.

Expected update: {{3}}. Reply here for anything urgent.

Hi {{1}}, your order {{2}} is out for delivery today between {{3}}.

Our partner will call on this number.

Marketing templates#

Hi {{1}}, the sizes you asked about are back in stock.

*{{2}}* is available again in {{3}}.
Reply STOP to opt out of these updates.

Hi {{1}}, our {{2}} sale starts tomorrow at 10am.

Up to {{3}} off across the store. Reply SALE and we will send
you the list before it goes public.

Hi {{1}}, it has been a while since your last {{2}}.

If you would like to book again, reply BOOK and we will find
you a slot this week.

Hi {{1}}, you left {{2}} in your cart.

We have held it for {{3}}. Reply here if you want to complete
the order or have a question about it.

Hi {{1}}, your {{2}} plan renews on {{3}}.

Reply RENEW to continue, or CHANGE if you want a different plan.

Every marketing template needs a visible way out. Reply STOP to opt out costs six words and materially reduces block rate — and blocks are what damage your account, not opt-outs.

Authentication templates#

{{1}} is your verification code. It expires in {{2}} minutes.

Do not share this code with anyone.

Keep authentication templates to the code and its handling instructions. Any additional promotional line invalidates the category.

Buttons, used well#

• Quick reply buttons for the two or three answers you expect: Confirm, Reschedule, Talk to an agent. They produce clean, machine-readable replies rather than free text you must parse.
• URL buttons for tracking pages, receipts and payment links. Dynamic URL suffixes let you personalise the destination.
• Phone buttons where a call genuinely resolves the issue faster.

Two buttons outperform four. A quick reply is only useful if something on your side actually handles that reply.

Submission workflow#

1. Draft the body first; add the header and buttons afterwards.
2. Pick the category by the honesty test above.
3. Give every variable a realistic sample.
4. Submit and record the template name and language in your own system.
5. Send one live test to an internal number before using it in a campaign.
6. Keep a re-engagement template approved and idle, so you are never stuck outside the service window with nothing to send.

When one comes back rejected, work from the reason code rather than guessing — template rejected or paused, decoded.

Build, submit and send templates from AR-Inbox, with delivery states and reply handling in the same place.

Related: the marketing playbook · what each category costs.