Templates without the guesswork.
You find out why Meta rejected it, and what to change.
A message template is a pre-approved WhatsApp message a business can send outside the window when a customer contacted them. Meta reviews each one, and rejections are common because of formatting rules that are easy to break: missing sample values, non-sequential placeholders, variables in a footer, or a button placed in the wrong order.
- Header, body, footer, buttons and placeholder samples
- Validated against the platform's rules before submission
- Status, rejection reason and a revise and resubmit path
- Existing approved templates sync in
How it works.
- 01
Start from a draft or the library
Write your own, or browse the platform's own template library and adapt an entry that already fits your use case.
- 02
Fill in the parts
Choose a header, write the body with placeholders, add a footer and up to three buttons. Each placeholder needs a sample value for review.
- 03
Fix what would fail
Validation runs before submission: sequential placeholders, no variables in the footer, at most one header variable, trailing placement for a dynamic link button.
- 04
Submit and track
Send it for review and watch the status. A rejection comes back with its reason and a path to revise and resubmit.
Every part of a template
The builder covers the structures the platform supports, so a campaign is not limited to plain text because the tool never implemented the rest.
- Text, image, video or document headers with media upload
- Body with live placeholder detection and per placeholder samples
- Footer text and up to three buttons
- Link, phone, quick reply, copy code and catalog buttons
Rules checked before review
Most rejections are formatting, not content. The checks that Meta applies are applied first, so the review is spent on the message.
- Sample value required for every variable
- Placeholders must be sequential and consistently styled
- No variables in the footer, at most one in the header
- A dynamic link placeholder must sit at the end of the URL
Richer formats
Beyond a single message, the builder supports the formats used for catalogues and offers, with the same validation applied.
- Carousel templates with multiple media cards
- Limited time offer templates
- Authentication templates built from the platform presets
- Category change permitted where you allow it
Status you can see
A template has a status and a quality rating that both change over its life. You see them where you work, not in a separate Meta screen.
- Approved, pending, rejected, paused and disabled states
- Rejection reasons carried back with the template
- Edits re-enter review, which the interface makes explicit
- Campaign readiness blocks a send on an unapproved template
Messenger utility templates
Facebook Messenger has its own message tags for messages outside the window. They are managed in the same place, with their own simpler rules.
- Page-scoped templates with positional placeholders
- Synced from the platform like WhatsApp templates
- Used automatically when a Messenger send falls outside the window
What it does not do.
Approval is the platform's decision. Validation reduces rejections, it cannot prevent them.
Editing an approved template sends it back to review.
Messenger templates are simpler than WhatsApp ones: positional placeholders, no header media or buttons.
Common questions
Why was my template rejected?
- Reasons come back from the platform and are shown with the template. Most formatting causes are caught by validation before you submit.
How long does approval take?
- That is the platform's decision and its timing, not something any software controls. The status updates in place when it changes.
Can I use my existing templates?
- Yes. A sync pulls the approved templates already on your business account so you are not rebuilding what works.
What happens when I edit an approved template?
- It re-enters review. The interface says so before you save, so an edit does not silently take a working template out of service.
Do I need a template for every message?
- No. Inside the conversation window after a customer writes, replies are free-form. Templates are for messages outside it.
Can templates carry images or files?
- Yes. Headers support image, video and document media, uploaded through the workspace and attached to the submission.
Are carousel templates supported?
- Yes, with multiple media cards, along with limited time offer templates and the platform's authentication presets.
Who can create and submit templates?
- Owners and administrators. Operators can use approved templates in campaigns and conversations without being able to change them.
The reason a customer comes back a second time.