What is a WhatsApp Template Message: Everything to Know (2026)

Too Long? Read This First ● WhatsApp template messages are pre-approved message formats used with the WhatsApp Business API to start conversations or message users outside the 24-hour reply window. ● WhatsApp templates are divided into three categories: Utility, Marketing, and Authentication. ● Utility templates are used for order updates and reminders, Marketing templates help send offers and promotions, while Authentication templates are meant for OTPs and login verification. ● Businesses can personalise template messages at scale using variables like {{1}} and {{2}}. ● WhatsApp templates support headers, media, CTA buttons, footers, and Quick Reply buttons for better engagement. ● In India, Marketing templates cost ₹1.09 per delivered message, while Utility and Authentication templates cost ₹0.145, and businesses can create them manually or using AiSensy’s AI Template Generator.

You set up the WhatsApp Business API.

You are ready to send your first customer message.
And then this appears:
“This message requires a pre-approved template.”

If that feels confusing, you are not alone.

Unlike regular WhatsApp chats, businesses cannot freely message customers outside the 24-hour window. To start conversations or re-engage customers later, WhatsApp requires approved template messages.

In this guide, you will learn what WhatsApp template messages, the different types of WhatsApp template messages, when to use them, real examples, and how to create them correctly in AiSensy.

Let us get started.

Table of Contents

• What is a WhatsApp Template Message?
• The Three Types of WhatsApp Template Messages
• WhatsApp Template Message Components
• WhatsApp Template Message Pricing
• How to Create WhatsApp Template Messages in AiSensy
• Common Reasons WhatsApp Templates Get Rejected
• Best Practices for WhatsApp Template Messages
• Conclusion
• FAQs

What is a WhatsApp Template Message?

WhatsApp template message is a pre-approved message format which businesses use in the WhatsApp Business API to send notifications, OTPs, reminders, updates, and promotional messages to customers. These templates are required when businesses want to start a conversation or message customers outside the 24-hour customer service window. 

Here is how the system works.

When a customer sends your business a message on WhatsApp, a 24-hour window opens. During this window, your team can reply freely without any pre-approved template. You can send any message, ask questions, share information, and resolve issues without restrictions.

Once that 24-hour window closes, things change. From that point, your business can only contact the customer using a WhatsApp template message that Meta has already reviewed and approved.

The same rule applies when a business wants to reach out to a customer first, before the customer has started any conversation.

Meta uses template approvals to reduce spam and maintain communication quality on WhatsApp. 

Every template also supports variables like {{1}}, {{2}}, and {{3}}. These are placeholders that automatically get replaced with customer-specific details at the time of sending, things like the customer name, order ID, appointment time, payment amount, or OTP code. This means one approved template can be personalised for thousands of customers at scale without creating a separate message for each one.

Read More: WhatsApp Messaging Limits

Regular messages vs. WhatsApp template messages:

Feature	Regular Messages	Template Messages
When used	Inside the 24-hour window	Outside the 24-hour window or first outreach
Approval needed	No	Yes
Format	Free-form	Pre-defined with variables
Use cases	Support and replies	Campaigns, notifications, OTPs
Media support	Yes	Yes

Also read: WhatsApp Template Message Library

The Three Types of WhatsApp Template Messages

WhatsApp templates into three categories:

1. Utility Templates
2. Marketing Templates
3. Authentication Templates

Each type serves a different purpose, follows different content rules, and is priced differently by Meta. Choosing the right category is one of the most important decisions you make when creating a template because the wrong choice leads to rejection, reclassification, or unnecessarily higher costs.

Let’s understand each type with examples:

WhatsApp Utility Message Template Example

Used for transactional or service-related updates customers already expect.

“Hi {{1}}, your order #{{2}} has been shipped and will arrive by {{3}}.”

Common use cases:

•  Order confirmations
•  Shipping updates
•  Appointment reminders
•  Payment alerts

WhatsApp Marketing Message Template Example

Used for promotional campaigns, offers, and customer engagement.

“Hey {{1}}! Get up to {{2}}% off on our latest collection. Shop now before the offer ends.”

Common use cases:

•  Discounts and sales
•  Product launches
•  Cart recovery campaigns
•  Re-engagement messages

WhatsApp Authentication Message Template Example

Used for OTPs and account verification messages.

“{{1}} is your verification code for login. This code will expire in 10 minutes.”

Common use cases:

•  OTP verification
•  Password resets
•  Login authentication
•  Transaction verification

Here is a quick reference to help you decide:

If you are sending...	Use this template type
Order confirmation, payment reminder, appointment reminder, shipping update	Utility
Offer, sale announcement, product launch, cart recovery, re-engagement	Marketing
OTP, login code, password reset, transaction verification	Authentication

 Now, let’s look at each type in detail with the table below showing the differences between Utility, Authentication, and Marketing WhatsApp Templates.

WhatsApp Template Message Components

Every WhatsApp template, regardless of type, is built from the same core components. Understanding each one helps you write better templates and avoid common formatting mistakes.

Header

The header sits at the top of the message and is optional. It can be text, an image, a video, or a document. Marketing templates benefit most from visual headers because they grab attention immediately. Remember that text is always mandatory alongside any media. You cannot send a header-only or media-only template.

Body

The body is the main message content and is the only mandatory component. This is where your variables go and where most of your copy lives. The maximum length is 1024 characters. Variables must always be formatted as {{1}}, {{2}}, {{3}} with no extra spaces or broken brackets.

Footer

The footer is optional and sits at the bottom of the message. It is typically used for disclaimers, support contact details, brand taglines, or opt-out instructions. Keep it short and informative.

CTA Buttons

CTA buttons help customers take immediate action directly from the message. You can add a URL button that redirects to a webpage or a phone number button that triggers a call. You can have one of each type but not two of the same type in a single template.

Quick Reply Buttons

Quick Reply buttons let customers respond instantly with a single tap. You can add up to 3 Quick Reply buttons per template with a maximum of 20 characters each. Do not use emojis in Quick Reply button text. These buttons cannot be combined with CTA buttons in the same template.

WhatsApp Template Message Pricing

Meta has now shifted WhatsApp Business API pricing to a per-message delivered model for businesses in India. This means you are charged based on the type of template message you send and successfully deliver to customers.

Here are the latest WhatsApp template message rates for the Indian market:

Message Type	Pricing (India)
Marketing Messages	₹1.09 per delivered message
Utility Messages	₹0.145 per delivered message
Authentication Messages	₹0.145 per delivered message
Service Messages	1,000 free service messages/ month. After ₹0.145 per delivered message

The pricing mentioned above is specifically for the Indian market and may differ for businesses operating in other countries.

What This Means for Businesses

The pricing difference between template categories is important because it directly affects your WhatsApp communication costs at scale.

• Marketing templates are the most expensive because they are promotional in nature. These include offers, discounts, product launches, cart recovery campaigns, and re-engagement broadcasts.
• Utility templates are significantly cheaper because they are transactional and expected by customers. Examples include order confirmations, shipping updates, appointment reminders, and payment notifications.
• Authentication templates are also low-cost since they are designed purely for OTPs and account verification messages.
  
  From 1 October 2026, Utility templates are chargeable inside and outside the 24-hour customer service window. The 1,000-message free allowance applies only to Service messages.

Important Note About Pricing for Other Countries

WhatsApp Business API rates vary depending on:

• Country or region
• Template category
• Message type
• Meta’s latest pricing policies

If you want to check the latest WhatsApp pricing for your country or region, refer to Country Wise Pricing - Effective 1st October 2026.

How to Create WhatsApp Template Messages in AiSensy

The creation process for all three WhatsApp template types follows the same steps inside AiSensy. The only thing that changes is the category you select and the content you write.

Here is how to do it.

Step 1: Open the Template Messages section

Log in to your AiSensy account. Go to Manage and select Template Messages. Click the "+ New" button in the top right corner to start creating a new template.

You can also skip the blank template and pick a ready-made option from the Template Message Library. AiSensy has 100+ pre-approved templates across industries that you can customise and submit directly.

Step 2: Select your template category

This is the most important step. 

Select the category that best matches your message:

• Utility
• Marketing
• Authentication

Step 3: Choose your template type

Select the message format you want to use. AiSensy supports four template types: Text, Image, Video, and File.

One important rule: you cannot send media alone. Text is always mandatory because Meta approves or rejects a template based on its text content. If you choose Image, Video, or File, you still need to include a text body alongside it.

Once your template is approved, you will be asked to attach the actual media file when broadcasting. The file you upload during the creation process is only a sample for Meta's review.

Step 4: Select your language

Choose the language your template is written in. Each template supports only one language. The language you select must exactly match the content you write. If there is a mismatch, Meta will reject the template.

Mixed-language content like Hinglish or Spanglish is not approved.

Step 5: Add a template name

Write a template name following this format: lowercase letters only, underscores instead of spaces, no special characters.

Good examples: order_confirmation_v1, login_otp, diwali_sale_2026

Keep the template name similar to the template label so it is easy to identify when managing multiple templates.

Step 6: Write your template message

This is the actual message your customer will receive on WhatsApp.

Templates also support variables like {{1}} and {{2}} that automatically personalise messages with customer details. Variables must always be numbered sequentially starting from {{1}}. Never start or end a template with a variable. Always wrap it in surrounding text.

AiSensy supports the same text formatting as regular WhatsApp:

• Bold: *text*
• Italics: _text_
• Strikethrough: ~text~
• Monospace: ```text```

Keep the message under 1024 characters.

Not sure what to write or where to start?

Creating a WhatsApp template is not always easy. The message needs to sound natural, follow Meta’s approval guidelines, and use variables correctly.

To make this easier, AiSensy offers an AI WhatsApp Template Generator that helps you create ready-to-submit templates in seconds.

Here is how it works:

Go to Manage → Template Messages and click “Generate Now.”

Simply describe what you want the message to do.

For example:

• “Send a 50% discount offer for Black Friday”
• “Remind customers about abandoned carts with free shipping”

Then choose:

• Your preferred tone — Normal, Exciting, Funny, or Poetic
• Whether you want to optimise for higher clicks or more replies

The AI instantly generates three template variations that you can edit, finalise, and submit for approval.

New AiSensy users get:

• 3 free AI generations
• ₹500 in AI credits
• Access across all AiSensy plans, including the Free Forever Plan

If you want to create WhatsApp templates faster and reduce manual effort, the AI Template Generator can save a lot of time.

Step 7: Add sample values

After writing the template, fill in sample values for every variable you used.

For example:

• {{1}} = Rahul
• {{2}} = ORD10245
• {{3}} = 25 January 2026

Sample values show Meta what the actual message will look like when sent to a real customer. Missing or vague sample values slow down approval or cause rejection.

Meta divides WhatsApp template messages into three categories: 

Step 8: Add interactive actions (optional)

You can make your template more actionable by adding buttons. AiSensy gives you two options:

CTA Buttons

CTA buttons prompt customers to take a specific action. There are two types:

URL button: redirects the customer to a webpage. The link can be static or dynamic. For dynamic links, the variable number continues from where the body variables ended. If your body has 4 variables ending at {{4}}, your dynamic URL variable would be {{5}}.

Phone Number button: triggers a call when tapped. The phone number must include the country code without the + sign. For example, write 919873940683 not +919873940683.

A template can have one URL button, one phone number button, or both. You cannot have two buttons of the same type.

Quick Reply Buttons

Quick Reply buttons let customers respond instantly with a single tap. When a customer taps a Quick Reply button, the text on that button is sent as their reply message.

You can add up to 3 Quick Reply buttons per template. Each button can have a maximum of 20 characters. Do not use emojis in Quick Reply button text.

Quick Replies are useful for collecting feedback, confirming appointments, or giving customers simple response options in support flows.

You cannot add both CTA buttons and Quick Reply buttons in the same template. Choose one or the other.

Step 9: Submit for approval

Once everything looks good, click Submit. Your template goes directly to Meta for review and the status changes to Pending.

After submitting, click the "Sync with WhatsApp" button in AiSensy to check the latest approval status. If the status does not update, refresh the dashboard once and sync again.

Most WhatsApp template messages are approved within a few minutes to 24 hours regardless of media type.

If your template gets approved, it is ready to use in broadcasts and automation flows. If it gets rejected, read the rejection reason carefully, fix the specific issue, and resubmit. Do not resubmit the same content without making changes.

One thing to remember across all three template types: once a template is approved, you cannot edit the message content. Only the variable values can be changed at the time of sending. If you need to update the copy, create and submit a new template.

Check out this page: How to create WhatsApp Template Messages in AiSensy?

Common Reasons WhatsApp Templates Get Rejected

Knowing why templates get rejected helps you fix issues before they happen and avoid the back-and-forth of resubmitting.

Promotional content inside a utility template

This is the most common rejection reason. If your utility template contains words like "offer," "discount," "sale," or "limited time," Meta will reject it or reclassify it as a marketing template. Keep utility templates strictly informational.

Incorrect variable formatting

Variables must follow the exact format: {{1}}, {{2}}, {{3}}. Two curly brackets on each side, no extra spaces, and sequential numbering starting from 1. Never start or end a template with a variable. Always wrap variables in surrounding text.

Correct: Hello {{1}}, your order has been confirmed.

Incorrect: Hello {{1}} {{2}}

Language mismatch

The language you select when creating the template must exactly match the language of the content. If you select Hindi but write in English, the template will be rejected. Mixed-language content like Hinglish or Spanglish is also not approved.

URL shorteners

Never use bit.ly, TinyURL, goo.gl, or any URL shortener in your templates. Meta rejects them because they hide the actual destination of the link. Always use your own business domain.

Extra spaces and double line breaks

Trailing spaces at the end of your template, double spaces between words, and double line breaks between paragraphs can trigger rejection. Keep formatting clean and consistent.

Spammy or aggressive language

Excessive capitalisation, repeated exclamation marks, and aggressive urgency phrasing are red flags for Meta's review system. Write the way you would want to be spoken to as a customer.

Threatening content or sensitive data collection

Templates that threaten customers, for example warning of legal action for non-payment, are not allowed. Templates that ask for sensitive information like credit card numbers, passwords, or personal identification details are also rejected.

Emojis in Quick Reply buttons

Quick Reply button text must be plain text only. Emojis in button text cause rejection.

Phone number without country code

If you include a phone number CTA, it must include the country code without the + sign. For an Indian number, write 919873940683, not +919873940683 or 9873940683.

  Also, read: How to fix floating parameter issue in WhatsApp Template Message?

Best Practices for WhatsApp Template Messages

Follow Meta's WhatsApp template guidelines

Before submitting any template, make sure it follows Meta's approval guidelines. Avoid spammy language, misleading claims, excessive capitalization, shortened URLs, and incorrect variable formatting. Templates that violate WhatsApp policies are often rejected automatically.

Always match the category to the content

This is the single most important rule. Utility templates are for transactional messages. Marketing templates are for promotional messages. Authentication templates are for OTPs. Using the wrong category is the fastest way to get a rejection or pay more than you should.

Personalize every template

A message that uses the customer name, references their order, or acknowledges their specific situation will always outperform a generic notification. Variables exist for a reason. Use them.

Proofread before submitting

Spelling mistakes and grammatical errors can get your template flagged as spam. Read the message out loud before you submit it. If it sounds unnatural, rewrite it.

Always add accurate sample values

Fill in realistic sample values for every variable. Vague or missing samples slow down approval. Meta needs to understand what the real message will look like before approving it.

Use the AiSensy Template Library

If you are just getting started or need a template approved quickly, pick one from AiSensy's library of 100+ pre-approved templates. Customise the variables and submit. Pre-approved templates have a significantly faster turnaround.

Test before scaling

Before sending a template to your full contact list, test it on a small group first. Check for broken links, formatting issues, and unclear copy. Once a template is approved and sent at scale, you cannot take it back.

Respect the opt-out

If a customer replies to opt out, remove them immediately. Continuing to message customers who have opted out damages your sender reputation with Meta and puts your account at risk.

Track performance and improve

After sending a template, check the delivery rate, open rate, and click-through rate in AiSensy's analytics dashboard. Templates that underperform need to be rewritten, not just resent to a larger audience.

Check this blog: WhatsApp Template Approval Process: 10 Common Rejection Reasons & Fixes

Conclusion

WhatsApp template messages can feel confusing at first, but they are essential for businesses using the WhatsApp Business API to communicate at scale. From order updates and OTPs to promotional campaigns, choosing the right template type helps you improve customer experience, avoid rejections, and manage messaging costs effectively.

With AiSensy, you can create, manage, and optimise WhatsApp templates faster using pre-approved examples, AI-powered template generation, and built-in approval support.

Get started with AiSensy today, and simplify your WhatsApp communication workflows.  

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