What is a WhatsApp message template?

How it works 1. **Write it** — the text, plus optional header, footer and buttons. 2. **Add variables** — blanks like {{customer_name}} or {{order_id}}, filled in for each customer when you send. One approved template can serve thousands of personal messages. A template shouldn't start or end with a variable. 3. **Pick a category** — Marketing, Utility or Authentication. The category decides the price. [Template categories →](/whatsapp-glossary/template-categories) 4. **Submit for review** — Meta says review can take up to 24 hours. 5. **Send** — on its own, in a broadcast or from a bot.

When you need one - Messaging a customer who hasn't written to you, or wrote more than 24 hours ago. - Sending a broadcast. - Order updates, reminders and other notices you send first.

Inside an open 24-hour window you can simply type a normal reply — no template needed.

Why it matters for a business Templates are how you reach customers first. After approval, Meta can still **pause** a template whose quality is falling and **disable** it after repeated problems, so clear, wanted messages protect your reach. A rejection isn't permanent — fix it and resubmit. [Why templates get rejected →](/blog/whatsapp-template-rejected)

An example *"Hi {{customer_name}}, your order {{order_id}} has been shipped and will reach you by {{delivery_date}}."* — a Utility template that a shop sends automatically when an order leaves the warehouse.