Help center / Marketing & communications

Create a WhatsApp message template

Write a template, pick the right category, and submit it to Meta for approval.

Who can do thisowneradmin

Every WhatsApp message goes through a template Meta has approved. You cannot send free-form messages.

Steps

Open WhatsApp and go to Message templates.
Create a template and fill in:- Name (yours) — for your own reference.- Name at Meta — the identifier Meta uses.- Category — UTILITY, MARKETING or AUTHENTICATION.- Language — English, Arabic, or Arabic (Egypt).- Header type, or None.- Message body.
WhatsApp template editor with name, category, language and message fields
Save, then Submit to Meta.
Wait for approval.

Duplicate is useful for making the Arabic version of an approved English template.

The category decides whether you are approved

This is where most rejections come from.

UTILITY — a message about something the person already did. Their registration confirmation, a reminder for an event they signed up to, a schedule change. Most of your event messaging is genuinely utility.

MARKETING — promotion. Selling tickets, announcing next year, offering a discount.

AUTHENTICATION — codes and verification.

Do not label a promotional message as UTILITY to get an easier approval. Meta reviews the wording against the category and rejects the mismatch, and repeated attempts affect your account standing. Categorise honestly.

Writing a template that passes

Be specific. "Your ticket for {{1}} on {{2}}" reads as utility. "Don't miss out!" reads as marketing whatever you tagged it.
No misleading urgency, no all-caps, no excessive punctuation.
Placeholders need context. A message that is mostly variables gets rejected.
Keep it short. WhatsApp is a short-message channel.

Languages

Create a separate template per language and submit each. Duplicate the approved English one and translate.

Submit early

Approval takes minutes to days, and rejection means rewriting and resubmitting.

Submit every template you expect to need as soon as registration opens. A template you do not use costs nothing; one rejected the day before your event costs you the channel.

What happens next

Approved templates become available to campaigns and invitations. Pending ones do not.

Common problems

Rejected with no clear reason. Usually category mismatch. Move promotional wording to MARKETING and resubmit.

Approved but not in the campaign picker. Refresh; approval can lag on Meta's side.

Placeholders came out wrong. They fill in order. Test with Send a test WhatsApp message before a campaign.

You need to change an approved template. Edits require re-approval. Duplicate, change the copy, and submit the new one — keeping the working template available meanwhile.

Arabic is not offered as an option. Check the language list; both Arabic and Arabic (Egypt) are available.