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WhatsApp protects people from spam with a simple rule: a business can only write freely while the conversation is open. Outside of that, it takes a template.
A question, a reply to an ad, a tap on a button. That message opens a 24-hour window.
Your team or your agent replies with text, photos, audio or documents, with no template. Each number gets 1,000 replies a month with no Meta charge. Every customer message resets the clock.
To write again, or to write first, you need a message Meta has approved in advance. That message is the template, and it's charged per send.
That's why templates are the foundation of campaigns, reminders and notifications: they're the only way in when the customer didn't write first.
A real message, taken apart. Four parts, and only the body is required.
A short text, an image, a document or a video. It makes the message recognizable at a glance.
The message text. The variables {{1}}, {{2}}… are filled in at send time with each customer's name, order number or date. The fixed text can't be changed without going through approval again.
A small line: a signature, an opt-out notice or a reference. It appears in gray and doesn't allow variables.
Quick reply, go to a link or call. A well-placed button saves the customer from having to type.
Each template is approved per language: the Spanish version and the Portuguese version are two separate approvals.
Meta classifies each template by what it's for. If the content doesn't match the category, Meta reclassifies or rejects it.
Notices about something the customer already ordered or signed up for: confirmations, shipments, appointments, installments, status changes.
The cheapest · included in plansPromotions, news, invitations, cart recovery: anything meant to sell or win back attention.
The most expensive · requires opt-inOne-time codes to verify identity or sign in. A fixed format defined by Meta, with no free text.
Separate price · codes onlyHow the price is set by category and country, the sending limits and what Meta accepts as consent are explained in Meta's rules for campaigns.
Turn your templates into interactive experiences inside WhatsApp.
Build forms, bookings, surveys and requests without your customers leaving WhatsApp. Connect them to your CRM and AI Agents.
Pick an industry, tap the message button and complete the Flow as your customer would. It is a simulation with sample data: nothing is sent.
Meta reviews every template before letting you use it. It usually takes minutes; sometimes up to a day.
It can't be used yet. All you can do is wait, or delete the draft if you changed your mind.
It's the only one you can pick when building a campaign. If you change the fixed text, it goes back to review.
You see the reason in plain language, fix it and send it again. The most common causes are in why a template gets rejected.
It happens when an approved template piles up complaints or blocks. You can see the reason, and it's handled with Meta: it can't be reactivated from the dashboard.
Meta charges per delivered message, and the price depends on the category and the country of the receiving number.
The Utility templates are the cheapest, and each plan includes a welcome allowance during the first month only; the Marketing templates are the most expensive; the Authentication templates have their own price. When the customer replies, your replies over the next 24 hours need no template, and each number gets 1,000 a month with no Meta charge. The exact price, country by country, is in the calculator.
The editor shows you the template the way your customer will see it and flags the limits before you send it for review.
You type and see the message on a WhatsApp screen, with the variables filled in with sample data.
Characters, number of buttons, unused variables: it flags them right away, not as an error after you save.
In review, approved, or rejected with its reason. And in campaigns, only approved ones show up.
Connect your number, create the template with a preview and send it for review. No setup fee.