Understanding WhatsApp Message Templates: Definition, Types, and Best Practices
Definition of WhatsApp Message Templates
WhatsApp message templates are pre-approved, pre-defined messages that businesses can use to initiate conversations with customers. They can be used for a variety of purposes, including customer support, notifications, and promotional messages.
Conditions for Using WhatsApp Message Templates
- WhatsApp message templates are not free and are charged based on the number of conversations and the template category.
- Templates must be pre-approved by Facebook to ensure compliance with WhatsApp's business policies.
- Templates can only be sent to customers outside the 24-hour customer service window to start a new conversation or for promotional purposes.
Types of Templates
- Authentication Templates: Used to authenticate customers using passcodes during login or account recovery.
- Service Templates: Used for transactional updates, post-purchase notifications, and recurring invoices.
- Marketing Templates: Used to promote products or services, such as offering tailored discounts.
For more details, check the Template Guidelines.
Text Template Restrictions
- Template Name: Must not exceed 512 characters and should use lowercase alphanumeric characters and underscores.
- Main Text: Must not contain tabs, excessive spaces, or exceed 1024 characters.
- Brand Placeholder: Enclosed within double curly braces, e.g., {{1}}.
Best Practices for Sending Templates
- Obtain customer consent before sending message templates.
- Ensure compliance with WhatsApp’s business messaging policies.
- Avoid spamming or sending unsolicited messages.
Learn more from the Messaging Policy.
Common Reasons for Template Rejection
- Missing or mismatched variable placeholders.
- Content violating WhatsApp's policies.
- Duplicate templates or use of inappropriate language.
- Incorrect template category selection.
See more details on Common Rejection Reasons.
Error Codes When Sending Templates
- 131026 or 131049: The number is not registered on WhatsApp.
- 1026: The recipient has exceeded the marketing template limit.
Solution: Use a service template or wait 24 hours before resending the marketing template.
- Audio and Video: Up to 16 MB.
- Document: Up to 100 MB.
- Image: Up to 5 MB.
- Sticker: Up to 100 KB.
Learn more about Supported Media.
Template Editing Guidelines
| Field | Description |
|---|
| Profile Picture | Recommended size: 640x640 pixels. |
| About | Max 139 characters describing the business. |
| Address | Max 256 characters. |
| Email | Valid email format, max 128 characters. |
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