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WhatsApp Message Template


Message Templates are message formats for common reusable messages a business may want to send. Businesses must use Message Templates for sending notifications to customers. This allows a business to send just the template identifier along with the appropriate parameters instead of the full message content. Message templates will be submitted for review before being able to be sent, in order to ensure they do not violate the WhatsApp policies.

Supported Categories

  • The following categories are supported in v1.1.0 or later versions.
  • Under the new conversation-based pricing model, the conversation charge will vary based on the template category used to initiate a conversation.
AuthenticationSend codes to verify a transaction or login.
MarketingSend promotions or information about your products, services or business.
UtilitySend messages about an existing order or account.

  • The following categories are only supported in v1.0.0
  • WhatsApp Cloud API will deprecate the following categories on May 1, 2023
MarketingSend promotional offers, product announcements, and more to increase awareness and engagement.
One-time passwordsSend codes that allow your customers to securely access their accounts.
TransactionalSend account updates, order updates, alerts, and more to share important information.

Supported Languages

The following are some of the supported languages for message templates. You can refer to here for the full list.

Language (A-K)CodeLanguage (L-Z)Code
Chinese (CHN)zh_CNNorwegiannb
Chinese (HKG)zh_HKPersianfa
Chinese (TAIWAN)zh_TWPolishpl
CroatianhrPortuguese (BR)pt_BR
CzechcsPortuguese (POR)pt_PT
English (UK)en_GBSerbiansr
English (US)en_USSlovaksk
FinnishfiSpanish (ARG)es_AR
FrenchfrSpanish (MEX)es_MX
GeorgiankaSpanish (SPA) es_ES
Kyrgyz (Kyrgyzstan)ky_KG


Message Templates can have the following statuses:

In-ReviewIndicates that the template is still under review. Review can take up to 24 hours.
RejectedThe template has been rejected during our review process or violates one or more of our policies. See Appeals.
Active - Quality pendingThe message template has yet to receive quality feedback from customers. Message templates with this status can be sent to customers.
Active - High QualityThe template has received little to no negative customer feedback. Message templates with this status can be sent to customers. See Quality Rating.
Active - Medium QualityThe template has received negative feedback from multiple customers but may soon become paused or disabled. Message templates with this status can be sent to customers.
Active - Low QualityThe template has received negative feedback from multiple customers. Message templates with this status can be sent to customers but are in danger of being paused or disabled soon, so we recommend that you address the issues that customers are reporting.
PausedThe template has been paused due to recurring negative feedback from customers. Message templates with this status cannot be sent to customers.
DisabledThe template has been disabled due to recurring negative feedback from customers. Message templates with this status cannot be sent to customers.
Appeal RequestedIndicates that an appeal has been requested.

You will notified of the status changes by subscribing to the Message Template Status Update.

Quality Rating

Each message template has a quality rating based on usage and customer feedback. The rating is available on the templates which has the Active status. The quality rating includes:

Quality RatingColor
Quality pendingGreen

Approved message templates start out with a Quality pending rating. When message template has the Active status, it can be sent to end users. If a message template continuously receives negative feedback, it will affect the quality rating, and eventually result in the change in status, the template will be not allowed to be sent until the status becomes active again.

For more details, please refer to Quality Rating.

Template Pausing

If a message template reaches the low quality rating, it will be paused for a period of time to protect the quality rating of phone numbers that have used the template:

  • 1st Instance: Paused for 3 hours
  • 2nd Instance: Paused for 6 hours
  • 3rd Instance: Disabled

When a message template is paused, it can't be sent to end users until it is back to be Active again.

Alternatively, you can edit the paused template content in order to reduce the negative feedback it might receive. However, once you submitted the edited template, it needs to be reviewed by the WhatsApp team. If the edited template is approved and status is back to Active, you can start sending this template again.

Template pausing initially does not affect the business phone number. However, if a business is continuously sending low quality message templates, the phone number might be impacted.

For more details, please refer to Template Pausing.


WhatsApp Opt-in
Image 1: Example of opt-in interface

A user must first consent to receive messages in WhatsApp by opting into them via WhatsApp or a third-party channel. This can be any channel your business uses to communicate with people today β€” your WhatsApp thread, interactive voice response (IVR) flows, website, app, email, SMS, retail location, etc.

You must follow the below requirements when obtaining opt-in:

  • You must clearly state that a person is opting in to receive messages from the business over WhatsApp
  • You must clearly state the business’ name that a person is opting in to receive messages from
  • You must comply with applicable law

You should continue to optimize for the user experience while obtaining opt-in. For example, you should:

  • Explicitly call out the types of messages a person is opting into (e.g., delivery updates)
  • Avoid messaging people too frequently
  • Provide instructions for how customers can opt out and honor these requests
  • Monitor your quality rating, especially when rolling out new opt-in methods

For detailed opt-in requirements, please refer to WhatsApp Opt-in Guidelines.