Key takeaways
- Choose the category that honestly matches the message: marketing, utility or authentication.
- Variables need clear sample values and should not make up the whole message.
- Clear, specific wording is approved faster than vague promotional text.
Every message your business starts on WhatsApp needs an approved template. Rejections slow projects down, but most are avoidable.
Pick the right category
Utility templates cover updates about an existing order, account or appointment. Marketing covers offers and promotions. Labelling a promotion as utility usually leads to rejection or reclassification.
Use variables carefully
- Give realistic sample values for each variable.
- Do not start or end the message with a variable.
- Keep enough fixed text so the purpose is clear.
Common rejection reasons
- Wrong category
- Spelling or formatting errors
- Misleading or threatening wording
- Requests for sensitive information
Write like a person
Short, polite and specific messages are approved more readily and get better responses from customers.
Draft templates for your top three use cases first, get them approved, and build the automation around them.