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How to create and manage WhatsApp templates

Learn how to create and edit templates, what to do if a template is rejected, and about template statuses and limits.

All templates and an overview of their details can be found on the Templates page. WhatsApp message templates must be approved by Meta before you can use them. You can choose from a selection of pre-approved templates in our library, or sync your own templates from Meta. 

How to create a template

Remember:

Authentication templates are used to send security-related messages, such as one-time passwords and verification codes. Meta has two strict requirements in place that must be met before you can submit Authentication templates for approval:

1. Your business must be verified.

2. You meet a minimum message volume of at least 2,000 messages per day per WhatsApp Business phone number.

1. Go to WhatsApp > Templates from the left-hand navigation menu. Then click Create template.

2. Choose a pre-approved template from the library by clicking Use this template.

3. Set up the template details by selecting the WhatsApp account and entering a template name. You can use the default name or edit it, using lowercase letters, numbers and underscores only.

The WhatsApp template details page when creating a new template.

Before you can start using your new template, it needs to be approved by Meta. For fast approval, stick to clear and descriptive template names.

4. When you’ve configured the template, click Submit for review. The template will be submitted to Meta for approval.

Remember:

When a template has been approved and is active, it cannot be edited. If you need to make any changes, you’ll need to create a new template and resubmit it for review. View Meta’s guidelines for creating templates.

How to sync Meta templates

You can sync existing WhatsApp message templates from Meta to your MailerSend account. To sync your templates from Meta, go to WhatsApp > Templates and click Sync with Meta. Your templates will be automatically added. 

How to edit or delete a template

To delete a template, click the options arrow next to the View button and click Delete. 

Once submitted and approved, a template cannot be modified. In this case, you’ll need to create a new template and resubmit it. 

Template status

On the Templates page, you’ll be able to view the status of the templates you’ve submitted to Meta for review. Before you can use a template to send a message, Meta must give a status of Approved. 

In review

Template is in review. This can take up to 24 hours.

Rejected

The template has been rejected due to a violation of one or more of Meta’s policies.

Active - Quality pending

The template has been approved and can be used, but it has not yet received feedback from customers.

Active - High quality

The template has little to no negative feedback from customers and can be used.

Active - Medium quality

The template has received negative feedback from multiple customers or has low read-rates. The template can be used but may be paused or disabled. 

Active - Low quality

The template has received a significant amount of negative feedback from multiple customers or has low read-rates, and runs the risk of being paused or disabled. It is recommended that you address any issues from the customer feedback. 

Paused

The template has been paused due to recurring negative customer feedback or low read-rates. The template cannot be used. 

Disabled

The template has been disabled due to recurring negative customer feedback and cannot be used.

Appeal requested

An appeal has been requested for the template.

What to do if a template is rejected

If a template is rejected, you should first review Meta’s guidelines to ensure that the template meets their requirements.

You can view the rejection reason for a template in the Meta Business Support Home. Go to Account overview > View my accounts > select your account > select your WhatsApp Business account > Rejected message templates.

Templates should:

Common rejection reasons:

  • Parameters: Missing or incorrect, use of non-supported characters, non-sequential variable parameters, overuse of variables, used at the beginning or end of the message

  • Content & policy violations: Content that violates WhatsApp’s Commerce or Business policy, abusive or threatening content

  • Characters/text: Exceeds character limit or emoji limit

  • Duplication: The message contains the same body and footer of an existing template

Appealing the rejection

If you feel that your template meets the guidelines and was unfairly rejected, you can appeal the rejection in Meta's WhatsApp Manager. 

To appeal a rejected template, go to your WhatsApp message templates in Meta and select the correct account. Click the template you would like to resubmit, edit the contents, and click Submit.

More information about WhatsApp template appeals.

Template limits

  • Unverified business portfolios:  250 message templates per WhatsApp Business Account 

  • Verified business portfolios: Up to 6,000 message templates per WhatsApp Business Account; however, at least one WhatsApp Business Account must have a business phone number with an approved display name

  • Template creation: Up to 100 templates per WhatsApp Business Account per hour

  • Template pausing: When a template receives a low quality score, it will be automatically paused for 3 hours in the first instance and 6 hours in the second instance. If the template receives a low quality score for a third time or doesn’t improve within 7 days, it will be disabled

Need more info?

Feel free to reach out to support@mailersend.com. A member of our support team will gladly assist you.