Templates are pre-approved messages you can send outside the 24-hour window. Get them right and you ship fast; get them wrong and you wait on rejections.
The three categories
- Marketing — promotions, offers, announcements.
- Utility — order updates, reminders, account notifications.
- Authentication — one-time passcodes and verification.
Formatting rules
Use clear variable placeholders, avoid excessive emoji, and never include URLs that look like phishing. Marketing templates must give recipients a clear sense of who's messaging and why.
Common rejection reasons
- Variable placeholders with no example content.
- Misleading or vague content.
- Wrong category (marketing copy filed as utility).
- Grammar or formatting issues.
Tips for first-time approval
Keep it specific, match the category to the intent, and preview the rendered message before submitting. With Squalto, AI-assisted drafting helps you write copy that fits the policy from the start.
Get started with Squalto
Squalto gives you everything you need to grow on the WhatsApp Business API — onboarding in minutes, AI-assisted templates, bulk campaigns, a shared team inbox, audience segmentation, and delivery analytics. Connect your number for free and send your first message today.
