Why you need them
On the WhatsApp Business API, when a customer messages you a 24-hour window opens in which you can reply freely. Outside that window, or to message first, you can only send approved templates. It's Meta's way of keeping spam off WhatsApp at scale.
The WhatsApp Business app has no templates of this kind. There you have quick replies, which are text shortcuts you send by hand.
The three categories
- Marketing: promotions, news, invitations, win-back messages. The most expensive and most scrutinised.
- Utility: messages tied to something the customer did or asked for: order confirmation, appointment reminder, delivery update, invoice.
- Authentication: one-time codes to verify an account or log-in.
Meta checks the category: send a promotion as "utility" and it will be recategorised or rejected.
Creating and approving a template
- Create it in Meta's WhatsApp Manager or through your API provider.
- It has a name, language, category and body text with variables ({{1}}, {{2}}) for name, date or amount, plus an optional header, footer and buttons (quick reply, call, visit website).
- Meta reviews it, usually within minutes to a day. Vague text, variables without context or policy breaches get rejected.
Template examples
- Utility, appointment: "Hi {{1}}, a reminder of your appointment on {{2}} at {{3}}. Reply to this message if you need to change it."
- Utility, quote: "Hi {{1}}, we've emailed you quote {{2}}. Would you like us to talk you through it here?"
- Marketing (opted-in customers only): "Hi {{1}}, we have boiler service slots before winter this week. Shall we book you one?"
What they cost
Since mid-2025 Meta charges per delivered template message, priced by category and by the recipient's country. Replies within the 24-hour window to someone who messaged you aren't charged, and some utility templates sent inside that window are free too. Your API provider adds its own fee. Prices change, so check Meta's pricing page.
If you'd rather not use templates
Templates are right for high volume and larger companies. A small business that talks to customers one to one may prefer to keep its existing number. MultiChats links your number by QR code and the agent replies to people who contact you with normal, individual messages.
Frequently asked questions
Do I need templates in the WhatsApp Business app?
No. Approved templates belong to the API. The app has greeting messages, away messages and quick replies.
How long does template approval take?
Usually minutes to a day. If Meta rejects one, it gives a reason and you can fix and resubmit it.
Can I personalise each message?
Yes, with variables: name, date, amount or order number are filled in for each send.
Can a utility template include an offer?
No. If it contains a promotion, Meta treats it as marketing.