Create and Manage WhatsApp Message Templates

Why templates are required#

Meta requires that every WhatsApp message sent by a business — whether a campaign, an automated message, or a direct send — uses a pre-approved template. Templates are reviewed by Meta to ensure they comply with WhatsApp's commerce and messaging policies.

There are three template categories:

• Marketing — promotional messages, offers, product announcements, follow-ups

• Utility — transactional messages, order confirmations, appointment reminders, delivery updates

• Authentication — one-time passwords and verification codes

Template types#

You can create three types of templates in AI Engage CRM:

• Standard — a single message with optional header (text, image, video, or document), body text, footer, and buttons

• Carousel — up to 10 cards each with an image, text, and buttons — ideal for showcasing multiple products or options

• Limited Time Offer (LTO) — a special offer card with a countdown timer and a copy-code button

Step 1 — Open Templates#

Navigate to Marketing → Templates → WhatsApp. The templates table shows all your templates with their name, category, type, language, and approval status.

Step 2 — Create a new template#

Click + Create Template.

Fill in the template fields:

• Template Name — lowercase letters, numbers, and underscores only (e.g., welcome_new_contact). This name is sent to Meta and cannot be changed after approval.

• Category — Marketing, Utility, or Authentication

• Language — the language of your message content

• Type — Standard, Carousel, or Limited Time Offer

Step 3 — Build the message#

For a Standard template:

• Header (optional) — choose Text, Image, Video, or Document. Media headers require a URL.

• Body (required) — your message text. Use shortcodes like {{contacts.first_name}} to personalise with contact data. Click the + button next to the body field to insert available fields.

• Footer (optional) — small text shown below the message (e.g., "Reply STOP to unsubscribe")

• Buttons (optional) — add up to 3 call-to-action buttons, plus one optional copy-code button:

  • Visit Website — opens a URL

  • Call — dials a phone number

  • Open Form — opens a WhatsApp Flow form

  • Copy Offer Code — copies a promo code to clipboard (maximum one)

  (Quick Reply buttons are available on Carousel templates, not standard ones.)

A live phone preview updates as you type so you can see exactly how the message will look on the recipient's screen.

Step 4 — Submit for approval#

Click Submit for Approval. The template status changes to Pending. Meta reviews templates within 1–2 business days. You will see the status update to Approved or Rejected automatically — or click Sync Status to check immediately.

If rejected, Meta shows the reason. Common rejection reasons: promotional language in a Utility template, missing opt-out instructions in Marketing templates, or prohibited content. Edit the template and resubmit.