What are WhatsApp templates?
Why WhatsApp needs pre-approved templates, and which category to choose.
WhatsApp lets businesses start a conversation only with a template: a message written in advance and approved by Meta. Order updates, shipping notices and cart reminders are all templates. When a customer messages you, you can reply with normal messages for 24 hours.
Categories
| Category | Use it for | Notes |
|---|---|---|
| Utility | Order confirmations, shipping and delivery updates, payment reminders | Costs less; must be about a specific order or account. |
| Marketing | Abandoned carts, offers, new products, win-back messages | Only sent to customers who accepted marketing. |
| Authentication | One-time login codes | Rarely needed for stores. |
If a utility template sounds promotional, Meta may change its category to marketing.
Languages
Each language is a separate version of the template and is approved on its own. Create the same template name in another language to reach customers in their language. Use a Condition or Switch step on the shipping country to choose which one to send.
Approval
Meta usually reviews a template within minutes, and sometimes within a day. Its status shows on Templates: Pending, Approved or Rejected. Flows can only send approved templates.
Still stuck? Contact us — tell us what you tried and what you see, and we'll help you finish the setup.