WhatsApp Template Message Examples: Categories, Approval Tips and 24 Samples

A WhatsApp template message is a pre-approved message you use to contact customers first, or to write to them after the 24-hour customer service window has closed. Every template falls into one of three categories (marketing, utility, or authentication), and each category has its own content rules and price. Below you will find 24 copy-ready examples, the limits Meta enforces, and the habits that get templates approved on the first try.

If you only need one rule: keep utility templates strictly about the customer’s order, booking, or account, and put anything promotional in a marketing template. Many rejections and surprise recategorizations come from mixing the two.

What is a WhatsApp template message?

On the WhatsApp Business Platform, a customer message opens a 24-hour customer service window for free-form replies. Outside it, you can only send approved templates, which makes them the backbone of notifications, reminders, and campaigns.

A template message is built from up to four parts that you define once and reuse:

Component	Required?	Limits from Meta’s documentation
Header	Optional	One header. Text headers up to 60 characters, or a media header (image, video, document)
Body	Required	Up to 1,024 characters, supports multiple variables
Footer	Optional	Up to 60 characters, text only
Buttons	Optional	Up to 10 buttons in total, labels up to 25 characters. Limits per type: up to 2 URL buttons, 1 phone number button, 1 copy code button

A few more rules worth knowing before you write anything:

• Variables use double curly braces, like {{1}}, or named parameters, like {{first_name}}. You must supply a sample value for each one when you submit the template.
• Template names use lowercase letters, numbers, and underscores only, for example order_shipped_v2.
• Languages are separate templates. Meta does not translate your text.

The three WhatsApp template categories

Meta validates the category you choose against the content of the template. The category decides both what you are allowed to say and what you pay per delivered message.

Category	What it is for	Typical examples	Key restriction
Marketing	Awareness, offers, sales, re-engagement, app installs	Launches, discounts, back-in-stock alerts, win-back messages	Most flexible content, highest price per message
Utility	Updates tied to an action or request from the user	Order confirmations, shipping updates, appointment reminders, payment receipts	No promotional or persuasive content of any kind
Authentication	One-time passcodes for identity verification	Login codes, account recovery, transaction verification	Fixed preset text, no URLs, media or emojis

Meta’s guidelines also list some less obvious cases. A template that mixes an order update with a promo code is marketing. A generic “How are we doing?” survey is marketing, while a feedback request about a specific recent order can be utility. A message confirming someone’s opt-in (or opt-out) that they gave on another channel is utility.

Utility template message examples

Utility templates need specific details from the user’s order, booking, or account in the body. Here are ten that follow that rule.

1. Order confirmation

Hi {{1}}, thanks for your order {{2}}. We have received your payment of {{3}} and will let you know as soon as it ships.

2. Shipping update (with a URL button: “Track package”)

Good news, {{1}}. Your order {{2}} has shipped with {{3}} and should arrive by {{4}}. Use the button below to follow your delivery.

3. Delivery attempt failed

We tried to deliver order {{1}} today but nobody was available. Reply with a time that suits you, or tap the button to choose a new delivery slot.

4. Appointment reminder (quick reply buttons: “Confirm”, “Reschedule”)

Reminder: your appointment with {{1}} is on {{2}} at {{3}}. Please confirm or reschedule using the buttons below.

5. Booking change

Hi {{1}}, your reservation {{2}} has been moved to {{3}}. If the new time does not work for you, reply here and our team will help.

6. Payment due reminder

Your invoice {{1}} for {{2}} is due on {{3}}. You can pay securely with the link below. If you have already paid, please ignore this message.

7. Payment received

Thank you, {{1}}. We received your payment of {{2}} for invoice {{3}}. Your receipt is attached to this message.

8. Account security alert

A new sign-in to your {{1}} account was detected on {{2}}. If this was not you, reply HELP and our security team will contact you.

9. Feedback on a specific order

Hi {{1}}, your order {{2}} was delivered on {{3}}. How would you rate the delivery? Tap a button below to let us know.

10. Opt-in confirmation

Thanks for confirming, {{1}}. You will now receive order and delivery updates from {{2}} on WhatsApp. Reply STOP at any time to opt out.

Each one references something the customer did or owns, contains no offer, and neither starts nor ends with a variable.

Marketing template message examples

Marketing templates can promote, recommend, and invite. Send them only to people who agreed to hear from you, and give them an easy way out, such as a quick reply button labeled “Stop promotions”. For more on collecting that consent, see our guide to WhatsApp opt-in.

11. New collection launch (image header, URL button: “Shop now”)

Hi {{1}}, our autumn collection is here. Twelve new pieces, made in small batches. Tap below to see them first.

12. Limited-time offer

Hi {{1}}, take 20% off everything in store until Sunday at midnight. Use code {{2}} at checkout or show this message at the counter.

13. Back in stock

Good news, {{1}}. The {{2}} you asked about is back in stock in your size. Quantities are limited, so tap below if you would like to reserve one.

14. Abandoned cart reminder

You left something behind, {{1}}. Your cart with {{2}} is saved for the next 48 hours. Tap below to finish your order.

15. Event invitation (quick reply buttons: “I’ll be there”, “Not this time”)

You are invited, {{1}}. Join us for our in-store tasting on {{2}} from {{3}}. Let us know if you can make it.

16. Win-back message

We miss you, {{1}}. It has been a while since your last visit, so here is a welcome-back gift: {{2}} off your next booking.

17. Subscription renewal

Hi {{1}}, your membership ends on {{2}}. Renew this week and keep your current rate for another year.

Meta’s guidelines treat renewal prompts like this one as marketing, even though they relate to an existing subscription.

18. Loyalty points reminder

Hi {{1}}, you have {{2}} points waiting. That is enough for a free coffee on your next visit. Points expire on {{3}}.

19. Webinar or class invitation

Hi {{1}}, our free online class "{{2}}" starts on {{3}}. Tap below to save your seat.

20. Product recommendation

Based on your last order, we think you will like {{1}}. It pairs well with {{2}} and ships free this week.

Authentication template examples

Authentication templates are the most restrictive. Meta fixes the body text, so you choose options rather than write copy. The body reads like this:

21. Basic one-time code (copy code button)

{{1}} is your verification code.

22. With the optional security disclaimer and expiry warning

{{1}} is your verification code. For your security, do not share this code.
This code expires in {{2}} minutes.

Only authentication templates can carry a one-time password. Meta rejects or recategorizes marketing and utility templates that try to do the same job.

Two templates for re-engaging past conversations

23. Follow-up after a support chat (utility, if it references the specific case)

Hi {{1}}, we are following up on your request {{2}} about {{3}}. Is everything working now? Reply here if you still need help.

24. Quote follow-up (utility, tied to a quote the customer requested)

Hi {{1}}, your quote {{2}} for {{3}} is ready and valid until {{4}}. Reply with any questions or tap below to view the details.

If you add “Book now and save 10%” to either of these, they become marketing.

How to get WhatsApp templates approved

Meta’s documentation lists the most common rejection reasons. Turn them into a pre-submission checklist:

1. Match the category to the content. If there is any promotional angle, choose marketing.
2. Format variables correctly. Use matching double curly braces, number them in order ({{1}}, {{2}}, {{3}}), and avoid special characters inside them.
3. Do not start or end the body with a variable. Put words before the first variable and after the last one.
4. Keep the ratio sensible. Too many variables in too little text gets rejected. Add context around each variable.
5. Add realistic sample values. Reviewers need to see what a real message looks like.
6. Never ask for sensitive identifiers. Full card numbers, bank account numbers, or national ID numbers are not allowed. Partial identifiers, such as the last four digits, are fine.
7. Avoid threatening language. Messages that threaten legal action or public shaming are rejected.
8. Do not duplicate an existing template. The same body and footer wording as one of your current templates is rejected as a duplicate.
9. Follow the WhatsApp Commerce Policy for anything you sell. Some product categories are not allowed at all.

If a template is rejected, you can edit and resubmit it, or appeal with a sample if you believe the decision is wrong.

What happens after approval: quality, pacing and pausing

Meta keeps rating each template after approval:

• Quality rating. Templates start as quality pending, then move to high, medium, or low based on feedback such as blocks and reports, and on read rates.
• Pacing. New or recently paused marketing and utility templates may go to a first batch of recipients while Meta waits for feedback. Poor feedback means the held messages are dropped.
• Pausing. A template that reaches low quality is paused for 3 hours the first time and 6 hours the second time, and is disabled the third time.

Send each template only to people who expect it. Our guide on sending WhatsApp bulk messages without getting banned covers targeting and frequency in detail.

How much WhatsApp template messages cost

Meta charges per delivered message, based on the category and the recipient’s country code. Since October 1, 2026, utility templates sent inside an open customer service window are also charged, along with free-form service messages beyond a free tier of 1,000 per business phone number each month.

A quick example using the October 2026 rates in our bulk messaging calculator:

Scenario (recipients in the United Kingdom)	Rate per message	Cost
5,000 marketing templates (seasonal offer)	$0.0635	$317.50
5,000 utility templates (shipping updates)	$0.022	$110.00

The gap is why correct categorization matters for your budget as well as for approval. For the full breakdown by country, read our WhatsApp API pricing guide.

How to create and send templates in MonoChat

1. Create the template. Write the body, add variables, media, and buttons, then pick the category and language.
2. Submit it to Meta from MonoChat. Once approved, it is ready to reuse in any flow or campaign.
3. Send it the way the job needs. Send it manually from a chat, as a broadcast to a segment with bulk messaging, or automatically when an order, booking, or payment event arrives from your systems.
4. Automate the reply path. When a customer taps “Reschedule” or types a question, workflow automation can update your CRM, branch the conversation, hand it to an AI assistant, or route it to the right agent in the shared team inbox.

For example, a “Confirm” tap on an appointment reminder can update the booking, while a “Reschedule” tap starts a short flow that hands the chat to staff if no slot fits. See more scenarios on our template messages page.

You can start on the free Basic plan (one agent, one channel) at app.monochat.ai, and compare plans on our pricing page.

Sources

• Meta for Developers: Template categorization
• Meta for Developers: Template components
• Meta for Developers: Templates overview
• Meta for Developers: Template review
• Meta for Developers: Authentication templates
• Meta for Developers: Template pacing and Template pausing
• Meta for Developers: Pricing on the WhatsApp Business Platform
• WhatsApp Business Messaging Policy