Quick answer
What a template is and why it exists
Outside the 24-hour customer-care window, or to message a customer first, you must use an approved template. Templates keep business-initiated messaging predictable and non-spammy, which is why Meta reviews each one.
The three template categories
- Marketing: offers, promotions, product news and re-engagement.
- Utility: order confirmations, shipping updates, reminders and account alerts.
- Authentication: one-time passwords and verification codes only.
Choosing the right category matters: Meta rejects templates whose content does not match their category.
How to create a template that gets approved
- 1
In your provider dashboard, such as ZeniaOne, start a new template and pick the correct category.
- 2
Write clear content, using variables like {{name}} for personalisation.
- 3
Add buttons or media if helpful, such as a quick reply or a link.
- 4
Submit for Meta review, which is usually quick.
Common reasons templates get rejected
- The content does not match the chosen category.
- Placeholder variables are empty or look broken.
- The message is vague, misleading or too promotional for Utility.
- Spelling, formatting or link issues.
Frequently asked questions
Do all WhatsApp business messages need a template?
No. Replies to a customer within the 24-hour service window can be free-form. Templates are required to message first, or to message outside that window.
How long does WhatsApp template approval take?
Meta review is often fast, sometimes minutes, though it can take longer. Clear templates in the right category are approved quickest.
Can I edit a WhatsApp template after approval?
You can create new templates and manage existing ones in your provider dashboard. Significant changes usually require a fresh review.