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Why templates matter

WhatsApp message templates are the only way to start a conversation with a customer outside the 24-hour messaging window. Every outbound campaign, appointment reminder, order notification, and re-engagement message requires an approved template. Getting templates right means:
  • Higher approval rates from Meta
  • Better quality ratings (which determine your sending limits)
  • More engaging messages with buttons, media, and personalization
  • Lower costs through proper category classification
For basic template creation steps, see WhatsApp settings. This page covers advanced topics.

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Template categories deep dive

Meta classifies every template into one of three categories. The category determines pricing and what content is allowed.
Purpose: Promotions, offers, product launches, re-engagement, newslettersExamples:
  • “Flash sale! 30% off all items this weekend”
  • “We miss you! Come back and get a free shipping code”
  • “New arrivals just dropped — check them out”
Pricing: Most expensive categoryRules:
  • Must include opt-out language or an unsubscribe mechanism
  • Cannot be misleading about offers or urgency
  • Subject to stricter quality scrutiny
Meta determines the final category during review. If your template content doesn’t match the category you selected, Meta will either reject it or reclassify it to the correct (often more expensive) category.

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Template approval process

1

Create the template

In HoopAI, navigate to Settings > WhatsApp > Templates and click Create Template. Choose your category, language, and write the content. See WhatsApp settings for step-by-step creation.
2

Submit for review

When you save the template, it’s automatically submitted to Meta for approval.
3

Meta reviews

Meta’s automated and manual review process checks the template against their commerce and business messaging policies.
4

Approval or rejection

Templates are typically reviewed within minutes to 24 hours. Most templates are reviewed within 1-2 hours. You’ll see the status update in HoopAI’s template manager.

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Approval timeline

Template typeTypical review time
AuthenticationMinutes (often automatic)
Utility30 minutes - 2 hours
Marketing1 - 24 hours
Templates with mediaMay take slightly longer
Re-submitted (after rejection)Same as initial review

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Template rejection reasons and fixes

Common reasons Meta rejects templates:
Rejection reasonWhat went wrongHow to fix
Scam or misleading contentContent appears deceptiveRemove urgency language, unclear offers, or suspicious links
Incorrect categoryContent doesn’t match selected categoryResubmit with the correct category
Missing variableTemplate references dynamic content without proper {{variable}} syntaxAdd {{1}}, {{2}}, etc. for dynamic values
Abusive or threateningLanguage is inappropriateRewrite in a professional, neutral tone
Violates commerce policyProhibited products/services (alcohol, tobacco, weapons, etc.)Remove prohibited content
Too similar to rejected templateResubmitting the same rejected content with minor changesMake substantial changes to address the root issue
Contact information requestAsking for sensitive personal informationRemove requests for passwords, credit card numbers, etc.
Non-transactional content in utilityPromotional message submitted as utilityChange category to marketing or remove promotional content
When a template is rejected, you’ll see the reason in HoopAI’s template manager. Address the specific issue and resubmit — don’t just change one word and try again.

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Template quality rating

Every approved template has a quality rating that Meta updates based on customer feedback:
RatingMeaningImpact
Green (High)Customers engage positively, low block/report rateFull sending capacity
Yellow (Medium)Some negative signals detectedWarning — improve content or targeting
Red (Low)High block/report rateRate limits reduced, template may be paused or disabled

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How quality is measured

Meta tracks:
  • Block rate — how often recipients block your number after receiving the template
  • Report rate — how often recipients report the message as spam
  • Read rate — low read rates may signal irrelevant content

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Maintaining high quality

  • Target relevant audiences — don’t send marketing templates to contacts who haven’t opted in
  • Personalize content — use variables for names, order numbers, dates
  • Provide clear opt-out — include unsubscribe instructions in marketing templates
  • Don’t over-message — respect frequency preferences
  • Monitor ratings — check template quality regularly in Settings > WhatsApp

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Template rate limits

Your sending limits depend on your phone number quality rating and business verification status:
TierMessages per 24 hoursHow to reach
Tier 1 (new)250 unique contactsDefault for new numbers
Tier 21,000 unique contactsSend to 250 and maintain quality
Tier 310,000 unique contactsSend to 1,000 and maintain quality
Tier 4100,000 unique contactsSend to 10,000 and maintain quality
UnlimitedNo limitConsistent high quality at Tier 4
Rate limits apply to the number of unique contacts you can message per 24-hour period, not the total number of messages. You can send unlimited messages to contacts within an open conversation.

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Dynamic variables and personalization

Templates support dynamic variables using the {{1}}, {{2}}, {{3}} syntax: 
Hi {{1}}, your appointment with {{2}} is confirmed for {{3}} at {{4}}.

Reply YES to confirm or NO to reschedule.
When sending, HoopAI maps these variables to contact fields:
VariableMapped to
{{1}}Contact first name
{{2}}Provider/agent name
{{3}}Appointment date
{{4}}Appointment time

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Variable best practices

  • Always provide sample values when creating the template (required by Meta)
  • Use fallback values for optional fields — e.g., “Hi {{1 | there}}”
  • Keep variable count reasonable — templates with 5+ variables are harder to manage
  • Never use variables for the entire message body — Meta requires meaningful static text

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Interactive templates

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Quick reply buttons

Add up to 3 quick reply buttons that let the customer respond with a single tap: 
Your order #{{1}} is ready for pickup at {{2}}.

[Pick up today]  [Reschedule]  [Cancel order]
Quick replies generate an inbound message, which opens a service conversation window — allowing you to continue the chat without additional template costs.

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Call-to-action buttons

Add up to 2 CTA buttons:
  • Visit website — opens a URL (can include a dynamic path variable)
  • Call phone number — initiates a phone call
Hi {{1}}, your invoice is ready.

[View invoice]  →  https://app.hoopai.com/invoice/{{2}}
[Call support]  →  +1-555-0123

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List messages (inside window only)

List messages with multiple options are only available as free-form messages inside the 24-hour window, not as templates.

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Templates with media

Templates can include a header with media:
Header typeSupported formatsMax size
ImageJPEG, PNG5 MB
VideoMP416 MB
DocumentPDF100 MB
Example template with image header: 
[Header: Product image]

New season, new styles! Check out our latest collection.

Use code {{1}} for 15% off your first order.

[Shop now] → https://shop.example.com
Templates with images get significantly higher engagement than text-only templates. Always include a relevant header image for marketing templates.

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Template localization

You can create the same template in multiple languages:
1

Create the base template

Start with your primary language (e.g., English).
2

Add language variants

In the template editor, add translations for each target language. Each language variant is submitted separately for approval.
3

Automatic language matching

When you send the template, WhatsApp delivers the version matching the customer’s phone language setting. If no match exists, the default language is used.
Supported languages include English, Spanish, Portuguese, French, German, Italian, Arabic, Hindi, Indonesian, and dozens more.

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Template examples by use case

Hi {{1}}, this is a reminder about your upcoming appointment.

📅 Date: {{2}}
🕐 Time: {{3}}
📍 Location: {{4}}

Reply CONFIRM to confirm or RESCHEDULE to change your appointment.

Thank you for your order, {{1}}!

Order #{{2}} has been confirmed and is being processed.

Estimated delivery: {{3}}

[Track order] → https://track.example.com/{{2}}

Hi {{1}}, we noticed it's been a while since your last visit!

We'd love to see you again. Here's a special offer just for you:

🎁 {{2}} off your next purchase

Offer expires {{3}}.

[Claim offer]  [Unsubscribe]

[Header: Sale banner image]

{{1}}, our biggest sale of the year is here!

Up to {{2}} off everything in store and online.

Sale ends {{3}}. Don't miss out!

[Shop now] → https://shop.example.com/sale
[Unsubscribe]

Great news, {{1}}! Your order #{{2}} has shipped.

🚚 Carrier: {{3}}
📦 Tracking #: {{4}}

[Track shipment] → https://track.example.com/{{4}}

Your HoopAI verification code is {{1}}.

This code expires in 10 minutes. Do not share it with anyone.

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Best practices for high approval rates

  1. Match content to category — don’t disguise marketing as utility
  2. Include sample variable values — Meta needs to see what the final message looks like
  3. Use professional language — avoid slang, excessive caps, or aggressive urgency
  4. Add opt-out for marketing — required for marketing templates
  5. Keep it concise — templates with clear, focused content get approved faster
  6. Avoid prohibited content — no alcohol, tobacco, adult content, gambling, weapons
  7. Don’t request sensitive data — never ask for passwords, SSN, or full credit card numbers
  8. Test with a simple template first — if you’re new, start with a utility template to build quality history

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Frequently asked questions

Meta allows up to 250 templates per WhatsApp Business Account (WABA). If you need more, contact Meta support for an increase.
No. Once approved, templates cannot be edited. You must create a new template with the changes and submit it for approval. You can then delete the old template.
Yes. You can delete templates from HoopAI’s template manager. Deleted templates cannot be recovered — you’ll need to create and submit a new one.
If Meta detects promotional intent in a utility or authentication template, they’ll reclassify it. Common triggers: discount codes, CTAs like “Shop now”, or language encouraging a purchase.
Meta’s review is largely automated and operates 24/7. Weekend approvals typically take the same time as weekdays for simple templates.
Yes. Emojis are allowed and can increase engagement. Use them sparingly and professionally.
Last modified on March 7, 2026