WhatsApp template messages: guidelines, examples and why they get rejected

On the WhatsApp Business API you cannot just send any message to anyone. To start a conversation, or to write after a customer has been quiet for 24 hours, you need an approved template. Templates decide what you can say, when, and what it costs. Here is how to write ones that get approved and get replies.

When you need a template

• Inside 24 hours of the customer’s last message: no template needed. Reply freely.
• After 24 hours, or if they never messaged you (for example a Facebook lead form or an imported list): you must use a template.

So templates are the backbone of follow-ups and reminders.

The three categories (and why they matter)

Category	Use it for	Example	India price, 2026 (approx., before GST)
Marketing	Offers, re-engagement, new products, invitations	“Our weekend batch has 5 seats left”	₹0.86
Utility	Updates on something the customer started: bookings, orders, payments	“Your visit is confirmed for Sat 11 am”	₹0.12
Authentication	One-time passwords	“Your code is 482913”	₹0.12

Pick honestly. A follow-up that tries to sell is marketing, even if you file it as utility; Meta will reclassify it. Full rates: WhatsApp API pricing in India.

Parts of a template and their limits

• Name: lowercase letters, numbers and underscores, e.g. visit_reminder_v2.
• Language: one template per language. Make a Hindi copy if you need one.
• Header (optional): text up to 60 characters, or an image, video or document.
• Body (required): up to 1,024 characters, with variables {{1}}, {{2}} and so on.
• Footer (optional): up to 60 characters, often used for “Reply STOP to opt out”.
• Buttons (optional): quick replies (e.g. “Yes, book it”) or call-to-action buttons (call a number, open a website). Button text up to 25 characters.

Rules that get templates approved

1. Choose the right category. The number one cause of rejection and reclassification.
2. Don’t start or end with a variable. “{{1}}, your visit is confirmed” can fail; “Hi {{1}}, your visit is confirmed.” is fine.
3. Don’t put two variables side by side (“{{1}} {{2}}”).
4. Give realistic sample values when you submit, e.g. “Priya” and “Saturday 11 am”.
5. Keep a sensible text-to-variable ratio. A template that is almost all variables looks like a loophole.
6. No threats, false urgency or misleading claims. “Last chance! Account will be blocked” will be rejected.
7. Never ask for sensitive data like full card numbers or passwords.
8. Use correct spelling and formatting, and don’t over-use emojis or capital letters.
9. Make it clear who you are. The business name should be obvious.

15 template examples you can adapt

Utility

1. “Hi {{1}}, your site visit at {{2}} is confirmed for {{3}}. Reply 1 to confirm or 2 to change the time.”
2. “Hi {{1}}, a reminder that your appointment with Dr. {{2}} is tomorrow at {{3}}. Please arrive 10 minutes early.”
3. “Hi {{1}}, we have received your enquiry about {{2}}. Our team will call you today between {{3}}.”
4. “Hi {{1}}, your quote for {{2}} is ready. Total: ₹{{3}}. Tap below to view it.”
5. “Hi {{1}}, your payment of ₹{{2}} for {{3}} is received. Thank you.”
6. “Hi {{1}}, your demo is booked for {{2}}. Join from this link 5 minutes before start.”

Marketing

7. “Hi {{1}}, you asked about our {{2}} course last month. A new weekend batch starts on {{3}}. Want me to hold a seat?”
8. “Hi {{1}}, new 2 and 3 BHK homes are now open near {{2}}. Would you like the price list?”
9. “Hi {{1}}, our {{2}} offer ends on {{3}}. Reply YES and we will call you with details.”
10. “Hi {{1}}, it has been a while since your last visit. Book this week and get a free {{2}}.”
11. “Hi {{1}}, we have added {{2}} to our menu of services. Interested in a quick call?”
12. “Hi {{1}}, are you still looking for {{2}}? We have a few new options that match your budget.”

Re-engagement after silence (marketing)

13. “Hi {{1}}, just checking whether {{2}} is still on your list. Should I keep you posted or close this for now?”
14. “Hi {{1}}, I didn’t want to keep messaging if the timing is wrong. Reply LATER and I will check back next month.”
15. “Hi {{1}}, one last note about {{2}}. If you are ready, reply YES and we will take it from there.”

Add a footer such as “Reply STOP to stop messages” to marketing templates. For 40 more, see WhatsApp follow-up message templates.

Getting replies, not just approval

• Reference what they asked for. Specific beats generic every time.
• Ask one easy question they can answer in a word.
• Use quick-reply buttons: they lift reply rates and reopen the free 24-hour window.
• Send at sensible hours, roughly 9 am to 8 pm local time.
• Stop when they say stop. It protects your quality rating and messaging limit.

How OakDeal uses templates

OakDeal sends follow-up and reminder templates on schedule, only within business hours, and stops automatically when the lead replies, buys or sends STOP. Inside the 24-hour window, its AI replies freely from your business facts, so most conversations never need a paid template at all.