What is WhatsApp message template?
A WhatsApp message template is a pre-approved message format used to start a conversation on the WhatsApp Business API. Templates can include variables, buttons and media, and must be approved by Meta in a category.
Why WhatsApp message template matters
Templates matter because you cannot message a customer first without one. Their category sets the cost, and their quality affects whether they stay approved and how they perform.
Example
An order-confirmation template with a {{name}} variable and a Track Order button is submitted once, approved by Meta, then reused for every order.
Related terms
- WhatsApp conversation categories
- WhatsApp message templates (examples)
- WhatsApp opt-in
- Full WhatsApp Business API glossary
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Do all WhatsApp messages need a template?
Only business-initiated ones. Replies within the 24-hour customer service window can be free-form.