If a brand wishes to proactively broadcast messages via WhatsApp, whether it is Order notifications (Utility) or Marketing broadcasts (Marketing), a "Message Template" must be created and approved by Meta before sending. This article explains the creation process and review guidelines for both template types.
This article covers the workflow for creating WhatsApp templates, naming and format requirements, as well as review duration and common reasons for rejection.
1. What is a WhatsApp Message Template?
A WhatsApp Message Template is a fixed-format message required by WhatsApp for proactively sending messages (such as broadcast notifications). To avoid rejection, please select the correct category based on your sending purpose:
| Comparison Item | Utility Template | Marketing Template |
| Primary Use | Order confirmation, shipping notification, billing reminder | New product launch, promotional offers, holiday greetings |
| Content Restrictions | Marketing content is strictly prohibited (terms related to purchasing or offers are not allowed) | High freedom; can include promotional content |
| Media Format | Usually text-based | Supports rich media (Image, Video, Document) |
| Sending Timing | After a user triggers an action (e.g., just placed an order) | Initiated by the brand (Broadcast push) |
Click the links below to quickly access the setup tutorials:
2. How to Create a Message Template?
Please follow these steps to create a template:
Step 1. Log in to Meta Business Manager
Go to Meta Business Manager and select the WhatsApp Business account you manage.
Step 2. Go to the [Message templates] page
Click on [Message templates] in the left menu, then click "Create template".
Step 3. Select Template Type
Please select according to your sending purpose:
For notification purposes (e.g., order notifications), please select Utility and choose the Default type.
For broadcast purposes (e.g., new product pushes), please select Marketing and choose the Default type.
Step 4. Fill in Template Content
Please follow the on-screen instructions to enter basic information:
Template Name: Only lowercase English letters, underscores, and numbers are allowed (e.g.,
promo_2024_01)Languages: Select the language version you plan to send (e.g., Traditional Chinese)
Next, configure the content differently based on the template type you selected:
Setting up Utility Template
(Primarily for order or account notifications; the format is simpler)
- Header: Optional. MAAC currently only supports Text format.
- Body: The main content of the message. Supports parameters (e.g., {{1}}) as dynamic fields.
- Buttons: You can choose to add Quick reply or Call to action (URL) buttons.
✅ Suggestion: Please use clear, objective, and specific phrasing. Avoid promotional tone, or it may easily be rejected.
Setting up Marketing Template
(Used for broadcast pushes; supports rich media and MAAC performance tracking. Please strictly adhere to the following guidelines)
1. Format Guidelines:
Media (Header): Supports Text, Image, Video, PDF. Does not support Location. (Tip: You only need to upload a sample media for review; you can change it in the MAAC backend when actually sending)
Body: Variables only support numeric format (e.g.,
{{1}}). ⚠️ Named variables are not supported (e.g.,{{name}}); please do not enter text.
2. Button Tracking Settings: To integrate with MAAC's "Omnichannel performance tracking" (tracking clicks and revenue), the URL button settings must be filled in according to the values below:
Type of action: Visit Website
Button type: Dynamic
Website URL:
https://maac.io/Description: You need to set this base URL in WABA. The actual Landing Page will be set when sending in MAAC, and the system will automatically convert it into a tracking short URL.
✅ Reminder: For Marketing templates, it is recommended to add an "Opt-out" button or indicate the unsubscription method in the body text to comply with Meta regulations and reduce the risk of being blocked.
3. Template Review Time and Results
After submitting a template, Meta will conduct an automated + manual review. The average review time is approximately 1~2 days.
The review results will be displayed in the message template list:
- ✅ Approved: Ready for immediate use
- ❌ Rejected: Cannot be used; requires modification and resubmission
4. Common Reasons for Rejection
If a template fails the review, common reasons for rejection are as follows:
| Reason | Explanation |
|---|---|
| Incorrect Category Selection | Wrote marketing content (e.g., Buy now, Spend $1000 get $100 off) in a Utility template. Meta AI will automatically detect and reject it. Please switch to the Marketing category and resubmit. |
| Template Content Too Broad | The content is not specific enough for Meta to determine its purpose. |
| Format Error | Template name does not meet naming rules or wrong language selected. |
| Unused Dynamic Parameters | Information that clearly needs to be variable is not wrapped in {{}}. |
✅ Recommendation: Resubmit after modification, and avoid using marketing language (such as "Limited time offer," "Super discount," etc.)
📎 Related Links
If you have completed template creation and it has been approved, please refer to the next steps:
👉 Feature Introduction | How to Send WhatsApp Notification Messages via SMS+ API
👉 Feature Introduction | WhatsApp Broadcast: Overview & Setup Guide
If a review fails and you cannot determine the reason, please contact Crescendo Lab for assistance in interpretation and suggested adjustments.