How to create a WhatsApp Template

To write to a guest who has never messaged you, or when more than 24 hours have passed since their last message, WhatsApp only allows sending a WhatsApp Template approved by Meta. When the guest replies, a 24-hour window reopens in which you can write freely.

Creating the template

1. In the left menu, open Settings (the gear icon), then WhatsApp Business and Templates.
2. Click Create new template.
3. Enter the name: only lowercase letters, numbers, and underscores, without spaces (e.g., arrival_confirmation).
4. Choose the language, Italian or English. To have the same message in another language, create a second template.
5. Choose the category: Utility for operational communications (confirmations, arrival instructions, reminders), Marketing for commercial or promotional communications, Authentication for verification and access codes.
6. Fill in the Body with Add: it is the only mandatory section. You can insert numbered variables in sequence, such as {{1}} and {{2}}, to be completed at each sending.
7. If you used variables, fill in the Sample data with realistic values: Meta requires them for approval.
8. Click Save.

The template is sent to Meta for review, which usually takes up to 48 hours. On the same page, you can see the status of each template: pending (under review), approved (usable), or rejected (rejected). An approved template can be duplicated and modified, for example, to create a version in another language.

Structure and limits

• Header (optional): text up to 60 characters or an image.
• Body (mandatory): up to 1024 characters, with text, emojis, and variables.
• Footer (optional): up to 60 characters.
• Buttons (optional): Quick Reply or Call to Action, without emojis and a maximum of two buttons with links per template.

Allowed formatting: *bold*, _italic_, ~strikethrough~. Links must be complete (https://…), not shortened.

How to avoid rejection or blocking by Meta

• Choose the category based on the actual content: promotional text in a Utility template will be rejected or reclassified as Marketing.
• Use templates only to open or reopen the conversation. Within the 24-hour window, reply with normal messages: using Utility templates as regular replies is a behavior that Meta sanctions, up to blocking the WhatsApp Business account.
• Avoid vague texts ("Hi, how are you?"), aggressive promotional tones, spelling errors, shortened links, and sensitive content.
• Write the purpose of the message clearly and include the property name at least once.
• Check that the text remains readable with the variables filled in.