What Is a WhatsApp Message Template?

What is a WhatsApp message template?

A message template is a message format you write in advance, submit to Meta and store in your WhatsApp Business Account. Once approved, your software sends it through the Cloud API or the Marketing Messages API, filling in variables such as a customer’s name or order number at send time (Meta documentation).

Templates exist only on the official WhatsApp Business Platform. The WhatsApp Business phone app has no template system; a number linked by QR code in whatsappx.si sends ordinary free-form messages instead.

When is a message template required?

A template is required whenever you want to message someone on the official platform outside a customer service window. That window is a 24-hour timer that starts when a WhatsApp user messages or calls your business and resets each time they do so again. While it is open you can send free-form service messages; after it closes, approved templates are the only option (Meta documentation).

For example, a clinic could reply freely to a patient who asked a question an hour ago, but would need an approved utility template to send that patient an appointment reminder next week.

How does template approval work?

Each template is reviewed by Meta before it can be sent, and review can take up to 24 hours (Meta documentation). You submit a name, a category, a language and the message content, including any variables. Only templates that Meta approves can be sent.

Templates must also follow WhatsApp’s Business Messaging Policy, which allows a business to contact only people who shared their number or username and opted in, and requires opt-out requests to be honored (WhatsApp Business Messaging Policy).

What are the template categories?

Meta sorts every template into one of three categories, and each is priced differently per delivered message by market (Meta documentation).

Utility templates must be non-promotional and specific to or requested by the user, and only authentication templates may contain one-time passcodes. Marketing templates are not delivered to WhatsApp users with United States phone numbers, which affects any business messaging US customers (Meta documentation).

How much do templates cost to send?

Meta charges on a per-message basis and only when a message is delivered, with the rate depending on the category and the recipient’s market (Meta documentation). Meta’s fees are separate from any software or partner fees. Since October 1, 2026, Meta also charges for service messages (free-form replies inside the customer service window) after a free tier of 1,000 delivered service messages per business phone number per month. Meta may update rates up to quarterly, so check its current rate cards rather than relying on a quoted figure.

How does whatsappx.si handle message templates?

whatsappx.si is a shared inbox: you scan a QR code to connect the WhatsApp you already have, and your whole team replies from one place, with keyword-triggered auto-replies available today. A QR-linked number uses WhatsApp’s linked-device feature and does not use templates.

Templates come in when you add an official number. whatsappx.si connects to the WhatsApp Business Platform through Meta Embedded Signup inside the app. In the Templates page you can draft a template with its name, category, language and body, submit it to Meta in WhatsApp Manager, then sync your templates from Meta so the team can see each template’s status.

Add an official number when you need approved templates, several numbers or automation at scale. Whichever route you use, send only to people who agreed to hear from you.