WhatsApp requires an approved message template to start a conversation, or to message someone more than 24 hours after their last message. Outbound > Templates shows every template on your WhatsApp Business Account and lets you create, submit, edit and delete them without opening WhatsApp Manager.
The Templates Tab
Go to Outbound > Templates. The header shows your WhatsApp Business Account with the number's quality rating and Meta messaging limit. Each template lists its name, category, language, status, quality and when it was last used. Filter by category and status, or search.
Click Sync from Meta to pull in templates created in WhatsApp Manager or another tool. Statuses also refresh automatically, so a template Meta approves, pauses or recategorizes updates on its own.
If your account has no valid payment method, the tab shows Add a payment method in Meta to send templates and broadcasts. Meta blocks business-started messages until you add a card in WhatsApp Manager > Settings > Payment methods; replies to customers who wrote in the last 24 hours still work.
Creating a Template
Start a Template
Click New template, or click Browse library and choose Use template on a library card to fill the editor.
Name, Category and Language
Use lowercase letters, numbers and underscores for the Template name (for example spring_sale_announcement). Choose the Category honestly: Marketing for promotions, offers, announcements and re-engagement, or Utility for order, booking and account updates (Utility delivers to US numbers). Pick the Language.
Write the Content
Add an optional Header (text, image, video or document; upload a sample file for Meta's review and choose the real file per broadcast), the Message with variables added via + Variable, an optional Footer, and Buttons: + Quick reply, + Website or + Call. For Marketing templates, + Add a "Stop promotions" button (recommended) gives customers a one-tap opt-out. The live preview shows how it will look in WhatsApp.
Add Sample Values
Enter a realistic example for every variable, such as Sarah or 20%. Meta uses them in review.
Submit for Review
Click Submit for review. Meta usually reviews within minutes; some templates take up to 24 hours. The status changes on its own.
The Template Library
The library has 90 ready-to-submit templates for holidays (Black Friday, Christmas, Diwali, Ramadan and more), use cases (appointment reminders, order updates, abandoned carts, payment reminders) and industries. Each card shows its category and whether it delivers to US numbers. Click Use template, personalize it, and submit it to Meta. Authentication (one-time passcode) templates use Meta's fixed format, so those cards say Create in WhatsApp Manager. You can browse the same examples publicly at WhatsApp message templates.
Rejected, Paused and Approved Templates
Click a template to see its details.
- Rejected: Meta rejected this template explains the reason in plain language, with a link to View in WhatsApp Manager. Click Edit & resubmit to fix it and send it back for review.
- Paused or disabled: Meta paused it, usually after negative feedback such as blocks or reports. Review the wording and who you send it to, then Edit & resubmit.
- Approved: click Edit to change it. Saving resubmits it for review; the name and language can't change.
Other actions: Duplicate to start a variation, Use in broadcast to open the composer with it selected, and Delete. Deleting also deletes the template in WhatsApp Manager; broadcasts already sent aren't affected, and it can't be undone.
Approval Tips
- Say who you are and why the customer is hearing from you.
- Give samples that look like real values.
- Avoid ALL CAPS, excessive emoji and vague wording.
- Don't start or end the message with a variable, and don't put two variables side by side.
- Keep Utility templates transactional. Meta reclassifies promotional wording as Marketing, which also stops delivery to US numbers.
- Give Marketing templates a way to opt out, such as a Stop promotions button or "Reply STOP to opt out" in the footer.
More examples: why WhatsApp templates get rejected.
Frequently Asked Questions
Why was my template recategorized?
Meta checks that content matches the category. A Utility template that promotes products is moved to Marketing, which changes its price and stops delivery to US numbers.
What does the quality rating mean?
Meta rates each template High, Medium or Low based on how recipients react, including blocks and reports. Low-quality templates can be paused. Send to engaged, opted-in audiences to keep ratings high.
Which templates does the inbox use?
The re-engage and default compose templates are chosen in Settings > Channels > WhatsApp. See WhatsApp Templates, Media & Sessions.
Can I use the same template in several languages?
Yes. Create one version per language with the same name. Meta reviews each language separately.