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Introduction to Templates

Templates (message templates) are used in template messages to open marketing, utility, and authentication conversations with your customers. Unlike free-form messages, template messages are the only type of message that can be sent to customers who have not yet sent you a message or who have not sent you a message in the last 24 hours.

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Categories

Each template belongs to a category. The Positus public API accepts template creation only in the categories below:
Meta may recategorize a template during review. For this reason, the category returned by the API may differ from the category sent at creation. See the attributes for the complete list of categories.

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Lifecycle and Approval

Templates must be approved by Meta before they can be sent. A template created through the API normally starts with the PENDING status and evolves according to the review and usage:
  • Approved (APPROVED): the template is cleared for sending.
  • Rejected (REJECTED): the template did not pass the review.
  • Paused, disabled, or limited: templates can also be changed automatically based on customer feedback and engagement. While the template is not eligible, it cannot be sent in a template message.
  • Deleted (DELETED): the template was removed.
The complete list of statuses is on the attributes page. Each relevant change generates a webhook event in the workspace.
For Meta’s guidelines on templates, see the template guidelines. For Meta’s complete documentation, see the template management API.

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Learn More

Explore topics related to WhatsApp Templates: