What are WhatsApp message templates?
Templates are messages Meta approves in advance. You need one to start a conversation or to write after 24 hours of silence.
A template is a message format that Meta has reviewed and approved in advance. WhatsApp requires one whenever you message someone outside the 24-hour customer service window — to start a new conversation, or to follow up after the customer has been quiet for more than 24 hours.
Template message vs. session message
| Template message | Session (free-form) message | |
|---|---|---|
| When you can send it | Any time | Only within 24 hours of the customer’s last message |
| Needs Meta approval | Yes | No |
| Content | Fixed text with variables {{1}}, optional media header and buttons | Anything — text, media, buttons, lists |
| Cost | Charged by Meta per message, by category | Free |
See The 24-hour customer service window and WhatsApp pricing.
Where templates are used in Vatli
- Inbox — re-open a conversation. See Send a template from the inbox.
- Contacts — message someone new from their contact page.
- Broadcasts — every broadcast sends one template. See Create a broadcast.
- Automations, sequences and the Google Sheet sync — scheduled and triggered messages.
- API —
type: "template"in POST /messages.
The parts of a template
| Part | Required | Limits |
|---|---|---|
| Name | Yes | Lowercase letters, digits and underscores, e.g. order_confirmation. Fixed once submitted. |
| Category | Yes | Marketing, Utility or Authentication. See Template categories. |
| Language | Yes | E.g. en_US, en, hi. Fixed once submitted. |
| Header | No | Text (60 characters), image, video or document. |
| Body | Yes | Up to 1,024 characters, with variables {{1}}, {{2}}… |
| Footer | No | Up to 60 characters. |
| Buttons | No | Up to 10: quick replies, URL, phone number or copy code. |
Next: Create and submit a template.