1. Get user consent (opt-in)
Before sending any template, you must have the customer’s authorization. You can collect consent through:- Your website
- Prior WhatsApp conversations
- SMS or phone calls
- Forms or physical signature
Be explicit about:
- Your business name
- The type of messages they will receive
- How they can opt out
2. Mind template structure
When creating a template, follow these basics:- Use lowercase names with underscores (for example:
appointment_reminder_1). - Up to 1024 characters in the body.
- Use numbered variables in order:
{{1}},{{2}},{{3}}… - Do not put variables at the start or end of the message.
- Buttons
- Links
- Images (max. 20 MB)
3. Clear, appropriate copy
Avoid rejections or quality drops:- Do not use offensive language.
- Do not ask for sensitive data (passwords, full card details, etc.).
- Avoid excessive promotions or intrusive messaging.
- Check spelling and grammar.
WhatsApp prioritizes user experience; tone and usefulness matter for approval and engagement.
4. Monitor template quality
Meta continuously evaluates:- User interaction
- Blocks or reports
- Response levels
- Pending: newly created.
- High / medium / low quality: based on user behavior.
5. Avoid pauses or blocks
If a template drops in quality, it may be paused temporarily:| Occurrence | Effect |
|---|---|
| 1st time | 3-hour pause |
| 2nd time | 6-hour pause |
| 3rd time | Indefinite deactivation |
6. Use buttons to start conversations
When you want to start a conversation and open the 24-hour window:- Use templates with interactive buttons (up to 10 options).
- Higher response rates
- Better user experience
- More chances to continue the conversation