> ## Documentation Index
> Fetch the complete documentation index at: https://docs.jelou.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# WhatsApp template best practices

> Recommendations for opt-in, structure, copy, and template quality with Meta and WhatsApp.

To ensure **high delivery quality**, **approval**, and **successful sending** of your templates with Meta, follow these recommendations. Pair them with [template categorization](/en/connect/campaigns/template-categorization) so content and message type stay aligned.

## 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

<Info>
  **Be explicit about:**

  * Your business name
  * The type of messages they will receive
  * How they can opt out

  This reduces blocks and improves account quality.
</Info>

## 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.

You can include, where applicable:

* 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.

<Note>
  WhatsApp prioritizes **user experience**; tone and usefulness matter for approval and engagement.
</Note>

## 4. Monitor template quality

Meta continuously evaluates:

* User interaction
* Blocks or reports
* Response levels

**Common states:**

* **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 |

<Warning>
  If a template is paused, **stop automated flows** that use it until you review content and opt-in.
</Warning>

## 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).

This helps with:

* Higher response rates
* Better user experience
* More chances to continue the conversation

<Tip>
  **Bottom line:** the **clearer**, more **useful**, and more **expected** your templates are, the better their **approval**, **delivery**, and **engagement** with customers.
</Tip>