WhatsApp Template Guidelines

Learn how to create effective WhatsApp message templates for marketing. Follow guidelines, avoid restricted content, and get your templates approved hassle-free.

WhatsApp Templates are pre-approved messages used to initiate conversations with customers — whether it's a welcome message, order update, or promotional offer. These templates are essential for communication outside the 24-hour customer service window.

This guide will walk you through everything you need to know about creating, submitting, and maintaining your WhatsApp Templates in Gallabox.

1. What are WhatsApp Templates?

WhatsApp Templates allow businesses to send structured messages that include dynamic content like names, order numbers, or links. They are mandatory for messages sent to users who have not messaged your business in the last 24 hours.

You can create:

• Marketing Templates (offers, updates, promotions)

• Utility Templates (order confirmations, payment reminders)

• Authentication Templates (OTP, verification codes)

Once created, every template must be reviewed and approved by Meta before it can be used.

2. Approval Process

After you submit a template:

• Meta reviews the content and category.

• Approval typically takes up to 24 hours.

• Status updates appear in the WhatsApp Manager.

If approved, the status becomes Active - Quality pending, and the template can be used immediately. If rejected, you'll get a reason and can either edit or appeal.

⚠️ Important Update:

Meta no longer supports the “Allow category change” feature. In Gallabox, this option has been removed. If you select a Utility category, you’ll now see a mandatory pop-up warning that Meta may reclassify it after review.

This improves transparency and helps avoid confusion or unexpected pricing due to automatic category reclassification.

3. WhatsApp Template Categories

Template messages can be divided into three categories:

1. UTILITY

2. MARKETING

3. AUTHENTICATION

Utility templates

Utility templates are usually triggered by a user action or request. They should include specific details about the current transaction, account, subscription, or interaction. For instance, an order confirmation must have an order number.

Authentication templates

Authentication templates let businesses verify users with one-time passcodes (4-8 digit codes). These can be used at various steps like account verification, recovery, or security checks.

Marketing templates

Marketing templates are versatile. They don't tie to a specific deal but promote the business or its products/services. They can include promotions, offers, welcome or farewell messages, updates, invitations, recommendations, or requests for feedback or new transactions.

Any template containing both utility and marketing content will be considered a marketing template.

4. Common Mistakes & Rejection Reasons

Avoid the following issues to ensure a smooth approval:

✅ Variable Formatting

• Correct: {{1}} or {{name}}

• Avoid: {{name, {{name}}!!, or gaps like {{1}}, {{2}}, {{4}}

❌ Content Violations

• No restricted items (drugs, weapons).

• Do not ask for full sensitive identifiers (e.g., full card numbers, ID proofs).

• Avoid threatening or misleading messages.

🔁 Duplicate Submissions

• Don’t submit templates that already exist with the same body or footer.

🧾 Sample Values

• Always include sample values for variables — e.g., {{name}} = John.

5. Template Status & Quality Ratings

Once a template message is created and approved, it can have the following statuses:

Template Status	Description
Pending	Your template has been submitted and is awaiting review. Be patient; it's in the queue for the approval process
Submitted	Your template is in the process of being reviewed by WhatsApp/Meta. Wait for approval; the review typically takes around 24 hours.
Recently Approved	Your template has met WhatsApp's guidelines. Wait for the status to change to Approved to share the Template.
Active	Your template is ready to use. Start sending your approved messages to contacts.
Rejected	Your template didn't meet WhatsApp's guidelines and needs adjustments. Re-create your template as per feedback and resubmit for review.
In Appeal	Indicates the WhatsApp Template is under appeal
Error	An issue occurred during the template process; it might be incomplete or incorrect (wrong template category, or invalid link in the CTA). Review the template for errors and resubmit the template if needed.
Paused	The Template is paused after receiving numerous negative feedbacks from customers. This cannot be sent to customers after a point.
Disabled	The Template is paused after receiving recurring negative feedbacks from customers. This cannot be sent to customers.

6. Template Approval Process

Each template must be reviewed and approved by Meta before being sent to customers. When you send a template approval request, Meta immediately validate its category.

• If Meta agrees with the category you selected, the template status is set to PENDING; the template will then go through template review.

• If Meta disagrees with your designation, the template will be created, but its status is set to REJECTED .

⛔ Gallabox has removed the allow_category_change toggle due to Meta’s policy update. Always double-check your category to avoid rejections.

The review process can take up to 24 hours. You can only send templates with an Approved status.

7. WhatsApp Template Rating

WhatsApp template ratings are color-coded to indicate their quality. A green rating means the template is of high quality, a yellow rating means the template is of medium quality, a red rating means the template is of low quality, and an unknown rating means the template is pending review.

8. Best Practices for WhatsApp Templates

Follow these guidelines to improve approval chances:

• Template Name: Use only lowercase letters, numbers, and underscores. Example: welcome_message, not jjjhhhh or shopify_template

• No Restricted Content: Avoid content related to weapons, drugs, or prohibited items.

• No Sensitive Data: Don’t ask for full card numbers, Aadhaar details, or personal identifiers.

• Use Proper Variable Format: {{variableName}} — and provide sample values. Example: {{name}} = John {{price}} = ₹138 {{companyName}} = Gallabox

• Limit Number of Variables: Keep the number of variables appropriate to the message length.

9. Appeals & Editing

If a template is rejected, you can:

• Edit it and resubmit with the necessary corrections.

• Submit an appeal, especially if the rejection was due to miscategorization.

Note:

• Edited templates go back to In Review and can’t be used until approved.

• Always include samples for any variables used.

You are all set! Following these guidelines will help you get your templates approved faster and reduce the chances of rejection, delays, or negative customer feedback.