To initiate a conversation with a customer on WhatsApp (outside of a 24-hour customer service window), you must use a Message Template. These templates are pre-approved by Meta to ensure quality and prevent spam.
Understanding the rules of engagement is critical to maintaining a high quality rating and avoiding message rejection.
What is a WhatsApp Message Template?
When messaging a customer through WhatsApp, the initial message must be a verified WhatsApp Template.
A template is a reusable message format used for common business scenarios like appointment reminders, shipping updates, or two-factor authentication. They consist of fixed text and placeholders (substituted mail-merge variables) that allow for personalisation.
Example Template:
Message = "Hello {{1}}, your appointment is scheduled for {{2}}. Reply Y to confirm."
Variable 1 = "John"
Variable 2 = "Tuesday"
Note: The placeholder variables are Meta's equivalent of the TNZ Personalisation used across our platform.
Each template needs to be reviewed and approved by Meta prior to use. Creating a new template can be done through the TNZ Dashboard or through Meta's Business portal.
Creating a Template in the TNZ Dashboard
If you have authorised TNZ to manage your templates (as detailed in our WABA Onboarding Guide), we can assist in the submission process.
- Log in to your TNZ Dashboard.
- Navigate to New Message → Send WhatsApp → Manage Templates.
- Click Create and draft your content, including your variables.
- Click Save Template and TNZ will submit your template to Meta for review. Approval typically takes anywhere from 2 minutes to 24 hours. We will email you when Meta has approved the template.
Creating a Template in Meta's WhatsApp Manager
You may also create templates in Meta's WhatsApp Manager. If you have authorised TNZ to manage your templates (as detailed in our WABA Onboarding Guide), TNZ will automatically sync your template changes. Otherwise, you'll need to advise us manually of any new template changes.
- Log in to business.facebook.com using your Facebook credentials.
- Navigate to All Tools → Manage → WhatsApp Manager.
- Click Template Library to use a standard Meta template, or click Manage Templates to set up a custom template.
- Select a template, modify as appropriate, then click Submit.
Helpful Hints and Template Rules
Here are some helpful tips to ensure your Template meets Meta's criteria.
1. Formatting Rules and Variable Syntax
Meta uses strict syntax for placeholders. If these are formatted incorrectly, the template will be rejected immediately by the automated system.
- Variable Format: Placeholders must use double curly brackets and be sequential:
{{1}}, {{2}}, {{3}}, etc.
- Content-to-Variable Ratio: There must be enough surrounding text to provide context. You cannot send a template consisting only of variables (e.g., "
Hello {{1}}, Message: {{2}}" would be invalid).
- Ending with a Variable: For some template types, Meta disallows the template to end with a variable (e.g., "
Hello {{1}}, your appointment with ABC Ltd is confirmed for {{2}}" may be invalid).
- Special Characters: Avoid using tabs or more than four consecutive spaces.
2. Choosing the Correct Category
When submitting a template via the TNZ Dashboard or Meta Business Suite, you must select one of three categories. Choosing the wrong category is a leading cause of rejection.
| Category |
Description |
Example |
| Authentication |
One-time passwords (OTP) or security codes. Note: Authentication templates must relate to an app and therefore are best managed by TNZ. |
"Your login code is 123456." |
| Utility |
Specific updates related to an ongoing transaction. |
"Your order #552 has been shipped!" |
| Marketing |
Promotions, offers, or brand awareness. |
"Check out our new summer collection!" |
3. Common Reasons for Rejection
Meta's review process (a mix of AI and human review) often flags templates for the following:
- Promotional content in Utility templates: Including a "referral code" or "discount" in an appointment reminder will lead to rejection.
- Missing Opt-out: Marketing templates must offer a clear way for the user to opt-out (e.g., "Reply STOP to unsubscribe").
- Grammar and Spelling: Professionalism is key. Typos are a frequent cause for manual rejection.
- Vague Content: Meta must understand the intent. A template like "Hello, call us back" is too vague and may be flagged as suspicious.
Need help wording your first template? Contact our support team for best-practice examples tailored to your industry.