Message templates are how you start proactive conversations on WhatsApp. They go through review, so writing them well saves time and avoids rejections.
Start with the category
Templates fall into categories — commonly marketing, utility and authentication. Pick the category that honestly matches your message. Miscategorising a promotional message as a utility message is a common reason for problems.
Be clear and specific
- Say who you are early so the recipient recognises you.
- Make the purpose of the message obvious.
- Use variables (like
{{name}}or an order number) to personalise, but keep the surrounding text meaningful on its own.
Avoid common rejection triggers
- Vague or misleading content.
- Placeholder text left in by mistake.
- Variables with no surrounding context.
Respect consent
Even a well-written template should only go to people who opted in. See WhatsApp opt-in best practices for how to build that list.
Remember what VPmessage controls
VPmessage helps you draft, organise and send templates. Approval itself is done by WhatsApp, and category rules and messaging charges are set by WhatsApp too. For the current rules and the status of a specific template, check your account.